Westlake signs Spanish distribution agreement
The Westlake tyre brand will be distributed in Spain by Don Tyre SL following the completion of an agreement with Eskay Tyres. The company, part of the Al Dobowi Group, distributes the Westlake brand in several key European markets and says the latest move is intended to expand the brand in Spain through several strategic alliances with key players in the sector. Unlike the deal in the UK, under which Axle Group Holdings company Viking Wholesale Tyres distributes the brand exclusively, Eskay has chosen a strategy involving several distribution partners for Westlake in Spain.
Jorge Crespo, European general manager for Eskay Tyres, stated: “Don Tyre appreciated from the start the quality and margin enhancement of Westlake tyres, and their distribution strategy fits with our brand policy perfectly, which is why we are sure that this agreement will greatly benefit both parties.”
Under the terms of the agreement, Don Tyre, headed by Jorge Berrocal, will market a range of Westlake’s passenger, van and 4×4/SUV tyres from their six warehouses located in Zafra, Malaga, Seville, Jaen, Cordoba and Granada.
Referring to Westlake’s strategic dealer selection and brand expansion in Spain, Crespo continued: “We will undertake a very thorough process because we want to be associated with dealers who really understand Westlake’s philosophy and who are capable of transmitting to their clients the reasons why Westlake is a product offering great performance, capable of satisfying the requirements of the most discerning clients.”
More Westlake agreements recently signed by Eskay include those with Auteide, authorised distributor for the Canary Islands, and Grupo Palacios, which markets Westlake from their two bases in Galicia: Lugo and Pontevedra. Earlier in the year specialist dealer, Talleres Driver was appointed to market Westlake’s truck tyre range.
Crespo said he was very satisfied since these relationships were “contributing to the quick consolidation of the Westlake brand in Spain.”