Pirelli Launches 4×4 Dealer Award

Pirelli has introduced a 4×4 dealer of the Year Award which will judged businesses on key areas of 4×4 tyre customer service. Each 4×4 Key Dealer Club member will be “mystery shopped” once a quarter by an independent agency in order to ensure regular assessment of credentials. The announcement follows the launch of the Pirelli Performance Centre of the Year Award for Pirelli’s UHP focused network in 2006. Pirelli will announce the winner of the inaugural 4×4 Key Dealer of the year award in December.

Pirelli established its 4×4 Key Dealer Club 11 years ago in response to demand from this unique segment of the tyre market. Initially consisting of four members, the network of 4×4 specialist dealers now stands at 14 members who cover 100 points of sale. All member companies offer end users specialist advice on 4×4 tyre related matters and are required to stock a range of key Pirelli 4×4 fitments.

Pirelli Tyres marketing director, Wayne Nickless commented on the launch: “The Pirelli 4×4 Key Dealer Club has gone from strength to strength since 1998. We have successfully created a network of dealers that 4×4 drivers can visit with confidence. The 4×4 market has shifted significantly during this period from traditional off road vehicles such as the Land Rover Defender to a multitude of high powered, luxury SUV’s and a new generation of small “soft roaders.”