Colt Car ups ad spend for UK to 20m

The Colt Car Company, importer of the Mitsubishi car range, is doubling its advertising and marketing spend to 20m next year, to capitalise on increased UK sales.

Colt has seen UK sales increase by 55 per cent this year, although the marque still holds less than one per cent of the UK car market. The emphasis in the first period of the new campaign will be a 7m push for the Shogun, Carisma and Colt models, but the long-term objective of the company is to hold two per cent of the UK market by the year 2000.

“The increased availability of cars from Japan means we can fully exploit the sales potential for all seven models in the Mitsubishi range,” says director of marketing Colin Peirce.

The spend was revealed by Peirce at the Tokyo launch of the new Galant saloon, which will enter the UK market in March.

The work, created by Butler Lutos Sutton Wilkinson, will concentrate on innovations.