Spanish budget brand makes its way to SA

In less than a month, Tyrexpo Africa 2014 will open its doors, with many international exhibitors taking part. Spanish tyre brand Membat will make its South African debut at the Sandton Convention Centre come March 4.

Membat, a new budget brand for international markets, covers passenger car radial (PCR), sport utility vehicle (SUV), all terrain (AT) and light truck (LT) tyre applications. The company states that, since its launch in 2012, the brand has quickly established itself in numerous European, American and Asian markets.

But now the focus switches to southern Africa, as sales director Jordi Estrada explains: “Our two main objectives for Tyrexpo Africa are to build awareness of the Membat brand among African tyre buyers and to sign exclusive new distribution agreements with quality partners.”

He adds that Membat tyres combine a great quality and value proposition for customers, together with a brand personality that reflects its sunny and relaxed Spanish origins. “We have taken some of the famously relaxed and cheerful Mediterranean character to capture the essence of Membat with our ‘Smiling on the road’ slogan.”

The original product range comprised 56 sizes and four lines: Passion (ultra-high-performance summer tyres), Enjoy (high-performance summer tyres), Flake (PCR tyres for winter) and Icebreaker (LT winter tyres).

Membat adds that this year its line-up is being strengthened with 36 more sizes and three new lines: Potens (SUV), Intens (4×4 AT) and Tough (LT summer). The company plans to add 30 new sizes in each of the next two years.

Estrada adds: “Because we own the Membat brand and moulds we can control the development of the product internationally. We can offer distributors a powerful and exclusive presence in designated markets. We look forward to meeting with many interested parties at the show.”