Maxxis Increases Centres of Excellence to 400

Maxxis has reported that the popularity of its “Centres of Excellence” programme continues to grow. According to the manufacturer, 400 retailers of car and motorcycle tyres are now promoting Maxxis “as the affordable alternative to the premium brands,” helping to increase the size of its UK PCR market share. Derek McMartin, the managing director of Maxxis International UK, states, “We know the extent to which buying decisions can be influenced by over the counter advice provided at the point of sale and have made a serious commitment to build trade relationships, especially within the independent sector.

“Through a variety of marketing communications activity, including top level sponsorship of Premiership football, the European Drift Championship, British Superbikes, the Isle of Man TT Races and motocross, we are getting across the message that Maxxis tyres represent reliability and good value. This is reinforced by our growing network of professionally branded Maxxis Centres of Excellence, which also boosts our profile among the tyre-buying public,” he continues.

Cheadles Garage in Penkridge, Staffordshire was first to register as a Maxxis Centre of Excellence: “We’re promoting Maxxis as a high quality and good value solution when customers ask us for a recommendation,” says owner Ian Price, whose business operates in Penkridge, Stafford and Cannock, in addition to a few other local businesses.

W W Wheel & Tyre of Burton on Trent joined the programme in November 2007. As the only tyre retailer in its area selling Maxxis, the business has benefited from a degree of exclusivity and now sells more Maxxis tyres than any other brand to a predominantly retail customer base.

“If customers specifically request a premium brand, I’ll certainly sell it, but if they ask for my recommendation I always quote on a Maxxis because it’s a good, all round tyre,” says Wayne, who has branded his business with Maxxis banners, opening times signage, posters and leaflets.

Another business with just over a year’s experience as a Maxxis Centre of Excellence is Goodfellow & Son Ltd of Cockermouth, Cumbria, which is promoting the brand as a mid-range solution. Owner Barry Goodfellow says, “Our customer base is mainly retail but we have some business accounts, such as builders, window cleaners and delivery firms, and it helps that we can offer UHP, 4×4 and van products. If we get a customer in for car tyres but they also have a small van, they will very likely switch that vehicle to Maxxis too,” he says.

“People who come in for a premium brand will rarely buy anything else, but we find that customers looking for a value option will usually choose Maxxis over a budget tyre.”

The Tyre Outlet opened in Huyton, Merseyside, in September 2008 and immediately signed up as a Maxxis Centre of Excellence offering the car, light truck, 4×4 and UHP ranges. In addition to utilising Maxxis banners, posters and overalls, the depot features prominent Maxxis signage. Depot manager Ian Dawick says: “There has been a tyre business on this site for the past 25 years but it didn’t have Maxxis. Now it is selling well and we are promoting the lifetime guarantee to sell up from the budget brands.”

Established in 1996, Sunderland’s KB Tyres became a Maxxis Centre of Excellence in May 2008 and proprietor Kevin Burlington says around 90 per cent of the tyres he fits are Maxxis: “Maxxis is our house brand and has been very well received. We sell Maxxis car and van tyres plus 4×4 and UHP, and they have gone down very well.”

Grouptyre, the UK independent wholesaler has an exclusive distribution arrangement with Maxxis and is helping to develop the Centres of Excellence programme. Karl Naylor, Grouptyre’s managing director, says, “Maxxis is gaining in popularity all the time and for anyone selling PCR tyres the brand represents an attractive business growth and profit opportunity. All Maxxis Centres of Excellence benefit from our one-stop service, which incorporates ultra-competitive pricing, a national, same-day to on-demand delivery service, carcass removal and sales and stock management support.”

Maxxis Centres also offer a comprehensive package of support, which incorporates signage, POS, literature and merchandise – including a range of clothing, leaflet dispensers and promotional items – plus strong tyre trade media advertising to build brand awareness.

In addition to its PCR range Maxxis specialises in niche products, such as high speed trailer and turf tyres, which tyre retailers are sometimes called on to provide. In 2007, the Maxxis group’s worldwide turnover rose to $ 2.156 billion.