Mitas to rename sales network
Over the next three months, Czech Republic based agricultural, industrial and off-highway tyre manufacturer MITAS a.s. intends to change the corporate names of all its sales subsidiaries in order to bring their names in line with that of the company’s core tyre brand. The changes will be applied to all 13 of the company’s sales subsidiaries, the bulk of which are located in Europe.
“The subsidiaries’ name switch from CGS to Mitas will allow us to focus sales and marketing resources on promoting the core brand, Mitas,” said marketing and sales director Andrew Mabin. “In addition, the parent holding name – CGS – will no longer be confused with the Mitas sales network.” Over past twelve months, Mitas has consolidated its sales network, which now handles sales of all tyre brands it produces – Mitas, Cultor and Continental agricultural tyres. “Mitas is changing the subsidiaries’ names purely for marketing reasons. The ownership of Mitas remains unchanged,” Mabin added.
The Mitas name has been in use since 1947 when a public competition was held to find a new name for the company’s Prague plant; Mitas was the winning entry. Mitas produces tyres under a number of brand names and since 2004 the company’s production focus has been upon large tyres for agricultural, construction and industrial vehicles. The tyre maker now employs 3,000 people.