HPI is to shift its marketing strategy to the initials of the business acquired in 1994 by Equifax, a US-based group. The £110m turnover UK subsidiary has also changed its management structure and recruited two executives who left Mitsubishi Motors UK during acting chief executive Denis Murphy's sweeping reorganisation.
Andrew Wenzel is now HPI Equifax automotive managing director, with Colin Peirce appointed as the division's sales and marketing director.
Mr Wenzel said: “We once had automotive data provision virtually to ourselves. Now we hold some 70% of the market and we are moving into new areas. “HPI has become a generic term like 'hoovering' and we intend to use it more effectively.”
Mr Wenzel sees online data provision as an important growth area. “It is too early to know how far the internet can go in changing the way people buy and sell cars. It is though certain the internet opens up huge potential for efficiency improvements and cost savings for businesses.
“That is why HPI is taking e-commerce initiatives seriously.”
HPI eCheck has been extended to the motor trade with the introduction of a free vehicle descriptive data check for retail and business customers.
Now the company has made its complete range of HPI checks available on the web, with direct access to Goldcheck and Classic Check.