Independent retailer Ian Brown Tyres is entering new terrain after becoming the first independent UK tyre dealer to become part of the new BFGoodrich Off-Road Centre network.
BFGoodrich is seeking to join forces with tyre retailers with strong off-road links.
The North Yorkshire retailer near Malton is vying to be the go-to place for off-roaders’ tyre needs. And it’s ideally located to corner the market, thanks to its proximity to off-road hotspots including the North York Moors and Howardian Hills.
Ian Brown, the company’s founder and Director, says joining forces with BFGoodrich will further boost the centre’s reputation as a leading off-road tyre provider: “If you look geographically where we’re positioned, we’re surrounded by farms, rural areas and moorland. It’s the perfect area.
“We’re dealing with agricultural vehicles, game-keeping vehicles, people who are doing a lot of off-roading. BFGoodrich tyres are the ideal product for customers from a longevity point of view because they really do go the distance.
“You’re getting in the region of 50-60,000 miles on quite heavy vehicles. It is our premium 4×4 brand – and it’s going from strength to strength. We want to be part of that.”
A two-day training course is compulsory for retailers selected to become BFGoodrich ambassadors. Although Ian Brown Tyres has long supplied and fitted BFGoodrich tyres, there’s a wealth of extra knowledge to take in when teaming up with the tyre giant.
He says: “No matter how much you know the product, there are always areas you can polish up on. I wanted to know more on the technical side of things and obviously find out the benefits of different tyres for different environments. Ultimately, if you are going to be recommended as a BFGoodrich 4×4 dealer, you want to make sure you’ve got all the right information.”
Mark Meagher, BFGoodrich’s Programme Manager for the UK and Ireland, reveals: “Ian Brown Tyres delivers an excellent standard of customer service and tyre expertise, always taking on new challenges with ambition and determination.
“This, coupled with the retailer’s prime position for UK off-roading, made Ian and his team an obvious choice to be part of the launch of our new Off-Road Centre network.”
BFGoodrich Off-Road Centres in the UK will benefit from the partnership in a number of ways. They will receive online visibility as a 4×4 expert approved by BFGoodrich, receive point of sale material for their shop and develop the skill and motivation of staff in all areas.
Brown adds: “We’re now better informed and geared up to support the 4×4 market than ever before. We also have access to expert technical back-up through BFGoodrich and we’ll be a key recognised dealer.”
Retailers eager to join the programme will need to illustrate a dedicated off-road focus through in-centre expertise, participate in 4×4 events, boast strong 4×4 tyre sales, complete the BFGoodrich training course and be able to measure customer satisfaction.
Ian Brown Tyres’ collaboration with BFGoodrich marks yet another big achievement for the retailer. Staff at Ian Brown Tyres will be keeping their fingers crossed for even more success later this month – it has been shortlisted for the Tyre Retail Centre of the Year prize at the NTDA 2017 Tyre Industry Awards in Milton Keynes.
Close to the North York Moors and Howardian Hills, Ian Brown Tyres is ideally located to corner the off-road market.