Wisconsin-based Doering Fleet Management is moving into growth mode to expand from a regional fleet lessor into a national fleet management company.

Doering Fleet Management has begun reinventing the sales process internally by launching a fleet management group, hiring a team of inside sales people to support their staff of outside fleet managers, bringing on more experienced fleet management professionals, and considering launching a truck leasing division.

Doering Fleet Management is expanding its operations with a new office in New England and is sending sales personnel to Tennessee and Minnesota as the regional lessor makes a bid to become a larger, national provider of fleet management services.

“We are looking to continue the expansion in 2016 and beyond,” said Chip Doering, president of Doering Fleet Management.

In July of 2015, the company opened a sales office in Greenwich, Conn., and has also been more aggressively pursuing fleet clients in target markets nationally. Doering named Liam Kelly as its director of sales for the Northeast region.

Before 2009, Doering Fleet Management was primarily a Wisconsin lessor that managed fleet vehicles for clients with five to 25 vehicles. The company has been growing by adding larger fleets since 2009 and typical Doering Fleet Management clients now range from 60 to 150 vehicles. The company's largest client has more than 500 vehicles.

The company has become more of a full-service fleet management company in recent years, by offering managed maintenance services, roadside assistance, driver testing, fuel management, driving policy consulting, and GPS-based telematics. The company plans to launch a fleet wellness index that would benchmark companies and help guide them to implement more effective fleet management practices.

"The embers of these ideas come from our clients," said Adam Berger, vice president of Doering Fleet Management. "It's created new revenue streams for us and allowed us to grow."

The company mostly writes open-ended TRAC leases, but also provides closed-ended leases to fleets seeking that option.

Doering Fleet Management has been operating as a fleet lessor since 1989, when it opened its doors as Doering Leasing Co. The company is based in Brookfield, Wis.