The Learning Curve: Trelleborg Wheel Systems UK

It was at the beginning of 1999 when Trelleborg Wheel Systems UK was formed as a result of the joint venture between Trelleborg and Pirelli’s agricultural tyre division. Clive Thawley is the managing director of the UK company and, in our article, he and product manager Robert Hughes talked of the first year or so since the merger; a year of consolidation and of learning. The changes not only affected the sales staff, who had to get to grips with a suddenly-expanded product range, but the customers wanted to know what was happening, and why.

By keeping customers fully informed, Trelleborg Wheel Systems ensured that the reaction was a positive one. It is no secret that agriculture in the UK is facing a very tough time, and the possible consequences for a company that specialises in agricultural tyres are obvious. Fortunately, Trelleborg Wheel Systems has contracts with a number of original equipment manufacturers, for both Trelleborg and Pirelli brands.

What of competition, especially with Sterling as high as it is? While it is true that some cheaper, imported tyres are finding their way on to the market, many farmers buy on benefits and value for money, rather than price alone. For these customers, the benefits of a premium brand outweigh the higher initial cost. The past year or so has been a period of integration and learning for Trelleborg Wheel Systems, and now the company is poised to reap the benefits of its hard preparation work.