Micheldever Adds General Brand Car Line to 4×4 Range

Leading wholesaler Micheldever Tyre Services (MTS) has added the Continental produced General Tire brand’s car range to its existing General 4×4 offering. The addition of the General car range to MTS’s private/exclusive brand portfolio follows the development of General’s 4×4 range into “the UK market’s fastest growing replacement 4×4 brand,” according to Southam Tyres (MTS’s specialist 4×4 wing). According to the company, MTS recently launched the stunning range of General car and van tyres as an exclusive product for tyre retailers in need of a high quality, high margin retail tyre.

Alan Baldwin, MTS wholesale director commented: “Our success and experience in the distribution of the incredible General 4×4 product line in partnership with Continental made the decision to offer General Car to the UK market an easy one. Produced in the very same plants as Conti’s flag brands, to the same exacting standards, General car tyres offer retailers premium quality product…General dealers can talk openly and with confidence to consumers about the heritage and origins of this famous brand”.

Baldwin continued: “Being able to trust in a Manufacturers investment in R&D, testing, quality control and world wide product liability is of great value to retailers in a market where not all tyres origins are proudly disclosed”.

The General Car and Van Tyre range already covers over 80 per cent of the UK tyre market fitments and further new sizes are already being added to the range. Company representatives report that move additional sizes are planned.

In order to facilitate the development of the General Tire car brand, MTS has appointed Dave Dineen -someone who has played a key role in the development of MTS’ General brand sales to date. He will lead introduction of General car and develop a UK dealer network of “quality retailers who will enjoy the benefits of the tyre’s accidental damage warranty.”