Pirelli Launches Moto Keypoint Dealer Club

Pirelli Metzeler Moto UK, the motorcycle division of Pirelli Tyres Ltd UK has launched a new trade initiative aimed at the motorcycle and motorcycle tyre dealers in the UK. Central to the initiative is Moto Keypoint, a new trade club concept that was presented to 15 key dealers at a launch in Birmingham. The brief is simple says Anthony Fry, the recently appointed trade marketing manager for Pirelli Moto UK, “to grow the business in terms of volumes, profitability and share through a collaborative approach to the market with our key dealers”.

In a complex and dynamic market it’s fundamental that as a manufacturer Pirelli understands the market and has a close working relationship with the dealers who are ultimately the public face of the company. By establishing a club of knowledgeable, experienced and competent dealers Pirelli intends to define a ‘steering committee’ that directly feeds information and market requests into the sales and marketing department, directing the company’s business strategy for 2007 and beyond. According to Pirelli, approved club members will benefit in a variety of ways from product training to merchandising and from competitive trading conditions to local marketing investment and support.

“As a dealer we are a little surprised but very excited that a manufacturer so openly wants to work closely with us, giving us additional support in what is a very tough market,” said Garry Martin, from Wheelfit Motorcycles in Cambridge.

After a year of internal restructuring of the sales and marketing team Pirelli representatives said the news comes as a clear indication of Pirelli’s intentions. With the resurgence of WSB, 46 World MX titles and multiple Enduro Champions the company says it can translate performance on the track to performance on the high street. Confidently claiming that “we race what we sell and we sell what we race” Pirelli Moto representatives say they are looking forward to a great 2007 with enhanced consumer marketing activity and a focus on the trade.