He has just taken on the job of managing director of the new Mazda-owned company, Mazda Motor Ireland, from close of business on Friday when Motor Distributors (MDL) relinquised the franchise.

The new headquarters is in Hume House in Ballsbridge, Dublin 4, and McGonigle has with him 11 staff from MDL who formerly worked in the Mazda arm of the company.

McGonigle, a Briton whose ancestors come from Co Donegal, says he has been studying the irish automotive for the past 18 months.

"We have formulated a new strategy for Mazda in Ireland that will focus on communicating the uniqueness of the Mazda brand, " he says.

"From now on we will be offering a line of 'zoom zoom' (a company slogan worldwide) vehicles that is easy to recognise and understand.

"Our push now will be on raising awareness of the brand and taking it to the next level. We want to get people talking about Mazda in Ireland."

Ireland's 32 Mazda dealers were give a pep talk by McGonigle last Friday in the Morrison hotel where he spoke of the big changes in store for them and better times ahead.

"We are introducing a complete suite of new systems including a process that allows the dealers to order vehicles direct from the factory in Japan. This will give them a level of influence and responsibility that they have not had before."

Other developments will include improving the look and style of dealerships, training and the setting up of a 'Mazda satisfaction index' which will show how customers are pleased with their cars - and dealers.

All these measures will be in place for the introducrtion of several new models - a Mazda 3 facelift, an all-new Mazda pickup, the BT-20, both due for launch later this year.

Next year there will be a new Mazda MX-5 roadster coupe hardtop, a high perofrmrance Mazda 3 MPS and an all new sporty SUV, the CX-7 later in the year.

"Our immediate goal is to grow volume and achieve a sustainable market share, " says McGonigle.

Appointments made already include Lewis Beale, commercial director, Lar Malone, finance manager, Maria McCullough, brand and comunications manager and David Moran will continue in his function as marketing and PR manager.