Plenty of News But Just One Subject
This year’s tyre exhibition saw Bandag release quite a lot of news coming from the new product department. But what was most interesting for the international press as well as for customers, was Bandag’s future in the European fleet business after its biggest customer (GE/TIP) left. Although marketing director Danny van Essche confirmed that Bandag is going to remain active in the European fleet business, the company is said to have learned a lesson by GE/TIP’s retreat. This lesson will be used to adapt Bandag’s business strategy in a positive way: “We will not aggressively pursue international fleet business anymore.”