Prometeon and Heffernan partnership strengthens market position in Ireland
In a challenging market environment marked by fluctuating conditions and increased competition from imported tyres, the partnership between Prometeon Tyre Group and Heffernan Tyres has emerged as a remarkable success story in the Irish tyre sector, achieving significant market growth over the past two years.
The collaboration between the Italian tyre manufacturer and the Kildare-based distributor has yielded impressive results, with Prometeon experiencing substantial growth since the partnership’s inception in 2020. This growth trajectory is set to continue with the introduction of the new Prometeon-branded tyres, marking a new chapter in the company’s commitment to the Irish market.
Steve Tift, managing director of Prometeon Tyre Group UK and Ireland, expressed his satisfaction with the partnership’s achievements so far: “The relationship we have established with Heffernan Tyres is a source of great pride for us. Since the beginning of our collaboration, we have gained a five per cent market share in the Irish market, and Heffernan Tyres’ determination and experience have been a major contributor to this success.”
The relationship between the two companies has evolved significantly since its beginning. What started with a focus on truck and bus tyres has expanded to encompass agricultural tyres and OTR product groups. This diversification has strengthened Heffernan’s position as Prometeon’s exclusive distributor in Ireland and created a robust foundation for future growth.
Expanding operations and network
The partnership’s success has supported significant operational expansion. In 2022, Heffernan Tyres opened a dedicated truck and agri tyre depot in Kildare town. The facility proved so successful that by 2023, growing demand necessitated a move to a larger dedicated warehouse to manage wholesale tyre distribution more effectively.
A key element of the partnership’s growth strategy has been the development of a comprehensive dealer network. Under Heffernan’s leadership, the company has established a network of 15 strategic dealers across Ireland.
“We’ve built a strong network of dedicated partners,” explains Thomas Heffernan, owner of Heffernan Tyres. “To support their growth, we’ve appointed two business development managers who work closely with our distributors to develop new opportunities in their regions.”
The company has also implemented a partner programme designed to enhance dealer profitability while ensuring competitive pricing for fleet customers. “Through our partner programme, we’re able to help our dealers increase their margins while still offering fleet operators exceptional value on premium tyres,” Heffernan adds.
Product excellence driving growth
The partnership’s market success has been underpinned by the proven performance of Prometeon’s products. “The tyres are speaking for themselves by proving to be a very high mileage performing tyre, hence the increasing demand for them,” notes Heffernan. “In our experience, this is the best type of growth and the most solid way of retaining business simply by proving the value that these tyres offer.”
The introduction of the Prometeon-branded 02 Series represents another significant milestone in the partnership’s development. “The Serie 02 range represents Prometeon’s commitment to leveraging its own technological advancements and to writing its own history in the tyre industry,” explains Tift. “Developed after four years of R&D and thousands of hours of road tests, the Serie 02 tyres remain the most advanced truck tyres on the market, which is why all of that technology is being retained in our new Prometeon-branded ‘02’ premium tyre range.”
The R02 ProWay series, in particular, has been developed with versatility in mind, delivering exceptional performance across a wide range of applications. The range incorporates several innovative features that set it apart in the market, including advanced tread patterns designed for optimal performance in both wet and dry conditions.
Key benefits of the new range include improved mileage performance, enhanced wet handling capabilities, and superior snow grip – crucial features for the variable Irish weather conditions. The tyres also feature RFID technology, enabling simplified fleet management and maintenance tracking, which adds value for operators looking to optimise their tyre management systems.
Innovation and market impact
According to Heffernan, Prometeon’s impact on the commercial tyre sector has been transformative. “Prometeon have breathed new life into the commercial tyre sector,” Heffernan states. “It’s like a breakaway from everyone else, and we see this as an opportunity to bring better value to our fleet customers. We are now seeing the proof of this in consistent performance through all the range from the Urban to the Pro Way, Pro Fuel, Construction, and the trailer ranges.”
The partnership’s commitment to excellence in service delivery, combined with Prometeon’s product innovation and technical expertise, has created a powerful proposition for Irish fleet operators. This synergy has proven particularly valuable in a market where operators face increasing pressure to optimise costs while maintaining high safety and performance standards.
Heffernan’s enthusiasm for the brand’s future is evident following a visit to Prometeon’s manufacturing facilities: “On a recent factory visit to Turkey we were very impressed by the huge investment that Prometeon has made in R&D. Now with the Serie 02 range, this is going a step further and we are very excited by what this will bring.”
The partnership’s scope continues to expand, with 2024 marking the introduction of a new tractor tyre range, further diversifying the product offering and market reach. The companies are actively seeking to grow their network across both the Republic of Ireland and Northern Ireland, welcoming enquiries from new dealers in areas not currently covered.
Looking ahead, Prometeon’s Tift remains confident about the partnership’s future: “Ireland remains a key focus for Prometeon and we are committed to supporting Heffernan Tyres in expanding their market presence and enhancing their service offering to their customers.”
