Mastercraft Deal “Mutually Satisfactory”, Says Silverline International

Mastercraft Tires, an associate brand of Cooper Tire & Rubber, has appointed Warwick-based Silverline International as its official UK distributor. T&A spoke with Silverline’s Chris Dawson about the new range, and what attracted the company to the brand.

“We had been speaking with Cooper Avon over a period of two years, and they offered the Mastercraft brand to us in a mutually satisfactory deal,” explains Mr. Dawson. “For some time we had been looking long-term for a partner that could give continuity of supply. For us the ability to supply light truck sizes was important. Many of the main brands we stocked, and continue to stock, had problems in this area this past year. For example, the strikes at Goodyear facilities in the US saw supply to Europe cut back, and with another brand we had a terrific relationship, but at times back orders stretched up to ten months. We are continuing our relationship with these companies but we also need products in stock for customers.

“We are very happy to be supplying the Mastercraft brand, which, with a history dating back to 1909 is one of the oldest tyre brands in the world,” he adds. The company is not at this point, the sales and marketing manager points out, planning on bringing into the UK and selling Mastercraft passenger car tyres: “For the rest of this year we are focusing on light truck and relevant SUV sizes.”

Initially Silverline will emphasise on direct retail sales, using specialist magazines as an advertising and sales medium. “However we have been talking to several small independents about supplying the Mastercraft brand,” says Mr. Dawson. “It offers particularly good value, given the current two-to-one dollar exchange rate. We then can be in a position to launch a wholesale operation in early 2009.