Boston-based Liberty Mutual said it plans to add 30 directagents to the Massachusetts market selling auto insurance.

The company said the move is in response to reforms the state ismaking to create an automobile insurance market that is morecompetitive.

Liberty said the additions would increase its automobileinsurance sales force by 50 percent. The sales representativeswould be in place when new regulations hit the market on April1.

The company said it plans to hold a recruitment event atGillette Stadium on Nov. 16 from 8:00 a.m. to 6:00 p.m. to helpattract applicants.

"In less than 60 days, consumers across the state will be ableto enjoy many of the same advantages of being a Liberty Mutualcustomer as their fellow drivers in 49 other states," said JamesMacPhee, Liberty Mutual senior vice president and general manager,New England Region, in a statement.

Mr. MacPhee added, "With an expanded sales force we will be ableto introduce these additional Liberty Mutual benefits to moreMassachusetts consumers."

Sixty-one Liberty Mutual sales representatives currently offerauto, home and life insurance products from 13 Massachusettsoffices. All offices will see sales force expansion, includinggrowth in the company's downtown Boston office.

Liberty Mutual said it announced last week that it is giving200,000 customers the first look at consumer benefits that managedcompetition will bring to the state.

Beginning Jan. 1, Liberty Mutual will renew Massachusettspolicies that carry collision coverage (and will write new ones)with its Liberty Advantage endorsement at no additional cost.

The plan gives drivers such previously unavailable benefits asimproved car replacement coverage, better rental car coverage,enhanced towing and labor coverage, and fully covered replacementof damaged mechanical parts (such as tires, mufflers andbatteries), rather than at their depreciated value.

Liberty said it is the only Massachusetts carrier that offersconsumers the option to purchase insurance through a local salesrepresentative, independent agents, a national call center, or overthe Internet.

According to Highline Data, Liberty is the fourth-largest autoinsurer in the state, with close to 8 percent of the market. It isthe ninth-largest nationally, with just over 2 percent of theprivate passenger auto insurance market.