Kings Road Tyres adapts brand strategy with new Tianli, Maxam deals

‘Flexible but disciplined’ brand strategy

In addition to these new developments, KRT claims its position as one of the UK’s longest established and largest specialist wholesale distributors of truck, agricultural, OTR and industrial tyres through the 40 year relationships it has fostered with many of the world’s leading tyre manufacturers. The company says this has allowed it to maintain a “flexible but disciplined approach” to its brand policy.

“We pride ourselves on close business relationships with world class companies like Bridgestone, Michelin, Continental and Goodyear, where we work with them to deliver a highly professional and effective route to market for their products,” explains Tim Bader. These relationships with major brands extend beyond distribution of their premium lines. So for example, KRT is also the exclusive UK distributor of the Groupe Michelin Taurus agricultural range as well as the Continental Group’s Matador TBR offer.

Outside the premium segment KRT is also the exclusive distributor of other popular brands, including China’s Aeolus and Antyre TBR and Wanda ATV and turf tyres. It also has a private brand in Kingstone, which has a range covering construction, industrial, OTR and tube markets. With the addition of Maxam and Tianli, KRT argues that it has achieved comprehensive market coverage in these segments.

“We have worked hard to develop a range of products that meet both the performance and financial requirements of our customers in the commercial, industrial and agricultural sectors. We are very loyal to our premium brand suppliers but if a customer cannot for example fit a Michelin tractor tyre we can offer Taurus as a cost-effective alternative. The same applies to the truck market where we can supply Matador as an alternative to Continental,” says Tim Bader.

Aeolus produces a popular range of budget tyres manufactured in China since 1965. The company is among the largest producers in China and was one of the first to manufacture casings that are suitable for both retreading and regrooving. Researchers and tyre designers at Aeolus have also factored in operating qualities such as driver comfort into their latest products. As an example, all front wheel truck applications now undergo a dynamic balance test before leaving the factory.

Aeolus has recently introduced two new patterns, the ASR69 and ADR69 truck tyres which are now available in popular sizes 295/80R22.5 and 315/80R22.5.

As part of the drive to increase sales and awareness of Aeolus TBR, KRT has launched a dedicated website at www.aeolustyres.co.uk. This includes size, application and technical details for the comprehensive ranges of products covering Regional Haul, Long Haul, Mixed Service and City Urban products for commercial vehicle, coach, city buses, low loaders, semi-trailers and tippers.

“Supplying the haulage market requires a full understanding of the customer’s requirements and expectations of tyre performance,” explains Tim Bader. “With many years’ experience and expertise we have the ability to select and supply the appropriate tyre solution, calling on an inventory that covers the latest premium products through to the most cost-effective budget tyre.”

KRT’s investment in developing long term relationships with Chinese tyre makers – in addition to and Tianli it supplies Antyre truck tyres and Linglong agricultural products for example – has also paid dividends. “China has become a huge exporter of tyres around the world and has had a big impact on the UK market, especially over the last five years. With so many manufacturers and brands to choose from we made a strategic decision to work with a small number of reliable suppliers we could build professional relationships with. Aeolus is a good case in point, where we have promoted their products in the UK and worked with them to develop tyres that meets the needs of the market, particularly in areas such as rereading and re-grooving,” says Bader.

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