Prodrive Reorganises Its US Performance Market Operations
Jan 25, 2005
source: Prodrive
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International motorsport and automotive technology business, Prodrive, has reorganised its operations in California, USA, to make its range of aftermarket accessories available to a wider audience of performance enthusiasts.
The reorganisation involves the creation of a new business, which is a wholly- owned subsidiary of Prodrive’s Michigan-based operations. The new business will replace Prodrive’s two-year partnership with Aria Group, which served to launch Prodrive’s U.S. based aftermarket initiative and assessed the market potential for the Prodrive brand and its products in the U.S. performance market.
Prodrive managing director, Andy Tempest said: “The creation of the new business demonstrates our commitment to the US market where we have seen a large demand for vehicle personalisation products over the last couple of years. We believe that our unique position as the world’s leading motorsport company combined with our product offering will be welcomed by the market. Under the new organisation we will be able to be much closer to our customers and give them the products and service they expect from Prodrive.”
The new company will concentrate on the development and sale of aftermarket performance parts such as wheels, suspension systems and engine modifications. Initially focus will be on the development and supply of parts for Subaru cars, as a result of the long-standing relationship with the Japanese manufacturer through the running of its World Rally programme.
Prodrive’s offices will be based in Orange County, California, and will be headed up by general manager, Horacio Antonielli. He has considerable experience in the U.S. performance market having spent 15 years working for Subaru in America, most recently as general manager at one of Subaru’s leading dealerships in California.
Prodrive in the USA can be contacted on 866-797-7766 or found at www.prodrive.com/usa
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