Saracen Tyres Focuses on Customer-First Approach


Saracens Tyres has put any plans to celebrate its 50th anniversary on hold to focus its efforts on helping its customers stay fully operational throughout the coronavirus pandemic.

Saracens Tyres Delays 50th Anniversary Celebrations

The Michelin Quality Centre-approved dealer is keeping its doors open during the UK’s lockdown period to support key workers in the transport and agricultural industries who are working around the clock to help keep essential supplies, including food, moving.

“We’ve had no choice but to stay open,” says owner Owain Roberts. “We do so much, particularly with the farming community in these parts, that we have to keep going to make sure they can do their vital work. It’s a hugely busy period for them, so it’s a hugely busy time for us.

“We are operating with just half our normal workforce across the depots to ensure we meet the strict social distancing measures. It’s been flat-out at times, but we are absolutely focused on making sure our customers get the service they need.”

Saracens sells, fits and repairs all types of tyres – including car, truck, agricultural and off-highway – for a large customer base across North Wales. “If its black and round, we sell it,” remarks Roberts.

The company has grown substantially since first opening its doors in 1970. From those early days, the family-run dealer now operates four depots – in Pwllheli, Bala, Cerrig and Llangefni.

Saracens Tyres was first brought onto the Michelin Automotive Programme (MAP) in 2012, before becoming the first agricultural tyre dealer in North Wales to join Michelin’s Exelagri network, in 2015. Both programmes now operate under the Michelin Quality Centre banner.

“We’ve been selling Michelin since the very beginning,” says Roberts. “To be brought in as part of their approved network of dealers was a major milestone for the company and massively beneficial. As a business, we want to be associated with the best in the field, and that’s exactly what Michelin is – the pinnacle of tyre production.”


About the author

Richard Wilson is the deputy editor for Commercial Tyre Business. Since 2015, Richard has worked as a correspondent for all of the titles across the Valebridge Publications Ltd Group namely: Retreading Business, Tyre & Rubber Recycling, The Tyreman and Truck and Bus News. Richard has worked on/off from the age of 16 for the company and whilst gaining a Bachelor's Degree in Spanish and Business Studies at Coventry University, he developed his writing skills at the University paper and more recently writing his own independent blog.


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