UK launch for Michelin Truck Professional

The Michelin Business Advantage Scheme is dead, long live Michelin Truck Professional. Michelin has introduced a new independent dealer advocate programme in the UK to replace its Michelin Business Advantage Scheme, a decision it says marks a new level of commitment towards selected independent tyre specialists who deal in its truck, bus and coach products.

Each dealer committing to the Michelin Truck Professional programme is required to pass an independent quality audit to ensure it meets Michelin’s standards of customer service and tyre proficiency.  The audit – which the tyre maker already employs other parts of Europe – recognises each approved specialist as a ‘Michelin Certified Centre’.

“Seeing a Michelin Certified Centre sign above the door gives fleets the confidence that the dealer has been recognised by the leading truck tyre manufacturer in the market,” elaborates Russell Bowyer, distribution programme manager at Michelin. “No matter where you are in Europe, it’s an indication of quality service and professional standards.” Bower adds that the new programme’s introduction raises the bar to a new level:  “Being part of the Michelin Truck Professional programme means meeting the highest standards we’ve ever demanded from our independent dealers.  In return, we will give dealers the maximum support to aid joint business growth and allow them to access a whole range of unique support services.”

Benefits available to dealers include full access to Michelin’s full range of training programmes, which cover everything from health and safety to customer care and team management; other dealers may only book a limited range of Michelin courses.  Michelin Truck Professional dealers will also benefit from access to the Kormoran truck tyre range, which the tyre maker describes as “a quality budget brand manufactured by the Michelin group.” In addition, Michelin says eligible dealers are supported by the largest truck road staff of any tyre manufacturer in the UK: “This customer-facing Michelin team work closely with accredited dealers’ own sales personnel to help drive their business forward, sharing time ‘on the road’ and making dual customer visits.”

Regarding the new advocate programme, Stuart Quinn, managing director of Cheshire-based Quinton Tyres –one of the longest-standing Michelin Business Advantage dealers, said: “It’s great to see Michelin taking a fresh approach to their selected dealer partners.  By redefining the membership criteria Michelin has streamlined the number of partners in the programme and is taking valuable steps to develop closer relationships with the best performing dealers.”

Pat O’Grady, general manager of Hampshire-based Tructyre, commented: “We are very excited about the launch of Michelin Truck Professional.  Michelin is still recognised as the product to beat in the commercial vehicle market and it features regularly across our own managed account contracts.  Being part of Michelin’s independent dealer network is central to our business strategy and we value the long term investment the company is making.”

“Michelin is grateful for the commitment shown by our Michelin Truck Professional partners in working with us to develop the best product and service offer for UK fleets,” added Bill Schafer, commercial director of Michelin’s truck tyre division in the UK. “A large part of our future growth will be driven by the success of this programme.”