Senior Michelin managers have visited Cavan to mark the contribution of two wholesalers to its business in Ireland.

Michelin formalised a partnership with Cavan-based wholesaler and distributor Tractamotors and its wholly-owned subsidiary in Northern Ireland, TyreCall, last August. Under the agreement, Tractamotors and TyreCall are supporting Michelin by providing improved access to the hundreds of small tyre shops and garages that exist across Ireland, north and south, which, when combined, account for a large part of the Irish market.

This wholesale partnership agreement complements the existing retail partnership programmes, Michelin Auto Professionals (car) and Michelin Truck Professionals (truck).

Visiting Cavan to discuss progress under their partnership arrangement, Martyn Pointer, Michelin UK and Ireland Distribution Development Manager, and Tracy Burnett, Wholesale Programme Development Manager, UK & Ireland both praised Tractamotors Managing Director, Niall Murray and his team on the contribution they were making in helping Michelin boost its market presence in Ireland.

“The appointment of the Tractamotors Group followed a study by Michelin which revealed that, to increase market penetration in Ireland, it would be more efficient for us to improve access to small tyre shops and garages by adopting an indirect approach through a partner wholesaler.” Mr. Pointer said.

“After a six-month trial period in which we achieved our initial targets, it was agreed that we should formalise the partnership for an extended period” Ms. Burnett added.

"Michelin is the only remaining tyre manufacturer on the island of Ireland and the Irish market is extremely important to us. The development of this partnership is another example of us building our profile here with the help of great local businesses."

In their work to date, Tractamotors and TyreCall have increased their Michelin stock in both range and volume and are actively promoting the brand across their customer base. At the same time, Michelin has provided support including stock profiling, training and promotions. An extension of the co-operation will be the launch of ‘My Business with Michelin’, an online loyalty programme in which dealers invited by Tractamotors and TyreCall will earn points on their purchases of Michelin
tyres.

Last year, Tractamotors and TyreCall won industry awards in their respective markets with  Tractamotors being voted Tyre Distributor of the Year at the inaugural Irish Auto Trade Awards and TyreCall taking the Tyre Wholesaler of the Year accolade at the NTDA Northern Ireland awards.