Prometeon saw changes in 2024 that impacted heavily on branding and marketing
Prometeon marked 2024 with rebranding , tyre launches and SuperFleet
Prometeon’s Steve Tift, Managing Director UK and Ireland outlined; “2024 was undoubtedly a challenging year for the industry. The market experienced only slight growth, and competition was tougher than ever. Despite these hurdles, Prometeon achieved remarkable success. We sustained our growth, strengthened our position, and increased our market share in the replacement channel.”
One of the standout moments for the company was the launch of its Prometeon-branded tyres for Europe and Turkey. This exciting event, held in Istanbul in September, marked a significant milestone. The Prometeon brand will be central to the company’s product offering, focusing on advanced technology, sustainability, and delivering greater benefits to our customers.
Tift added; “This year, our focus extended beyond products and services – we also invested heavily in our people. We organised training sessions to enhance our colleagues’ skills and expanded our sales team to increase our footprint in the UK, particularly in the fleet business.
“Our global sponsorships, including the Dakar Rally and WorldSBK, have been instrumental in increasing Prometeon’s brand awareness.”
In terms of the future market, Tift explained: “As we look ahead to 2025, we expect the market to remain stable, but we are confident in our ability to achieve growth in both volume and market share. Our long-term strategy in the UK is robust, with a strong focus on our customers at its core. We will continue to invest in our team’s development, enhancing their skills, and strengthening our brand and product offerings. At Prometeon, we are well-positioned to maintain our growth trajectory.”
Ilke Bor, Marketing Manager UK and Ireland, added; “Our company is flexible and embraces change, fostering a supportive work environment that drives continuous improvement across all areas. We prioritise listening to our customers, enabling us to adapt to their shifting needs and deliver tailored solutions.
“As part of our fleet strategy, we launched the innovative SuperFleet brand at the IAA in Germany. Designed specifically for fleet customers, SuperFleet provides targeted services to optimise tyre management and reduce costs effectively.
“As part of our commitment to service excellence, we relaunched the ProManagement central billing system under the SuperFleet brand. With its enhanced user experience, new features, and advanced reporting tools, ProManagement will make tyre management more efficient for our customers. These innovations reflect our dedication to simplifying their operations and adding value to their businesses.”
The expansion of the Prometeon-branded product line will enable the company to win more fleet business. In the first quarter, Prometeon plans to launch the Prometeon CO2 coach tyre, manufactured using 80 per cent of recycled and certified, or renewable-source materials and with an A-class rating for rolling resistance-a testament to Prometeon’s commitment to sustainability. Bor continued; “We will also increase investment in our SuperTruck dealer network, a channel dedicated exclusively to truck tyres. The growth of this network will enhance our service levels and allow us to better meet the needs of our customers.
“With continued support from our sales and marketing initiatives, we aim to further elevate brand awareness and demonstrate our unwavering dedication to innovation, sustainability, and customer success in 2025.”
