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MWSD senior management restructuring the key to wheel distributor’s next phase : Tyrepress

MWSD senior management restructuring the key to wheel distributor’s next phase

Monday 20th March 2017 | 0 Comments
 
 
The latest Xbrite+ forged aluminium from Wheels India is available in Europe from MWSD
The latest Xbrite+ forged aluminium from Wheels India is available in Europe from MWSD

Forged aluminium CV wheels manufacturer Wheels India launches next generation finish following multimillion pound production upgrade

The restructuring of Xlite forged aluminium wheel distributor Motor Wheel Service Distribution’s management team is characterised by company founder John Ellis as “the key to this year”. Add the establishment of the company’s German operations, MWheels GmbH – an important anchor in Europe’s leading market given both MWSD’s pan-European strategy and the current period of flux in Anglo-European relations – the introduction of a new generation of forged aluminium products, and the impending implementation of the EU Roadworthiness Act in May 2017 and it all adds up to an organisation entering the next stage of its development.

The new senior team is the culmination of a two-year plan to introduce a new layer of management in preparation for future growth. Ellis explains that the process was about introducing experienced specialists in order to facilitate this, rather than replacing previous personnel. The newly installed team comprises Matthew Mardle, who joined the business in 2016 as operations director, as chief operating officer; Kevin Ryan, who maintains the specialist product development and client advisor role as chief technical officer; Clive Maudsley, chief financial officer; Michael Payton, who maintains his position as marketing director; and Ellis himself taking his place as chief executive. Jason Mayor represents the “last piece of the jigsaw” in Ellis’ words, joining as chief commercial officer, and will be responsible for all sales and marketing functions in the UK and Europe. He is tasked with taking advantage of stronger commercial ties with the aftermarket throughout the continent.

Mayor previously held the role of sales director at Freightlink Solutions, before which he was national key account manager for Carrier Transicold and national account manager for ATS Euromaster. Signalling the direction of the new structure as a whole, Ellis added that Mayor brings “a huge range of industry knowledge to complement what is now a vastly experienced, professional senior management team which is tasked with growing this business in the UK, and especially in Europe where the potential is far greater. The foundations are in place, and our market offering is nigh-on complete.”

Xbrite+ evidence of product development

With the senior management now in place, MWSD also has an evolved product offering, showing the development of its flagship commercial wheel brand. The distributor has launched the next generation Xbrite+ treatment, enabled by manufacturer Wheels India’s upgraded multi-million pound production facility. In the advanced production process a polished Xlite forged aluminium wheel goes through several automated treatment stages to permeate the metal deeper. MWSD explains that this increases corrosion resistance and shine and prevents tarnishing or flaking. MWSD has exclusive distribution rights for the supply of Xlite and Xbrite+ forged aluminium wheels throughout Europe.

Matt Mardle said: “The latest generation of the Xbrite+ is a marked advancement on its predecessors, with the new production facility allowing far deeper penetration of the forged aluminium which in turn results in unrivalled aesthetics, performance and longevity.

“The multi-million pound investment by Wheels India in manufacturing and R&D has delivered a product that will satisfy the most demanding of fleet managers and commercial vehicle owners, which backed by our exceptional customer support and technical expertise results in an unrivalled service.”

Xlite and Xbrite+, which are five times stronger and 40 per cent lighter than the standard steel equivalent, are spin forged from a single aluminium billet, a unique manufacturing process using a CNC machine to produce a higher degree of production accuracy and a truer running wheel. Xlite is available in machined and polished finishes. All wheels are available in 17.5, 19.5 and 22.5 inch sizes.

Having invested in its infrastructure, MWSD will seek to improve UK and European market penetration at a time when “imminent legislative changes mean that every CV operator in the European Union will need a full aftermarket structure in place to support its wheel purchasing and fitting operations,” Ellis concludes. “We are in a unique position to work in partnership with the industry to deliver steel and forged aluminium products and solutions which ensure compliance, and also make sure that the vehicles are delivering maximum profit-per-kilometre by operating on the right wheels and axles.” andrew.bogie@tyrepress.com


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