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Pan European Demand for Cold Weather Tyres Heat Up

02 Mar 2011 15:55

Demand for cold weather tyres across Europe during winter 2010 saw volumes reach an all-time high, says Euromaster Group.  Its sales of the high-grip seasonal car and van fitments exceeded 1.5 million units for the first time, securing the company’s position as a leading cold weather tyre expert.

Euromaster’s total cold weather tyre sales in Europe rose by 20 per cent from 1.4 million in 2009 to 1.68 million in 2010.  UK volumes rose 955 per cent compared with sales in 2009, driven largely by demand from public and private sector fleets, with pre-Christmas demand outstripping supply*.

Ian Stuart, Group Managing Director of ATS Euromaster, says: “In a tough economy, firms which minimise downtime and keep going in spite of the snow and ice have a clear competitive advantage.  We can’t control the weather, but our experience, both on the continent and in the UK, shows that we can help fleets cope with it more effectively by preparing their vehicles in advance.”

After successive bad winters, ATS Euromaster is predicting further growth in the cold weather tyre market in 2011 and is already engaging with new customers to discuss tyre requirements for next winter.

However, Stuart warns: “The rise in demand from across Europe means that fleets need to place advance orders before the end of March in order to guarantee stock for next winter.  Businesses waiting for the first snow to fall in November are likely to face another winter sat at the side of the road, tyres spinning and not going anywhere fast.  It’s essential to plan ahead.”

Early 2010 saw ATS Euromaster become the first national tyre supplier to offer a dedicated cold weather tyres programme for UK fleets.  This sees the company individually label and store a customer’s summer tyres within its local centres, ready for re-fitting the following March or April.  Part-worn cold weather tyres can then be placed in storage ready for next winter.

ATS Euromaster says that utilising hundreds of ‘tyre hotels’ throughout its own network ensures the fastest access to a customer’s tyres when the seasons change.

“If snowfall arrives earlier than planned, having the tyres on-site at a local level means we can get customers into the centre and back on the road as quickly as possible.  This also avoids any risk of the delivery of a customer’s tyres being held up by a logistics supplier,” adds Stuart.

Every tyre removed from a vehicle and placed into storage within one of ATS Euromaster’s tyre hotels benefits from a thorough safety inspection.  This sees tread depths measured and each casing inspected for damage, allowing ATS Euromaster to proactively order any replacement tyres required prior to the customer’s vehicle returning to the centre.

*ATS Euromaster is committed to retaining a percentage of its cold weather tyre stocks, in each of the key sizes, to ensure it can support existing customers if they suffer a puncture or other tyre damage over the winter period.


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