GRI acquires Hungarian distributor ATRA

Off-highway tyre specialist GRI has acquired Hungary-based tyre distributor ATRA Kecskemet, a company reported to hold a more than 50 per cent market share in the country’s material handling and construction tyre markets. The acquisition includes eight ATRA branches across Hungary and brings the firm’s 50-strong workforce into the GRI fold.

ATRA was established in 1991 and today provides tyres to the material handling, agricultural and construction industries and fitment services within Hungary and neighbouring countries. “The acquisition of ATRA is a strategic move by GRI,” says Giorgio Gramegna, director of Europe at GRI. “This significantly strengthens our business in Hungary for all our key products. Hungary is also ideally located in Europe between Western and Eastern Europe. It brings us closer to all our customers in neighbouring countries and has the potential to be a noteworthy logistics and operational hub in the region.”

“We are truly honoured to serve our customers in Hungary. Expanding our footprint across Europe is a key strategic thrust for GRI, as we see immense potential to provide superior services in the continent and secure a significant market opportunity, adds Dr Mahesha Ranasoma, chief executive officer of GRI. “GRI is already located in Germany, Spain, France, Netherlands, and the Baltics; and now we are in Hungary as well.”

An easy choice

Prabhash Subasinghe, managing director of GRI, comments that acquiring ATRA was an “easy choice” for GRI as it services all categories of GRI specialty tyres, and has “maintained an impressive heritage of customer service, professionalism, and sustained business growth consistently increasing its market share.” He continues: “We are delighted to welcome ATRA into the GRI family as we look forward to unlocking greater synergies in the Hungarian market. I thank all stakeholders who worked tirelessly to make this acquisition a success.”

“We are delighted to be part of GRI’s global network,” adds Tibor Somos, founder, and managing director of ATRA. “I founded ATRA with the aim of providing an excellent service and high-quality tyres to all of Hungary, and I am happy to have expanded the business over the past 30 years to greatly achieve that ambition. We have built a solid business that has earned the respect of our customers, owing to the commitment and dedication of our staff, the quality-of-service, and products we offer. Under GRI’s new ownership as well as leadership, I am confident that ATRA will scale to even greater heights.”