Three Irish tyre fitters assembled in Stoke-on-Trent for the first Michelin Tyre Academy programme of 2017.

The aim of which is to improve the consumer experience at their home dealerships.

Damien Leonard from Ahascragh and Ballinasloe Tyre Centre, Timothy Elwood of A One Tyres (Dromore, Co. Down) and Pearse Trueman of Carryduff Tyres (Co. Down) joined a group of seven fitters selected from dealerships throughout Ireland and the UK.

Combining classroom and workshop-based education, the Tyre Academy module teaches technical knowledge of tyre sidewall markings and construction, the legal issues surrounding tyres and enhanced customer service skills.

Commenting Mark Meagher, Retail Programme Development Manager for Michelin Ireland said: “We launched the Tyre Academy in 2014 to extend the support we give to members of the Michelin Auto Professional network. Feedback from dealers tells us it helps their fitters to develop new skills quickly, grow in confidence and ultimately deliver the best advice and highest standards of customer care.”