ATS expects “unprecedented” cold weather tyre sales

ATS Euromaster has seen cold weather tyre sales quadruple in the Autumn of 2011, with strong demand nationwide from private motorists and fleets. Between September and November 2011 the retailer says it achieved a 301 per cent rise in the number of cold weather tyres fitted to cars, 4x4s and vans, compared with the same period in 2010. Huw Williams, group marketing director at ATS Euromaster, says: “This year we worked hard to secure significantly more stock and it’s enabled us to meet the exceptionally strong demand. We still have cold weather tyres available in many different sizes; however, it’s a continually changing situation and we’re yet to see sales reach their peak.”

Last year ATS Euromaster became the first UK tyre specialist to launch a fully-managed cold weather tyre service for car and van fleets. The company says this resulted in a 955 per cent rise in its sale of seasonal fitments during winter 2010/2011, compared with the previous year, while other retailers also launched similar schemes for cold weather tyres.

Williams adds: “Cold weather tyres are a worthy investment, which in many cases will last for several winters. And contrary to popular belief they won’t double your tyre costs, as you’re only causing wear to one set of tyres at a time, so total tyre wear doesn’t increase.” He says that the costs of purchasing the tyres, fitting them, and storing them over the warmer months “can be measured against increased safety, mobility, productivity and peace of mind.”

ATS-E’s cold weather tyre range begins at £174 for a set of four, while storing four out-of-season tyres in an ATS Euromaster tyre hotel costs £30.