Michelin Truck Pro programme launched in UK

ERJ staff report (LMH)

Stoke-on-Trent, UK - Michelin has launched a new independent dealer advocate programme with carefully selected commercial vehicle tyre specialists from across the UK.

Dealers committing to the Michelin Truck Professional programme are each required to pass a rigorous independent quality audit to ensure they meet the highest standards of customer service and tyre proficiency. The audit - which is used throughout Europe - recognises each approved specialist as a 'Michelin Certified Centre'.

Russell Bowyer, Distribution Programme Manager at Michelin, explained: “Seeing a Michelin Certified Centre sign above the door gives fleets the confidence that the dealer has been recognised by the leading truck tyre manufacturer in the market. No matter where you are in Europe, it's an indication of quality service and professional standards.”

Michelin Truck Professional replaces the previous Michelin Business Advantage (MBA) scheme and marks a new level of commitment by Michelin in selected independent dealers for its truck, bus and coach products.

Bowyer explains: “We have raised the bar to a new level. Being part of the Michelin Truck Professional programme means meeting the highest standards we've ever demanded from our independent dealers. In return, we will give dealers the maximum support to aid joint business growth and allow them to access a whole range of unique support services.”

These benefits include full access to Michelin's extensive training programmes covering everything from health and safety to customer care and team management - rated amongst the best in the tyre industry; other dealers may only book a limited range of Michelin courses. Michelin Truck Professional dealers will benefit from access to the Kormoran truck tyre range - a quality budget brand manufactured by the Michelin Group.

Commenting on the new advocate programme, Stuart Quinn, Managing Director of Cheshire-based Quinton Tyres - previously one of the longest standing MBA dealers, said, “It's great to see Michelin taking a fresh approach to their selected dealer partners. By redefining the membership criteria Michelin has streamlined the number of partners in the programme and is taking valuable steps to develop closer relationships with the best performing dealers.”