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Essen Essential to Maxxis European Growth Strategy

29 May 2014

Maxxis will head to Essen with a steely determination to maximise every opportunity that presents itself at the influential German trade fair.

The European Reifen show is considered by many as the pivotal point in the tyre trade calendar, and the manufacturer’s senior management and R&D teams are all aiming to make the most of having access to so many new and existing customers in one place over the course of the four-day event.

On-stand activity will centre on updating existing distributors on pricing, marketing and product initiatives as well as showing non-Maxxis customers exactly what they’re missing. Maxxis has spent months preparing for the event, as Maxxis’ international sales manager confirms: “Essen is at the centre of our ongoing European expansion strategy. We’re focusing very heavily on finalising the discussions that are already underway with distributors across Europe, and also opening dialogue with potential new partners.

“We will have global senior management at the event, and if experience is anything to go by I don’t think they will see much daylight over the four days. There are back-to-back briefings and negotiations going on all over our huge stand, all aimed at recreating the market-leading status we enjoy in some territories, all over the world. We’re a top ten manufacturer in Europe, but our corporate goal is to be number one. When you look at the success we enjoy in our more established regions we believe this is a big challenge, but certainly achievable in time.”

Maxxis will head to Essen with representatives from every corner of the company. European business heads will be joined by a delegation of senior personnel from headquarters, including the Maxxis chairman, and a number of other key commercial figures. Leading innovators from the research and development department will also be present, not least to showcase Maxxis’ latest new product offering, the Energtra MEco3.

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