The Pro Comp Range Reaches British Isles

Although US produced Pro Comp tyres have a good reputation in the states, they are not so well known in the UK. That’s why Midlands based 4×4 distributor, John Craddock Ltd, jumped at the chance to become the brand’s sole importer for the UK & Ireland. Tyres & Accessories spoke to marketing manager, Jamie Stevens.

Although John Craddock is a Pirelli key dealer that also sells Cooper Wildcat tyres, today Pro Comp tyres are the subject of conversation. The company’s association with Pro Comp came about after representatives observed a mid-range gap in the market. After searching for products that could fulfil the demands of this particularl part of the niche market, John Craddock settled for Pro Comp. According to Mr Stevens, the new Pro Comp tyres are an “exciting” solution to this problem that are “completely unique to John Craddock.”

For the 4×4 specialist, in addition to obtaining an interesting new product, selling these tyres is also a “doorway to other markets.” In Mr Steven’s opinion the 4×4 market is marked by a very definite upward trend. “It is big business that will continue to grow,” he explains. Perhaps that is why the wholesaler is renovating its workshops into an independent fitting service.

But what about the recent increase in popularity of SUVs? “EU markets have got more MPV,” he explains, adding that this is perhaps due to a kind of national allegiance: “The French look to MPVs because of Renault, while the English look to Land Rover as a luxury tool with great aesthetics.”

Consequently John Craddock is targeting specialist consumers who “will know a lot about the product.” Performance is said to be very good in the mud with “outstanding road handling.” And in terms of noise, Mr Stevens says the products compare well with premium brands.

But its about more than just products. At the end of the day, the Pro Comp range may be high priority, but its sales are not likely to be high volume. In these terms it is a mid-range product. Instead the company hopes to use the brand as a way of marketing itself, says Mr Stevens, adding that selling Pro Comp tyres is a good opportunity in general. “The more they hear about Pro Comp, the more they hear about John Craddock,” he explains.

The recent weakness of the US dollar is good news for John Craddock. The company’s Cooper products are bought at a set exchange rate so it won’t have too much effect on their prices. With Pro-Comp tyres there is a different arrangement: “If our prices come down, so do our customers,” says Mr Stevens adding, “it’s the end user who benefits.”

Since gaining the exclusive UK & Ireland import rights and appointing three official distributors (Nene Valley 4×4, Devon 4×4 Centre and Scorpion Racing), John Craddock has made quite an effort to promote its three new products. The All Terrain, Mud Terrain and Xterrain are all aimed squarely at the kind of off road enthusiast that actually leaves the tarmac.

In the US the All-Terrain comes with a 50,000-mile warranty. Unfortunately this is not available in the UK, but it does say something about the manufacturer’s confidence in its product. Land Rover Enthusiast magazine’s Simon Hodder describes the All Terrain as a “superb product for the average enthusiast.” According to his report, the All Terrain is quiet on the road, has good handling characteristics and copes with reasonable off-road terrain. He added that he was impressed with the product’s mud crossing capabilities.

But when it comes to rock crawling or off-roading in a disused quarry, something more is required. That’s where the Mud Terrain and Xterrain come in. By all accounts the Mud Terrain is surprisingly versatile for what it is, a mud tyre. The product said to be quiet running compared to its competitors and has the added bonus of being ice-stud ready.

The Xterrain is probably the most extreme of the company’s three products and can be described as a rock crawling tyre. The product made its debut at the 2003 SEMA show and the brand is now MOAB crawling competition in US. In keeping with this ‘extreme’ design brief, the tyre features a strengthened sidewall design so it can be reliably operated at low pressures.

Land Rover Owner International magazine even went as far as comparing the product to the well respected Simex products. “The Xterrain can match the mighty Simex tyres in summer competition action – and they perform much better than Simex on-road,” the magazine reported, quoting Scorpion Racing’s Colin Aldred. Another benefit of the tyres is their size. For the Xterrain, more width equals more floatation, something that is attractive to 4×4 owners, who appreciate anything that makes life easier for their vehicle’s transmission.

The Pro Comp All Terrain is available in sizes 30/90.50R15 – 35/12.50R17; the Mud Terrain can be sourced in 30/90.50R15 35/12.5R17; while the Xterrain is on sale in sizes 31/10.50R15 – 40/13.50R20.