Launch of Mitas Premium is successful, statistics show

Sales statistics show a growing share of the Mitas Premium product range on deliveries of tyres produced by Mitas to key original equipment manufacturers (OEM). From January to April 2015, deliveries (in tonnes) of Mitas Premium formed 80 percent of rear radial sales, and further growth of the share is expected throughout the year. Continental, Cultor and Mitas tyres form the rest. Mitas started deliveries of Mitas Premium as a substitute for Continental-branded agriculture tyres to OEMs in January 2015. This confirms the acceptance of Mitas Premium tyres by key agricultural manufacturers and their markets.

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“Tyres in the Mitas Premium product line are directly comparable with the Continental-branded agricultural tyres that Mitas has produced since 2004,” said Andrew Mabin, Mitas' marketing and sales director. “A growing share of Mitas Premium already demonstrates that the changeover toward a single premium brand strategy is under way,” added Mabin.

Mitas' strategy is to build equity in a single brand, namely Mitas. Mitas Premium tyres bear the same premium quality and technical specifications as Continental tyres. The Mitas Premium tyre line consists of rebranded Continental tyres and new products developed solely under the Mitas brand. Currently, Mitas Premium for European markets includes several leading tread designs besides SFT (Super Flexion Tyres) and VF (Very High Flexion Tyres) tyres HC 1000, HC 2000, namely also SFT IF (Improved Flexion Tyres), CHO (Cyclic Harvesting Operation), SST (Silent Speed Tyre), AC 65, HC 70, AC70 T, AC85, AC90 and AGRITERRA.