Jean-Pierre Goudant, general manager of CMD Europe, will head the Bordeaux office and spearhead the development of the distribution network. "We intend to announce our distribution strategy for the 13 major markets in Europe in the near future, " said Dickman.

However, Dickman did admit that if it comes to cost to get into large OEMS, CMD will deal direct, using the support of both parent companies.

CMD says the industry will see the benefits of its rationalisation of distribution. "We're choosing the best of the best in each market, " said Dickman.

"They'll see much more focus around marketing programmes, service initiatives."

"And there'll be much more visibility of the business, " added Peter Bold, director of distribution and marketing for CMD E. "Our end users today can't see Cummins, " he said.

Dickman says Europeans will find a reason to change to CMD in the new engine line-up.

"We've done a lot of work in Charleston, " said Dickman, "on providing better power density and better sociability."

The company is hoping to announce an agreement with "a major European OEM" within a month.