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4×4 Tyres & Wheels Gets Dealers Gripped at First Training Event

Micheldever Tyre Services new 4×4 dealer accreditation scheme, 4×4 Tyres & Wheels, has hosted its first training event.

The first ever 4×4 Tyres & Wheels Training Event took place at Ash 4×4, a venue located in the beautiful surroundings of the Hawkstone Park Follies, Shropshire.

The event was designed to showcase the all-terrain and mud-terrain products from leading 4×4 brands, General Tire, BF Goodrich and Falken Tyres, as well as providing education and training to members that will help support their retail sales.

Using the vast space afforded by Hawkstone Park, the professional team of instructors from ASH 4×4 created two challenging (and very muddy!) circuits to rigorously put the tyres and the drivers’ abilities through their paces.

Whilst the torrential rain leading up to the event made for some tricky moments, the tyres performed remarkably well. Just as importantly, the 4×4 Tyres & Wheels accredited members were able to get up close and see how the substantial R&D investment that goes into the tyre design works in real world conditions.

Launched in the summer, the new MTS 4×4 Tyres and Wheels scheme provides a package of marketing and training support designed to facilitate business growth and enable the accredited dealers on the scheme to develop their position as 4×4 experts in their local community.

Dave Dineen, Head of the Micheldever Sales and Technical Specialist Division said: “I am really proud of what the team has been able to deliver at this event.  We showcased the remarkable performance of market leading 4×4 tyre brands, in some of the most demanding conditions the UK can present.

“This was the first step in the delivery of a truly value adding accreditation scheme. The members left the event feeling more confident that they could support their customers in choosing the right product for their vehicle and planned use.”

“The 4×4/SUV segment is one of the fasting growing in the UK. With initiatives such as the 4×4 Tyres and Wheels accreditation scheme and our stable of market leading 4×4 products MTS is continuing to invest in this segment to ensure its customers do not miss out on the opportunities in the market.”

The 4×4 Tyres & Wheels dealer accreditation scheme is backed up by MTS’s specialist 4×4 team, equipped with over 130 years of unrivalled industry experience and expertise and has access to MTS’s range of market leading tyre and wheel brands.

This includes core tyre brands General Tire, Falken and BF Goodrich, supported by Comforser and Insa Turbo, along with access to the new wheels programme.

Those dealers invited onto the scheme have access to a range of marketing materials and clothing as well as a specific marketing fund, all of which is to help them promote their specialist 4×4 dealer status in the local community. This includes banners, plaques, tyre stand and certification, branded clothing and a point of sale (POS) starter pack containing product literature and merchandise

Following the success of the first event, in 2022, 4×4 Tyres & Wheels aim to host more 4×4 Training Events in other regions of the country. Local accredited dealers will be invited to enhance their skills and knowledge of 4×4 tyres and wheels.