Premio Tyre Dealers Annual Meeting

This year’s meeting of the German co-operation of independent tyre dealers under the umbrella of the retail brand “premio” had as its motto “time for take off”. Round about 125 outlets are members, with only a few having more than one service station. The downside of the premio network is that the “brand premio” is not well-known among end users.

One reason for this is the fact that the chain is relatively young, about five years old. Of course a brand would be more popular if it were spread all over the country or – as service provider Goodyear would say – if more stations are on the net. But the premio managers are realistic, and it is not possible to grow by leaps and bounds.

The competitors among the other groups of tyre dealers have restricted the market. And of course sometimes a member leaves the group after selling his business. Premio is part of the controlled distribution network of Goodyear in Germany which today covers round about 600 outlets.

Premio wants one day to be what the group managers call the “lighthouse of the market”. Because the quantity targets have to be limited, Premio wants to be the best in terms of quality. In all criteria of an independent customer satisfaction analysis Premio performed better and even much better than the competitors – in all but two aspects, that is and these two were brand awareness and prices for endusers.

It is hard to become the best in the market, but it is also hard to stay the best. How does it work? The best way is to continue to improve and optimise the modules of the system which the Premio Centre in the Goodyear headquarters makes available for the members. They not only try to develop new modules but also have to decide whether some of the older modules are no longer relevant.