Micheldever signs General Tire exclusivity deal with Continental Tyre Group

Micheldever Tyre Services and Continental Tyre Group have signed an exclusive agreement for the sales of the General Tire brand in the UK. Formalised on 8 December 2010, the news follows 16 years that have seen the leading wholesaler develop the prestigious General 4×4 brand in the UK market and subsequently introducing the passenger and van range to the UK in 2010.

According to the company, those that have seen and experienced the quality and technical attributes of the product will “appreciate what a major coup this is for Micheldever.” Following the complete of the deal at the start of December, the company went on to achieve an all time sales record for the month.

General brand manager, Dave Dineen, who company executives have consistently referred to as “very much the architect of this success” during his time at Micheldever’s specialist 4×4 Division at Southam Tyres commented: “This agreement perfectly epitomizes the hugely successful partnership we have with General Tire, which has led to the development of such incredible products as we have to day in the General range.”

The news reinforces the special relationship between both companies and sees Micheldever become the largest General 4×4 distributor not only in Europe, but now also the largest distributor of General Tires outside of mainland USA.

Wholesale director Alan Baldwin commented; “We have invested for decades in our 4×4 success, and today we are providing a truly unique level of customer support, service and products to our loyal customer base. I can only echo Dave’s comment, and thank our customers for their support and appreciation of industry leading products like the sensational new Grabber AT. Only launched in late 2010, the Grabber AT has truly exceeded our wildest expectations for a 4×4 tyre, and has proved an instant success for our customers and consumers alike.”