Heuver to display Aeolus pcr range at Reifen 2012

As well as being represented by Kings Road Tyres in the UK, the Aeolus brand is distributed by Heuver Tyrewholesale in a number of markets on the continent. This year the brand will be present at the Dutch wholesaler’s stand and also have its own show presence, and during Reifen the Chinese manufacturer will not only show its latest products from its established truck and OTR tyre lines – the company’s new range of passenger car tyres will also be on display.

The range will be introduced into a number of European markets this year – Heuver reports it is targeting the Benelux countries, Germany, France, Austria, Switzerland, Denmark, Sweden and Romania with the range during 2012. “This is the right time [for Aeolus] to enter the passenger car tyre market”, stated Heuver managing director Bertus Heuver. “The tyre market has become a demand market in which customers are mainly looking for a tyre which offers first-rate performance and long mileage at a relatively low price. That exactly sums up the description of Aeolus tyres: they are the alternative.

“The first prototype tyres which we have received are very promising”, the managing director added. “At the moment we are putting them through an intensive testing programme. We shall carry out a phased introduction of the range of models into the market, but the public can get a first look at Aeolus’s passenger car tyres during the coming Reifen Essen trade fair.”

Late last year the Chinese tyre maker reached a decision regarding branding; it ended the practice of promoting the same tyre under multiple brand names – a measure it believes  will have a “positive impact” on the brand in the European market. Commenting on the decision, Bertus Heuver shared that “during recent discussions with Aeolus Tyres, the board announced its decision to terminate the duplicate policy, which involves multiple brands launching the same tyres on to the market. In the near future, the B brands at the Aeolus factory will start to feature significantly different profiles and profile markings. The main outcome of the decision is that, in terms of development, delivery and availability, Aeolus will be given the highest priority to honour its position as the factory’s leading brand.”

“Everyone in the market now knows that all focus has been placed on Aeolus,” Heuver continued. “This is a source of great satisfaction because it makes Aeolus even more appealing to us and our customers. The new strategy means that the Aeolus brand will always be synonymous with the best and most modern tyres.”

As previously mentioned, this year Aeolus will operate its own dedicated exhibition presence, separate from the Dutch wholesaler. While Heuver’s stand will naturally place a strong emphasis on the Aeolus brand, the other ranges it distributes will also be present, including Alliance, Maxam and Athlete Wheels. A new name in the Heuver portfolio will also be visible. This is Jantsa, a wheel collection from the established Turkish manufacturer. Heuver Tyrewholesale supplies more than 20 different Jantsa steel wheels for use in agricultural, earthmoving and road transport purposes.

Reifen 2012 is no doubt a significant show for Heuver, given the German market’s importance to the wholesaler. Earlier this year Bertus Heuver described Germany as Heuver’s “home market” and stated that the company’s drive in 2012 is to increase its activities in German-speaking areas. As part of this, Heuver has appointed a new account manager for northern Germany, Tobias Heyne. “During a recent internal meeting we discussed in which of the various market our strength lies,” Heuver said. “We concluded that Germany is our home market. Therefore we will strengthen our commitment to this market even further. We will begin doing so immediately in all areas, including with Aeolus. Tobias Heyne’s appointment as account manager for northern Germany is the first important step towards this.”