New Investor To Boost EATD Business Europe

From left to right: Mr Wolfgang Luettschwager, Mr Yogesh Mahansaria, Mr Marcus Reedijk

In a bid to build a truly global and market leading off-highway tyre business, Mahansaria Tyres Private Limited (MTPL) has reached an in principle agreement to acquire a major stake in EATD. This is the first step by MTPL in building its distribution network in Europe.

MTPL is the company owned and promoted by the renowned Mahansaria Family, consisting of Father, Mr Ashok Mahansaria and Son, Mr Yogesh Mahansaria . MTPL is setting up a greenfield Off Highway Tyre business  (tyres used in agriculture and construction machinery) with an investment in excess of US$ 100 million. The 127-acre manufacturing facility is located in Gujarat, India. The Mahansaria family has more than 30 years of experience in the tyre industry. During this period, they have built two industry leading Off Highway Tyre businesses (BKT; Alliance Tire Group (ATG) )

EATD, based out of Netherlands and with an office in Germany, is the exclusive distributor for the Tianli speciality tyres business in Europe.  EATD has a presence in most parts of Europe and 20 dedicated tianli dealers.

EATD would distribute MTPL tyres in Germany, Austria, Switzerland, Belgium, Netherlands, Czechia, Slovakia and Poland, along with continuing to act as a distributor for Tianli tyres. The Tianjin specialist tyre manufacturer has been concentrating its production for more than 35 years on the development of highly specialised tyres for agriculture and forestry as well as earthmover and harbour tyres.

Through this investment, the companies aim to develop EATD into a leading off-highway tyre distributor in Europe.

6 years after the foundation of EATD B.V.  (Families Reedijk and Luettschwager) it is time to set the course for the foreseeable future, says Wolfgang Luettschwager. Tutric has given us the first opportunity for growth with the Tianli brand. The new combination of Tianli and MPTL and the support of a strong and dedicated team open up new opportunities in a highly competitive market. It is not only about products but also about retail and OEM contacts. During a customer event with important business partners from Europe at Van der Valk Hotel Melle the new company development was duly celebrated. ‘Right now we are still modest but  with this investment things are going to change soon, said Norbert Schwalen.

“It will be a lot of work over the next years” says Wolfgang Luettschwager, “but after 42 years in business it is a good method of succession.”  The Slogan of Marcus Reedijk, senior company partner nails it: Let us have fun and make money!