TRICO has announced the promotion of Adam Richards, to become the Managing Director for TRICO Ltd covering its European operations.

Adam was originally recruited as the Operations Manager at TRICO in Pontypool in early 2010. He previously worked in materials and supply chain management.

Commenting on his appointment, Adam said, “Moving forward we intend to regain the brand recognition that TRICO wipers once had across Europe. The product name is remembered quite well by people who have been in the industry for a long time, but we need to educate a new generation concerning the company’s exceptional OE heritage and revolutionary vision, our brand, our products, both through marketing and through our involvement with community projects.”

Adam added, “Our goal is to win more customers by demonstrating that we can provide them with an effective, turnkey solution for their wiper blade programme, backed up with ongoing support, to make the change to TRICO as seamless as possible.”