Cox is to become product sourcing manager for Dawes Cycles Ltd and will report to sales director Andy Wigmore.
The appointment of Lawrence to such a vital role within our business is of great value to us," said Wigmore, cock-a-hoop to have enticed the Chopper media star to Dawes.
As well as speccing bikes, Cox will also be responsible for developing the brand awareness of P&A brands like Tioga, Serfas and Crud.
"The Dawes brand has developed into a market leading range over the last few years and with a very positive reaction to the recent launch of the 2004 line we will need someone with his skills to help continue to build on this success, said Wigmore.
TEXT FROM ORIGINAL RALEIGH PRESS RELEASE, 14th January:
Loz Cox, Chopper Product Manager at Raleigh says: "Change in the bike market and demand for retro products like the VW Beetle and Mini Cooper sparked the idea for the introduction of the new Chopper."
"The new Chopper has been restyled for the new century and a new generation of kids. We have taken advantage of new materials, safety feature and production methods whilst retaining all the flair of the original look including chrome sissy bar and springs, arrow wedge frame and easy rider style handlebars. The biggest changes are the move to the lightweight alloy frame (the original was steel) and the position of the gear lever. The gears are still the Sturmey Archer 3 speed but now the shifter is on the handlebar and not on the top tube."
"Its taken us nine months to redesign the new Chopper and we know its going to prove as popular today as it did back in the 70s."