EasyCar creates European marketing chief position

Car hire company easyCar – part of Stelios Haji-Ioannou’s easyGroup – is searching for a commercial director, a new position with responsibility for the company’s European marketing strategy.

EasyCar is expanding its fleet and planning a stock market flotation in 2004. A spokesman for easyGroup says that the company is planning to increase the size of the European fleet from 7,000 vehicles to 24,000 over the next two years.

He adds that easyCar’s growth requires the company to increase its management team. Until now, Haji-Ioannou and managing director Andrew Fitzmaurice have overseen marketing strategy. The new commercial director will report to Fitzmaurice.

All sales for easyCar are carried out via the Internet. The company spent £1.3m on advertising in the year to March (AC Nielsen MMS). It plans to invest £5m in marketing in the next financial year. Advertising is created in house and PHD handles media planning and buying.

EasyCar was founded in April 2000, and is based in London. It has 20 sites across Europe, ten of which are situated in the UK. The company made a loss of £13.6m in the year to September 2001, although turnover rose to £18m from £3.3m in 2000. The company hopes to achieve a turnover of £100m by 2004.

The company has ended its exclusive supply agreement with DaimlerChrysler for Mercedes A-class cars and is introducing Vauxhall Corsas and Renault Clios to its new Barbican site.

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