Fleet News

Daihatsu sets its sights firmly on small car market

A MAJOR restructuring is under way at Daihatsu in Britain to focus its operations more clearly on its expertise in the small car market. Hard on the heels of the arrival in May of new managing director David Green, Francesco Gamberini has joined as marketing director and the firm is in the process of looking for a sales director.

The new team will be charged with changing the structure of the company and focus on building a reputation as world leaders in small car technology. Gamberini, who was formerly marketing manager for Chrysler Jeep, said: 'We had a radical structure previously with various marketing and supply channels. Although it was successful we wanted to focus in key issues. Our long-term objective is to be seen as world leaders in small car technology .'

At its Frankfurt show stand, Daihatsu unveiled two concept cars which emphasised its commitment to pushing back the boundaries of small car technology. The first was the Sirion 2CD, which was the same as the current Sirion except for the engine, a world-first 1.0-litre two-stroke direct injection diesel, which can achieve nearly 100mpg. Also on show was the small NCX-2 a people-carrier powered by a 1.3-litre, low CO2 emissions engine, producing 168g/km. Plans for a launch for either car have yet to be finalised.

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