TWS wants to become the market leader in agricultural tyres

Two years ago Trelleborg took over from Pirelli the 40 per cent share of the former commonly owned company Trelleborg Wheel Systems (TWS), which produces agricultural tyres. Now TWS aims at becoming market leader with its two brands Pirelli and Trelleborg.

A major part of this strategy is improving the name recognition of the Trelleborg brand, which up till now has been regarded as another name for bias ply tyres within the TWS-group while Pirelli covered the radial segment. In addition to that TWS is thinking about bringing another brand into the company’s portfolio. Whether this will be accomplished by the creation of a completely new brand, or by the acquisition of a known brand, has not been decided yet, Maurizio Vischi, president of TWS, told Tyres & Accessories.

The Swedish corporate group Trelleborg, named after the town where it is located, has reached a turnover of about 1.95 billion Euro and has almost 15,000 employees. As one of four Business Units, Trelleborg Wheels Systems (TWS) contributes about 330 million to the overall turnover, with 2,380 employees.

When it comes to the agricultural tyre segment, the direction of the TWS brands has been contrary. While the Pirelli brand was regarded as a synonym for the use of radial technology for agricultural tyres, the Trelleborg brand stood for bias ply forestry and implement tyres. Slowly, the boundaries seem to become blurred. For example, the new TM 2000 radial tyre for harvesters, and a new radial implement tyre, are produced with the Trelleborg logo on the sidewall.