Micheldever, GiTi enhance GT Radial Performance Centre programme

The GT Radial Performance Centre (GTPC) programme for independent garages is to receive a series of enhancements as the brand’s manufacturer GiTi Tire and its UK distributor Micheldever Tyre Services commence a significant three-year growth plan. Micheldever chief executive, Paul Fox claims the enhanced GTPC programme is “the most exciting brand proposition in the UK tyre business today” at its launch at GiTi Tire’s European Technical Centre, MIRA.

Speaking to Micheldever staff including chairman Michael Boxford, wholesale director Alan Baldwin, area sales managers and the vehicle main agent team, Fox reaffirmed his statement with a significant three-year growth plan to boost the number of GTPCs and units sold, saying all figures were “deliverable”. Main presentations were delivered by Brian McDermott, general manager at GiTi Tire UK, the producer of GT Radial and the world’s ninth largest tyre manufacturer, and Matt Horscroft, recently appointed GT Radial brand manager at Micheldever.

The speakers emphasised the benefits for independent garages becoming GTPCs in terms of retailer support. The programme includes an improved Passport to Profit scheme, designed to increase footfall and profits through tailor-made marketing initiatives, as well as training, merchandising, ETC events and a broadened lifetime warranty, which has been extended from passenger car to include 4×4 and light commercial vehicle tyres. The presentations also focused on the GT Radial product portfolio, including the newly launched Champiro UHP1, a flagship product for the ultra high performance sector, and the Champiro VP1, a mainstream all-round comfort design.

The presentations were completed by Alistair Brown, technical manager UK at GiTi Tire, who outlined the new tyre labelling regulations and the €1.5m process undertaken by GiTi to present accurate figures to customers and the general public.

Alan Baldwin said: “We are very excited by the partnership between Micheldever and the GiTi Group, two forward-thinking organisations with a commitment to service and quality.

“We are working together to provide our GTPCs with a powerful and unique selling proposition which will lead to sustainable growth for everyone involved in what is an increasingly crowded and competitive marketplace.”

McDermott added: “The GTPC programme has been developed to provide the independent tyre dealer with a truly compelling profit opportunity with one of the fastest developing tyre brands worldwide, boosted further by the full support from the UK’s largest independent wholesaler and distributor.

“With Passport to Profit there are numerous opportunities for every GT Radial seller to be supported locally with courtesy cars, flyers, plasma screens and taxi wraps, to name but a few examples of the marketing options available.  We will deliver exceptional products and service backed up with a real opportunity for business building and profit.”

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