MTS ‘supercharging’ EV tyre offer with new products, partnerships

MTS wholesale director Graham Mitchell (Photo: Micheldever Tyre Services)

With manufacturers taking various strategies to achieve electric vehicle tyre growth, there is an opportunity for distributors to support tyre retailers in building consumer understanding of this still-new segment of the tyre market. It is arguably more important than ever that the leaps forward in EV tyre product development be supported by a well-informed distribution chain. Having assisted with EV tyre workshops and training sessions over the past two years, Graham Mitchell, Micheldever Tyre Services (MTS) wholesale director, updates Tyres & Accessories on its latest support for EV tyres, as well as its latest product range and view of the developing market.

MTS’s EV awareness workshops, delivered by the MTS training team, are designed to support tyre retailers in successfully making the transition from traditional internal combustion engine (ICE) vehicles to EVs, in line with current market development. Mitchell adds: “These EV awareness sessions include an overview of the EV Market, safe working practices and how the retail opportunities offered by working on EV vehicles can be maximised by tyre dealers. All of our sales teams are also trained on EV tyres and the developments within the market – using internal and manufacturer training courses where available.”

With these specialisms in mind, T&A asked whether MTS has a preference for specialised EV tyres. Mitchell said: “There is a lot of debate and discussion in the industry right now, particularly among manufacturers, about the correct approach and recommendation when considering EV tyre fitments. Some manufacturers are advising a universal approach in fitting all types of tyres to EVs, while others are developing specific EV tyre ranges for specific EV models.

“With neither approach considered definitively better than the other, the knowledge and expertise offered by tyre retailers to help customers navigate their way through the minefield of information available is really important. At MTS, we are supporting tyre retailers in various ways to enhance their EV tyre knowledge, helping them to become consumer champions who are well-positioned to assist customers in making the right tyre fitment choices

“At MTS, we also work on the principle of the right tyre for the right application. This will vary by vehicle, OE fit and usage, but the underlying principle remains the same, that you fit the tyre most suited to the vehicle application required.”

Latest products join MTS EV tyre portfolio

MTS states that it is “supercharging” its EV tyre offer with exclusive new products available to its tyre retailer network this year. Through exclusive distribution agreements with mid-range tyre brands, Falken and GT Radial, new products such as the Falken e.Ziex pattern and GT Radial FE2 EV READY and GT Radial SportActive2 EV READY tyres are now available to tyre retailers.

Mitchell said: “Our exclusive MTS mid-range house brands, Falken and GT Radial, are both expanding their respective EV tyre ranges. This expansion will see an increasing number of EV sizes and patterns become exclusively available to tyre dealers, boosting an already comprehensive tyre offer across all segments to our tyre retailer network. It will further equip tyre dealers with the capability to maximise opportunities in response to surges in demand in the constantly evolving EV tyre market.”

Falken has introduced the new e.Ziex pattern into the market – now available in 11 sizes, with more sizes to follow in 2024. The e.Ziex is designed to deliver ultra-low rolling resistance and good wet grip for battery-electric vehicle models. Its key features include Falken ‘silentcore’ noise reduction technologies, is optimised to reduce wear and extend vehicle range and contains up to 29% sustainable and recycled raw materials.

GT Radial SportActive 2 EV (Photo: Giti Tire)

GT Radial has upgraded its existing GT Radial FE2 and SportActive2 pattern ranges to be ‘EV Ready’, making selected tyre sizes suitable for traditional ICE vehicles, plug-in hybrids, and smaller battery electric vehicles. This has resulted in two new products -the FE2 EV READY and Sportactive2 EV READY – being launched into the market in the final quarter of this year.

Both patterns have a low rolling resistance for fuel saving and longer battery range, good wet grip and are optimised to deliver improved comfort and low noise levels They will be available initially in nine sizes in 2023, with more sizes to follow next year.

In addition, the GT Radial Sportactive2 EV is a further new dedicated tyre for powerful battery electric vehicles – available initially in three sizes to cover 25 per cent of EV registrations and with more sizes to follow in 2024. Its features include good wet grip and a new ultra-low rolling resistance compound designed to deliver extended mileage, even on the most tyre-wearing high-power EV vehicle models.