Brityrex the Show the UK Tyre Industry Needs – Micheldever

Prominent wholesaler Micheldever Tyre Services has revealed plans for a major sales offensive during May’s Brityrex International’07 exhibition. The company intends to place a strong emphasis upon its private brand car tyres, which include ranges from Kumho, Falken, Sportiva, Enduro and Fullrun. BF Goodrich and General will also feature on Micheldever’s display as the leading replacement brands for the 4×4 market.

Underlining the importance of the show, a 12-strong sales team has been assigned to the three-day event at Manchester’s G-MEX Centre. “We can’t wait for the exhibition to start, said Alan Baldwin, Micheldever’s UK director of wholesale. “As far as Micheldever is concerned, Brityrex is the show that the UK tyre industry needs and deserves. We’re fully committed to making it a big success for us, our customers and the organisers, who have had the confidence to revitalise the event.”

“It’s also great to see that several other prominent wholesalers will be exhibiting in Manchester. We’re all competitors of course, but collectively we offer a fantastic range of products and services to retailers and other stockists, so there will be plenty of choice on show,” added Alan. Amongst other attractions, the Falken show bus will be on hand to add visibility and presence to the Micheldever stand, and there are plans to include other high-impact motorsport and 4×4 vehicles. A full range of major tyre brands will also be available.

While the wholesale sector has supported the show with a strong presence, the absence of top UK-based tyre manufacturers is perplexing to Micheldever’s Alan Baldwin. “I don’t understand how they can exhibit at Essen and then ignore such a great opportunity to talk to their customers in person at Brityrex,” he said. “There is only one dedicated UK tyre trade show every two years, so in my opinion these companies should be there to demonstrate their support and commitment to the UK trade. Treating the customers who buy, distribute and promote their products like second class citizens is a poor reflection on their priorities.”