Micheldever: Focused on Independent Tyre Retailers

Despite broadsheet gossip that Micheldever was bidding to buy National Tyres at the end of the second quarter, Micheldever executives remain clear that their focus is on selling to independent dealers and that any such speculation was completely unfounded. Instead they would much rather that attention fell on pioneering developments such as the release of the first all-terrain 4×4 tyre in the world capable of H-rated performance with an 18-inch diameter – 255/60hr18 General Grabber AT2.

Micheldever Tyre Services’ core strategy remains the same as ever, according to wholesaler director, Alan Baldwin. And the company continues in it clear mandate to provide “the widest possible range of products at the most competitive prices to the independent tyre retailer.” Further significant investment has been made by the company in additional warehouse capacity and delivery vehicles, says Baldwin, explaining that the company runs eight strategically positioned warehouses that hold the largest multi-brand tyre stocks in the UK.

So where does Micheldever differ from the competetition? “We have experienced strong growth in sales again in 2007, and it comes from listening to customers and providing what they need to compete in an over-subscribed retail market. We invest in huge stocks to ensure we obtain the deepest possible buying prices, so that our pricing to customers remains the most competitive in the market, consistently.

“Independent retailers today are of the highest quality this market has seen, and we believe consistency above all else is their primary concern. Consistent availability, consistent delivery times, consistent quality and consistently competitive pricing.”

With the constant proliferation of OE tyre sizes and vehicle specific fitments, it is becoming ever more difficult, even for larger retailers, to carry all of their daily needs. All of Micheldever’s warehouses (from its huge half-a-million-tyre capacity Halifax facility to the recently opened Scottish hub in Airdrie) carry a mirrored stock profile of over 5000 product lines, including the full ranges of Bridgestone, Continental, Dunlop, Goodyear, Michelin and Pirelli.
Exclusive brands

With UK sales approaching 1 million tyres per annum, Kumho has become the choice of many independent retailers. As Baldwin points out, the Kumho brand has increasing kudos with prestigious vehicle manufacturers like Mercedes “and a rapidly growing consumer awareness level, as would be expected from a sponsor of Manchester United no less.”

Falken is also exclusive to Micheldever, and the rapidly expanding Falken dealer network will see huge range and product developments over the next years as the brand benefits from the R&D budget of Falken’s parent company, Sumitomo, the world’s sixth largest tyre manufacturer.

Sportiva, produced exclusively for Micheledever in the UK, offers tyre retailers premium brand quality at a great price, and like Kumho and Falken delivers excellent profit potential and total consumer product satisfaction.

Going forward, Alan Baldwin believes that the future is bright for independent tyre retailers, and that Micheldever’s core strategy of supporting them will remain key to further growth. “We didn’t go out and set up every car dealership or small garage in the country to sell tyres, we stayed loyal to our customer base, and they have stayed loyal to us.”