Dealers experience tyre performance thanks to General Tire and Micheldever

General Tire marked its major milestone in 2015 as it recognises the 100 year anniversary of the brand. General consider this milestone as “100 years of making adventures possible for customers across the nation” and as such, an exciting programme of activities were lined up to celebrate this achievement.

General Tire, supported by Micheldever Tyre Services  who have been the exclusive UK distributor since 1995, gave 55 independent dealer customers an exclusive opportunity to experience its latest range of high performance tyres during a special event at the Jaguar Land Rover testing facility and nearby Heritage Motor Centre in Gaydon, Warwickshire.

Sessions included the Land Rover Dynamic Display course, which allowed drivers to put the latest Grabber AT and AT2 to the test. The course required dealers to navigate a Range Rover Sport over challenging obstacles.

General Tire’s Grabber GT was put through its paces on Jaguar Land Rover’s world-famous off-road test facility. Driving the new Land Rover Discovery Sport, dealers negotiated steep inclines, descents and deep-water crossings. Moving to the handling track, dealers negotiated the Jaguar XE, fitted with the all-new General Tire ALTIMAX SPORT, around a course that simulates driving on ice.

The event was the culmination a road show tour to over 70 dealers in England, Scotland and Wales, from St Austell in the south to Dundee in the north which has raised £10,000 for the Children’s Air Ambulance.

General Tire Anniversary Landrover Experience

Testimonials from those who attended the Gaydon event included:-

I found the whole event amazing, seeing just how far the tyres can be pushed shows that they are beyond capable in everyday situations. The high speed driving, off road driving and Dynamic driving experiences were all excellent.

Wesley Spiller, H.V.S Tyres

I really enjoyed all the driving experiences put together throughout the day and the presentations. The whole day was well put together and well organised and very beneficial. A great job and a big thank you to the whole team who organised it. Attending the event will assist me in selling tyres and was beneficial; it has given me more confidence in the brand.

Callum Stocks, Dunsford tyres

This is an example how dedicated Micheldever are to support their independent clients. We benefit from the postcode protection and our customers now come back to us asking for General Tire to be fitted again and again. We also enjoy the upmost support from General Tire in both technical information and the dealer trips where we can really get to put the tyres to the test!”

Dean Andrews, Steve Andrews Tyres

Alan Baldwin, sales director at Micheldever, which is General Tire’s official UK distribution partner for its range of 4x4, car and van tyres, said: “These driving experiences were designed to give the dealers a great insight into how vehicles react when driven on General Tire brands in different scenarios. 

“Ultimately, having such first-hand knowledge will enable the dealers to better inform and educate their customers about what type of tyre is most suitable for their needs.”