Odell took over at the start of this year, following major developments in Mazda's European distribution during 2001. The manufacturer now governs 80% of its European sales, after taking control of its UK importership last year.
Mazda distribution in the Netherlands, Belgium, Nordic region and Ireland is still in independent hands, and Odell said there were no immediate plans to change this situation.
But he is looking to establishing a more common pan-European brand message and marketing approach. On fleet, Odell said it is important for Mazda to exploit the synergies in making joint approaches to fleet customers with Ford brands, but that Mazda must not lose its identity.