New Optima Range Generating Much Interest, Reports Bernaerts

For Bernaerts Tyres International, the Belgium based tyre distributor and wholesaler, Reifen Essen presented the first major opportunity for displaying the company’s latest brand. When T&A spoke to company sales manager Luc Claeys during the exhibition, it was evident this new range, Optima Tyres, is one Bernaerts is promoting with absolute confidence throughout its European markets, including the UK.

“The Optima range was launched late in 2007,” commented Mr. Claeys. “It is our own range, an exclusive private label. And when we say it is our own range, I should point out we aren’t simply purchasing overseas made tyres and selling them under the Optima name. The moulds used in production belong to us and were built to our own design and specifications with heavy investment.”

With production of the Optima range taking place in China and Indonesia, the sales manager adds that Bernaerts are in a position to deliver a quality tyre at an affordable price. And Mr. Claeys is quick to point out that Bernaerts is taking steps to ensure the quality of Optima Tyres goes beyond just the tangible product. For instance, the tyre will not be available simply anywhere. “We are only selling to shops that can also offer service,” Mr. Claeys explains. “And in certain regions we also intend to offer exclusivity.”

The TÜV tested Optima range is currently available in six tread patterns, both directional and asymmetric, and a vast array of sizes between 13 and 19-inch is on offer. Speed ratings range between T and W. At present the performance range is only sold in passenger car sizes, however the introduction of SUV and LCV fitments is planned for next year. While he says that commercial vehicle sizes are not planned at this stage, Mr. Claeys says this option could not be ruled out.

Such a broad product line up – approximately a hundred individual sizes are on offer – is bound to attract interest from distributors. Luc Claeys confirmed that during the course of the Reifen Essen show Bernaerts had received more than 35 serious enquiries about the Optima range, including from UK contacts.