New tyre brand Rolo targets direct-to-consumer

Michael Welch OBE, the founder of UK online tyre distributor Blackcircles, is set to launch a new premium tyre brand called Rolo Tires.

In a social media post, Welch said the objective of Rolo Tires is to “build a modern premium tyre brand for today’s customer, giving drivers direct access to premium quality at a more accessible price point”.

He said Rolo Tires will initially focus on direct-to-consumer and strategic trade partnership sales across the UK, France, Germany, Italy, Poland and Spain from Q1 2027.

This will comprise summer and all-season ranges across high-volume passenger, performance and SUV/crossover sizes in the company’s Rolo 1, Rolo 2 and Rolo t patterns.

North America is the next major market, he said, targeted for 2028.

“The quality gap between entry level and brand royalty in the tyre industry has narrowed significantly, and tyre label ratings now give customers a more objective way to compare wet grip, efficiency and noise,” Welch said.

“Drivers still want safety, confidence and quality, but they are far less willing to pay the traditional premium-brand price gap simply because of the badge on the sidewall.”