Infinity Brand Pushing Forwards with Bond International

Infinity, a brand belonging to the Al Dobowi Group, is continuing to carve out a growing spot within the UK passenger car tyre market. Its relationship with Bond International, with whom Al Dobowi has developed a significant relationship in the four years since it was appointed the exclusive UK distributor four years ago, was the focus of an event hosted by key members of the Infinity Europe and Al Dobowi companies in the plush surroundings of York Racecourse earlier in the year.

The event was designed both as a celebration and a chance for 30 of Bond’s noticeably youthful and enthusiastic staff to meet Surender and Harjeev Kandhari of the Al Dobowi Group, who delivered an informative presentation about the Infinity brand, for which they hold exclusive worldwide distribution rights.

During the course of the evening, Harjeev Kandhari presented “The Infinity Story” and also outlined some of the future goals and objectives for the development of the Infinity brand in the UK. Reg Bond, owner and managing director of Bond International, also outlined the potential for Infinity tyres across the UK and emphasised some of the logistical features of Bond. Bond has four warehouses across the UK and guarantees a 24 hour delivery service to all of its dealers.

Bond was keen to impress upon his staff the growth experienced by the company in the sale of the Infinity brand, and the ways in which the companies are increasing their business through increased communication and relationship-building. He said that in the first half of 2009, Bond International’s business increased by between 15 and 17.5 per cent, a feat that he attributed in large part to the salespeople – all of whom participate in the policy of picking up the phone within one second – “to sell the tyres [in the quantity they have] is a great, great achievement… without good salespeople, we’ve got no company and you people here tonight are the good salespeople,” he said. “We’re knocking on the door of being a £90 million company, and we haven’t finished yet. This is only just the start.”

Other factors in the rise of Infinity sales at Bond International included the quality of the relationship between the companies – especially the ability to give feedback about the products – and the ability to control the quality of the products made in China. Bond said that he had met with Infinity representatives in every month of 2009, including a session earlier in the day: “we’ve had a good two and a half hour meeting today, at which I didn’t stop talking, which is a good thing. The future between Surender, his son and Bond is going to be very big. We will be the world number one for Infinity – if we aren’t already, we’re not far away from that now… I’ve bought ten containers of truck tyres today, so there will be a new truck tyre coming along.”

Bond International has a quality controller in China, where Infinity-brand tyres are manufactured, ensuring standards remain high: “At least five companies in the UK are selling tyres that we’ve said no to. Other people pick them up, but we are always looking for quality in what we sell.” While Infinity was the major focus, Bond also mentioned that the company would look to sell tyres out of other territories, such as Indonesia.

Many of Bond’s thoughts were also expressed by both Surender and Harjeev Kandhari, who focused on their pride in the quality of Infinity’s products, the company’s ambitions and the provision of more than just the products. Presenting Infinity’s history, Harjeev mentioned that it was apparent early on that the brand should aim to pursue the service aspect of the industry: “The idea is to provide services and solutions – we realised about 20 years ago that you need to provide services and solutions to your clients; you need to work with them, because anybody could just sell a product. This is why we’ve gone into other areas, such as retreading services et cetera… we’ve also looked at other ranges, apart from tyres; while tyres are our primary business.”

Both of the Kandharis also mentioned the analogy of family and building a brand: “building a brand is about building a family and we want to make sure everyone realises that,” continued Harjeev. “I flew for one day to the South of France to meet our French distributor to say thank-you. It’s very, very important to us that you understand that this is a family-based brand and that we will continue to do all the things you get from other people and more. Welcome to the Infinity family.”

Surender outlined his confidence in the relationship between Infinity and Bond by complementing Reg Bond himself: “The whole tyre world knows Mr Bond as a solid, family person. I am very proud to be sitting with Reg, because he has given Infinity the opportunity to sell in the UK market.”

Summing up the family-feel to the evening was the entertainment: a cabaret show by two of Bond’s grandchildren. Bond was also delighted to announce an addition to his stable of horses. Infinity Bond (a recent winner at Musselburgh) will be joined by Infinity World, an unraced attractive dark bay filly by Lucky Story.