Four ATS Euromaster centres join new BFGoodrich off-road network

Four ATS Euromaster branches from across the UK are among the first to join BFGoodrich’s new Off-Road Centre programme. The ATS Euromaster centres – in Perth and Forfar, Scotland; Abergavenny, Wales; and Tavistock, England – have been selected to become BFGoodrich specialists based on their locations in popular off-road parts of the country to offer all-terrain tyres and services. The four ATS Euromaster centres are joined by independent North Yorkshire retailer, and NTDA Tyre Centre of the Year 2017, Ian Brown Tyres in the new Off-Road Centre initiative. BFGoodrich states that it carefully selected tyre retailers recognised by enthusiastic off-roaders as leaders in the field to become ambassadors for the company.

Steve Watson, centre operations manager at ATS Euromaster in Tavistock, Devon, says: “BFGoodrich is the best in the business for all-terrain tyres. Once somebody’s bought them, they’re hooked on them. They will sell themselves – but it’s important that we’re able to back up the sales with product knowledge and expertise, which is what the partnership programme will give us.

“All the help’s there if we need it. It’s a specialist market so it’s all about spending time with the customer and making sure they’re getting the right product for their vehicle. Once you’ve seen them being used and what they’re capable of, you’ve got even more confidence to sell them.”

Following a compulsory two-day training course for staff from each location, which involved both classroom training and learning practical off-roading skills in a fleet of BFGoodrich-shod 4x4s, the centres are already benefiting in numerous ways. They’re receiving online visibility as a 4×4 expert approved by BFGoodrich, point of sale material for their customer waiting areas, and developing the skills and motivation of staff in all areas.

Retailers wanting to join the programme have to demonstrate a dedicated off-road focus through in-centre expertise, participate in local 4×4 events, and have a proven track record in strong 4×4 tyre sales and customer satisfaction.

Mark Meagher, BFGoodrich’s programme manager for the UK and Ireland, reveals: “ATS Euromaster is one of the UK’s largest, most highly trusted and skilled tyre providers. The four selected for the Off-Road Centre network were obvious choices because of their expertise in the off-road market, proximity to all-terrain hotspots and dedication to customer service.

“Having ATS Euromaster on board will provide a boost in sales and profile – for both parties – and cement BFGoodrich’s reputation as the leading tyre manufacturer for all-terrain driving, offering exceptional performance and durability.”