Mill Tyres Joins Michelin Quality Centre Programme


Boston-based Mill Tyres can now offer the Michelin TyreAssist programme to its customer, which offers roadside assistance for two years.

Michelin Adds Mill Tyres to Its List of Approved Dealers

Michelin has chosen Mill Tyres, based on its strength of services, as well as its high standards of equipment to join its Quality Centre programme.

The family-run business was set up by father and son John and Ed Sands more than 30 years ago and has established itself as a well-respected firm, supplying and fitting a wide variety of tyres to a loyal customer base.

“Being aligned with a quality brand like Michelin will only benefit the company,” says Ed, who now runs the business on his own following his father’s retirement. “We like to pride ourselves on the level of service we offer and having a company like Michelin giving us their seal of approval shows we must be doing something right.”

As a Michelin Quality Centre dealership, the company will benefit from access to free on-site staff training for its team of nine technicians and participation in Michelin’s mystery shopper programme. It will also receive a full audit of its digital presence – with expert advice to maximise all online opportunities for the family-run business.

“We will be taking advantage of the Michelin training very shortly and having the TyreAssist promotion is another big bonus for us,” added Ed.

A Good Fit for Both Sides

All Michelin Quality Centres are carefully selected, ensuring staff are fully qualified, offering top quality service, while equipment and facilities must also be of the highest standard. Mill Tyres’ well-presented depot boasts five fitting bays. The company has a fleet of three mobile service vans that it uses to supply and fit tyres for cars, vans, SUVs, agricultural machinery and commercial vehicles.

“We do everything from earthmover tyres through to lawnmowers,” says Ed. “Business has been booming recently, despite the challenging economic backdrop. Over the years, we have grown from word of mouth. People in the area know they can rely on us for a professional and friendly service.”

Martin Thompson, Michelin’s Segment Manager UK & Ireland, says: “Mill Tyres is exactly the kind of depot we are looking for when we select new Michelin Quality Centres. It has a strong standing in the local community and we are delighted to welcome them on board.”

About the author

Adrian, located in Madrid, is joining the editorial team as a correspondent for the Valebridge Publications Ltd Group. Before starting in 2020 for Commercial Tyre Business, Adrian graduated with an English degree before working within marketing and recruitment in the non-profit sector. Recently he changed direction, undertaking a course in Marketing and International Business as a means towards moving into the journalism field, which he counts as his lifelong ambition.


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