Matching stocks and customers a Vimexa strength

Gaining a foothold in a new market or securing the best deal on stock is easier said than done. It’s difficult for wholesalers, manufacturers or dealers to be experts in every aspect of the tyre business, and this means that companies often miss out on opportunities simply because they don’t know about them. In such instances you can either accept this limitation – or you can look for someone who can help. This year a new Netherlands-based company, Vimexa Automotive BV, entered the business of helping companies within the tyre, wheel and battery industries find what they want or need. Other automotive products, such as TPMS – a product of growing significance in Europe – may also be introduced into the portfolio. Tyres & Accessories recently met with company founder Rutger Veerman to discover more.

When asked to summarise what Vimexa does, Veerman replies that the company acts as a ‘matchmaker’ within the tyre & wheel industry. “You could say I’m a matchmaker and a consultant. Vimexa acts as an intermediary between supply and demand. I can help match certain stocks in and outside Europe and elsewhere with customers that have certain needs.”

Many within the industry may know Rutger Veerman from his years as head of sales and marketing at a major Benelux wholesaler. He left his employer on good terms at the end of last year in order to pursue the concept he is now unrolling with Vimexa; this is an idea he’d developed for some time. “Leaving a secure position within a company is a big step,” he comments. “I finally decided to go forward with the idea when I found a strong partner to work with.” That strong partner is YHI Corporation in Singapore, who earlier this year entered into an agreement to work with Veerman.

“I think we make a good combination: They are interested in growing in Europe and I was looking for a manufacturer partner,” Veerman elaborates. “We help each other – I will help them manage the business in Europe and find them new dealers, and I will further promote their products and private labels.” These private labels include the Neuton tyre brand and Advanti Racing rims. Finding national distributors for Neuton in Europe is Vimexa’s initial priority with YHI.

“I’m looking for distributors in Benelux, the UK, France, Scandinavia and other European markets,” says Veerman. “I have already signed the first deal and hope to arrange distributors for a further five to six countries in the next 12 months.” He shares that the exclusive Neuton pattern is manufactured in Indonesia – and thus avoids the 4.5 per cent duties in Europe that tyres from China attract – and that the programme will be further extended with more sizes, including light truck and SUV. “YHI is seriously investing in the brand.”

Advanti Racing is YHI’s private wheel label. Exclusive distributors already exist for the brand in several major European markets, including the Pon Tyre Group (Continental/Pon for the Benelux, Gundlach in Germany) and the Hertel Group in Scandinavia. “This is already a very important piece of the market. But the rest of Europe is totally open. I’m seeking new dealers for the UK, France, Spain, Italy and Eastern Europe.”

The Malaysian-made brand is an official Formula One supplier with Petronas Mercedes, and it previously supplied the Red Bull team. At least 80 per cent pure aluminium goes into each rim, and Veerman says that while the use of top quality materials means Advanti Racing’s prices are higher than those of its budget competitors, the quality is evident. “Advanti is a well-established programme with brand value. I see good opportunities with Advanti. The F1 connection gives the brand nice marketing exposure. I feel confident with the Advanti wheel programme and believe there will be more national distributors around Europe in the next 12 months.” Veerman adds that YHI can also supply “contract manufacturing” rims with a retail chain’s own brand name and design, giving them access to their customised ‘own’ brand that they can sell through their network.
Matching companies with stocks

As mentioned earlier, Vimexa acts as a go-between, and finding good stock deals is a specialty. Rutger Veerman shares that Vimexa’s connections to multiple suppliers are key to securing optimal stock prices. “As I am totally neutral and not dependant on one or two suppliers, I can find the best deal going at the moment. I think that I can add value by offering multiple stocks, and I can find the best deal for the buyer in terms of price and availability. Because if you buy from just one or two suppliers, you depend on these companies – but sometimes someone else may have a better deal. Similar models in other businesses, for example Booking.com, also include many suppliers via one portal”.

For a company only established at the start of the year, Vimexa Automotive is doing well. In addition to the solid relationship it has forged with YHI Corporation, the company cooperates with a number of European tyre wholesalers and has received expressions of interest from the importers of premium brands. “They contacted me and are interested in Vimexa’s set up, ideas and network,” the company founder shares. “Sometimes they have stocks or special deals they want to sell out but as an official importer they find it difficult to do themselves – a neutral intermediary helps them. It can make their business even more successful.”