Maxxis Signs Exclusive UK Distribution Deal With Group Tyre

Maxxis is setting its sights higher for 2007 having signed an exclusive distribution agreement with Group Tyre (UK) Ltd – the UK’s leading independent tyre wholesaling operation – to grow its PCR business in the UK. In addition to the distribution agreement with Group Tyre (UK) Ltd, Maxxis plans to build a network of ‘centres of excellence’ utilising Group Tyre’s experience to target national, regional and local retailers. Maxxis will assist Group Tyre (UK) Ltd to recruit retailers as Maxxis Centres by providing a package of signage, advertising, POS, literature and merchandise.

The leading solutions provider for ATV, high speed trailer and turf applications and a key player in niche markets such as bicycle, motocross and karting, Maxxis has been operating in the UK market for the past 12 years. Worldwide, the Maxxis group enjoys OE accreditations with all leading car, light van and truck manufacturers and in 2006 posted sales of US$1.4 billion.

With 29 wholesale locations nationwide, massive stockholding and unrivalled same-day deliveries, Group Tyre (UK) Ltd offers the most comprehensive service available to UK tyre retailers. Group Tyre’s member companies have existing trading relationships with virtually every tyre outlet in the UK.

“During the past 12 months we have been raising awareness of the Maxxis brand through high profile advertising and PR in the tyre trade press plus sponsorship initiatives with the likes of Aston Villa FC and the British Motocross Championship,” said Derek McMartin, managing director or Maxxis International UK plc.

“While the tyre industry at large is seeing and hearing more about Maxxis and sitting up and taking notice, we are now looking to raise our game even further. The exclusive distribution agreement with Group Tyre is a key part of our growth strategy.

“Together with Group Tyre we are also planning to set up a network of Maxxis Centres, comprising national, regional and local independents, which will actively promote the brand and give us greater exposure in the PCR marketplace.

“Our aim has been, and continues to be, to get the trade and consumers talking about Maxxis and generate interest in our exciting product range. Group Tyre, which offers an all-encompassing service to tyre retailers, is the ideal partner to help us achieve this goal.”

Maxxis has a clear mission – to become “a highly respected, world class tyre company, with a strong global brand identity which earns the devotion of its customers.” Positioning the brand as the choice of champions, Maxxis is focussing on marketing technology such as Virtual Intelligent Prototyping to deliver top quality at an affordable price. The goal is to be widely known as a viable alternative to the premium brands.

“With the benefit of OE accreditation around the world, fleet support and motorsport and consumer awareness, our strategy of raising the profile of Maxxis will become clear in time,” adds Mr McMartin. “I am convinced that improved distribution, especially with the resources and experience of Group Tyre at our disposal, will enable us to meet our market penetration and awareness aspirations.”

In 2007 Maxxis will continue to promote the brand through a new trade press advertising campaign, industry comment and news updates and ongoing sponsorship of high profile televised sporting events such as the Maxxis British Motocross Championship. The company has extended its successful perimeter advertising campaign with Aston Villa FC and will also continue to support key trade exhibitions and events such as Brityrex.

“Maxxis offers a massive product range with excellent profit opportunities at competitive prices and has been extremely proactive in its support for the UK PCR retail network,” says Karl Naylor, Director of Commercial Operations at Group Tyre (UK) Ltd.

“Having visited all of Maxxis’s manufacturing and R&D sites, we consider them to be among the most up to date and technically advanced facilities anywhere in the world and are very happy to be working so closely with a tyre company which has big ambitions and is moving forward in such a positive way.”