Micheldever appoints Kumho brand manager

Micheldever Tyre Services has appointed Lorna Craig as the company’s new Kumho brand manager. Craig was previously charged with the development of Micheldever’s business and brands in Scotland where she was an area sales manager. Wholesale sales director Alan Baldwin stated the company’s delight in her appointment, saying her previous experience had “made her the perfect choice for what is one of the most important roles within the MTS business.” Micheldever says it is Europe’s largest distributor of Kumho tyres, evincing the importance of Craig’s new position.

Baldwin continued: “Lorna’s expertise in developing tyre retailers’ businesses in a true partnership, and her understanding of the challenges they face against threats like national retailers intent on dominating the UK retail tyre market, will deliver business gains for Kumho Dealers and provide the innovative added value required to help drive their business and increase consumer footfall.”

Lorna Craig commented: “Kumho has a fantastic product range, high consumer awareness, superb quality and is already one of the strongest tyre brands in the UK. That success comes from the loyalty and support of our Kumho Dealer Network, Ecsta Performance Centres and my intention is to work closely with our customers to help their business develop with the Kumho Brand and Micheldever.”

She added: “It’s not enough anymore to simply supply product, even the best product. Dealers need innovative and business building initiatives to make them stronger and more competitive in this market with all of its difficulties, but also opportunities.”