Heffernan helps drive Prometeon truck tyre growth in Ireland

If a truck tyre range is going to gain real traction in Ireland, it has to deliver more than a premium badge and strong product claims. It has to prove itself in service, suit the realities of the market and give dealers the confidence to recommend it.

That is what Prometeon Tyre Group has been building in Ireland with Heffernan Tyres, the Kildare-based commercial vehicle tyre specialist now entering its sixth year as the global manufacturer’s Irish distributor.

Heffernan offers the full Prometeon portfolio, spanning truck, tractor and OTR tyres, with the truck range at the heart of its offering. According to Thomas Heffernan, managing director of Heffernan Tyres, the growth of the brand in Ireland has been built on consistent results rather than early hype.

“Over the last five years, Prometeon tyres have grown their sales in Ireland ten-fold and we are hoping to continue that trajectory,” he says. “It is based on consistent, reliable performance coupled with a reliable dealer network. It is not a flash-in-the-pan product. The goal is to build a brand that will continue to grow because of its reputation for reliability and performance.”

That progress has also coincided with a major shift for Prometeon itself. Last year saw the launch of its first Prometeon-branded Series 02 truck tyres, a move that signaled a clearer step away from the company’s Pirelli heritage. It also put the spotlight firmly on the new-generation products Heffernan is now matching to the needs of Irish operators.

Matching the range to the work
Here, Heffernan’s application-led approach comes into its own. Sales manager Joe Heffernan says the strength of the Prometeon truck range lies in matching the right product to the right application, rather than trying to push one fitment across every operation.

In Ireland, that starts with regional haulage, where the R02 ProWay has become Heffernan’s go-to recommendation. “The ProWay is the follow-on from Prometeon’s Triathlon range and boasts an extra 3mm of rubber on drives and steers in 315/70 and 315/80,” says Joe, adding that feedback from the market has been extremely positive since its release.

For long haul operators running outside Ireland, Heffernan offers the R02 ProFuel which has been developed to deliver strong total cost of ownership through competitive fuel efficiency, high mileage and durability.

The distributor is also seeing strong results in construction, particularly with Prometeon’s G02 line. “The blocky multi-axle super single sizes offer a tyre that works on both the trailer and the steer axle, allowing operators to keep the steers fresh while also getting maximum wear and performance from the tyres,” says Joe.

This application-led approach is central to how Heffernan is positioning the range through the trade. As Joe puts it: “The truck tyre speaks for itself. Once customers try it, they see. Prometeon has added more rubber to the new Series 02 range and this has resulted in greater mileage returns.”

Built around dealer confidence
For Thomas Heffernan, dealer confidence is built on a simple combination: a product that performs, backup that dealers can rely on and a network that supports customers properly. “Tyre dealers want a tyre they can sell knowing that the customer will be satisfied with the performance and price,” he says. “They also need a reliable backup service, and our close relationship with Prometeon means this is possible.”

He says that is where Heffernan sees the opportunity to keep building the brand. “Anyone can sell a tyre. What builds consistent and profitable business is a reliable product and service. The cheapest is not always the best. Reliability is key.”

Heffernan backs that up with access to the full range, supported by breakdown cover, technical guidance and dedicated sales representatives who can help match the right tyre to the right application.

Proven in the market
The confidence behind those claims is rooted in real-world experience. Thomas says some of the country’s largest fleets have now been operating on Prometeon for several years, helping to build trust in the product across the wider market.

He is also open about the fact that early issues did arise, particularly around super single trailer wear and the appearance of wear on some drive patterns. However, he was impressed that the feedback was taken on board and addressed swiftly to create a better product.

“Over the past five years feedback has been very positive,” he says. “Have we had issues? Yes. Have we attacked the issues head on? Yes. In the Series 02 both of these issues were ironed out. The super single is possibly our best performing product and the drives have a wider pattern with more mm of rubber.”

For Prometeon, that willingness to respond to market feedback is a key part of the value Heffernan brings in Ireland.

Steve Tift, managing director of Prometeon UK and Ireland, comments: “What we value in Ireland is the quality of the feedback coming through the Heffernan team and the way that is translated into practical support for the dealer network. This is a market that understands truck tyres, understands service and understands the importance of long-term performance.

“Prometeon’s focus is on delivering premium products that work in the real world and give dealers a proposition they can stand over. Heffernan has done an excellent job of building confidence in the range by keeping the emphasis on application, reliability and results.”

That, ultimately, is where Prometeon has found its footing in Ireland. The message from Heffernan is not about chasing the cheapest fitment. It is about helping the trade sell a product they believe in.

Asked what he would say to Irish dealers or commercial specialists not yet working with the range, Thomas Heffernan’s answer is short and direct: “Try it on the right application and let the tyre do the talking.”