In an industry often defined by geographical expansion and with some fighting at the sharp end on the basis of price, Michelin-owned ATS Euromaster is forging its own path. Following the news of the closure of more than a third of its tyre retail centres, the tyre and vehicle service provider is undergoing a transformation, prioritizing customer-centricity, operational efficiency, and strategic franchising over incremental organic or acquisition-driven growth. In an exclusive interview, Nick Harley, managing director of both ATS Euromaster and Tructyre, shared insights into the company’s evolving strategy, its lean transformation of the Tructyre business and the challenges of navigating shifting consumer behaviour.