ATS Euromaster has secured a deal to introduce an internationally-proven brand of mid-range truck, bus and coach tyres to the UK market and become the country’s sole supplier of the tyres.
Primewell tyres are manufactured by GITI, the 4th largest global manufacturer of radial truck tyres, and are already sold in Asia, North America, South America and mainland Europe. Customers from these markets say the tyres offer reduced road noise, improved passenger comfort and increased consistency of tread wear compared to other mid-range tyres.
Peter Fairlie, Group Sales Director for ATS Euromaster, says: “Price rises across the tyre sector in 2010 means there is a gap in the UK market for a new competitively priced mid-range tyre brand. The introduction of Primewell tyres will complement the line-up of brands we stock and ensure our customers have maximum choice.
“Despite costing less than the premium brands, Primewell tyres still feature innovative technology such as sipes for snow and rain evacuation, stone ejectors, and performance-enhancing tread patterns which improve traction and handling. They will deliver real potential for fleets to make valuable efficiency savings.”
Richard Lyons, GITI’s Sales Director – Europe, says: “We were looking for a large national company whose values reflected our own focus on quality, innovation and the environment, and ATS Euromaster ticked every box.
“Fleets of all sizes are using Primewell tyres around the world and have commented on the difference they are making to costs and performance levels. We have every faith that our partnership with ATS Euromaster will help us swiftly establish a similar reputation in the UK commercial vehicle sector.”
Primewell’s commercial vehicle tyre range is available in sizes to suit vehicles from 7.5 tonnes upwards, and includes tyres for long-haul, regional and urban journeys as well as on/off road applications. The brand fits rigid trucks, tractor units, trailers, coaches and buses, and all tyres are suitable for regrooving. Advice on the recommended fitment for specific vehicles and applications is available at all ATS Euromaster truck and comprehensive centres.
Primewell has earned an ISO (International Organisation for Standardisation) accreditation in environmental management because of the impressive lifespan and regroovability of its tyres, and the benefits incurred from increased fuel efficiency due to their low rolling resistance.
GITI is one of the leading Asian tyre manufacturers and operates from seven strategically located manufacturing plants in the Far East.
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