Cox Insurance turned Japanese this week, winning a major internet affinity deal with Nippon motor giant, Mitsubishi.

The new service, called Mitsubishi Insurance Services, will let the manufacturer's 185,000 customers buy motor cover online at preferential rates.

Under the deal, the manufacturer's websites and, will be extended to include an insurance quotes facility.

Although the architecture for this service is provided by Cox subsidiary Boncaster, the site will be fully Mitsubishi-branded.

Cox sales and marketing director Nick Potts claimed the deal would take the insurer to the forefront of the online insurance world.

He said: “Having developed our leading technology, we are determined to build many online partnerships with leading UK companies.”

The Cox system will allow Mitsubishi customers to get provisional insurance quotes after answering only six questions, confirming acceptance in a secure environment.

Mitsubishi's general manager of fleet and used vehicles, Matthew Cheyne, said: “The additional service provided by Cox will make mitsubishi-redzebra a more appealing site to our customers.

“The one-stop-shop facility allows customers efficient access to online insurance and saves them time when organising motor insurance cover.”

The move is part of an ongoing ecommerce push by Cox, which has already seen the insurer form links with Yahoo and Freeserve and launch an online Peugot Insurance service.