Fleet News

Daihatsu plans £15m marketing campaign

DAIHATSU will spend £1,000 in marketing costs for every car it sells in Britain during 1998. The spending spree is part of a five-year campaign which will add up to a bill for £15 million.

'We are happy with the way our plan is rolling out and we are on target to get a one per cent share of the UK market by early next century. Next to Lotus, we are the fastest growing franchise,' said chief executive officer Paul Williams. 'You have to invest heavily in order to get your name recognised. We have plenty of evidence to prove our pioneering work is paying off - we sold 11,100 units last year.'

Williams was at the Geneva Motor Show for the launch of Sirion, the production version of NCX, the three-cylinder, 989cc Frankfurt Motor Show small car concept and which will arrive in Britain in June.

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