Mitsubishi appoints Daihatsu head

Paul Williams, former managing director for Daihatsu UK, has been appointed as director of sales and marketing for Mitsubishi Motors in the UK.

Williams replaces Colin Peirce, who left the company in May after a managerial shake-up. Peirce’s move followed the departure of Stephen Dixon, managing director of concession-holder Colt, in March.

Williams says: “The Mitsubishi Motors operation in the UK has huge potential in both private and business markets and I look forward to developing these areas further. Following the complete reorganisation of the company over the past few months, my first aim is to fully integrate the sales and marketing operations.”

Williams started his career in the car industry with Peugeot Talbot, before moving to Nissan and then Mercedes-Benz, now part of DaimlerChrysler, before joining Daihatsu.

In July, Roose & Partners won Mitsubishi’s advertising account following a pitch including Bates UK, Mitchell Patterson Grime Mitchell and the incumbent RPM3.

Roose’s first campaign for Mitsubishi broke in July. It aimed to reach a broader market. The ad featured the line “Does your car identify you?” and coincided with the launch of the environmentally-friendly Mitsubishi Carisma.

Mitsubishi has been struggling in recent years and earlier this year slashed its ad budget from &£16m to &£8m and made 70 job losses in the UK.

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