Heuver Continues Spectacular Growth
Established in 1966 by Mans Heuver, Heuver Bandengroothandel has expanded from a small business (for which Mr. Heuver personally made tyre deliveries on his motorcycle) into a global organisation with a wholesale business for industry clients and a number of outlets – the Profile Tyrecenters – for both business and retail customers. Today the Netherlands based business is run by Mr. Heuver senior’s two sons, Bertus and Jan, and the growth continues.
To facilitate an expanding business base, two years ago the company opened a new 12,000 square metre facility in its hometown of Hardenberg. Now, reports Bertus Heuver, the company is looking at the need to build another 12,000 square metre premises. “Since we completed the new buildings in 2006, we’ve seen that the choices we make today enable us to accelerate our expansion plans,” he said. “In other words, we’re ahead of our goals. At the end of this year, we’ll be taking the next step in our development strategy and doubling our warehouse inventory.”
This growth has in part occurred following the decision to split the company’s specialists into three divisions: agriculture, truck and earthmover tyres. “This allows us to serve our customers even better and our specialists benefit from more appreciation of their knowledge. In addition to this reorganisation, we have also expanded our product range and added more depth to our bulldozer tyre specialty. We’re concentrating more on the larger sizes.”
Unlike some wholesalers, Heuver do not major on Chinese tyre brands. “Chinese tyres comprise only around 15 per cent of our total sales,” Mr. Heuver says. One Chinese manufactured brand the company does supply and strongly promote, however, is Aeolus – a brand Bertus Heuver refers to a brand ‘in a current upswing’. The company has been involved with Aeolus for four years now, and represents the brand in numerous European markets, including Scandinavia, the Benelux countries and Germany.
“Aeolus listens to Heuver regarding what tyres are needed in Europe,” commented Bertus Heuver at Reifen 2008. “The company develops many products especially for Europe, such as the 19.5-inch tyres supplied to us. We are in direct contact with the factory and together we set out the strategy for opening up the market. Aeolus is offering the right mix of price, quality, durability, reliability and return on investment.”
During the show in Essen Heuver launched a number of new Aeolus products, including a complete range of earthmover tyres. The line-up has been launched with six series for various applications, including cranes, shovels and bulldozers. Altogether 31 individual tyre sizes are available. “Several brands will have to reconsider their strategy now that Aeolus presents itself as a superpower on the market for ground removal tyres, and effectively has launches an attach on that market,” stated Mr. Heuver. “We assume that many companies will offer record low prices, but we are looking at the future with confidence. We have come to know Aeolus very well and we now that they guarantee absolute top quality.”
Recently Heuver negotiated a significant OEM deal for Aeolus with trailer manufacturer Schmitz Cargobull. The deal confirms, says Heuver, the right mixture of safety, cost per kilometre and durability present in the Aeolus product. “As the European distributor, we consider it one of our duties to scout for important OEM contract opportunities,” comments Mr. Heuver. “Aeolus has experienced a booming development since its introduction into the European market in 2004 and hammers on values such as quality, durability and price. The Chinese world brand has also become an important player on the European market….a delegation of the trailer builder convinced themselves of the quality of the tyres during a recent visit to the European designed Aeolus factory.”
A brand new Heuver supplied brand, exclusive for much of Europe, is Rockstone. The truck tyre range was introduced at Reifen 2008 and Heuver has already expressed much confidence in its success. “As far as we are concerned, the battle for the European market can begin,” said Bertus Heuver. “With Rockstone we have added a new brand to our product range that gives us the opportunity to offer our clients a quality tyre at a very competitive price. For us, Rockstone is a perfect addition to our range of products because where a brand such as Aeolus has become a top brand, we can now, with Rockstone from China, take on all the other cheaper brands that are also from China. The Rockstones are similar to some well-known, renowned products, but the price/product ratio is more favourable.”
And when a brand new tyre is not wanted, or the right tyre is not available, Heuver’s own Maxfield range of renewed earthmover tyres may prove ideal. The company supplies these products exclusively in Germany, Austria, Switzerland, Poland, and the Benelux countries. “Maxfield are the solution for those that don’t want a Chinese tyre but can’t get supply from the Michelins etc,” commented Mr. Heuver. “With the renewed tyre tread on an existing high-quality carcass, we created tyres that will last for a lifetime. For Maxfield we guarantee, under similar conditions, a duration of 70 per cent in comparison with new tyres. This was we can fully meet the many demands. A Maxfield tyre is just as strong and reliable as a new tyre.”
Other brands new to the Heuver portfolio in 2008 include Farm King, an affordable range of tractor front tyres and agricultural truck tyres from India; Altura, produced by Ceat in India, whose range of agricultural and industrial tyres includes flotation tyres; and Özka, a line-up of diagonal tractor tyres.