Out with CGS name, in with Mitas in Spain
As of today, the Spanish subsidiary of Mitas will be known by a new corporate name – Mitas Tyres, S.L.U. Commenting on the renaming, subsidiary managing director Gabriel Markovič said the renaming would “allow us to focus sales and marketing resources on promoting our core brand, Mitas.”
The subsidiary, previously called CGS Neumáticos Ibérica S.L.U., is responsible for the sale of Mitas-made tyres in the Spanish and Portuguese markets. Over the past year Mitas has consolidated its sales network, which now handles sales of all tyres the company produces under the Mitas, Cultor and Continental farm tyres brand. As part of this, a number of other European Mitas subsidiaries have also changed their corporate names in recent months, including UK-based Mitas Tyres Limited in November. “Mitas is changing the subsidiaries’ names purely for marketing purposes. The ownership of Mitas remains unchanged,” commented the company’s marketing and sales director Andrew Mabin.