Page 20 - CTB n4 - 2013/4

FLEET PROFILE
L to r: Albert Bartlett (Giti), Andy Wreford (Wrefords) and Allan Hurst (Tyres Northampton)
Giti Consolidates Wrefords Business through Dealer Support
Europe – in particular Italy, Germany and Spain, Wrefords has benefitted from growth in the UK market and now largely focuses on servicing a number of key UK- based clients. These include The Delivery Company (previously Robert Horne Paper), SATCO Ltd. (Salvation Army Trading Company) and as part of this contract Wreford,s put trailers on various sites across the UK and when they’re full they drop them off for sorting in Kettering.
Wrefords have invested heavily in their business over the past couple of years. Two years ago, the company acquired fellow local haulier Chaplins and have since replaced much of that company’s fleet.
“The transport industry is consolidating and the stronger ones will survive,” says the DAF trained Andy Wreford. The average age of our fleet is only three years. We buy all our own vehicles and this year we have invested heavily
says Andy Wreford, “The GT Radial 385/65 R 22.5 978+ is a fantastic tyre.” This coupled with excellent stock availability make it our tyre of choice.
“The fact that we are putting tyres on every position shows how far we’ve come as a brand,” adds Tony McHugh.
Giti’s strategy in finding fleet partners has been to focus on reasonably large, professional fleets who are open-minded in their attitude. This approach has met with some success. However, according to McHugh there are many other factors that have been instrumental in Giti’s growth.
Not least is the amount of investment that Giti has put into product development since 2009, supported by the company’s European Technical Centre at MIRA. “Our GSR 225 tyre, for example, has been a step forward in being able to compete,” he says. “Our GAR 820 range in 17.5” – an all round application fitted to 7.5
According to Tony McHugh, Truck and Bus Sales and Marketing at Giti Tire, the company’s relationship with its fleet customers and dealer partners is vital. “Our role is not just about selling tyres,” he emphasises. “It’s about providing a service, and the support of our dealers has been crucial in helping us develop our brand in the UK. We work with the dealer and the fleet as a triumvirate so that everybody wins.”
In the light of this statement, it is, in retrospect, not surprising that when I arrived at the Northampton headquarters of Giti’s fleet customer Wrefords to write this article, I was received not just by McHugh and Wrefords’s Fleet Director Andy Wreford, but by the whole of Wrefords’ senior management team as well as by Albert Bartlett, the Giti Regional
Sales Manager responsible for the Wrefords account, and Allan Hurst from Tyres Northampton, Wrefords’ long-standing tyre service provider.
Based on a 7.5 acre site in Northampton, Wrefords, who celebrated their centenary in 2004, are exactly the kind of long- standing, professional haulage company that Giti have been looking to partner with, and, having already been using the GT Radial brand for over two years, they were one of the earlier adopters of the brand following Giti’s entry into the market in 2009.
Wrefords is a mixed fleet consisting of around 300 units. This consists of approximately 30 vehicles under 7.5 tonnes, 10 rigids, 60 artics and around 200 trailers. Although the company has a history of regular runs into
in new vehicles and trailers and we will continue to do so. In March 2012 we also opened up our own ATF lane, which is now operating five days a week.”
Giti’s first point of contact with Wrefords is Albert Bartlett, who has the benefit of a long term relationship with the fleet, who backed him by trialling the tyres. “Nonetheless,” says Albert, “although it’s important that the salesman believes in his product – and I do, the tyres still had to be proved.”
In the meantime, however, Wrefords are fully convinced. All Wrefords trailers are on GT Radial. The new tractor units start on a premium brand and then move over to GT Radial at replacement. In the meantime the company also has new Montracon trailers on order, all specified with GT Radial. “Our choice of OE fitment on the trailers is based on performance,”
tonners – also performs extremely well. We have introduced several new sizes this year – including 225 and205aswellasa235GAR820 all-round application later in the year.”
McHugh also points to the tremendous back-up Giti has received from local independent tyre dealers such as Tyres Northampton. “Allan Hurst and his team are an integral part of the process,” says McHugh, “as is our GT Assist breakdown network, which has proved to be a useful additional tool adding value to the brand”
“Overall, our approach is all about building our brand and by gaining credibility through working with established and respected companies like Wrefords,” he adds. “Wrefords has a big history and Giti is honoured to be associated with such a company.”
20 Commercial Tyre Business