European growth strategy

Launching new tyres has not been the only thing Giti Tire has been doing to further its presence in the European market. Its growth strategy has been further augmented with the appointment of Sujata Achuthan to the newly created role of Business System Manager. She is tasked with the introduction of the Oracle Enterprise Business Suite (EBS) to provide the platform for increased finance and distribution requirements, as well as further improve the company’s hardware and software. Another new appointment is that of Neil Hendry, who has taken the newly created role of Internet Strategy and E-Commerce Manager – Europe Giti Tire. According to the company, this represents a significant step in building its online presence. Neil will be responsible for the development of a coherent web and social media strategy to maximise internet presence throughout the continent.

In addition to these appointments, Giti Tire has also developed with the creation of two new Technical Centres in Europe and North America. The move marks a significant development in the research and development capabilities of the company, with both sites working in collaboration with existing facilities in China, Indonesia and also in the UK where it is based at the renowned MIRA facility near Nuneaton. The company now employs over 600 R&D personnel worldwide. Based in Hannover, Germany, the new site will employ tyre designers, compounders, chemists and physicists. It will work across the entire portfolio of brands of the company, encompassing passenger car, 4×4, van, light truck, heavy truck and bus tyres. Its North American Technical Centre will be based in Akron, Ohio.

Developing a European test site is important for Giti Tire, as even though it is based in Asia with all its products manufactured over there, the company designs products specifically for European conditions. Tony said, ‘They may be manufactured in the Far East, but they are designed and tested in Europe. It’s important to note that we are the manufacturer.’

In the UK, Giti Tire is based in Cheshire, with 220 dealer partner’s depots across the country, covering England, Scotland and Ireland. Working closely with these companies, the manufacturer has enabled a next day turnaround time for its products.

As well as providing new tyres, Tony told me that GT Radial also provides a retreading service for its own casings, carried out by a third party. All of its products can be re-grooved and re-treaded using both cold and hot processes.

GT Assist

Having a range of tyres designed specifically for the bus and coach market is only part of what sets the GT Radial brand apart from others with similar offerings. The company believes its customers require more than simply supplying products and according to Tony, a real difference maker is GT Assist, the company’s service network. He said, ‘We’re selling not just tyres, but service as well.’

GT Assist consists of a network of high quality independent CV tyre specialists, who stock GT Radial tyres. They provide a 24 hour roadside assistance, with fully equipped service vehicles and highly trained tyre technicians who the company claims understand how to manage tyre costs. It operates throughout the UK and Republic of Ireland, working in collaboration with over 220 service sites and is open 365 days a year. Roadside breakdowns are managed by RAC Commercial Assistance (RACCA), who will take the initial breakdown call and find the nearest GT Radial dealer who has both the correct product and the capability to attend the scene within the time scale.

Each GT Assist Partner is linked to GT Radial’s roadside assistance incident management centre and carries a minimum tyre stock. The technicians sent out to attend these scenes must adhere to high levels of operating standards stipulated by Giti Tire. Tony said they aim to have a tyre repaired in 90 minutes. ‘You’ve got to have the complete service package,’ he said.

Just like its new coach and bus products and its R&D developments, GT Assist is all part of Giti Tire’s plan to push the GT Radial range further into the PCV market. Tony said, ‘For the bus and coach market, we’re only just starting to advertise ourselves into it. It’s a segment we feel we can grow in. This year has been somewhat of a tester for us, but now we’ve got the products to do it and gain an even greater stronghold in the market.’

GT Radial may well be a relative newcomer to the PCV specific market, but that is not to say it is a small starter business. Giti Tire is a huge concern and according to Tony, is one of the largest truck tyre manufacturers in the world. Headquartered in Singapore, the global company delivers to over 100 countries and among tyre manufacturers is one of

the largest in the world in terms of sales revenue. It currently has over a 13% share in the truck and bus market in the

UK. Tony said, ‘We are a lot higher up in the market than most would think we are, I believe. In the Far East, where we’re from, the brand is massive.’

Last word

Giti Tire is not alone in having its own range of bus and coach specific tyres, there has over the past year and a half been an influx of tyres designed for PCV applications. It will have much competition, but with its specialist service network and the backing of a world wide company, it has every possibility of gaining even more ground in the industry.

By Chris Peat