The bigger the tyre brand, the more important marketing becomes in order to communicate its values and its worth. With this in mind, the “marketing” tag collates all the latest marketing-related news and analysis into a single place. This reverse-chronological list of thousands of articles is your go-to source of tyre industry, marketing-related news and information.
One thing made clear for Lanxess at this year’s Reifen show is that a new era is dawning upon the tyre sector. The specialty chemicals manufacturer noted the high profile enjoyed by green tyres, particularly those aimed at meeting the requirements of the European tyre label.
HiQ has launched its latest safety project for motorists: a bespoke new safety guide pack. The fast-fit network says it has invested £30,000 into the guides, which include a suite of information bulletins in one ‘handy’ pack. The network says the guides have been produced based on motorists’ feedback. It aims to cover drivers’ needs, explaining everything there is to know about keeping tyres and cars in the best possible condition comprehensively. Covering everything from the hazards associated with buying part worn tyres and winter driving tips to fuel efficiency and battery care, the guides simplify tyre and car care, as well as providing useful motoring reference material.
Leading tyre and wheel supplier to the global agricultural industry, Trelleborg Wheel Systems showcased its extensive range of high performance tyres at Cereals 2012, held in Lincolnshire, England, on 13-14 June. Located on stand 602, sector E, the company exhibited its latest innovations for the agricultural industry as part of a new stand design and concept, the ‘Blue Box’.
Conti is working to enhance the efficiency of the roadside breakdown service it provides to commercial vehicle operators and hauliers through its Conti360° fleet service network. The manufacturer reports the development of a series of bespoke roadside training courses for its Conti360° network partners, which it believes will help raise safety standards among tyre fitters and promote best practice in attending roadside breakdowns. The three levels of training course are designed to equip the Conti360° network with improved tyre fitting expertise and allow its partners to gain the industry-approved NTDA REACT Roadside Breakdown Licence, which is now mandatory for all NTDA members engaged in roadside maintenance or repairs.
Bridgestone’s high-profile sponsorship of the National Football League in the US, which got underway in 2007, has been extended for a further four years. Under the terms of the new agreement signed between Bridgestone Americas Tire Operations and the NFL, sponsorship will continue through to 31 March 2016 and Bridgestone will no longer sponsor the Super Bowl Halftime Show. Instead, the tyre maker says it will focus on “reinforcing the Bridgestone brand performance message” at various games throughout the season, culminating at the Super Bowl. The Bridgestone brand will continue to be the “official tyre” of the NFL.
Inspired by a “strong product offering”, large UK wholesaler Micheldever Tyre Services has appointed Matt Horscroft to the newly created position of GT Radial brand manager. GT Radial's distributor in the UK, Micheldever has forged a strong relationship with the GITI Tire-manufactured brand. GT Radial general manager UK, Brian McDermott has described Micheldever's commitment as “unquestionable”. In return, Micheldever said that GT Radial’s commitment to quality – demonstrated recently at MIRA (see Tyres & Accessories’ June edition for details) – and comprehensive new product programme had inspired the creation of the role. Horscroft has over 22 years in the sector with manufacturer and distributor experience gained in sales, marketing and purchasing roles.
UK automotive manufacturers have set their sights on breaking all-time manufacturing records by the end of 2015. The confidence is fuelled by multi-billion pound investments committed to the country over the past 18 months that will see production expanded, new models introduced and thousands more people employed.
While talk of the new tyre labelling rules remains a hot topic, Michelin has released data showing that its products last the longest. Of course treadwear isn’t mentioned on the new label, but Michelin’s long-term survey of a FN50 fleet recorded every tyre change mileage on its vehicles over the last six years for its most popular car, the Ford Focus. Interestingly the company has also reported the results of leading premium competitors Bridgestone, Continental and Pirelli.
Farrell Dolan has replaced Peter Tye as retail director UK at Goodyear Dunlop. Dolan, who has over 20 years’ experience in the automotive industry, and more than six with Goodyear Dunlop, will be responsible for the business’ retail operations across its HiQ franchise brand and network of retail partners. Former retail director Tye resigned from the company to pursue other opportunities, according to Goodyear Dunlop. Commenting on Tye’s departure George Rietbergen, Goodyear Dunlop UK & Ireland general manager, says: “Peter made a great contribution to our retail business and he leaves with our best wishes. Together with Farrell and the team, we are now focused on the exciting future ahead for our retail division.”
Snap-on Equipment’s extensive Hofmann range of wheel alignment equipment could generate a net income of over £30,000 per year even given conservative throughput expectations, according to the company’s recent field research. Snap-on says its range accommodates any workshop and level of service volume, while the leading European manufacturer of garage equipment also offers wheel alignment service expertise and aftersales care. Its most recent machines feature the latest full 3D four wheel alignment technology.
Competition in the high performance tyre market is growing as second line and budget brands bring aggressive performance patterns and larger diameter sizes to market. Established premium tyre makers, who previously had the market all to themselves, now share the performance segment with an abundance of lower-priced products. How can a premium tyre maker maintain its market share in such an environment?
At a gala dinner held during the week of the Reifen 2012 show, Ge Gurong, vice-president of ZhongCe Rubber, unveiled the tyre maker’s short-term plans for the Westlake brand. Mr. Ge told European Westlake dealers the decision has been made “with immediate effect” to end pattern sharing amongst Hangzhou ZhongCe’s different tyre brands, and from this time forward Westlake will be promoted as the company’s flagship brand.
At Reifen 2012, the Alliance Tire Group presented a new off-road tyre it says represents an innovative approach to dual-tyre configuration for excavators. Called the 528 Dual Master, the new product solves the problem of stones becoming embedded between double tyres. It does this through the use of a unique sidewall construction that enables close contact between the two tyres. “There is normally a rubber spacer between the tyres, but stones nevertheless get between the tyres and cause punctures,” commented ATG marketing communications manager Tal Rappoport to Tyres & Accessories. “The 528 Dual Master is the first tyre model for excavators that doesn’t require this spacer, and stones therefore can’t get penetrate this space.
According to Michelin commercial director Malcolm Scovell, 17-inch and larger passenger car tyre fitments – the sizes considered high performance – now account for approximately 25 per cent of the UK market. And despite a nine per cent decline in the overall passenger tyre market in 2011, this particular segment grew some 17 per cent. New high performance sizes are regularly added to what is becoming a market rich in individual fitments.
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Today, at the opening day of Reifen 2012 tyre show in Germany, Starco announced its entry into the tractor radial tyre market. The company describes its entry into this area, which centres on a new distribution agreement with the tyre manufacturer ATG, as “a move that breaks with the past and indicates the shape of things to come.” Under the agreement, Starco will now distribute ATG’s Galaxy tractor tyre range in Denmark, Sweden, Poland, Germany and the Benelux countries.
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