Mitas to phase out Conti farm tyre brand in North America

ERJ staff report (R&PN)

Decatur, Illinois -- Farm tyre specialist Mitas Tire North America Inc. will phase out the use of Continental-brand farm tyres in North America and instead focus its efforts on the Mitas AC brand, company executives said recently.

“It's a win-win for the farmer and US manufacturing with Mitas AC,” according to Neil Rayson, president of Mitas' US sales subsidiary, who disclosed the firm's branding decision at the Farm Progress Show in Decatur. He emphasised that Mitas' US factory, under construction in Charles City, Iowa, will make only Mitas-branded tyres.

“Mitas acts globally and thinks locally,” Rayson said. “US-made farm tyres create American jobs and enable us to get our cutting-edge tyre technology into the hands of our customers much more quickly.”

In order to support a smooth transition to the Mitas AC brand from Continental, Mitas said it will improve availability, increase regular supply and presence at local farm shows and offer improved warranties, upgraded sales literature and signage at sales outlets.

“The dealers who now distribute Continental agricultural tyres will become the core of our premium Mitas AC distributor network,” Rayson said.

Mitas plans to introduce additional premium farm tyres for the US market, such as Mitas Super Flexion Tires, Rayson said.

Mitas' parent company, CGS Group of Czech Republic, has had the rights to sell Conti-brand farm tyres since 2004, when CGS bought Conti's agricultural tyre business unit and transplanted the unit's manufacturing base to its plants in Czech Republic.

With 2010 tyre-specific sales of $411 million, CGS/Mitas was the 46th largest tyre maker worldwide last year, according to Tire Business' annual Global Tire Report.

Mitas said its sales in North America increased “several fold” in the first half of 2011 to nearly $27 million.

From Rubber & Plastics News (A Crain publication)