It was about 6.35pm on Thursday, May 13, when Phil Mitchell was driving his white utility along Wiltshire Lane to pick up some groceries before visiting his son.

He was driving south towards Delacombe Town Centre when another vehicle pulled out from Paddys Drive right in front of him.

"I put my high beams on and he braked heavily. I swung to the left to avoid an accident, after which he sped up," Mr Mitchell, aged 54, said. "To avoid another accident, I pushed back onto the roadway."

After overtaking the vehicle - believed to be a 2010 silver Ford Falcon sedan - Mr Mitchell continued driving towards the shops.

As the other driver followed him "non-aggressively" up the road, Mr Mitchell thought the incident had ended.

But when he pulled into the supermarket carpark, stepped out of his car and began to walk towards the shops, he saw the other driver park a few spaces down and emerge from his own car.

Mr Mitchell can't remember the exact words the man said to him, but recalls them as being along the lines of, "what do you think you're doing?"

Mr Mitchell answered by stating that he had pulled in front of his car.

"He walked towards me and I walked towards him," Mr Mitchell said, adding the other man did not appear agitated at the time. "He looked like just another bloke walking towards me."

But the situation rapidly evolved: "As soon as he got in striking range he hit me."

Mr Mitchell was first struck on the face, above the eye.

"He continued to hit me - he didn't stop until I hit the ground," Mr Mitchell recalled, believing he was hit about five times before he fell unconscious and fell to the ground.

When he regained consciousness he pulled himself back upright while the other man returned to his vehicle and drove away in an unknown direction.

In a daze, Mr Mitchell began to make a beeline towards the supermarket doors before several witnesses - for whom he is exceptionally grateful - rushed to his side.

He was then informed of the blood dripping down his face and realised the severity of his injuries.

Mr Mitchell's son picked him up and transported him to hospital, where he made a statement to police.

Sustaining a concussion and serious injuries to his head and face, he spent a day and night in hospital.

One of the cuts required 15 stitches and has left a scar above his eyebrow - a constant reminder of the experience that has affected his life "in a huge way".

As the owner of a small business, taking a week off work to recover was just another blow, while it has also impacted his physical and mental health.

He had been recovering from an acquired brain injury from a wakeboarding accident but the assault has exacerbated the symptoms, he said, including memory loss and stumbling over words.

"It's now put my recovery back at least two years, according to the doctors," he said.

While he considers himself resilient, the incident has left him feeling concerned about driving around Ballarat - though he must continue to do so to earn an income.

He is also concerned about the safety of other more vulnerable people.

Investigators on Friday released CCTV footage of the silver Ford Falcon and a man who they believe can assist with their enquiries.

The man is perceived to be Caucasian and aged between 20 and 25 years. He has an athletic build, brown hair and is approximately 193cm tall.

He was wearing a black long-sleeve jumper, black shorts and was barefoot at the time of the incident.

Acting Senior Sergeant Andy Rigg, from Ballarat Police Station, said the escalation of the incident and the serious injuries sustained was "concerning", but it was believed to be an isolated incident.

He appealed to the community to assist police to identify the car and the male driver. Alternatively, he asked the male to come forward and share his side of the story.

Mr Mitchell also asked his attacker to "come forward".

"We really encourage anyone in the community that may have knowledge of the incident, may have seen the incident or might have information to contact police," Acting Senior Sergeant Rigg said.

Anyone who recognises the man or the vehicle is urged to contact Crime Stoppers on 1800 333 000 or file a confidential report online at www.crimestoppersvic.com.au