PTG: On the right path

With a fresh commercial tyre range now available and the UK launch of its new fleet service offer just months away, there is plenty happening at Prometeon Tyre Group (PTG). To find out more we caught up with Ali Yilmaz, who in July was named commercial director for the UK, Ireland and the Nordic countries.

Taking on this new role is the latest step in a tyre career that began in 2009. Yilmaz mentions an adage voiced by Turkish tyre professionals that “once you touch the carbon black, you can’t run away from the industry,” and this certainly seems to be the case. Prior to his appointment as commercial director, Yilmaz spent just over two years as marketing manager for the UK, Ireland and Nordics region and has been with PTG (and Pirelli Industrial before that) since 2016. He joined PTG from Goodyear, where he worked in a succession of roles with increasing responsibility.

UK launch for SuperTruck

This management change for PTG’s UK business comes at a time when the company is rolling out a new generation of flagship Pirelli commercial products and preparing to launch its SuperTruck fleet programme. Planning for the UK launch of SuperTruck began in February, and Yilmaz considers this a “very important” project for PTG. He comments that he’s been encouraging his team to “think three times” before making every decision.

The UK is one of six European markets where PTG is launching the SuperTruck dealer consortium in late 2022 and early 2023. PTG has appointed Riccardo Schena, who has served as chief financial officer for Europe since September 2020, to oversee this growth of the network.

Debuting in Italy in July 2019, SuperTruck is an “alliance” between Prometeon and specialist truck and bus tyre dealers that aims to “provide the best possible service to fleets and hauliers.” As of July 2022, it consisted of 31 member companies and over 50 sales outlets within a network numbering more than 120.

From its birthplace in Italy, SuperTruck is gradually expanding to further locations within Europe. It arrived in Poland in October 2020 and is now represented there by more than 20 outlets. Fleets in Greece and Cyprus began getting to know SuperTruck last month, and the network is extending to Spain in October and Germany and Switzerland in November. Hauliers and fleets in the UK will need just a pinch of patience, as SuperTruck is scheduled to arrive here next January.

Riccardo Schena is the new president of the SuperTruck consortium (Photo: PTG)

When we spoke with Ali Yilmaz at the start of the month, he told us that the PTG team was currently working to identify the most suitable partners for SuperTruck’s UK launch. It was too early to name names when we spoke, but he anticipated making a decision by mid-September. Partner agreements should be signed during Q4 2022 in time for a nationwide launch at the start of 2023.

To gain a better idea of what SuperTruck will offer UK fleets, we can look at the network’s Italian operation – Yilmaz confirms that the “main package will be the same” as that in Italy, albeit with minor tweaks that reflect the strong fleet focus here.

SuperTruck customers in Italy purchasing new Pirelli Serie 02 tyres – more about these shortly – and registering these with the network benefit from a four-year warranty, double the standard duration. What’s more, PTG will give them a new tyre in the event of a valid warranty claim, regardless of wear levels. But SuperTruck is not just about tyres, and PTG recently introduced Pro Service. Upon its launch, Schena said this package was “first and foremost” Pro Check – a “tyre monitoring system designed for fleets and resellers which helps keep track of performance in order to plan maintenance activities.” Then there is Pro Time, also known as SOS 24 SuperTruck, which is the roadside assistance service geared to SuperTruck resellers and customers. Schena says this “offers the same price list for all, a dedicated number, and above all 24/7 coverage with Europe-wide assistance.” Last but not least is Pro Finance, which “allows end customers to access finance under favourable terms.”

Pirelli Serie 02 arrives

PTG launched its Pirelli-branded Serie 02 truck tyre range in May, describing it at the time as the “most important product launch in the history of Prometeon Tyre Group.” The key words were innovation and sustainability, 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 generation, 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 EU label rated A for fuel consumption.

Weight has been optimised, “without any compromise in performance,” according to company representatives. And all products can be regrooved and are retreadable. In addition, they have the 3PMSF winter marking, are equipped with an RFID sensor and are approved by the major European vehicle manufacturers.

Ali Yilmaz confirms that key sizes are now available in the UK, with further additions to arrive over the coming year or so. He tells us that local partners have been testing Serie 02 products since July, and shares that these on-road tests of the latest Pirelli truck tyres have delivered “really amazing results.”

PTG launched the Pirelli Serie 02 in May (l to r): GM Roberto Righi, region Europe CEO Francesco Antonacci, CTO Alexandre Bregantim & head of marketing Sabina Oriani (Photo: PTG)

3 segments, 5 brands

Pirelli is PTG’s flagship commercial tyre line, sitting firmly in the premium Tier 1 segment. The company offers a further four commercial brands in the UK: Formula is its Tier 2 mid-segment line, and the other three brands satisfy demand for Tier 3 products. These are Anteo, Pharos and Tegrys. Their ranges include all main sizes, says Yilmaz.

No tyres are produced under the Prometeon name at present, but PTG is working to elevate awareness amongst customers. Sidewalls of new Serie 02 tyres feature the words ‘Prometeon Engineered’ and the commercial director comments that this will also appear on other future products: “Some brands employ the phrase ‘made in Germany’ as it inspires customer trust in their products, and we anticipate that ‘Prometeon Engineered’ will similarly inform end users that they can expect the same high standards in all our tyres.”

Sustainable growth

As for PTG’s business in the UK, Ali Yilmaz says this is “growing well” despite turbulent global events. “We are lucky to be in the commercial sector, as trucks need to keep delivering goods even in difficult times,” he comments. The commercial director expects the market this year to be broadly similar to that of the past year, with growth occurring in the premium segment.

“We are on the right path and are growing well,” Yilmaz sums up. “And our growth is sustainable. Our UK organisation has more than 120 years of experience in total, and we’re an agile team. I’m very positive about our future here in the UK.”