SPC Rubber forms new tyre brand Nova Motorsport, appoints ex-Avon motorsport head

UK company will pursue a mission to create cutting edge specialist, low-volume motorsport tyres

UK compounder SPC Rubber Group has formed a new tyre brand targeting the global motorsport market. Nova Motorsport founder and SPC Rubber managing director Paul Hallas said the company will focus “solely on low-volume racing and specialist tyres,” looking forward to announcing its first products and international partnerships in 2024. With a website and social media channels already in place, Nova will take its public bow at Retromobile – The Classic Car Show in Paris (31 January to 4 February 2024, Hall 1, Stand M-002). Nova has also recruited strong segment experience in its leadership team, including former Avon Motorsport head Paul Coates.

Nova launches shortly after Goodyear’s closure of the Cooper Tire manufacturing facility in Melksham, the historical home of Avon and its motorsport operations. Nova is headquartered in Wiltshire, the same UK county as Melksham. “Nova”, as will already be apparent to those in the tyre industry, is Avon in reverse, perhaps a nod to a UK brand with a long motorsport heritage, whose future is being reconfigured under its new owner.

Nova Motorsport announced its foundation on social media, calling itself “a new global motorsport brand poised to revolutionise the world of premium competition and specialist tyres.” It set out its mission statement as a company dedicated to creating “a range of superior premium competition and specialist tyres that will deliver unforgettable experiences and exemplary performance on the racetrack and beyond.”

It added that it wants to establish its new business quickly, which it plans to achieve via its recruitment strategy for its commercial and technical team. This includes an in-house research and development department staffed by “global experts”. It wants “to eclipse industry standards for bespoke tyre technology and speed to market, setting new benchmarks for performance and customer service. The brand’s ambition is to be the number one choice for specialist high-performance, low-volume automotive manufacturers, connoisseurs and private collectors.”

Summing up, Nova Motorsport states that it wants to establish its brand in global motorsport and the racing community. To achieve this, it intends to “leverage its specialised knowledge and expertise to create tyres to deliver success in ultra-demanding racing conditions.”

Leadership team outlines Nova Motorsport mission

Paul Hallas said: “Our strategy is inspired by the opportunity to flip the motorsport tyre business marketing model on its head by focusing solely on low-volume racing and specialist tyres as the core of our commercial offering. With an impressive team of motorsport and tyre industry experts already on board, we will introduce several exciting products in the premium competition and specialist tyre market this year. Supported by our established parent company, SPC, and new business partners internationally, we look forward to growing the Nova Motorsport team, business and brand globally.”

Paul Coates, joining the Nova Motorsport launch team bringing a decade’s worth of experience from his former role as the head of Avon Motorsport. Coates’ understanding stretches across Formula 1 and several motorsport disciplines, including single-seater racing, hillclimbing, rallying, rallycross, and more.

Coates said: “Many of the world’s tyre manufacturers look upon the low-volume racing and specialist tyre sector as a marketing tool for their broader business. For Nova Motorsport, this is our only business. This gives us the flexibility, focus and dedication to deliver exceptional products with performance, quality, and customer service at the core of everything we do.”

Nova Motorsport concluded that this expertise will enable it to meet the specific tyre needs of a diverse range of racing categories. It also committed to “substantial investments in research and development,” with which it hopes to compete “at the forefront of tyre technology for competition cars and high-performance vehicles.”