GT RADIAL exhibit impresses dealers, importers and media
• Compelling: New “Made for Europe” products are well received
• Exclusive: Unique POS shop attracts a huge number of visitors
“An overwhelming success” is how Michael Andre, Managing Director of GITI Tire Deutschland GmbH,
sums up GT RADIAL’s first autonomous tradeshow appearance with its own booth at the REIFEN 2010 trade show in Essen.
“The high interest among tyre dealers, importers and media showed that we substantially increased GT RADIAL name recognition and really boosted our image. The message has come across that we develop and produce high-value products ‘Made for Europe’ for commercial vehicles and passenger cars with support from our European Technical Centre, ETC, in Birmingham, England.”
The well-thought-out booth concept clearly reflected the company’s corporate identity and played a large role in making the tradeshow exhibit successful. “We presented our products in our corporate red, blue and white look and demonstrated our company’s USPs with all their many facets. Along with our logo and corporate colours, the booth showcased aspects like our sense of environmental responsibility,” says Michael Andre.
The 370 square-meter booth included the unique and generously designed GT RADIAL shop with many new items for use at the point of sale (POS), the interface between vendor and consumer. These ranged from sales racks and counters to sales aids like countertop displays with brochures, tyre display racks and outfits in GT RADIAL design. This all serves to help dealers attractively position the GT RADIAL brand in their showrooms.
“This was incredibly well received! During and after the show we saw increased demand for the new POS concept,” reports Andre. The GT RADIAL POS material was developed especially for the German market but is also available to dealers in other European countries.
Trade journalists and visitors especially appreciated the tradeshow newspaper GT RADIAL NEWS, which was filled with product information and background reports. Topics included the company’s involvement in preserving the habitat of threatened species like orang-utans and pandas.
GT RADIAL presented its complete portfolio of new passenger car and commercial vehicle tyres. These include the fuel-saving champion CHAMPIRO ECO that boasts exceptionally low rolling resistance and reduced fuel consumption, as well as the new CHAMPIRO WINTERPRO, winner of TÜV SÜD’s comparison test with three brand products. “Experience the Performance – Discover the Value” is the fitting motto for GT RADIAL passenger car tyres.
In the commercial vehicle tyre segment, the innovative long-distance GDL 617 tyre impresses with a superb mileage, low rolling resistance and an unrivalled cost-performance ratio, right in line with GT RADIAL’s guiding principle “Value for the Fleet”. “Our number one priority is to deliver top quality at affordable prices to dealers and end consumers,” says Hervé Richert, Executive Director Sales & Marketing International.
Sales seminars for tyre dealers were also introduced in Essen. Trade experts Ulrich Tribull and Werner Steinke demonstrated how a better positioning of the GT RADIAL brand and corresponding sales recommendations can improve margins. Due to extremely positive feedback, further workshops are planned in Germany and later abroad.
A contract was also signed with the renowned tyre/wheel specialists ALCAR for the exclusive sales and distribution of GT RADIAL tyres in Hungary. A festive gala dinner with over 130 international guests and partners in the glass-domed Panorama hall was a perfect end to the successful show.
The global GT RADIAL tyre brand offers a wide range of state-of-the-art tyres for passenger cars, vans, light commercial vehicles, buses, trucks and trailers. Developed in cooperation with the European Technical Centre in England, the tyres are specially tailored to meet the demands of the European market.
Based in Singapore, the GITI Group has had subsidiaries in Great Britain and Germany since 2009. With seven plants in Asia manufacturing more than 80 million tyres per year, the company is one of the largest tyre manufacturers in the world. The Holding is also the largest shareholder in the leading Indonesian tyre brand PT Gajah Tunggal Tbk. GITI Group tyres are sold in over 100 countries under various labels. As a socially and ecologically responsible company, GITI's success is also a result of its fair business policies and its ongoing commitment to investing in its employees, research and development as well as state-of-the-art production facilities.