It is now half a century since Mans Heuver entered the tyre business, swapping his job as truck driver for that of tyre dealer and opening a small shop in Den Ham, the Netherlands. Over time he and his two sons, Jan and Bertus, transformed this business into a large wholesale operation bearing their name, Heuver Tyrewholesale. But while the company is looking back on its history throughout the course of this year, Heuver Tyrewholesale is also looking forward to the future. This year sees the wholesaler renew its focus on the agricultural market and increase its efforts with OEM partners.
The exclusive importer of the Aeolus truck, agricultural and OTR tyre ranges in eight European countries has launched an upgraded website for the range. Heuver Tyrewholesale says the new aeolus-tyres.com offers end users an overview of the whole range and allows them to search for specific tyres by application, axle position, vehicle type or size. The mobile and tablet-friendly site also features downloadable information and details of dealers in the eight target markets.
In 2015 Heuver Tyrewholesale increased turnover by 18 per cent. According to the company, this growth represents a major step towards Heuver’s objective of doubling turnover. There firm was also successful online, where Heuver Tyrewholesale realised growth of 14 per cent via its online channel. In terms of brands, Aeolus and Barkley are said to have made a major contribution to the overall result.
Heuver Tyrewholesale sees good opportunities for Aeolus brand commercial vehicle and earthmover tyres with OEM customers in Germany, and to help further its Aeolus activities in the original equipment segment has hired Guido Becker as account manager. Becker will concentrate on looking after the wholesaler’s Aeolus customers from within the tyre trade, freeing up Helmut Haak, who joined Heuver Tyrewholesale as account manager for Southern Germany in 2012, to focus on Aeolus within the OEM segment.
Heuver Tyrewholesale is half a century old this year, and the company says it will “not allow this important milestone to go unnoticed.” It has therefore come up with a number of customer promotions for 2016 and also intends to place greater emphasis on being Europe’s most customer-friendly tyre wholesaler. This aim has led to a fine-tuning of Heuver Tyrewholesale’s existing internal objectives concerning customer contact.
Heuver Tyrewholesale has added the AE74 radial transport tyre to the range of Aeolus agricultural tyres it offers mainland European customers. Commenting on the tyre’s entry into the Aeolus agri portfolio, company director Bertus Heuver said the AE74 is “a very strong addition to our range.” The multi-purpose AE74 is currently available in size 560/60R22.5, and will soon be available in size 560/60R22.5.
Pieter Dubois has been appointed as Heuver Tyrewholesale’s agriculture product manager. Previously employed as an account manager in Belgium and Luxembourg, Dubois said the move would allow him to return to his agricultural roots, envisaging some “fine-tuning” for the wholesaler’s existing segment team. Bertus Heuver, director Heuver Tyrewholesale, said Dubois would use “his enthusiasm and ambition to play a leading role” in the company’s agricultural operations. His appointment is also described as “the next step in [Heuver Tyrewholesale’s] planned growth scenario.
Heuver Tyrewholesale will give particular attention to the Aeolus and Barkley brands at Agritechnica in Hannover (10-14 November). Aeolus exclusive to Heuver in certain European markets, while the Barkley brand is fully exclusive across the region. Heuver will be located in Hall 22 A14a.
Heuver Tyrewholesale has upgraded its Tyre app, calling it “an essential part of the company’s multi-channel strategy”. The app now allows tyre orders to be placed from any location, online and offline, as a response to customer feedback.
After obtaining regional exclusivity, Heuver Tyrewholesale has begun sales of the Barkley agricultural range in Europe, including the UK. The Netherlands-based wholesaler expects sales interest due to the variety of fitments available and the price/quality ratio on offer (Heuver Tyrewholesale says it extensively tested the brand before taking it on), and anticipates that Barkley will play an “important” role in Heuver’s exports to Eastern and Southern Europe, as well as to Scandinavia.
European trailer manufacturers are increasingly fitting size 385/65R22.5 tyres with a load capacity of 164K (5,000 kg) on their trailers as original equipment, and in response to this trend Heuver Tyrewholesale is now supplying a compatible 5,000 kg wheel rim from its Athlete Wheels portfolio. Athlete Wheels is the first non-European brand to add a fully-tested 11.75-22.5 ET120 (5,000 kg) wheel rim to its range. As exclusive importer of the Athlete Wheels brand in Continental Europe (International Tyres is the exclusive UK distributor for Athlete steel truck wheels), Heuver is also introducing new wheel rims in sizes 11.75-19.5 and 11.75-22.5 ET135.
France is a market of growing importance to Heuver Tyrewholesale, and the wholesaler says it has been particularly successful with the Aeolus truck tyre range there. Its distribution of these products will now speed up with the opening of Heuver Tyrewholesale’s own French distribution centre today. The new facility is based around 20 miles from Lyon, in the town of Quentin Fallavier, and the wholesaler says its incorporation will reduce transport costs for French customers and guarantee faster delivery. The company’s physical presence is viewed as part of Heuver’s vision for the French market.
Heuver Tyrewholesale, distributor of the Aeolus tyre brand in eight continental European markets, says it expects “many developments” now that its parent company ChemChina has acquired a share in Pirelli. Commenting on the transaction, director Bertus Heuver said “ChemChina is China’s largest tyre manufacturer and Aeolus Tyres is its leading international brand. We agreed import rights for Aeolus ten years ago, and immediately noticed their ambitions and willingness to make investments. So ChemChina’s decision to take over Pirelli is merely an extension of their existing philosophy and is proof of their vision and strength.
Heuver Tyrewholesale has commented on its “above-average results for 2014”. The Hardenberg, Netherlands-based wholesaler said its investments in people and resources, while also focusing on procurement and delivery conditions, had helped it outstrip market conditions. “Customer contact was our primary focus in 2014”, says Bertus Heuver, director of Heuver Tyrewholesale. “You can only retain customers if you pay particular attention to them and meet their specific needs. And our country-based approach to the market played a very important role. This required us to invest in new and experienced people – 17 new colleagues in total – as well as new resources.
France is a stated focus market for Heuver Tyrewholesale this year, and the company is thus establishing its own distribution centre there. The wholesaler says its preparations for the new centre, which is located near Lyon, are now in their final stages. In hand with this project, Heuver is also expanding its French market workforce.