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Mitsubishi is overhauling its web site in a six-figure initiative

to boost its presence in the UK.

Agency Seven Interactive won the work in a four-way pitch. It is the

first time in four years that the car company has invested in developing

its UK web site (www.mitsubishi-cars.co.uk).

Seven Interactive has been charged with providing a site that integrates

the various Mitsubishi databases, such as its prospect, customer, stock

and warranty information.

"Nothing on the web site is currently database-driven," said Haydn

Davies, marketing manager at Mitsubishi Motors UK. "We want to develop

the relationship between the user and the dealer. Our internet strategy

will be a cornerstone as we go into the future."

Davies explained that the company intended to pursue email marketing and

offer new forms of advertising, such as pop-ups, for the first time.

Mitsubishi also intends to fully integrate the 126 web sites it has

developed for its dealer network in the UK to provide better targeting

of offers and sales leads to increase showroom visits.