MWSD rebrands as MWheels, bringing European operations under same banner

Monday 22nd May 2017 | 0 Comments

(l-r) John Ellis, chief executive, and Matthew Mardle, chief operating officer of MWheels present the new corporate identity
(l-r) John Ellis, chief executive, and Matthew Mardle, chief operating officer of MWheels present the new corporate identity

Distributor of Xlite and Xlite+ forged aluminium wheels, Motor Wheel Service Distribution (MWSD) has rebranded as MWheels. The move positions the distributor’s European operations under one banner, having established a German company with the MWheels name at the beginning of the year. The new name is in full effect from Monday 22 May 2017, with the name and logo immediately visible on its reworked website, marketing literature and communications. The new corporate identity will be introduced across all product packaging over the coming months. The logo will also replace the Chevron as MWheels’ quality stamp on its steel, Xlite and Xbrite+ forged aluminium wheels.

MWSD was established in 1987 and has become one of Europe’s leading independent distributors of commercial vehicle wheels. MWheels GmbH was launched at the start of 2017 to create stronger retail ties with the German aftermarket.

John Ellis, chief executive of MWheels, said: “Over the past few years, MWSD has been on its most exciting journey in the company’s 30 year history.

“We secured some of our largest contracts, built a new senior management board, launched a new overseas operation and offered expert advice to the UK Government and European Union, which has seen CV wheels classed as a ‘safety critical item’ in the forthcoming EU Roadworthiness Act.

“Given these important strategic developments it is now crucial that we align our business interests to deliver the best possible service to our UK and European customers and to stake our claim as the number one wheels supplier in the CV market.”

“It is important to state that under the new guise customers will still receive our impeccably high-levels of customer service and expert advice as well as our comprehensive range of steel, Xlite and Xbrite forged aluminium wheels,” continues Matthew Mardle, chief operating officer of MWheels.

“Under the new name we will clearly differentiate our position in the market and deliver a full service to bus, coach and truck fleets throughout the continent where we can demonstrate transparent return-on-investment numbers while meeting all health and safety and legislative requirements.

“This is a hugely exciting development and one that will ultimately reap rewards for our customers over the coming weeks, months and years.”

Pick up Tyres & Accessories June 2016 issue for a full interview with Ellis and Mardle covering the company’s rebranding.

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