Friction specialist Ferodo is responding to the rise in numbers of rally-bred supercars such as the Subaru Impreza Turbo and Mitsubishi Lancer Evo series by launching an all-new DS Performance brake pad.

Brand owner Federal-Mogul claims drivers can expect shorter bedding-in times and superior levels of braking performance from the first touch of the pedal. It adds that unlike the Ferodo DS3000 racing pads, DS doesn't need to build up and maintain high operating temperatures to work efficiently.

“As DS Performance is racing inspired, drivers will experience little or no fade and safe, consistent braking time after time,” says Nick Hood, product marketing manager for Bradford-based Federal-Mogul Aftermarket UK.

While on the subject of racing inspiration, F-M has scored a marketing coup in stamping its brand identities on the receptive minds of future generations of motorists. Champion, Ferodo and Moog logos crop up prominently in in Codemaster's latest chart-topping rally computer console game, Colin McCrae 3.

Jonathan Allen, sponsorship manager for F-M, won't be pressed on how much the exercise has cost the company but adds: “This opportunity forms a part of our strong integrated marketing communications programme.

“It's a natural fit, given Federal-Mogul's involvement with the Ford World Rally Team.”