Michelin’s accredited dealer network continues to grow, with new Michelin Quality Centres (MQC) – the new name for members of the Michelin Auto Professional programme – appointed in the Channel Islands and the Isle of Man.
Michelin has added three new Michelin Auto Professional (MAP) centres in Scotland. Abbotsinch Tyres & Exhausts, in Kilmarnock, Skidz, in Falkirk, and Stewartry Tyres Newton Stewart, based on the Creeside Industrial Estate in Newton Stewart, have all been added to the network. MAP advocate dealerships get access to free on-site staff training and participation in Michelin’s mystery shopper programme, among other advantages. Michelin will also audit the centres’ digital presence while imparting advice on maximising all online opportunities; MAPS can also access TyreAssist for their customers, protecting new Michelin or BFGoodrich tyres purchased with free 24/7 roadside assistance.
Sean McManus Tyres has become the 21st tyre retailer to join the Michelin Auto Professional (MAP) dealer network in Ireland. The independent dealership, based in Drogheda, County Louth will display Michelin Certified Centre signage across its site, reflecting Michelin’s seal of approval.
Michelin Auto Professional (MAP) UK dealers have been told improving the overall experience of their customers is more important than ever, in an increasingly competitive marketplace. Business owners and senior managers from 16 independent dealer groups attended the annual MAP conference in Chichester, for a briefing on a new package of benefits being rolled out to members of Michelin’s advocate dealer programme.
Huw Lewis Tyres has become the first Michelin Auto Professional (MAP) dealer to benefit from bespoke new training. Michelin is delivering custom on-site coaching in a ‘real-world’ environment to help advocate dealers enhance customer offer and boost sales. The new training is available to the MAP network in the UK and Ireland during 2019, with the local Michelin territory business manager working closely with owners to focus training where it can have the biggest impact.
Guildford Tyre Company has seen a 35 per cent uplift in Michelin sales after becoming the first Michelin Auto Professional dealer in the UK to take part in the manufacturer’s ‘Growth Concept’ trial.
Embracing the ever-evolving digital consumer experience is key to thriving in the tyre retail trade, Michelin’s partner dealers were told at annual regional forums across the UK and Ireland. Guests at the full-day events, held in Windsor, Manchester and Kilkenny, were encouraged to make full use of the tools and advice Michelin provides to develop a slick, engaging and accessible online presence capable of reaching a far wider audience. The forums also highlighted the dedicated end-to-end support that Michelin offers to all partner retailers – giving them the best possible platform upon which to build a solid and loyal customer base.
Customers who research tyres online, but purchase offline were the major topic of this year’s annual conference for Michelin’s Auto Professional network. Michelin estimates that around 70 per cent of tyre purchases begin online – though actual online tyre purchases remain much lower – so tackling this growth market is now an important aspect of tyre retail, as Mark Meagher, retail programme development manager explains.
