EATD becomes Ascenso Tyres CE GmbH

As of 1 February 2023, EATD GmbH, a subsidiary of Mahansaria Tyres Private Limited (MTPL), has been trading as Ascenso Tyres CE GmbH, with CE standing for Central Europe.

Since the start of the cooperation in July 2020 and the takeover of the main shares in EATD by Mahansaria Tyres Private Limited (MTPL), EATD GmbH has been the exclusive importer for the Ascenso tyre brand in Central Europe and is responsible for 10 sales countries.

According to the company, the change to the trade name Ascenso Tyres CE GmbH further expresses the cooperation with MTPL and its part of MTPL’s strategic plan to become one of the leading tyre manufacturers in the “off-highway” segment.

Mahansaria Tyres Private Limited took a stake in EATD GmbH in order to market Ascenso’s products to customers in Europe. Core segments include: agriculture, industry and construction, earthmoving machinery, material handling and forestry. Since the launch, the manufacturer has expanded its portfolio to more than 450 products.

“Since the acquisition, the synergies between both companies have worked perfectly and helped both companies to grow rapidly. Whilst MTPL has benefited from EATD’s distribution expertise and presence in the European tyre market, EATD’s customers can be certain that they are receiving quality products supplied directly from the manufacturer (MTPL). In the last two years, the Ascenso brand has been one of the fastest-growing tyre brands in the world. This will help Ascenso Tyres CE GmbH to further strengthen the position of the brand Ascenso in the European market,” said Matthias Lüttschwager, managing director of Ascenso Tyres CE GmbH, adding: “We are delighted to continue our partnership with Mahansaria Tyres Private Limited and the Mahansaria family. We are two family companies that combine over 35 years of experience to build an effective distribution network and increase the success of our customers”.

Ascenso Tyres CE GmbH has its origins in EATD B.V., which was founded in 2014 by the Reedijk and Lüttschwager families. At that time, the administration and the warehouse were located in Strijen, near Rotterdam. Back in those days, the focus was on selling the tyre brand Tianli as a general distributor for Europe. Starting the cooperation with MTPL, EATD B.V. changed into EATD GmbH and the headquarters moved to Wallenhorst, Germany. The product portfolio was supplemented by the brand Ascenso. Ascenso Tyres CE GmbH offers its customers various distribution channels to purchase Ascenso tyres. The three typical possibilities offered by the general importer are: direct containers from the factory;  full loads via the Ascenso Tyres CE GmbH warehouse; and part loads for follow-up supply.

Ascenso Tyres CE GmbH reports that the company will “continue its long-standing relationship with ZC Rubber and will also continue to distribute their well-established brand Tianli in the agricultural, forestry and earthmoving sectors.”