Micheldever/Southam Sold Over 750,000 4×4 Tyres in 2009

Micheldever Tyre Services (MTS) and its Southam specialist 4×4 division reports that it distributed more than three quarters of a million 4×4 tyres in the UK tyre market during the course of 2009. According to company representatives, this means Micheldever is “probably the largest distributor of 4×4 tyres in Europe.” From MTS’ perspective, the largest ongoing growth sector remains mid-range 4×4 product (see “Was Winter of Discontent Good News for 4×4 Market?” elsewhere in this feature for more discussion on this subject), with General, BFGoodrich, Kumho, Falken and Toyo said to be leading the way.

As 4×4 vehicles are highly demanding in performance criteria, with high centres of gravity, high gross vehicle weights, and the need for off road performance dictating the fitment of aggressive patterns, MTS warns that “very cheap budget products are often found lacking, and stopping a low cost MT pattern tyre on wet tarmac can be a testing experience.” In response the company, points interested parties in the direction of its product catalogue.

The company points out that the recent popularity of incredibly good value, highly specced Korean 4×4 vehicles, has resulted in very strong growth for Kumho, a major OE supplier.

General 4×4 is said to be MTS/Southam’s star performer, offering all the quality of its Continental heritage, but with “advantageous mid-range pricing.” Working hand in hand with General’s engineers, Southam’s specialist 4×4 division have identified numerous niche sizes that are now said to be providing strong sales results for MTS customers. One example of this is the 17-inch all-terrain fitments for the Japanese pick-up market. General’s 4×4 tyre range is reportedly the most extensive in the market and the quality is said to be “perfect.” 

BFGoodrich remains “the darling of the AT/MT serious off-road sector,” with “incredible wear rates guaranteeing consumer retention,” and the new BFGoodrich KM2 already receiving acclaim as “the finest Mud-Terrain tyre around.”

MTS promotes Insa turbo as the best 4×4 retread available, with “serious” off-road patterns for any terrain.

The only UK wholesaler to have a specialist 4×4 division (Southam Tyres based in Southam Warwickshire), the MTS group says it offers next and same-day delivery nationally, all major brands (including every OE fitment) and a comprehensive range of Enduro budget 4×4 tyres from. In addition the company purports to offer a “market leading” portfolio of mid-range replacement brands namely BFGoodrich, General, Kumho, Falken, Insa Turbo and Toyo.