CGS Replacing Semperit Agri Range with Cultor

CGS Tyres, the international sales company for Czech Republic based Mitas a.s., has introduced a new agricultural and industrial tyre brand into its product portfolio. Known as Cultor, the new brand was first introduced to the public at this year’s Agritechnica show in Germany and is intended to occupy the budget segment of the CGS Tyres range, replacing the licensed Semperit brand on a phased introduction with immediate effect.

“The main reason for introducing a new brand, replacing Semperit, is to be able to offer our customers a significantly wider selection of tyres which due to the limitations of the license agreement with Continental AG we were not able to achieve,” explains Andrew Mabin, CGS Tyres’ director of Marketing and Sales.  “The new Cultor programme offers several advantages for our customers, mainly being increased range and competitive pricing. The product characteristics such as quality will stay the same or improve over Semperit.”

With the introduction of the Cultor line-up, CGS Tyres’ agricultural brand portfolio now includes the premium Continental brand of agricultural tyres, produced under licence, the company’s own Mitas brand, which CGS describes as filling the ‘quality’ market segment, and Cultor brand in the budget segment. The company’s industrial tyre portfolio now contains both Midas and Cultor products, thereby extending the Cultor range beyond the Semperit line-up it replaces.

The Cultor agricultural radial programme includes: rear radial wide (Cultor Radial-70) and rear radial standard (Cultor Radial S) tyres. The agricultural cross ply assortment includes: standard (Cultor AS-Agri), implement non-traction (Cultor AW-Impl) tyres, implement traction (Cultor AS-Impl) and front tyres (Cultor AS-Front). The range will be distributed throughout Europe via wholesalers and larger tyre dealers. Some initial offerings in the agricultural tyre line-up are now available, and the full range will come onto the market in early 2010.