Prometeon launches Pirelli-branded Serie 02 truck tyre range

Consolidated revenues hit 1.1 billion euros in 2021, ‘significant increase’ in investment to follow

In early May, Prometeon Tyre Group launched its Pirelli-branded Serie 02 truck tyre range in Venice, Italy. More than 200 customers from 10 countries were invited to learn about the launch of the Serie 02, which has been on sale in the EMEA region since April. General manager Roberto Righi, chief technical officer Alexandre Bregantim, head of marketing Sabina Oriani and region Europe CEO Francesco Antonacci were all on-hand to explain about Prometeon’s latest products and strategies.

2021 not only marked five years since Prometeon’s foundation, but also saw the company post important improvements in market shares and key economic/financial indicators. Headlining those results were consolidated revenues of 1.1 billion euros in 2021. Although facing a very challenging macro-economic scenario, in 2022 the company is targeting an increase in investments in order to boost both production capacity and efficiency improvement in its production plants and processes and consolidate the trend in improvement of turnover and margins.

Roberto Righi, general manager of Prometeon Tyre Group, explained: “Thanks to the results recorded in the last 18 months, the company is now in a position that allows us to think about development, and investments of the current year, which will significantly increase compared to 2021. Innovation and research, brand reinforcement, commercial partnerships, centrality and sustainability remain the pillars of our strategy. The launch of the new Serie 02 is an important moment for Prometeon. We have developed products for our customers that focus in particular on performance, safety and quality – we are convinced that this is what our customers want.”

‘The most important product launch’ in Prometeon’s history

According to the company, the introduction of the Serie 02 represents “the most important product launch in the history of Prometeon Tyre Group, as well as the first pillar of Prometeon’s strategy”.

Innovation and sustainability are key words here, with the company highlighting how “a lot of work has been carried out on formulations and manufacturing processes in order to obtain a very balanced product with high safety standards and the best performance in respect of sustainability principles.”

In comparison with the previous range, the Serie 02 improves on all key performance characteristics. Specifically: rolling resistance (-18 per cent on average, for the first product lines available), mileage (+10 per cent on average), durability (+20 per cent on average), and wear uniformity (+10 per cent on average). Plus, for the first time, a Prometeon long haul tyre – the Profuel – is rated A for fuel consumption.

To highlight Prometeon’s design and production effort and the technological innovations achieved, the “Prometeon Engineered” logo appears on the entire Serie 02 range, as it is the first generation of tyres completely developed at the group’s research and development centres in Italy, Turkey, Brazil and Egypt (at which more than 150 people work in total).

Weight has been optimised, “without any compromise in performance”, according to company representatives. And all products can be regrooved and are retreadable, bringing added value to fleet via the multi-life approaches that sustainability-aware businesses increasingly require. In addition, they have the 3PMSF winter marking, are equipped with an RFID sensor and are approved by the major European vehicle manufacturers.

‘Tyre Back’ warranty and fleet trials

Prometeon has committed to offer “100 per cent Prometeon Quality protection” to fleets that purchase Serie 02 tyres. This means that, for 48 months from the date of production, purchasing fleets will be entitled to a full replacement of the product in the event of tyre damage due to structural imperfections.

Prometeon described “Tyre Back”, as the warranty programme is known as “much more than a guarantee”. Rather it is “a new and exclusive relationship with the customer”. When the customer purchases the product and registers online, Prometeon and its dealer will follow and stay with the customer for the entire life of the tyre. The promotion will start in Italy in the summer and will involve all of Europe by the end of 2022.

By the end of May, the first Serie 02 tyres will begin to be delivered to around 90 influential fleets selected by Prometeon to test the new product via the company’s Pro Check tools. Pro Check is Prometeon’s inspection and monitoring system designed to provide reliable and personalised support and to optimise operational efficiency and costs.

The partner fleets will be fitted with Serie 02 tyres and competitors’ tyres o Prometeon quality and research and development technicians can monitor their performance in the medium and long term.

Market share growth expected

Such is Prometeon’s confidence in its latest truck tyre range, the company is forecasting 2-3 percentage points of market share growth in the premium segment by 2025. And Prometeon expects the Serie 02 to replace more than 80 per cent of the previous series by 2024.

However, Prometeon reports that it had achieved market leadership positions in certain replacement markets even before the introduction of the Serie 02. Specifically Italy and Turkey offer the best results, with market shares of more than 20 per cent in total. And in Brazil, in the premium segment/tier 1 Prometeon market share is said to be north of 15 per cent. Since the replacement channel represents approximately 76 per cent of total Prometeon sales, these results represent a significant achievement.

Regional analysis of the replacement channel shows that Europe accounts for 26 per cent of Prometeon sales; Middle East and Africa (MEA) 29 per cent; South America 38 per cent; and the remaining 7 per cent is distributed between North America and the Asia-Pacific region (APAC).

Prometeon sponsors WorldSBK in brand reinforcement strategy

Prometeon announced its first international sponsorship in April 2022. That multi-year agreement means Prometeon has become Official Sponsor of WorldSBK, the world championship for production-based motorcycles. According to the company, Prometeon and WorldSBK share the same values of “innovation, technology and pursuit of performance.” As a result of the sponsorship deal, the Prometeon brand will appear at the track edges at all 12 championship rounds, which take place in 10 different countries. The sponsorship also connects the brand with an experience aimed at Prometeon customers “who will be able to experience the paddock and the race in a privileged way”.

In addition, Prometeon has become a sponsor of Toprak Razgatlıoğlu, the reigning Superbike World Champion. Born in 1996, the Turkish rider won the championship in 2021 after overcoming the challenge of six-time champion and category legend Jonathan Rea. Razgatlıoğlu will carry Prometeon’s logo on his helmet throughout the championship.

The sponsorship of Razgatlıoğlu is also important for the activities that will involve the Turkish market. Prometeon has an important commercial presence in Turkey, and the group’s largest plant is based there. In the three-year period 2021-23, the plant will benefit from investments of more than 40 million euros for production capacity increase, as well as a research and development centre, inaugurated last September.