Creation and activation of tire formula Tyres-On
Project
Alliance Automotive Group, one of the largest automotive parts suppliers in Europe, offers professional car companies in the Benelux the opportunity to establish themselves as tire specialists. This initiative is made possible by PartsPoint, the wholesale network of Alliance Automotive Group, which supports universal garages in their development and growth.
Challenge
The challenge for PartsPoint and participating garages is to develop a new tire proposition that should be directional within the automotive industry. This proposition should not only be attractive to consumers but also help universal garages become more future-proof. Here it is important that these companies not only receive technical training, but also be supported with a comprehensive package of promotional materials locally and nationally.
Solution
As a solution, PartsPoint has developed into a one-stop-shop supplier for garages, with a professional approach in communication and promotion. A new tire formula has been developed under the name “Tyres-On,” inspired by the phrase “Get your tyres on. This formula is supported with various promotional materials, including signing, radio commercials, flyers, ads in regional newspapers, point-of-sale materials, online promotions, social posts and billboards along highways. Before these materials were launched, “Tyres-On Tour” was organized to present the proposition to interested garage owners in the Netherlands and Belgium.
Impact
The introduction of Tyres-On, shaped and profiled by WADM, has not only resulted in a large number of applications from automotive companies registering as participants, but also in the support of six tire brands: Continental, Delinte, Hankook, Michelin, Tyfoon and Vredestein. This partnership allows Tyres-On to offer a lifetime warranty on the purchase of new tires, a first in the market and a powerful statement in the promotion of the new tire formula.
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