Oak Tyres has undergone some dynamic changes this year as it adapts its business to a shifting wholesale landscape. The most radical of the company’s developments in 2015 has been the launch of its fully owned private brand Davanti, which Oak’s management most recently supported at CITExpo 2015 in Shanghai. To accommodate operations associated with the new brand, Oak Group Holdings was formed, with the Oak Tyres 100 per cent wholesale business now under this umbrella alongside Davanti Tyres, and promotional merchandise producer Davanti World. With the Davanti product designed as “an opportunity for margin”, in the words of general manager Larry Cross, Oak Tyres’ brand portfolio has increased its scope. Stating that “we have a very clear, defined brand strategy at Oak, which we have refined continuously over the past five years,” Peter Cross, commercial manager at Oak Tyres, told Tyres & Accessories a bit more about the company’s current outlook, and how the second tier “exclusive brand programmes” are offering customers the opportunity “to maximise their profits”.
Growing global demand for Landsail car, high performance and van tyres has prompted Sentury to open a new factory in Thailand and the first Landsail tyres rolled off the production line earlier this week. The new plant will mean a significant increase in the capacity and output of Landsail tyres. A completely automated production line has been introduced, with Sentury investing in the VMI Exxium building machines, which are capable of producing a tyre every 38 seconds.
Haymarket Exhibitions, organiser of the Performance Car Show, has signed up Landsail tyres as title sponsor for next year’s event. When it returns to the NEC in Birmingham between 14 and 17 January, the sport and performance car fair will be officially known as the ‘Performance Car Show presented by Landsail Tyres in association with Autocar and PistonHeads.com.’ The show takes place alongside Europe’s largest motorsport exhibition, Autospsort International.
It’s only a month until the first tyres in the new Davanti range are shown to the public at Autopromotec in Bologna, and Liverpool-based creative agency Liquid has expressed the pride it feels in presenting the brand to consumers. Liquid says it has been involved in every aspect of developing the brand – the agency was responsible for generating the name Davanti, designing the logo and developing all marketing and advertising materials. It has also worked with traditional and social media to elevate brand recognition.