Following the news that Halfords Group is buying Axle Group Holdings Ltd including 239 National Tyres garages and 60 mobile tyre fitting vans, further details relating to the transaction have emerged. Firstly, while company announcements refer to the purchase of “National”, Halfords’ latest acquisition actually sees the company purchase the entire issued share capital of Axle Group Holdings Ltd (“National”) for £62 million. And the transaction is expected to be completed on 9 December 2021.
On the one hand, most sources agree that online tyre demand is booming as a result of the pandemic and its related lockdowns. However, on the other hand, such rapid growth has also led to increased competition online. One way of finding which tyre firms are getting ahead in the online space is to consider the race for pole-position in Google search results. Since Google is the by far the biggest search engine online holding a dominant 92.47 per cent global market share as of June 2021 (87.7 per cent in the UK specifically), getting your brand ahead of the competition in search results makes a big difference. And paid search advertising, known as pay-per-click (PPC) – is one way to do that. In order to get a handle on the tyre retail sector’s virtual performance in 2021, Tyres & Accessories worked with SEO marketing specialists Evolved who analysed the organic search and PPC performance of the top 23 UK-based etailers and concluded that online specialist Blackcircles is taking ground from bricks and mortar market leader Kwik Fit, amongst other things.
National Tyres and Autocare reports that it has teamed up with eBay to offer car and van tyres to consumers online. National joins well known retail names Tesco, Argos and Debenhams as a top rated seller on the popular site. According to the company, the new partnership enables National to “reach out to a greater number of customers.”
Michael Bourne, group marketing director at National Tyres and Autocare, commented: “We are always looking at innovative ways to reach new markets. Our research found that traditional eBay customers were unlikely to consider high street retailers for their tyre purchases, assuming prices to be uncompetitive.