Micheldever reports record General Tire sales in 2016

Micheldever Tyre Services (MTS), the exclusive General Tire distributor for England, Scotland and Wales, and the largest General Tire dealer in Europe, has reported record sales of General Car, Van and 4×4 tyres in 2016.

Sales volumes for the General Tire brand in 2016, increased by more than 50 per cent for MTS and the company saw many of its individual General Tire dealers experience record sales of their own.

MTS Wholesale sales director, Alan Baldwin, commented: “2016 was an incredible year for the General brand in the UK market, General Tire passenger car and van tyre sales in particular saw huge growth, with premium manufacturer quality and performance delighting consumers, and the product’s superb tread life ensuring the best possible customer retention for dealers.

“At the top of the list of challenges facing tyre retailers today, reducing retail margins are of greatest concern and our strategy for the General brand of having General Dealers as the primary route to market, rather than national retailers selling online, has proved very successful with our retailers able to manage their own margins in their own local catchments – without being influenced by mass online availability of the brand.”

General Tire enters 2017 with a number of new product lines, which MTS sees as the perfect platform for further growth.

Alan added: “Looking ahead to 2017 we are extremely positive. General Tire introduced three fantastic new product lines in late 2016, the AS 365 all-season range, and two industry leading new 4×4 products, the AT3 and X3 All-terrain and Mud-Terrain. And once again the engineers from Continental have excelled with products that don’t just comply, they exceed all expectations and regulations.”

Japanese tyre manufacturer Sumitomo Rubber recently announced that it is acquiring Micheldever Tyre Services.