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2 4 • I n d u s t r y N e w s
quality and modus operandi meets all the required international standards.”
And demand has been such that Tyrecor will shortly be extending its Infinity
product range in order to be able to service the Underground Mining sector.
The company’s footprint has further expanded into the African continents
(a sole distributor has been appointed in Zimbabwe, while Infinity product
will also be made available in Namibia, Swaziland, Lesotho, Botswana,
Zambia, Mozambique and Mauritius, via selected dealers).
In terms of the South African market, the Johannesburg facility alone has
the capacity to store 70 000 units in bonded section (the company moved
into its new bonded warehouse in November). And a new Warehouse
Management System, which is linked to their call centre in Cape Town,
allows for accurate accounting of stock holding nationally across the
company’s three self-managed warehouses and three outsourced
warehouses, an important development that has sped up order processing
quite substantially. Added to that, the system is also linked via interface
between the clearing agents and SARS, thereby providing further flexibility
to deliver tyres far quicker than the traditional alternative.
Speaking of the national call centre, this too is a new initiative. Manned by
six Customer Relations Managers, it operates via a 0861 TYRECOR number
which links the company directly to the call centre.
Further accomplishments include the introduction of Tyrecor privately
branded range of inner tubes as well as a new accounting package that
electronically mails invoices and statements.
Says de Villiers: “This not only improves our efficiency but also reduces our
carbon footprint as we strive to create a paperless environment. And having
our own range of tubes is a step closer to becoming a one stop destination
for our dealers.”
ERRATUM
Please note this picture was captioned incorrectly in SA Treads
June issue. Below is the correct caption.
Mohomed Moola – Khans Tyre and Tube, Kroonstad;
Ebrahim Mohmed – Malboro Tyres; Khatija Mahomed – Malboro Tyres;
Shahnaaz Moola – Khans Tyre and Tube, Kroonstad;
Miriam Bibi Ashraf – Khans Tyres, Newcastle;
Sohail Ashraf – Khans Tyres, Newcastle;
Sayed Khot – Tyreman and Aziz Parker – Tyreman

BRIDGESTONE TYRE CHECK
REVEALS GROWING TYRE
AWARENESS IN GAUTENG
Hot on the heels of June’s Kimberley round of Bridgestone SA’s ongoing
tyre safety survey, the tyre maker has released data from its second tyre
check event of 2011, held in Gauteng, on July 23rd in the parking lot of
Pick ‘n Pay’s Lambton Square Center in Germiston. And by all accounts,
Gauteng residents are taking tyre safety very seriously.
Around 87 percent of the tyres surveyed were found to be in good
condition and correctly inflated, an improvement of one percent over last
year’s national figure of 86 percent.
Bridgestone Public Relations Manager, Mandy Lovell says: “1700 tyres
on 425 vehicles were checked during the Germiston survey, and not
only were the results of the survey more encouraging than those recently
obtained in Kimberley, but the survey team also far exceeded the survey
goal of checking the tyres of at least 100 vehicles.”
Following the usual procedure, the pressure and tread depth of each tyre
was checked and its size and any defects found were noted on the data
form. An information leaflet was left on the windscreen of each vehicle
checked, with comments on the pressure and condition of the vehicle’s
tyres.
OBITUARY
Chris Elliott has passed away
after a long illness. Chris had
a long and illustrious career
in the tyre industry. He was
born in Cathcart in the Eastern
Cape and attended St. Andrews
College in Grahams Town.
Chris joined Dunlop Tyres
in 1971 as an order clerk,
working his way up to national
sales manager. 28 years later, he left Dunlop for the retail sector
when he bought into Blue Route Tyres (this later became a Supa
Quick franchise) in partnership with Gavin and Mike Gehardi.
Our condolences to his family, friends and colleagues.
M a n u f a c t u r i n g • 2 5
APOLLO - NEW
MARKETING HEAD TO TAKE
APOLLO TYRES SOUTH
AFRICA FORWARD
Gareth Passmore has been
appointed as Head: Marketing
for Apollo Tyres South Africa
(Pty) Ltd manufacturers of
the Dunlop brand. The rapid
expansion of Apollo Tyres
internationally, with the
acquisition of the European
tyre manufacturer Vredestein
Banden being the latest
example, has necessitated the
restructure and realignment of
key positions and departments within the Apollo Tyres Group and the
appointment of new personnel in order to achieve the company vision
of dynamic growth into new markets.
Gareth is based at the Apollo Tyres South Africa’s Head Office in
Durban. He will lead the international brand marketing efforts of the
company’s key product brands such as the premium Dunlop & Apollo
brands for Africa (across 32 territories) and the Apollo brand into the
Latin American markets.
Gareth has over 18 years international experience working in the
tyre industry, covering a number of functions including commercial
management, sales and marketing. He spent a number of years
with Continental Tyres occupying senior roles such as Head of the
Middle East and Near East and North Africa regions; Regional Director
responsible for the company’s interests in India and Pakistan; as well
as Marketing Manager for the brand in South Africa.
Gareth comments, “The coming years are going to be challenging, yet
exciting ones for the tyre industry and the Apollo Tyres Group as a
whole. I am delighted to be able to play a role in charting Apollo’s
path to the future and helping to bring the bold vision for the Group
to fruition.”
Gareth and his team will be bringing in the integration across locations
and will focus on augmenting each product brand’s position both with
vehicle manufacturers and in the replacement market.

2 6 • M a n u f a c t u r i n g
INTERNATIONAL ECO AWARD
FOR GOODYEAR EFFICIENTGRIP
One of Goodyear’s latest additions to its product lineup – EfficentGrip with
FuelSaving Technology – has been awarded The Green Innovation Award
by GreenWorks, a Luxembourg-based portal dedicated to companies that
are sensitive to environmental impact and initiatives that favour sustainable
development, friendly products and services.
EfficientGrip is uniquely designed to provide driving performance while at
the same time doing its bit for the environment. It has proven handling
and braking capabilities, plus it provides excellent mileage and reduced fuel
consumption due to its rolling resistance.
The award reflects Goodyear’s efforts to reduce the C0 2 footprint with
innovative tyre technologies.
Goodyear won the Automechanika Innovation Award for the Efficient Grip.

D i s t r i b u t i o n • 2 7

2 8 • C o n t i C o r n e r
run2stop
challenge
pits man
against
machine
An exciting, if somewhat
unorthodox promotions
campaign, recently saw man
being pitted against machine
in the form of a team of
professional runners taking
on an Audi Q7, in a race that
took place between Cape
Town and Johannesburg in
early August – all in the name
of innovation and brand
awareness.
Common to both man and machine was
Continental Rubber Compound Technology,
which not only made its appearance on the
ContiCrossContact SUV tyres fitted to the Audi
Q7, but remarkably, also to the Adistar Ride 3
trainers.
Russel Stewart, Marketing Manager for
Continental Tyre SA explains: “The campaign
was designed to drive home the message that
Continental Tyre is at the forefront of leading
technology and innovation in the rubber
sector.
“We wanted to put together an event that
would showcase Continental’s latest innovation
in rubber compound technology that is now
part of Adidas’ top of the range road and trail
running shoe, and of course, Continental’s
world class tyres. And what better way to do
it than having man up against machine fighting
for first place, both on rubber compound
technology from Continental.”
Stewart adds: “This was a form of experiential
marketing which actively promotes an
interactive exchange between a brand and the
consumer.”
The 12-day race took off from The Tyre Guys
First stop – ContiPartner in Citrusdal
N1 City in Goodwood with both man and the
Continental branded Audi making their way
towards Citrusdal where the drivers’ first task
was to locate the Citrusdale ContiPartner Store.
According to driving team captain, Bradley
Carnell (ex Bafana Bafana star), although the
runners were running a direct route towards
Johannesburg, they were being detoured with
tasks and clues in various towns as a means
of evening the score. As part of their course,
the driving team was required to stop at 28
ContiPartner Stores on route and undergo a
series of tasks.
Despite the 1300km journey ahead for the
athletes and just over 6000kms for the drivers,
getting to the halfway point had not been an

The running team captained by radio personality Brad
Brown (94.7 Highveld Stereo) at the start event held at
The Tyre Guys N1 City Cape Town
easy ride with a further obstacle of sub-zero
weather conditions.
Says running team captain, Brad Brown from
94.7 Highveld Stereo: “This was certainly a
challenge! We were battered by some really
strong winds which made it a true test of
staying power. Running through the Karoo
was exceptionally cold and despite being hit
by snow, the team managed to remain in high
spirits and made good time.”
Fortunately, the runners reported that the
Continental rubber compound on the soles
of the trainers saved them a few hiccups by
providing that extra-needed grip. Apparently,
they managed to cover a greater distance on
the stretch from Wellington to Ceres, which
relieved the pressure somewhat from the
Sutherland leg.
A gruelling 12 days and many small towns
later, and after a long and tiresome journey, it
was the driving team who cruised to the finish
line first, with the exhausted runners hot on
their exhaust pipe.
The drive team, official winners of the 2011 Run2Stop
Challenge.
Helman Mkhalela (ex Bafana Bafana player and
star winger; 1993-2000)
The runners looked incredibly relieved to have
hit the final destination and received a warm
welcome from the Continental staff and press
members who had assembled at the Constantia
Kloof ContiPartner store to welcome them.
But just when both teams thought that the
challenge had ended, there was one last task
ahead: The Conti-Castle competition. This
involved the two teams each having to create
a tricky balancing act of a tower of tyres with
Adidas shoes, all in the name of raising money
for the Sports Trust.
Speed machine and current world record
holder over 50 miles, Bruce Fordyce and
his team of Andre Arendse, Roger de Sa and
Gavin Hunt managed to keep their Conti-Castle
intact, winning R10 000 for the Sports Trust,
thereby adding to the R10 000 total already
donated to the Sports Trust at the start event.
Recapping on the event, Stewart says: “The
event was all in the name of showcasing
excellence as we pit man against machine,
C o n t i C o r n e r • 2 9
across tricky terrain, on Continental’s latest
rubber compound. The campaign proved
a massive success as both the running and
driving team were well received in every town
visited. Well done to all those who made this
possible – the mere fact that the running shoe
is now being referred to as the Conti shoe
is testament to Continental’s strength as a
premium brand in South Africa.
Interest and hype around this event was such
that it even elicited the start-up of Continental’s
own Facebook page, with followers providing
comment and offering suggestions over the
12-day period. A prize was offered for the
ultimate fan on Facebook that consisted of an
ultimate driving experience for the fan and a
friend in an Audi R8 at Audi Driving Experience,
all expenses paid.
Stewart hints that the event might even be
repeated next year, and if it is there will be an
even greater emphasis on social responsibility
and leaving a lasting legacy on the little towns
along the way.
Helman Mkhalela who attracted attention
with local communities as the running
team passed through smaller towns.

3 0 • B a n d a g N e w s
The return to retreading . . .
With staggering costs from
all directions, transporters
are finding themselves held
at ransom in trying to control
operating costs. Fuel and
tyres generally represent the
two highest operating costs
for transporters, with tyres
providing the only avenue
of exploration to make a
meaningful impact on cost
savings.
With numerous options having being explored
over the past number of years, Bandag has
observed a return to retreading as many
transporters realise the true value of the
Bandag retreading system.
More than 50 years ago, Bandag
revolutionised the retreading industry with a
pre-cure retreading system aimed primarily at
reducing the operating costs of transporters.
It will come as no surprise to learn that over the
length of this journey, the needs of transporters
Your needs our Programmes & services
• A better view on your fleet’s tyre needs, cost
structure
• Advice on the most effective use of resources
and cost reduction possibilities
• Tyre products offering you the best value for
money
• Close follow-up on your fleet’s tyre
programmes
• Maximum fleet uptime
• Best in Class Management systems
• Peace of mind
have evolved and demands become even
greater. Bandag has been there every step of
the way to meet these demands and ensure
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• Audit and analyses, extensive reporting
• Recommendations according to your specific
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• Comprehensive tyre programmes, the ideal
mix of best-in-class new and retread tyre
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• Preventative maintenance
• ETA 24/7 roadside assistance
• Management reporting, centralised billing
• Comprehensive third party, product reliability
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Today, Bandag offers a multitude of products
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With Bandag, you don’t have to be a tyre expert. You just have to know one!
For more information on how you can benefit contact Bandag today on +27 11 439 6000 or visit www.bandag.co.za.
With the reliability you get from Bandag, your fleet can take on anything. www.bandag.co.za
8182 Bandag Strip Ad.indd 3 5/15/08 4:39:38 PM

WIN
with
continental!
For a chance to win a pair
of Adidas SuperNova Riot
3 trail shoes or Adidas
Adistar Ride 3 running
shoes featuring continental
traction compound
technology, as well as a set
of Continental tyres, valued
over R5 000.00, enter our
quarterly competition.
Answer the easy question below and submit your
answer either via the website, www.satreads.co.za or
via fax on 011 658-0010.
Question: What distance did the runners and drivers
cover during the run2stop challenge?
C o m p e t i t i o n • 3 1
terms and conditions:
• Shoe prize is subject to size availability from
Adidas South Africa.
• Shoe design may vary from images shown
based on design availability from Adidas
South Africa.
• Continental Tyre prize entails 4 Continental
branded tyres for passenger or 4x4 vehicles
in the size range 13-18 inch.
• Tyre availability is subject to stock availability
from Continental Tyre and on imported tyres,
a waiting time for stock may be required.
• Prizes are not transferable and may not be
exchanged for cash.

leT’s dance
Official Tyre supplier Of The fia f1 WOrld champiOnship
pirelli.co.za

T a l k i n g T y r e s • 3 3
T Y R E T E S T I N G
Cutting the
cr p
When you set out to buy a car you take it for a
test drive, but when you need new tyres –
the most critical safety component – it’s
all about hype and guesswork. It’s time
for some authoritative, independent tyre
testing By Colin Mileman
We all know that tyres are the most important, safety critical component on any
vehicle. And that a tyre’s contact patch on the road is typically no bigger than
the palm of your hand.
So, when Mr or Mrs Average begrudgingly needs to fork out on new rubber,
how do they go about making an informed choice?
Without much effort, off the top of my head I can easily list in excess of 20
well-known passenger, light commercial and 4x4 tyre brands – and that’s not
counting the raft of new imports that arrive on our shores virtually daily. Or
heavy commercial, OTR and specialised manufacturers. Or retreads for that
matter.
So how on earth does the normal guy or gal know whether Tyre A is better
than Tyre Z?
For some, their default choice will be a trusted brand that has been used by the
family for decades. Others may be influenced by a high-profile ad campaign, or
some fanciful racing pedigree. But when you get down to the basics, it comes
down to one simple thing: price.
Most people will question whether it is worth spending a premium on a
mainstream, established brand, when the burgeoning number of cheaper tyres
seem do the job just as well.
Without facts and figures to rely on you’re just playing the lottery and hoping
for the best. You only find out if it’s good enough when you hit the road, and
your choice then has to serve you for thousands of kilometres, whether you
like it or not. Typically you’ll only realise the shortcomings when it’s too late …
The reality is that there is no single, reliable, authoritative and independent
source that separates the good from the average, the bad and the downright
dangerous.
While tyre manufacturers often do their own testing, this is obviously fraught
with problems in terms of credibility. It’s all too easy to score a goal when you
own the ball, the pitch, the referee and the scoreboard. I’ve been on enough
local and international tyre launches to see how easily the results can be (and
sometimes are) ‘tweaked’.
Ultimately, this responsibility can only be entrusted to a totally autonomous
body that is genuinely without fear or favour.
In the UK, the major motoring magazines do regular tyre tests, and these are
exceptionally popular and successful. From a South African perspective, when
I was at Topcar magazine – an independent title at the time – we put our balls
on the block and conducted a series of ground-breaking tyre tests that cut
through the cr*p and produced dependable, comparative results that Joe and
Jess Average could trust.
That consumers and the tyre industry praised our efforts was fantastic, but we
set out knowing that typically fickle SA companies are all too quick to cancel

43 84 • GT aol ok di ny ge aTr y rN eesw s
advertising contracts if shown in a poor light. And advertising is what pays the
bills for any publishing house.
Nevertheless, we endured with these industry-defining tests for several years,
and the Topcar tests remain unmatched – and unrepeated – locally. I can
understand why, as it is an exhaustive process that takes many, many months
of planning. It requires a hefty budget too in terms of vehicles, fuel, personnel,
facilities and equipment.
Then there’s the thorny issue of procuring the tyres. No
SA magazine has the budget to go out and purchase a
minimum of eight tyres for each brand, plus fund the
whole tyre testing exercise.
Therefore you need the buy-in of the tyre industry which
has to willingly supply tyres for critical and comparative
evaluation – and some brands disappear at the mere
notion. At the minimum, you still have to purchase
reference tyres through normal dealer channels to
ensure special one-off tyres aren’t sneaked into the mix
by the manufacturers. And yes, this has been known to happen.
A suitable venue has to be chosen for the tests. There really is only one, in the
form of the Gerotek Vehicle Testing facility near Pretoria, which boasts the all
necessary tracks and measuring equipment to make this happen – at a fee of
course!
At the helm of the test vehicle, you also need exceptional driver that can drive
to the limits like clockwork, lap after lap, hour after hour, day after day. The Stig
certainly won’t do, as he also has to communicate feedback on each tyre. The
driver’s subjective input plays an important role in interpreting the core data, as
the ‘feel’ and responsiveness of the tyre is what provides confidence to push
to the edge.
One issue of growing importance in modern tyre technology is rolling
resistance and its impact on fuel economy. Actual testing of this facet on the
road is unreliable at best, so you need a special tyre dynamometer to test this
in the controlled confines of a laboratory. At the time of the Topcar tests, there
wasn’t such a device in the country.
Oh yes, then there’s the small matter of the weather. You’ve done all your
Colin Mileman is a freelance motoring journalist, photographer and advanced driving specialist with over 13 years of experience in this
field. As a former editor of Topcar and Topbike magazines, he’s as enthusiastic about cars and bikes as they come, and has extensive
knowledge of all motoring-related matters, including the topic of tyres, having run the annual and highly regarded Topcar tyre tests for
several years.
❝
Ultimately, this
responsibility can only be
entrusted to
a totally autonomous body
that is genuinely
without fear or favour.
homework, got all the tyres and rims you need, there’s an army of fitment
specialists on hand, and it’s all overseen by the beady eyes of the manufacturers.
You’re set all set, only for proceedings to be halted by a gust of wind, a light
shower or a marginal change in temperature.
Indeed, in order to be absolutely accurate, repeatable and scientific, testing has
to take place within clearly defined weather parameters. I’ve spent countless
.❞
hours waiting and praying for Mother Nature to play
along, or dreaming of Gerotek’s test tracks miraculously
being covered with a giant roof and complemented by full
lighting and climate control.
Despite all the long hours and grey hairs, the results
always proved reliable, and the efforts justified. It was
fascinating to see how some budget brands dramatically
outclassed the big names. Crucially, consumers always
backed the tests, relating how they matched real-world
experiences.
In the past 10 years, however, so much more has come
into play in terms of tyre technology. Beyond fuel economy, tight budgets
demand a tyre with durability and decent mileage. Testing this would, no doubt,
be an arduous and very costly exercise.
Similarly, the ever controversial run-flat technology also has to be brought to
the fore and put through the same rigorous regime, and compared directly
against standard tyres. It is essential to also evaluate the manufacturers’ claims
regarding zero-pressure performance and endurance, as well as other factors
such as puncture resistance.
A mammoth task it is, but it’s something we desperately need on an ongoing
basis covering passenger car, LCV, 4x4 and truck segments. Whether it’s a
motoring magazine or independent authority of the ilk of the AA, we need to
cut through all the bull to generate honest and reliable tyre tests.
On the one hand it will allow people to make accurate and informed choices
based on scientific evidence. At the same time it will enhance competition
and quality in the tyre industry, while eliminating myths and highlighting sub-
standard local or imported products that are simply not fit for our roads.
Any takers?

3 6 • G o o d y e a r N e w s
5FM DJ Fresh is
neW Face oF gooDYear
The introduction of a brand ambassador is
considered unusual in the tyre industry but,
as Myles Dent, Goodyear Marketing and
Communications Manager, explains, much indepth
research went in to the development of
this exciting new campaign.
“To start with, we identified a number of
factors posing a threat to the growth of
traditional brands like Goodyear in South
Africa. The burgeoning new black market and
disproportionate youth market, for instance,
have little experience or loyalty to traditional
brands and do not aspire to own them. This
phenomenon is not unique to Goodyear. It is
experienced by many leading international
brands in other product categories. The South
African market is exceptional, so just because
a brand message is successful in other parts
of the world does not mean it will work here.
“Instead, our research clearly identified the
need for content that offers both local and
relevant appeal to these markets. Although
we continued to work closely with Goodyear’s
European brand team, Goodyear South Africa
is the only country in the group that has been
granted the go ahead to create a specifically
local campaign! Our international colleagues
have acknowledged that we need to talk to our
people in a way that is relevant to them and
not through a European or American imposed
message.
Goodyear’s global brand positioning – Safety
together – needed to be considered in the
context of South Africa.
“Of course safety is an inherent human
need, but in South Africa we are talking to a
desensitized nation and a market that harbours
the natural ‘bulletproof’ mindset of youth.
One has only to look at the failure of Arrive
Alive campaigns and Zero Tolerance police
strategies as proof.
“This does not mean that safety does not
matter. It does, it is still a sub-conscious
need, but it needs to be talked about in a way
that is both motivational and aspirational to
consumers.”
saFetY gets seXY
So, how does one communicate ‘safety’ to
our local audience in a way that makes it
appealing, inspiring, believable and relevant
to all?
“We needed to associate the Goodyear brand
with a ‘home truth’ that is aspirational and
sexy and that negates the ‘so what’ factor.
We needed a brand ambassador to promote
the image and acceptance of the brand – and
to strengthen the relevance and acceptance
of the ‘Safety Together’ platform through
personal endorsement.”
And who better to break through the
traditional target market to greet 18-25 year
olds with his vibrant, energetic personality
than South Africa’s hottest radio disc jockey,
DJ Fresh?
“DJ Fresh has local and relevant appeal. We
undertook extensive research to determine
people’s understanding and perception of
this new communications direction and their
acceptance of our chosen celebrity. Fresh
stands out because he is popular across a
broad market, but especially the young, and
his image as a cool family man extends this
appeal.”
DJ Fresh – aka Thato ‘Big Dawg’ Sikwane –
is currently the fourth most popular internet
brand in the country and boasts more than
35 000 followers on twitter. He is married to
Thabiso, is father to a son and a daughter, and
has been one of 5FM music radio’s best loved
DJs since 2006. He is also a self confessed

petrol head, driving four or five cars, which
makes what he has to say about Goodyear
tyres all the more credible.
creDiBle coMMunication
Earlier this year, Fresh was officially appointed
as Goodyear’s brand ambassador for the
foreseeable future in various forms of media.
For starters, the glossy new campaign
features a 30 second television commercial,
magazine advertising, digital marketing and
also supported at dealer level via new life-
sized POS (point of sale) stands featuring DJ
Fresh.
“DJ Fresh drives Goodyear” is the gist of it
all. Living life in the fast lane, as Fresh does,
he is driven by performance and has to be
uncompromising when it comes to safety ...
because he wants to “come back and do it all
again tomorrow”.
G o o d y e a r N e w s • 3 7
Dynamic 5FM DJ Fresh is the new face of Goodyear,
cutting through the divide between old school and young
blood to drive home the company’s universal message
and take ‘safety’ from ‘so what’ to ‘so sexy’.
While Fresh rushes through his exhilarating
daily routine in the commercial – from studio
to strobe lit dance floor in a sports car – he
talks personally to the viewer, establishing
a believable relationship that will call on
consumers to sit up and take notice.
Fresh meets a demanding schedule and
demands absolute confidence in his equipment
too, which is why he drives the Goodyear
Eagle F1 Asymmetric 2 with ActiveBraking
and FuelSaving Technology. And whether he’s
winding through mountain passes or night
driving on the freeway, the iconic blimp hovers
overhead reminding consumers of Goodyear’s
timeless message of safety.
“It’s a revolutionary concept and we are
confident it will establish category breaking
brand recognition and revitalise existing
perceptions of the Goodyear brand within the
automotive sector,” Dent said.

Jill, Charlie and Mark
The focus falls on a Pinetown operation,
in particular, on an individual whose
accomplishments in the retail game have
accelerated the growth of a family business
from one humble store in 1952 (his father’s),
to 10 over the course of five decades. The
man in question is Charlie Jones, owner of
a number of retail stores in Kwazulu-Natal,
among them, Hi-Q Rossburgh.
D e a l e r P r o f i l e • 3 9
F a M i lY B u s i n e s s
stands the
test of time!
As is customary with many of the trade’s leading tyre moguls, his
stable of stores, now seven strong (three fell away after a recent
consolidation programme), not only bears testament to Charlie’s will
to succeed, it also enables him to operate in a true multi-brand fashion.
But suffice to say the original store in Pinetown holds a special place
in his heart. After all it was this store that served as Charlie’s first
exposure to the tyre trade when he came into the business in 1972.
In April of this year, the Rossburgh store underwent a massive revamp by
way of switching alliances to the Hi-Q brand of stores, a move which Charlie
describes as prudent and relatively inexpensive thanks to the assistance he
got from Hi-Q’s franchisor.

4 0 • D e a l e r P r o f i l e
He says: “Our franchise fees are now market-related
and more importantly, the Hi-Q signage is that much
more upmarket and hard to miss leading to greater
exposure and a subsequent surge in business. July
was a record month for us, an astounding feat given
the depressed nature of the market.”
And it couldn’t have come at a better time,
according to him. “Business has taken a knock
since the FIFA World Cup in 2010, across all
segments, from passenger tyres right up to
earthmover and farming,” says Charlie. “ Moreover,
the truck market remains highly competitive and
challenging in terms of cash flow which is why we
remain selective as to which fleets to service,” he adds. “And of course
cheap imports pose their own set of challenges, making it increasingly
difficult for the dealer trade to remain strictly loyal to local makes.
“Thankfully, we are seeing a slight upturn in the market, particularly
on the earthmover front which should facilitate greater movement, but
margins are still being squeezed, making it ever more important for us
This store houses a full-fledged repair centre on site.
❝
July was a record
month for us, an
astounding feat given
the depressed nature
of the market.”
❞
to look for new creative ways to attract and retain
the customer.”
For Charlie and his team, getting creative involves a
number of things such as making savvy purchasing
decisions, carrying sufficient stock, incentivising staff,
even providing a full- fledged rim repair centre on the
premises. In addition, counter staff are sent on scores
of product training courses aimed at enhancing their
knowledge and are further encouraged to’ sell up’
wherever possible.
Although times have been tough of late, these
initiatives coupled with the internal restructure
and consolidation, have meant that the business is poised to survive, an
important consideration given that both Charlie’s son and daughter are now
actively involved.
As for Charlie, the time has come for him to take a back seat as he hands
over to the next generation. Here’s to the next 50 years Jones family! We
wish you lots of luck and success.
Business has taken a knock since the FIFA World
Cup in 2010, but is slowly beginning to improve.

In their continuous drive to promote safety on the roads, leading wheel
and tyre chain, Tiger Wheel & Tyre, has teamed up with Discovery
VitalityDrive to reward participating customers for having an annual
Multipoint vehicle safety check.
Discovery VitalityDrive members can earn up
to 250 VitalityDrive points (also referred to as
Driver Quotient points or DQ points) when they
visit their nearest Tiger Wheel & Tyre to have their
vehicles inspected for all the road-safety essentials.
These include the likes of roadworthy tyres, wheels,
windscreen wipers, lights, hazards, seatbelts,
steering, hooter checks and an inspection on shocks.
The Multipoint vehicle safety check serves as a great
advantage to all drivers and is yet another pro-active
approach by Tiger Wheel & Tyre and Discovery
VitalityDrive to enhance safe journeying on our
local and national roads. Depending on a member’s
VitalityDrive status, he/she can cash in on some
extra perks which include cash-back rewards of
between 8% and 15% when purchasing new wheels
and tyres, using their DiscoveryCard.
D i s t r i b u t i o n • 4 1
Tiger Wheel & Tyre
teams up with
Discovery VitalityDrive
❝
The Multipoint vehicle
safety check serves
as a great advantage
to all drivers and is
yet another pro-active
approach by Tiger Wheel
& Tyre and Discovery
VitalityDrive TM to enhance
safe journeying on our
local and national roads
❞
Tiger Wheel & Tyre Marketing Executive, Joe du Plooy
is excited about this new venture, adding, “Our co-
venture with Discovery VitalityDrive is a winning
formula for both brands as well as for all vehicle
owners out there. Together we can do more to
promote peace of mind on the roads, and reward our
drivers out there for their road-safety efforts.”
Discovery VitalityDrive members wishing to take
advantage of this beneficial offer are reminded to
bring along their Discovery Insure membership card
when they visit any Tiger Wheel & Tyre nationwide,
to complete their Multipoint vehicle safety check. To
find out more on how to become a VitalityDrive
member visit www.discovery.co.za. For more
information on the MultiPoint vehicle safety check,
log onto www.twt.to or enquire in-store today.

4 2 • D i s t r i b u t i o n
Maxxis team
negotiates
difficult terrain
By Stefan Hefer
Despite difficult terrain and a fair
share of car trouble, the Maxxis team
came out on top during the recent
4x4 challenge, held in Alberton, Gauteng.
Some 4x4 challenges can be held in natural areas, areas that due to their
unique circumstances offer obstacles that beg to be conquered and are
accessible by competitors and spectators alike. But due to their nature, these
areas are far and few between, so to quench the thirst of those who want
to test their skills against the odds, some challenges are held on man-made
terrains.
The Gauteng Maxxis National 4x4 Challenge, held in Alberton on the 13 th
of August, was held on such a terrain. The only problem with man-made
terrains is that when they are established on fresh ground the obstacle
builders have carte-blanche in what they create, without the restrictions of
the natural surroundings. This can lead to difficulty…especially for those
competing for the top positions in the series.
Contrary to the norm, the Alberton Track was quite dry this year, but due to
the nature of the obstacles competitors were wary of falling behind as the
chances of making up points were very slim.
The Super Modified Class had to make use of all their vehicles capabilities
in dealing with the taxing terrain to rack up points. Some competitors even
went up to their maximum allowed tyre size of 37”! At the end of the day
Izak Maritz walked away with first place, followed by Lukas and Hannie
Holtzhausen of Team Maxxis. In third place, the all-girl team Maxxis of Hesma
and Carine Swart made a welcome return to the podium. Well done lasses!
Things were certainly interesting in the Production Modified Class with first
points on the board only after two obstacles. It didn’t get any easier as the
day progressed, but ever consistent Leon Gouws and co-driver Tjaart van
der Walt slowly pulled away from the rest and finished first with 347 points.
Ernest du Preez and co-driver Vanie Oosthuizen had an up and down day,
especially after they managed to roll their car during a recovery attempt!
This didn’t stop them though from capitalising when it counted. They walked
away with second place. With a car that just did not want to cooperate, Hanko
Swart and Charles Pearce (Team Maxxis) just did not have a day they would
want to remember. From engine management trouble to a broken front
differential, they saw it all. They did, however, manage to scrape into third
place for the day.
In the Modified Class it was a two battle from early on. While the rest of the
class was battling to get to grips with the obstacles, Rory Flett (Team Maxxis)
and Brett Law made a clean break. The two KZN-based drivers battled it out
until the end, with just 10 points separating them at the end of the day. Rory
and his son, David, managed to the take top position eventually.
The rest of the challenge was taken up with competitors from various classes.
From the Street Legal Locker Class, to the Standard Class and Open Class,
there were vehicles competing in every shape and form. There were Land
Rovers, Jeeps and Toyotas as one would expect, but the contrast between the
two-wheel drive buggy of Herman Barnard and the VW Synchro of Leonard
Blignaut was too much for some. Suffice it to say that the Maxxis National 4x4
Challenge caters for motoring enthusiasts from all walks of life!

BRIDGESTONE TO BOOST US PRODUCTION
WITH $135M INVESTMENT
A US$135 million being made in Bridgestone’s Aiken County factory
in the US is expected to increase its output of passenger and light
truck tyres by an additional 4 750 units a day starting from the
second quarter of 2013. The investment will create 122 new full-time
and contractor positions and expand the main Aiken County plant and
mixing building by 25 000sqm.
ANALYSTS ON PIRELLI RESULTS:
‘FEWER TYRES, MORE PROFITS’
Following the publication of second quarter/first half 2011 financial results
showing Pirelli doubled nett profits year-on-year, financial analysts have
lauded Pirelli ‘over any other auto part or tyre maker in the EU’.
Morgan Stanley analysts attributed the tyre manufacturer’s greater than 10
percent outperformance on second quarter pre-tax profits estimates (EBIT)
and increased margin guidance for 2011, which is said to imply more than 5
percent upgrade in consensus, to its ‘ever impressive pricing power’.
The main story the analysts are telling is that while Pirelli’s 1.4 billion euros
of sales were 2 percent shy of consensus expectations, EBIT of 147 million
euros was 11 percent above expectations. According to Morgan Stanley,
the implied 10.6 percent margin is 124 basis points better than expected,
driven by 16 percent growth in price/mix. Or, in other words, less tyres
and more profit.
Pricing power at Pirelli is seen as ‘particularly remarkable’ due to the fact
that it comes after 10 percent growth in 2010.
Overall the analysts concluded that this is a ‘winning strategy in today’s
under-supplied tyre markets.
APOLLO CHAIRMAN ELECTED
TO TIA HALL OF FAME
The Tire Industry Association (TIA) has elected Onkar S. Kanwar,
chairman, Apollo Tyres Ltd to its Hall of Fame. TIA Executive Vice
President Roy Littlefield lauded Kanwar saying, ‘his remarkable career
has helped to make the tyre industry what it is today. He exemplifies
everything that is great about this industry.” (TireBusiness.com)
W o r l d N e w s • 4 3
KALUGA CHOSEN AS SITE FOR CONTI’S
RUSSIAN PLANT
In a recent press statement, Nikolai Setzer, head of Continental AG’s
Passenger and Light Truck Tires Division and Continental AG Executive
Board member, said that the Kaluga plant will focus on meeting the
company’s strategic goal of achieving above-average and profitable
growth, particularly in emerging markets.
The billion euro investment Setzer announced will cover a number of
projects, including expanding capacity in Brazil, the US and Europe.
Approximately 220 million euros will be invested in the new Kaluga plant
alone and production is slated to start at the end of 2013.
(tyrepress.com)
TRIANGLE TO WORK WITH UNIVERSITY
OF AKRON IN RUBBER AND ELASTOMER
RESEARCH PROJECTS
The city of Akron boasts strong credentials for being the tyre
industry capital of the United States. Back in the US industry’s glory
days, it went by the name of ‘Tire City’ and was home to the four
major domestic players, Goodrich, Goodyear, Firestone and General
Tire.
Goodyear is the only one of this quartet to retain its main domicile
there, the other three having been respectively acquired by Michelin,
Bridgestone and Continental, yet in recent years new arrivals have
also chosen Akron as home. Today both BKT and Trelleborg operate
their national operations out of the city and Bridgestone’s US Technical
Center is also located there. As of August 19, Chinese manufacturer
the Triangle Group has added its name to this list with the opening of
its US headquarters and research and development company.
(All other stories courtesy of tyrepress.com)

4 4 • C o m p e t i t i o n / S u b s c r i p t i o n
Congratulations!
to our previous competition winner
Mr D.R McPherson of Tyrepro, Namibia whose correct answer wins
him a set of 4 x 4 Scorpion Verde tyres courtesy of Pirelli.
quarterly competition
Question: What distance did the runners
and drivers cover during the run2stop
challenge?
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technology, as well as a set of
Continental tyres valued in excess of
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