Pirelli 4×4 award for Micheldever Tyre and Auto Services

Micheldever Tyre and Auto Services in Winchester has been named Pirelli 4×4 Key Dealer of the Year for a third time in the award’s five-year history. Pirelli UK commercial director, Jason Sugden congratulated the branch, saying the brand’s audit “is designed to really test the knowledge of the depot and to receive a winning score is testament to all the team and their hard work.”

The 4×4 Key Dealer of the Year award invites Pirelli’s 14 exclusive 4×4 Key Dealer Club members to enter one depot to be audited; this involves three independent mystery shops by phone. Depots were also asked about vehicle homologations to assess product knowledge and whether dealers are explaining the benefits of fitting original equipment tyres. The audit also took into consideration the stock each depot had from a selection of Pirelli’s top SUV sizes from across the Pirelli Scorpion product range. Over three separate surveys conducted in 2019, Micheldever Tyre and Auto Services achieved the highest combined score.

Micheldever Tyre Services retail director, Simon Hiorns, said: “We are delighted to be recognised by Pirelli for our 4×4 expertise. We always aim to provide the right tyre for our customers. The 4×4 market is a specialist market with many different applications and uses and by thoroughly training our staff we are confident that we do provide the right solution for every customer.”