Sealing the Motorcycle Tyre Market

“If Nick says it’s good then it must be,” says Mark Gregory, national franchise manager for Punctureseal, when asked about the company’s tyre sealant. Nick Sanders, the person he refers to is a renowned adventure/endurance biker who is well known in biking circles for his world moto challenge, where he circumnavigates the globe on his Yamaha R1. Nick advocates the brand by both using it on his own tyres and recommending it to all that travel alongside him.

Moving up in the motorcycle business is not only about influencing the opinion leaders but also about proving a product’s worth, and this is true for both tyres and sealants alike. Word of mouth exposure is the company’s most valuable tool. And it is for this reason that Punctureseal is one of Nick’s main sponsors. This is a valuable marketing tool for the company, which is looking forward to receiving more publicity through the 2005 challenge that begins in May. The company has been supporting Nick Sanders for two years now and says that sales of its motorcycle tyre sealant product have definitely increased due to the relationship.

With almost 27,000 ‘severe’ motorcycle accidents recorded in the UK in 2003 safety is of the utmost importance to riders. Mr Gregory estimates that the product prevents around 90 per cent of punctures. As with most things the issue of cost follows closely behind that of safety. So, is the tyre sealant cost effective? “It costs £13 per tyre for motorcycle tyres, compare this to the cost of a new tyre, or to the inconvenience or danger of a blow out, and the answer is definitely yes. Yet the safety and security it offers to a rider outweighs any cost,” explains Mr Gregory.

The product is injected through the valve core of the tyre, through either a DIY bottle or a manual pump and drum. Once inside the tyre the product remains in its liquid state coating the tyre like a liquid inner tube. According to the company it helps to maintain the optimum tyre pressure, which in turn aids the longevity of the tyre. But it is when a puncture strikes that Mark Gregory claims the product “comes into its own.” It seals the hole as the rubber ingredient within it bonds to the rubber of the tyre, which forms a permanent seal for the legal life of the tyre. The product can seal punctures up to a quarter of an inch in size. What the product doesn’t do is seal a sidewall puncture, however it can prevent a blow out and provides controlled deflation of the tyre claims Mr Gregory. “We guarantee the product because we have a lot of faith in it,” explains the national franchise manager.

At present the Punctureseal product is 156mph speed tested but there is a high performance product in the pipeline that can be used in excess of 156mph. Mr Gregory elaborates: “Although most bikers don’t exceed 156mph it offers a wider boundary,” and as such will offer riders more security and confidence. “Increasing the product’s tolerance was a natural progression,” he continues, the product is developed and manufactured in the US and so it is no surprise that it is constantly being improved.

Although the product stands out in the market on its own merits, tyre manufacturers are still looked upon for their authoritative opinion, in terms of safety of the product and in the general issue of repairing motorcycle tyres.

Most manufacturers don’t recommend the repair of a puncture on a motorcycle tyre. Yet there are no legal regulations forbidding it. The British Standards Institute has produced BS au159/f covering repairs to motor vehicle tyres. The standard limits the type and amount of damage that should be repaired in tyres for all vehicles, so guidelines are readily available.

Tyre manufacturers are reluctant to endorse the product, “there are obvious reasons behind this” says Mark Gregory, when asked about Punctureseal’s ‘biggest enemy.’ Tyre manufacturers, he explains, tested the sealant product extensively during its initial development, including the product used on motorcycle tyres today. “At the beginning they didn’t view us as a threat to their business,” adds Mr Gregory. Now – “they will go as far as saying, it doesn’t affect the warranty of the tyre, or it doesn’t cause an imbalance,” praise beyond that is few and far between from the manufacturers. Today products are put through their paces by testing rigs instead; quite simply they would not be sold on the market if they weren’t safe or reliable.

The product has been available in the UK market for eight years now, by way of the world wide web, the company itself operates as a franchised business and has been present in the UK for the last three years. There are currently 40 franchises in the UK however according to Mark Gregory we should expect many more: “We are working towards full coverage of the UK,” he explains. The company aims to add one new franchise per month with the inner London area a high priority on its future hit list. “Sales are increasing and there is high demand,” he adds. “There’s 60 million vehicles on the roads in the UK, so that’s a good start.”

Punctureseal can be used on any pneumatic tyre, however each product differs depending on its application. The company’s major market is fleet haulage, followed by passenger car and motorcycle tyres, which account for around 20 per cent of its business. The sealant is currently being tested by the police, and with the local authorities and emergency services high amongst Punctureseal’s ideal client list, it is keen to cement a deal.

As well as aiming to move into new markets such as the motorbility segment Punctureseal wants to franchise internationally, with Singapore and southern Ireland present amongst its medium term aims. “There will be movement into international markets this year,” commented Mark Gregory, hinting strongly towards the Asian and African markets.