The Mitas touch – a new plant, agri tyre ‘revolution’, and a changing brand focus

Ask many Subaru owners if they’re familiar with Fuji Heavy Industries and you’ll receive a negative response, even though one of the company’s products is parked in the driveway. Czech Republic-based tyre maker Mitas has faced a similar situation in recent years. Even though the off-road specialist’s share of the European agricultural tyre market (not counting imports from outside Europe) is said to be around 35 per cent, recognition of the Mitas name doesn’t necessarily reflect this. The company now intends to change this state of affairs, and the percentage of tyres it produces under the Mitas brand name is set to markedly increase over the coming five years.