Broadway Tyres Lifts the Lid on New Dealer Training
Several months after unveiling its new corporate identity, Broadway Tyres is making steady progress on the roll out of its rebranding. Depots, vans, staff uniforms and office stationery are now increasingly seen sporting the distinctive new double-tyre Broadway “B” logo. But the company has not stopped at merely sprucing up its image. In late September Broadway Tyres ran the pilot of a new training programme aimed at increasing professionalism amongst the approximately 1,200 independent tyre dealers that purchase from the company – and increasing their ability to generate strong sales.
“I want Broadway Tyres to become a world class company,” stated managing director Jonathan West to an audience of industry representatives – the ‘guinea pig’ audience for this first-ever training session. “And we are committed to our customers’ success as much as our own.” These customers, the smaller independent tyre dealerships that make up 29 per cent of the market, have been the cornerstone of Broadway Tyres’ past success, and West is confident this will continue to be the case.