Micheldever appoints new VMA head

Micheldever Tyre Services has made a key appointment as part of its drive to grow its VMA business and improve service for customers.

With over 10 years of industry experience and expertise, former VW Group tyre programme manager, Tim Peacock, has been brought in as the new head of the VMA division.

Tim said: “My role is to deliver the most compelling, all encompassing, tailored tyre propositions to vehicle manufacturers, with a view to helping them use tyres as their lead customer retention tool. This is particularly important at a time when the fast fit chains are using tyres as their own hook in to more profitable service, repair and maintenance work.”

Alan Baldwin, sales director at Micheldever Tyre Services, said: “Bringing Tim to Micheldever is testament to our ambition to take the VMA business into the next league and further enhance our added value service for customer.

“Our aim is to ensure VMA is geared around delivering tyre programmes that meet the specific needs of different vehicle manufacturers, and to do that we need to think like a vehicle manufacturer and not a tyre wholesaler, so Tim’s knowledge and experience will be hugely beneficial.”