De Vries: “Navitrac is Coming to Europe“

Interstate Europe’s product portfolio will soon feature two new tyre brands. As commercial director Theo de Vries explains during an interview with Tyres & Accessories, the wholesaler is entering the truck tyre business with a new brand called “Navitrac.” Furthermore, Interstate Europe is hoping to make an impact on Europe’s exclusive brand market with the launch of the “Sceptor” passenger car tyre line. However, exactly when these two brands will be available in the UK and on the European market is not clear. The names of the exclusive distributors that will take on the new tyres in each of Europe’s national markets are similarly undefined.

The new Sceptor passenger car tyre brand will be produced in China “in co-operation with one of the largest manufacturers in the world,” using the most modern technology, says Theo de Vries. The tyres are ready for launch on the European markets having been E-marked since May 2005.

But nobody in Delft, where the wholesaler is based, wants to shed any light on exactly when Sceptor tyres will be sold into these markets. Currently Interstate is still looking for exclusive partners. These, as is often the case with Interstate Europe, are likely to be other wholesalers, a retail co-operation or at least a large tyre dealer with several outlets. The first tyres have already found their way to Holland – Interstate runs a central warehouse in Arnhem close to the Dutch-German border as well as another warehouse in Delft near Rotterdam harbour.

The commercial director emphasises that even on some important markets, as mentioned above, there have not yet been signed contracts with new exclusive co-operation partners. For example in the UK the Dutch company says it has almost reached a deal with a new distribution partner. However, the company was not forthcoming about which wholesaler would distribute Sceptor tyres. In Germany, negotiations have barely begun, de Vries acknowledges.

However, it is highly probable that Interstate Europe would pick a retail co-operation or a big retail chain. Theo de Vries explains this pre-decision with the fact that yet other new brand (Interstate) will be sold in cooperation with an exclusive wholesaler. But once again de Vries refused to give details as the partners haven’t yet reached a final agreement.

Working together with retail co-operatives on the one hand and other wholesalers on the other hand is a question of sharing risks, says Theo de Vries. The Chinese manufacturer of Sceptor tyres will supply 13 to 18 inch tyres as a first step. These summer tyres will soon be accompanied by a range of winter products, which are said to be in the development stage.

The Novitrac truck tyre range is manufactured at the same Chinese company that produces Interstate’s Sceptor passenger car products. The date when the truck tyre brand will go to the European markets has not been finalised.

Novitrac have been on sale in the United States for the last six months through Interstate Europe’s American partner, the TBC Corporation, or – to be more precise – through its private brand division. In addition to the Sceptor range, the new Navitrac is also already E-marked, explains Theo de Vries. “It is not the question if but when Navitrac is coming to Europe.” In particular the commercial director points out that the Chinese manufacturer of Navitrac not only produces the usual sizes for drive axle and trailer applications, but also super-single sizes. First there is the “Navitrac SS 670” in 385/65 R22.5 as well as the “SS 671” in 425/65 R22.5. Thus Interstate is going to enter into truck tyre markets where it hasn’t been involved with the Avon, BF Goodrich, Cooper and Sonar brands – but it is aiming for the top-end of that market.

Interstate continues to prefer to do business with other wholesalers as opposed to smaller retailers. “We have opted for a certain strategy,” Theo de Vries told T&A, convinced that this approach will be successful in the future too. “We have got used to sending containers,” he continues, adding something that cannot be true of many tyre dealers, and which underlines the company’s strategy: “I have never bought nor sold one single Michelin tyre.”