Ladybank Tyres in Fife, Scotland has become the latest garage to sign-up to the revised GT Radial Performance Centre (GTPC) programme. The company’s Target Tyres subsidiaries in Blairgowrie, Glenrothes and Perth have also become GTPCs in a deal secured by the brand’s exclusive UK distributor, Micheldever. All four sites have been placed on the revamped Passport to Profit programme, which allows them to access tailor-made marketing initiatives, training, merchandising and ride and drive events designed by GT Radial to increase footfall and profits.
Each garage will stock the complete GT Radial range of car, 4x4 and van products including the newly launched Champiro UHP1, a flagship product for the ultra high performance sector, and the Champiro VP1, a mainstream all-round comfort design. GT Radial said Ladybank Tyres and Target Tyres are regionally recognised as leading automotive, commercial and agriculture tyre fast-fitters, supplying several leading tyre brands.
John Johnston, director at Ladybank Tyres, said: “We are delighted to become the recognised local representative for GT Radial. When we first saw the presentation from Micheldever we were impressed; the quality of the products at the price positioning points offer excellent opportunities.
“The Passport to Profit programme will help us further raise our profile and drive footfall and profits, and our initial plans include a revamp of the website and a taxi wrap in Perth. Everything we are looking to do is designed specifically for us, the support we have received has been exceptional.”
Dubbed “the most exciting brand proposition in the UK tyre business today” by Micheldever Tyre Services’ chief executive, Paul Fox, the enhanced GTPC programme was launched in July at GiTi Tire’s European Technical Centre (ETC) at MIRA. Matt Horscroft, GT Radial brand manager at Micheldever, said: “We are working together to provide our GTPCs with a powerful and unique selling proposition which will lead to sustainable growth for everyone involved in what is an increasingly crowded and competitive marketplace.”
Brian McDermott, general manager at GiTi Tire UK added: “The GTPC programme has been developed to provide the independent tyre dealer with a truly compelling profit opportunity with one of the fastest developing tyre brands worldwide, boosted further by the full support from the UK’s largest independent wholesaler and distributor.”