Stafford-based County Tyres has won the GT Radial Performance Centre (GTPC) Dealer of the Quarter. The retailer was recognised for its “substantial” rebranding programme, which the tyre supplier says signals clearly the future direction of the business with the GiTi Tire manufactured brand. Weymouth Tyres was also “Highly Commended” by GT Radial for the quarter.
During October-December 2012, County created and mounted new exterior signage, created point-of-sale displays in reception and added GT Radial to its website.
The company also introduced an open evening to introduce the brand to staff, who will also receive training on GT Radial products. County also introduced till roll advertising, which is one strategy aimed at raising sales substantially in the next quarter.
Weymouth Tyres moved away from part-worn tyres to become stockists of new products only, which has reinvigorated its sales.
As a result of County’s accolade, the retailer receives £300 of high street vouchers, a framed certificate and an engraved shield, while Weymouth collected £150 in vouchers and a framed certificate.
GiTi Tire and Micheldever launched the Dealer of the Quarter scheme to reward outstanding garages who excel in promoting GT Radial through the Passport To Profit programme, including promoting the brand locally, a commitment to work together to develop the business, innovative routes to market and tyre sales.
Jenny Leeson, marketing manager UK at GiTi Tire said: “Congratulations to County Tyres who really went that extra mile to get the brand’s logo out into the marketplace, a move that has paid real dividends.”
Matt Horscroft, GT Radial brand manager at Micheldever, added: “The garage has seen a substantial sales increase in tyre sales which means that more Stafford motorists are enjoying a fantastic driving experience, everyone is a winner.”
Passport to Profit has been designed to increase footfall and profits through tailor-made marketing initiatives including; courtesy cars, taxi wraps, websites and advertising. Focus and support is also placed on running a successful business with training, merchandising and ride and drive events included.
Covering the complete GT Radial range of car, 4x4 and van products, the programme includes a focus on the Champiro UHP1, GiTi’s flagship product for the ultra high performance sector, and the Champiro VP1, a mainstream all-round comfort design.