Mitas Premium tyres will take over from substituting Continental-branded radial agricultural tyres on the replacement market from January 2016.
Mitas Premium tyres will be gradually available worldwide for purchase from local Mitas dealers. The brand launched its Mitas Premium in the original equipment (new machinery) market as a substitute for Continental-branded agriculture tyres in January 2015. Mitas Premium tyres bear the same premium quality and technical specifications as Continental tyres, which Mitas has manufactured under license since 2004.
“The launch of Mitas Premium in original equipment was successful,” Mitas’ marketing and sales director, Andrew Mabin, said. “I’m delighted to announce that we’re fulfilling our plan, which was to introduce Mitas Premium on the replacement market in 2016.
“Throughout the year, we’ve informed our dealer network about Mitas Premium deliveries. We received only positive reactions, and this encourages us in our efforts to further strengthen the Mitas brand for the premium segment.”
Mitas’ strategy is to build equity in a single premium brand, namely Mitas. The Cultor brand will continue to play a prominent role in more price sensitive market segments.
Mitas Premium tyres for European markets currently include several leading tread designs. These include: SFT (Super Flexion Tyres) and VF (Very High Flexion Tyres) tyres HC 1000, HC 2000, HC 3000, SFT IF (Improved Flexion Tyres), CHO (Cyclic Harvesting Operation), SST (Silent Speed Tyre), AC 65, HC 70, AC 70 T, AC 85, AC 90 and Agriterra.
For more information visit: www.mitas-tyres.com.