Giti commences direct digital sale of car tyres to German consumers
Giti Tire Deutschland has made its Giti brand car tyres available to end users via its own web shop. In doing so, it joins a select band of tyre manufacturers pursuing similar distribution strategies in particular markets.
For example, Goodyear has an online tyre retail site in its home US market; Michelin’s acquisition of Blackcircles.com signalled the manufacturer’s entrance into e-commerce in the UK, while it also dipped a toe in the water with a temporary web shop in France to coincide with the launch of its Pilot Sport 4; and in the sub-premium category, Apollo made clear its intention to sell its tyres directly to the end-user during the European launch of its commercial tyre range, and via its acquisition of reifencom GmbH, the operator of e-commerce sites in six European countries. A Giti representative told Tyrepress.com that online purchases are available to addresses within Germany only, and there are no current plans to launch a similar site in the UK.
Giti’s move coincides with the rollout of its Giti brand car tyres in Europe, which in Germany is being advertised digitally with its “Welcome to the Future!” campaign. The brand offers visitors to its website the chance to “feel like Marty McFly” with a ride in “the original DeLorean” from the Back to the Future film trilogy. The competition is being run via its website and social media channels.