Southern Africa a focus for Membat

Spanish tyre brand Membat will make its debut appearance in South Africa at the Tyrexpo Africa exhibition, which is scheduled to take place in Johannesburg between 4 and 6 March. Membat is a budget consumer tyre brand that was launched in 2012; Membat shares that since that time the brand has quickly established itself in numerous European, American and Asian markets.

Now the focus is switching to southern Africa, as sales director Jordi Estrada explains: “Our two main objectives for Tyrexpo Africa are to build awareness of the Membat brand among African tyre buyers and to sign exclusive new distribution relationships with quality partners. Membat is a tyre which combines a great quality/value proposition for customers, together with a brand personality which reflects its sunny and relaxed Spanish origins. We have taken some of the famously relaxed and cheerful Mediterranean character to capture the essence of Membat with our ‘smiling on the road’ slogan.”

The original product range comprised of 56 sizes and four lines: Passion (UHP summer), Enjoy (HP summer), Flake (PCR winter) and Icebreaker (LT winter). That line-up is being strengthened in 2014 with 36 more sizes and three new lines: Potens (SUV), Intens (4×4 A/T) and Tough (light truck summer). The company plans to add 30 new sizes in each of the next two years.

“Because we own the Membat brand and moulds we can control the development of the product internationally,” adds Estrada. “We can offer distributors a powerful and exclusive presence in designated markets. We look forward to meeting with many interested parties at the show.”