EV maker Coda hires Mitsubishi marketer
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LOS ANGELES -- Startup electric vehicle maker Coda Automotive has hired Mitsubishi's former U.S. marketing boss as its vice president of product planning and marketing.
Greg Adams, former vice president of marketing and product planning for Mitsubishi Motors North America, will oversee Coda's advertising, brand marketing, retail marketing and product management efforts, Coda said in a statement last week.
Adams will report to Thomas Hausch, Coda's senior vice president of sales, marketing and aftersales.
Adams' hiring comes as Coda prepares to begin retail sales of its electric sedan, which is assembled in California from bodies and powertrains made in China.
Coda plans to open 40 franchised dealerships and four company-owned "experience centers" by year end.
Most recently Adams oversaw the early phases of the U.S. marketing launch of the Mitsubishi i electric vehicle.
Mitsubishi sold 80 i EVs in the first two months of the year through dealers selling the vehicle in California, Oregon, Washington and Hawaii.
Mitsubishi has said it will begin selling the i nationwide starting in June.
Adams "will be a vital asset as we bring the 2012 Coda sedan to market. His commitment to EVs is a perfect fit for our mission of putting an EV in every garage," Hausch said in a statement.
Adams was with Mitsubishi from June 2010 through October 2011. Prior to joining Mitsubishi he held sales, marketing and product-related positions at Ferrari, DaimlerChrysler and Mitsubishi Motors Corp.
Adams said in a statement: "It's an exciting time to join the CODA team and work with a group of technology pioneers behind a true revolution in the industry."
You can reach Ryan Beene at rbeene@crain.com. -- Follow Ryan on 
