Two-wheel Tyre Companies Optimistic About the Future

According to the organisers Motorcycle Trade Expo is Europe’s largest annual business-to-business motorcycle, scooter and ATV exhibition. Last year’s show, the first at Birmingham’s NEC, was described as a record breaking event, but how did the 2009 show go? And what did the leading tyre-related exhibitors have on offer?

Like most businesses in the UK tyre trade, Cambrian Tyres described the 2008 market as good in the first half, and less pleasant in the second half. Despite the difficult circumstances facing everyone at the moment, sales manager, Mathew Leeman, told T&A that the company has been continuing in its recent trend of steady, sustained growth. However, while Cambrian deals with all the best known brands, the company is particularly positive about the Continental brand that it exclusively handles. Here, it seems that the economic pressures are directing consumers towards the Continental brand.

According to Andreas Faulstich, head of motorbike tyre sales and marketing at Continental AG, this is pattern that has been replicated across all the major markets in Europe – with the exception of Italy where they have a well-documented love for scooters. The thinking is that while bikers are much more concerned about choosing quality tyres than the average price-driven British car driver, the price/quality balance that Continental offers is enough to make them switch from a more expensive brand in the age of the credit crunch. Motorbike consumers and dealers are loyal to brands, but if the price of brand loyalty is too high they may choose to switch. And once they have switched the loyalty factor becomes an element that could potentially work in Continental’s favour, Faulstich explained adding that Continental only implemented one price increase last year as opposed to the two or three price hikes enforced by some competing manufacturers.

Bike Tyrestore aiming for 50 per cent online sales in 2009

A regular at what is affectionately know as “Expo,” Bike Tyrestore once again showed its range of products communicated the growth and benefits of its Moto-Vate loyalty programme and online warehousing system. Company managing director, Peter Smith, told Tyres & Accessories that the company is confident it can repeat last year’s successful growth in sales to the motorcycle tyre trade in 2009. With products produced by its major partners (including Bridgestone, Michelin and Sava) on the stand, BTS also demonstrated its “YOUR Online Warehouse”, on-line enquiry and order service to customers.

According to Bike Tyrestore managing director, Peter Smith, sales generated through this tool are one of the faster growing parts of the business. So online tyre sales account for about 30 per cent of overall business, but it apparently would not be a surprise if this grew to 50 per cent by the end of the year.

In addition to its on-stand activities, Bike Tyrestore also received a merit award in the British Dealer News 2009 reader survey on the opening day of Expo. Bike Tyrestore was again nominated in the “Best Trade Service” category, having won the trophy outright last year. Bike Tyrestore MD, Peter Smith, commented: “It’s very unusual for any company to receive an award in the same business area two years running, so we’re very pleased that the BDN readership enjoy dealing with us so much that they rewarded us again in 2009.”

Maxxis Supermaxx Sport gets rave reviews

Maxxis, a brand that is positioned to benefit from a potential upturn in sales of more economically priced two-wheel tyres, had a selection of new products on show. One of the headliners in this range is the company’s new FIM-approved enduro tyre, which will be available from March. Meanwhile, MCN has been publishing string of “rave reviews” of the Maxxis Supermaxx Sport, which it is currently putting through its paces on a 172mph Yamaha R6. Journalist Chris Newbigging has been testing the Maxxis Supermaxx Sport – improved for 2009 with a multi-section construction – since October 2008. His verdict is that the tyres are ‘stable and grippy on wintry B-roads’.

This positive feedback follows glowing reviews in Fast Bikes magazine, which has tested the Supermaxx Sport on Triumph Street Triple and Suzuki Bandit SF 1250 machines and, most recently, a Ducati Hypermotard. In the March issue (219), road tester Alastair Fagan reports his decision to switch to Maxxis after the Ducati had clocked up 2,000 miles on OE rubber. He writes: “Last year saw the debut of the new Maxxis Supermaxx Sport, which shocked us with performance and value. At £170 a pair they’re more of a bargain than an engagement ring from Argos’ Elizabeth Duke range.

Avon’s debuts its first dual compound tyre

To the best of T&A’s knowledge Avon’s motorbike tyres are not sold as original equipment, and the brand doesn’t have any high profile motorsport sponsorships. So, with this in mind, how has it achieved its relatively strong position in the market? According to Avon motorcyle sales manager, Graham Matcham, product quality and customer service are the company’s main selling points.

Demonstrating a company’s proficiency in customer service is not easy during the course of a short interview, so Matcham used Avon’s new Viper 2 (VP2) as an example of how the company will adapt is production to better serve customers. Launched in December 2008, the VP2 the development and testing for the new VP2 was largely done here in the UK. The result is a tyre that performs better than its predecessor (the Viper 1) in virtually every way.

One key new technology behind use multi compound tread – the first time Avon has included this in a tyre. In addition to the significant performance benefits of having rubber tuned to the characteristics needed on the shoulder and the main body of the tread, this move has the distinct marketing benefit of differentiating the company from budget alternatives (despite their competitive price) and highlight the premium nature of Avon’s offering. In addition to the multi-compound improvement, Avon has also upgraded the steel belting used in the VP2 to “high performance steel.” The Viper 2 size range mirrors that or its predecessor, according to Matcham.