Maxxis re-organises UK operations

Felixstowe, UK - Taiwanese tyre maker Maxxis / Cheng Shin is re-organising its UK operations as part of a global strategy to increase its profile in the tyre industry and sell more car tyres.

Maxxis is best known in the UK for its range of mountain biking and Moto-X two-wheeler tyres and has a strong profile among young people. "We are keen to secure these enthusiasts as customers for our car tyres as they gravitate from two wheels to four,” said Derek McMartin, managing director of Maxxis International UK plc.

"We will be promoting our products on performance and price in order to develop the consumer confidence that will enable us to seize the 'upper middle' position between existing premium and budget tyre brands," he continued.

Maxxis products have been available in the UK through exclusive dealer, Bickers, a motorcycle specialist based in East Anglia. The two companies will jointly manage the product portfolio. In a joint venture Bickers and Maxxis have set up a new operation in Felixstowe to develop the brand in the UK and Ireland.

Maxxis has been spending heavily on R&D and capacity in recent years. A three-storey, 5000 m² R&D facility is scheduled to open in June 2006 at the company's HQ in Taiwan. McMartin also said "Construction is complete on the first new R&D centre in our Shanghai plant and we are now putting the finishing touches to the six-storey, 13000 m² facility, which will employ some 200 engineers." In the USA Maxxis has a Detroit office dedicated to supporting OE customers and is currently underway with a new 2200 m² technical centre in Suwanee, Georgia - near to the company headquarters - which will also open in June this year.