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Farrell to head DCF marketing

Direct Car Finance is embarking on a £20m advertising and marketing campaign to be headed by new group marketing director Pat Farrell, as it seeks to boost sales by 30%.

The used car, sub-prime finance specialist expanded rapidly last year, taking the network from 10 to 17 outlets. It has similar plans for 2002, targeting 23 outlets by the end of the year with a turnover of £275m on a projected 35,000 sales.

Mr Farrell, who was made redundant from Daewoo last August amid the company's restructuring, has been tasked with developing DCF's marketing strategy.

Bob Anderson, DCF chief executive officer, said: “Pat brings tremendous motor industry experience with him and is recognised as an innovative marketer, an attribute that will benefit and enhance our future growth plans.”

DCF is also planning to expand into new car sales through its Auto Nation brand. Auto Nation has two sites, Leeds and Coventry, which sell new Proton and Hyundai models. Coventry is Proton's top performing UK dealership.

A DCF spokesman said: “The company is looking at other new franchises, but has made no firm decisions.”

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