General dealers visit SEMA

18 top General Tire dealers from the UK recently visited the SEMA aftermarket show in Las Vegas as invited delegates of Micheldever Tyres, the UK distributor of General Tire.

The trip was hosted by Amelia Lion, MTS marketing manager house brands and Alan Baldwin, MTS wholesale director, who commented: “After distributing quite a few million 4×4 tyres in the UK market over the past years, visiting SEMA, the home of 4×4, was long overdue.”

None of the General dealers attending had previously attended the SEMA event, and they were said to be “seriously impressed” by both the size and quality of the exhibits. Amelia Lion stated: “General Tires’ US 4×4 heritage remains a very important facet of the Brand, allied to the Continental Tire Group’s positioning of General as Conti’s number two brand worldwide.” She also praised the vision of Conti/General for the specific UK-focused product developments of General Tire like the Grabber AT. According to the company, products like this have taken General, which doesn’t have an OE presence to a reported market share in excess of 10 per cent in this segment in the UK.

General are said to have worked closely with Micheldever, with Lion adding: “With the UK 4×4 market’s 50  per cent plus concentration of Land Rover marque vehicles, the unique General product line up fits the needs of our excellent customer base and 4×4 consumers.”