Goodyear CEO Robert Keegan told a meeting of 1,000 independent US tyre dealers that he had no “grand plan” to turn the company round. This, he said, would be achieved by listening to customers, eliminating bureaucracy, producing quality products and keeping down costs, although he did say that 2003 would be “a year of changes”, which some have taken to be a hint of further upheaval to come.
It was in mid-2001 that we reported on the plans of Continental Tyre group to drastically re-organise its commercial tyre operations in the UK. How successful was it? The result was no cosmetic tinkering with the problem, but a root and branch reform that ushered in a fundamental change in the way the manufacturer brought its tyres to market. Conti’s plan was to form a network of independent truck tyre dealers, each with their own territory, to provide an effective nationwide service capability. The commercial division of the Conti-owned equity, NTS, disappeared, with some depots being bought out, others purchased by outside parties and a handful joining ContiNetwork, as the new chain was called. Certainly Continental needed to take some action, as its commercial tyre activities were consistently posting losses, and the radical surgery that was the introduction of the ContiNetwork was seen as the best way. So, 18 months or so on, has it worked? Has the patient recovered? At the time, there were some mutterings that the whole exercise was merely a precursor to Continental quitting the truck tyre business – something which, to be fair, the company has always vehemently denied. The company had turned its loss-making commercial activities into a profit, the ContiNetwork members were happy with the volume and profit they were making and the fact that no fleet customers had been lost indicates that they must be happy. Arthur Gregg, Business Director for Commercial Tyres, certainly believes that the future is bright and pays tribute to what has been achieved over a relatively short period. “We’ve gone from loss to profit and established what we regard as the UK’s premier independent network,” he said, concluding: “the truck tyre business makes a profit for us and for our partners.”
In the UK, the Continental Tyre Group has appointed Arthur Gregg as Business Director, Commercial Tyres, responsible for truck, agricultural, industrial and earthmover tyres for all Conti group brands. He will also oversee the management of the ContiNetwork chain of independent tyre dealers and Conti’s tyre management services. Gregg was formerly Sales and Marketing Director of ArvinMeritor and has worked for Bridgestone/Firestone UK and Michelin Tyres.
Since 1999 the trend in car sales in Europe is downwards. If one million cars are sold a year, that is five million tyres which will not supplied as original equipment. But luxury and premium class cars, sporty cars and luxury SUVs (Sport Utility Vehicles) were not included in the negative trend and in some niches sales even rose. High performance vehicles need high performance tyres. Whereas standard tyres with a T speed rating have lost market share over recent years, tyres with speed ratings H and higher have increased market share. The average horse power of the car parc in Europe is rising year by year. People talk about fuel saving cars, but buy more and more vehicles with more powerful engines. Within the car tyre segment, the sub segment of high performance (hp) and even ultra high performance (uhp) tyres is growing; this part of the market is very dynamic. But changes are on the horizon: until now the flood of newly introduced upper class cars made it necessary to fit hp or uhp tyres, but now this market seems to be saturated. On the other hand more and more middle class and even compact cars have engines allowing top speeds of more than 200 km/h – and also need this type of tyres. And the higher the car segment, the longer the cars “live”. Now all these cars introduced in the 90s need replacement tyres. In the year 2000 in Europe 19 percent of all replacement tyres had the speed ratings V/W/Y/Z, in 2005 it will be 33 percent. These cars need high value tyres a second and a third time and this means an optimistic outlook for tyre dealers. Especially if we consider that the ties between drivers and the car dealers will become weaker and weaker year by year. The drivers will no longer buy the tyres from the BMW or Jaguar dealer but from a tyre dealer. In original equipment the demand in hp and uhp tyres will also improve but not as dramatically as in the aftermarket. But there is a new trend which is also positive: more and more cars will be fitted with runflats. And because these tyres are more expensive than “normal” tyres the first introductions happen on upper class vehicles. Most runflats are also hp and uhp tyres because every new invention in car production is offered first in this segment. Remember ABS, ESP or airbags. If a car does not need a fifth tyre because of being fitted with runflats that will be compensated for by a much better-performing (and also more expensive) tyre.
Go Gomma has been involved with repair and tyre dealer products since 1981, benefiting from more than thirty years’ experience gained by its founder, Giuliano Gori. All products and equipment have been chosen for their competitive prices and optimal quality, and also for innovation, safety, ease of use and protection of the environment. This has enabled Go Gomma to become the main supplier of important Italian and foreign distributors, thus confirming the quality and service of its production so that many products sold under other brand names include Go Gomma technology, experience and skill. The company’s current commitments are aimed not only at consolidating its image but also acquiring customers in developing countries by taking part in specialised fairs and sales missions. The experience gained in the traditional repair and tyre dealer sectors has not prevented Go Gomma from shifting its attention towards developing technologies that, even though founded on rubber and polymers in general, have applications in the industrial abrasion, proof coating and surface protection field. Go Gomma is the leading company in this sector with the widest selection of materials and accessories for rebuilders and tyre dealers. A vast choice of top quality products for professionals is the strong point of the company and the foundation for its many years of success.
Heinz-Theo Pecher (57), who has spent 26 years working in the tyre industry in different leading positions, is now working for VRG in Norderstedt/Hamburg. VRG is a large buying group for tyre dealers. On 1st January 2002 Pecher will take over as managing director from Klaus Heymann, who is to retire but will act as a consultant until the end of June 2002. Pecher came from Continental, where he was responsible for the German truck business replacement market (all brands). He sees excellent opportunities for VRG in a fast moving market. In the future, VRG will focus not only on Germany but also on Austria, Switzerland and Denmark, as well as the Czech Republic, Slovakia and Poland.
Barely two years ago, Bridgestone/Firestone Deutschland GmbH introduced the First Stop System to the German market with the intention of inviting tyre dealers to join this new form of cooperation. Since then, 100 dealers have already joined this system in Germany. And with more than 1,000 partners all over Europe, the system has spread across 16 countries, so far. In Germany, Prignitzer Falas GmbH in Pritzwalk (Brandenburg) is First Stop partner N° 100. With 24 employees serving customers’ needs, this shop is not only successful in selling tyres, but it also deals with passenger cars, agricultural and industrial machinery, as well as selling and renting trailers. Moreover, a driving school is also included. Passenger cars, trucks and tractors each contribute one third of the turnover. This company has been a Bridgestone/Firestone customer since 1993. The First Stop idea is very simple: enhancing their line by the house brand “First Stop”, Bridgestone/Firestone grants exclusive selling rights for this economically-priced tyre to its partners. Thus, both the summer tyre “FST 2000” and the winter tyre “First Stop Winter” were born. Furthermore, the First Stop package also includes a uniform image and individual training programmes, covering technical and business know-how. Dealers who opt for cooperation will be furnished with substantial marketing support, which covers the complete advertising and POS segment, as well as training programmes. As their commitment to the tyre manufacturer, First Stop partners promise to always use up-to-date equipment to cope with the latest tyre technology, to join training programmes regularly and to always offer a proficient and friendly complete service for customers.
In the 80s and 90s a lot of tyre dealers invested in auto service knowing that there were limits: without employing a master mechanic for car repairs, certain works are not allowed to be carried out. But many dealers cared for the qualifications of their employees, sent them on courses in order to get the permission to do the typical works that car service stations normally do. Some tyre dealers were on their way to making a success of auto servicing. But there are also examples of diversification going in the wrong direction. Some fields were portrayed to tyre dealers as being the business of the future but which failed later: Steering wheels? The airbag killed this business. Batteries? Today most are maintenance-free. Exhausts? Better quality steel has led to better rust-proofing. Numbers of car services will decrease over the next few years, meaning that tyre dealers, independent car repair stations and licensed car dealers will have to fight much harder for the customer than they do today. Generalists, who attempt to do all the work around the car, will have to invest a lot of money in their outlets. Specialists – for example in tyres – can recommend themselves to the customers with their special services and products whereas car service stations might be overstretched regarding an increasingly complicated tyre business because of the progress in electronics, such as tyre pressure warning system. Easy solutions are not available. But it is dangerous to follow each trend of diversification, to invest a lot of money merely in order to realise one day that you have built up a new service in a specific auto part, only for the demand to wane and another part comes into focus. However, in twenty years’ time cars will still need tyres, and who will replace the defective tyres if not a tyre dealer?
The French tyre trading network Arc-en-Ciel claims to be the largest European chain of independent tyre dealers. In 1986, there were only twelve members, but this has grown to a network of 850 outlets in Europe, 386 of which are in France. Every year, 20 new members join the group, it is claimed. In France alone, Arc-en-Ciel distributed around 2.9 million tyres in 1999, with the group holding 11% of the car/van tyre market, 9% of HGV and 18% of the agricultural tyre market. The Arc-en-Ciel branding is memorable – the name means rainbow in French – and this is carried over to a range of own brand products, which, of course, includes tyres that go under the name Eurotyre. As Arc-en-Ciel spreads across Europe, its strength increases. In addition to the French network, the group has a presence in six European countries, including 71 depots in the Benelux and 168 in Spain. Further expansion is envisioned in Portugal and in eastern Europe. Besides its fast-fit operation, Arc-en-Ciel has introduced a 24-hour replacement tyre service for hauliers in 14 European states.
That the heavy truck tyre business is changing dramatically at all levels cannot be denied. Tyre dealers doing this business almost as a sideline in their local markets are facing a decrease but they are not too sad about this development because it is becoming harder and harder to earn money with truck tyres. This sector of business is decreasing because, for hauliers and their fleets, an enormous process of consolidation is taking place. In the future we will have tyre dealers saying good-bye to the truck tyre business and tyre dealers being strong in car and truck tyres. The media predict that goods traffic will increase significantly in coming years. Tranportation by waterway, railroad and especially road haulage will grow. But that might be a scenario for the longer term, because now we can read predictions of lower new truck registrations of about ten percent this year, and also next, in most European countries. But the stock lists seem to be stable because hauliers use their trucks longer (although they would prefer to buy a new one but it is too expensive) and modern trucks have a greater life expectancy than previously. The truck market is undergoing a process of structural changes. Mega fleets have arisen, absorbing a lot of the medium-sized and small hauliers. For the big fleets the four premium tyre brands Michelin, Continental, Bridgestone and Goodyear dominate. Their second brands are cheaper but good quality nevertheless. At the budget tyre level, brands like Toyo, Hankook or Marshal compete with the third brands of the four big market players for 15 percent of the market.
The market for off road vehicles is constantly changing; also the market for suitable tyres and wheels. In the 80s Japanese car makers Toyota, Nissan, Suzuki, Mitsubishi and Honda created this market with 4 wheel drive vehicles able to be used on rough terrain. Now the 4×4 cars have become more suitable for use on the streets and the term Sport Utility Vehicle (SUV), replaces the former “Off Road Vehicle”. Car manufacturers like Ford, Chrysler, BMW and Mercedes have discovered that this has become more than just a niche market. Explorer, Cherokee, X5 and M-class are closer to luxury cars than those for use off the beaten track. Some tyre manufacturers have developed their off-road programme in this direction, whilst others have directly used the platform of existing passenger car tyres for this new generation of vehicles. The 4×4 tyre market will grow within the next few years as a lucrative market segment for the tyre industry, tyre dealers and also for the light alloy wheel business. Typical consumers in the 80s, with sparsely-equipped Suzukis, were not able to invest much money in tyres and wheels, but nowadays drivers of these cars are members of a more affluent society. The trends are very similar to passenger cars, with sizes becoming larger, faster, V, W, Y and Z speed ratings and higher load indices.
The German subsidiary of the Italian tyre producer Marangoni was founded six years ago in Wedel near Hamburg. The foundation of Marangoni Tyre GmbH took place at the beginning of May 1999, with General Manager Dirk Rohmann and Area Manager Martin Werner the only two people to work for the German company daughter up till now. One of their most important tasks is to increase the low awareness and attention the tyre brand receives from the end users at the moment. It was for this reason that the company held an international press conference in Rapallo in March 2000 that was attended by more than 100 journalists from all over Europe. The effect was a very positive one; Marangoni tyres have been represented in some summer- and winter-tyre-tests of international magazines, in which they performed quite well. The number of countries that are managed from Germany has increased from 16 to 22 in the previous one and a half years. New countries are: Ireland, Iceland, the Netherlands, Slovakia and Romania. The present market share in Germany amounts up to one percent – representing 400,000 tyres. The products are delivered directly on trucks from Italy. Twelve distribution partners handle the local distribution in Germany. In the western part the coverage is more ore less complete, whereas in the eastern part there are still some holes, that are due to be filled by spring next year. Furthermore Rohmann and Werner want to employ a third person who will keep a close contact with the 250 German tyre dealers where Marangoni products are sold.
Members of the German buying association of free tyre dealers “EFR” met for their annual meeting at the former Expo exhibition centre. Doors were closed when they reviewed the past year and analysed the weak points, as well as when they tried to set the agenda for the year 2001. No doubt EFR is known on the market as a “Michelin buying association”, which, regarded from the opposite side, is as wrong as if FRI were to be called a “Goodyear buying association”. But this is the wrong place to discuss both sides’ differences. In fact, EFR is representing a group with a very friendly relationship towards Michelin and therefore selling their products as a priority. And of course Michelin itself is doing everything to satisfy the EFR dealers’ demands, as with more than 300 specialised tyre dealers they form a solid distribution basis for their products. After being in low gear for several years, Michelin has had a brilliant start to the new millennium, while profiting from the seeds they have been sowing for the past two or three years. However, until recently, with their first brand the French have steadily been losing market shares all over Europe and most of all in Germany – although no loss of quantity and admittedly from a high ranking – now they are ready for the battle with the competition in their home market Europe, more than ever. As Michelin wants to win the race, Patrice Kéfalas could not miss a favourable opportunity: “Michelin goes Formula One” was the message that he announced in front of the EFR tyre dealers. Hence, the race is on at all levels. With Michelin tyres Patrice Kéfalas does not only want to win for merely for the sake of being the winner, he also wants to realise an image profit, which should end up in either greater quantities or better selling prices too between industry and trade or trade and consumer, or even both.
This year’s meeting of the German co-operation of independent tyre dealers under the umbrella of the retail brand “premio” had as its motto “time for take off”. Round about 125 outlets are members, with only a few having more than one service station. The downside of the premio network is that the “brand premio” is not well-known among end users. One reason for this is the fact that the chain is relatively young, about five years old. Of course a brand would be more popular if it were spread all over the country or – as service provider Goodyear would say – if more stations are on the net. But the premio managers are realistic, and it is not possible to grow by leaps and bounds. The competitors among the other groups of tyre dealers have restricted the market. And of course sometimes a member leaves the group after selling his business. Premio is part of the controlled distribution network of Goodyear in Germany which today covers round about 600 outlets. Premio wants one day to be what the group managers call the “lighthouse of the market”. Because the quantity targets have to be limited, Premio wants to be the best in terms of quality. In all criteria of an independent customer satisfaction analysis Premio performed better and even much better than the competitors – in all but two aspects, that is and these two were brand awareness and prices for endusers. It is hard to become the best in the market, but it is also hard to stay the best. How does it work? The best way is to continue to improve and optimise the modules of the system which the Premio Centre in the Goodyear headquarters makes available for the members. They not only try to develop new modules but also have to decide whether some of the older modules are no longer relevant. With more than 50 (!) modules the Premio offer is a leading player; taking just one of the modules available, the new software solution for the tyre trade called “tiresoft II” may well be the most modern in the market.
Continental Tyre Group is to set up a new UK truck network, comprising independent businesses with exclusive territories, managed by Continental. This will obviously affect the commercial division of Conti’s subsidiary National Tyre Services. Some will be sold, while some will be taken over by existing staff – a number of these are expected to join the new truck network, which will be called ContiNetwork.
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