Giti Tire, the manufacturer of the GT Radial and Runway tyre brands has signed another exclusive distribution agreement with UK wholesaler Micheldever Tyre Services (MTS). The new four-year deal, which covers passenger car, SUV, 4×4 and light truck tyre segments in the UK and Republic of Ireland replacement markets, will run until 2026. The partnership commenced in 2010, meaning the latest EDA will take the relationship between the companies to 16 years. MTS has agreed to continue the expansion of the GT Radial Performance Centres (GTPCs) dealer programme, while jointly promoting Runway across its larger independent network. The distributor will also remain closely involved in product development.
While the all-season tyre market in the UK has started its ascent from a low base, it remains the fastest growing consumer car tyre segment. The trend has been supported by the last five years of manufacturers’ all-season product development, which have reduced the compromises involved in fitting a tyre capable of performing well in moderate winter weather conditions all year round. Leading independent UK tyre wholesaler Micheldever Tyre Services (MTS) has been strengthening its all-season range with exclusive brands, including the new all-season tyres from its owner Sumitomo Rubber Industries’ global flagship brand Falken and long-term MTS partner GT Radial, the recent addition of Turkish brand Petlas to its line-up, and further product additions from brands such as Runway and Ovation. MTS wholesale director Graham Mitchell tells Tyres & Accessories about how the wholesaler views the all-season (and winter) tyre segment in the UK, as well as the company’s plans to support its dealer network with the increased interest in these adaptable products.
Giti Tire has extended its exclusive distribution agreement with Micheldever Tyre Services (MTS) for its GT Radial and Runway brands for a further four years. The new deal, which runs until 2022, will continue to cover the passenger car, 4×4 and light truck tyre segments. Tyrepress understands that certain car and SUV sizes of Giti Tire’s eponymous Giti brand will continue to be available via Micheldever, where no equivalent GT Radial-branded tyre is currently available. The brand was first added to Micheldever’s inventory in 10 such sizes in 2018.
Year-on-year growth in the SUV tyre segment has become something of a given in recent years. The popularity of this market segment has been a beacon for car-makers in Europe, as the number of new models in the last decade shows. In terms of tyres, this has meant increases in larger, higher value products, both in the original equipment and replacement markets, the results of which are analysed elsewhere in this section. Volume and value growth in the UK replacement market, at 10 and 15 per cent respectively, has been healthy again in the last year.
Giti Tire has appointed Brian McDermott and Daria Sala della Cuna as sales and marketing directors – Europe for passenger car and light truck tyres (PCR) and truck and bus tyres (TBR) respectively. Both directors will work closely with major clients and partners around Europe to increase sales and marketing activities, handle brand strategy, and channel development and product portfolio extensions for the Giti, GT Radial, Primewell and Runway brands, Giti states.
With an eye on increasing its OEM business, Giti Tire has announced two senior appointments at its R&D Centre Europe. Dr Claus Oberbeck has taken on the role of OE chief engineer at the facility in Hannover, Germany, while Martin Wells has become global account manager for German OEMs.
Giti Tire has made four appointments across its European R&D facilities, bringing the number of staff within its Hannover and Nuneaton (Mira) centres to 17. Giti stated that the appointments meet increasing demand for original equipment, product planning and field engineering projects.
Micheldever Tyre Services’ wholesale business, worth £230 million in annual sales, has taken significant steps to support the on and offline operations of its independent tyre dealer customers in 2015. The added value of MTS’ services has become increasingly important in the light of continued growth in the number of retail branches controlled by the top 20 multiples (as noted in our Tyre Retail feature in the May magazine), and the increased online competition provided by internet specialists, big retail brands from within and outside the traditional tyre sector, and now, with Michelin’s acquisition of Blackcircles.com, major tyre manufacturers themselves. Alan Baldwin, sales director at Micheldever Tyre Services, told Tyres & Accessories, “I’m confident that there isn’t another wholesaler, distributor, and in many cases, manufacturer, in the UK that invests as much money, time and resources in supporting dealers as we do.”
Giti Tire has focused largely on the lucrative European SUV/crossover market in 2015 with size extensions and product launches across three brands to be joined by a new GT Radial tyre later in the month. At the same time, the manufacturer’s existing Adventuro M/T has helped one of the brand’s Leeds dealers to enjoy some grassroots motorsport success, demonstrating its mud terrain capabilities.
A new sales and marketing director has been appointed to look after Giti Tire’s passenger car and light truck activities in the ‘D-A-CH’ markets of Germany, Austria and Switzerland. As sales and marketing director – PCR, Tobias Stöckmann will work closely with long-term regional partner Reifen Gundlach and other distributors to significantly increase market share for the GT Radial brand, while identifying new sales strategies and customers for Primewell and Runway. Stöckmann and his team are also tasked with maintaining robust market intelligence programmes, further developing retail, promotional and media strategies, and they will also monitor and input into the company’s rolling five-year product development plan.
As the SUV segment continues to reach new heights of popularity in Europe, Giti Tire has introduced its first ever Primewell brand 4×4 tyre, expanding its passenger car tyre portfolio. The Valera SUV is pitched as a “quality affordable tyre” for the European replacement market, which will expand over the next year after the sustained sharp increase in ownership of the vehicle type during 2014. The tyre is manufactured in 11 sizes from 17-20”, ranging from 215/60R17 to 275/40R20 and with speed ratings V, W and Y.
Giti Tire has promoted Ashleigh Warren to marketing manager UK – passenger car and light truck. The company stated that Warren has “excelled in the company’s truck and bus division,” since her appointment in May 2012. She will work closely with distributors on retail, product and media strategies across the manufacturer’s brands – GT Radial, Primewell and Runway – as the company aims to augment its independent dealer network and increase prominence of its expanding tyre portfolios.
Giti Tire has launched the Runway Enduro SUV, a new tyre designed for highway use in the entry level mid-range sector. Angelo Giannangeli, Giti Tire marketing director for passenger car and light truck – Europe, explained that the tyre delivers to consumers a strong combination of performance and durability at a good price point. Giannangeli […]
Igino Schiavi has been appointed by Giti Tire as market analyst for Italy, with responsibility for passenger car and light truck (PCR) and truck and bus (TBR) positioning strategies. His main role will be to collect and analyse market data to benchmark the company’s GT Radial, Primewell and Runway tyre brands on both price and performance to ensure best product placement.
Giti Tire has appointed Angelo Giannangeli it new marketing director Europe for the PCR and light truck segment. In this role, Giannangeli will be responsible for marketing initiatives and e-commerce for GT Radial, Primewell and Runway brand passenger car and light commercial vehicle tyres in Europe; the company aims to achieve a PCR segment market share of between five and ten per cent in key markets.