Mitsubishi appoints UK Ralliart general manager.

Now that the worldwide Mitsubishi Ralliart business has been taken in-house by MMC in Japan and Mitsubishi Motors Europe, the only channels for the importation and sale of Ralliart models, parts and performance enhancing components is through official Mitsubishi Motors distributors.

In recognition of this new policy by the manufacturer, Mitsubishi in the UK has appointed 36-year old Paul Brigden as general manager for its Ralliart operations.

Brigden will take over all aspects of managing the Ralliart premium sub-brand operation. He will liase with other senior management about Ralliart future sales and marketing strategies, road and motorsport model development programme, the supply of genuine Ralliart parts, performance enhancing packs and Ralliart accessories.

"The Ralliart potential is huge both in sales and motorsport activities," Brigden said of his appointment, which took effect from 1 January, "The bringing of all Ralliart's operations under the direct control of MMC will stop the piracy of the product and the damage to the brand name which has happened over the last few years with grey imports and speculative importers.

"Already, by taking full control over Ralliart's business activities, we have been able to secure a new competitive price structure for vehicles and parts. I see my role as integrating all aspects of the Ralliart business in the UK and developing a strategy where the Ralliart name will enhance the Mitsubishi Motors brand."

Brigden joined the Mitsubishi Motors UK operation as a business management manager in January 2000, after ten years in motor industry retail sales. He was promoted to an area manager role in June 2000. He has been a rallying enthusiast since he was four years of age, after watching his father rally a Mk I Lotus Cortina. He was a pupil of Marling School in Stroud, Glos.

Brigden's first 'public appearance' as the Ralliart general manager was at the annual Autosport International show on 9 January, co-inciding with Mitsubishi's European unveiling of the new Lancer Evolution VIII and announcements regarding an enlarged motorsport involvement in support of the Ralliart business expansion programme.