SUPPLYING QUALITY TYRES

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Every garage faces the same question at the counter: do we recommend premium, mid-range, or private-label/value? The right answer changes by driver, vehicle, and risk. Here’s a practical view—no hype.

What “Private-Label” Means in Practice

Many UK wholesalers carry exclusive/value brands alongside global names. These labels often give you better unit margin and steady supply, especially in bread-and-butter sizes. Validate wet-grip ratings and warranty terms; many wholesalers promote exclusives as a core edge.

Where Premium Wins—And Why

  • Lease/fleet or warranty-sensitive jobs.

  • Performance and EV torque (where compound and construction matter).

  • High-mileage users who notice noise, wet grip, and wear.
    Recognised manufacturers (Michelin, Goodyear, Bridgestone, Pirelli, Hankook, etc.) carry strong consumer trust and published performance data.

Where Private-Label Shines

  • Price-sensitive motorists who just need safe, legal, reliable.

  • Older vehicles near end-of-life.

  • Quick-turn jobs where stock and cost trump brand.

The Margin Equation You Should Run

Look at gross margin per job, not just discount percentage:

  • Sell price (incl. fitting & disposal)

  • Purchase cost

  • Time on ramp

  • Comeback risk (and who pays when it happens)

Run a 90-day test: split premium/mid/value recommendations by driver profile and monitor profit per hour.

Handling Objections at the Counter

  • Safety: reference label ratings and wet-grip class.

  • Noise & comfort: explain differences clearly.

  • Mileage: be honest about expected wear relative to price.

Warranty & Returns—Write It Down

Have a simple printout for tyre warranty scope, exclusions (impact, under-inflation), and process. If your wholesaler offers fast claim handling, lean on it—some advertise robust support to trade customers.

Positioning on Your Website

Create three simple blocks:

  • Premium: for performance, EV, warranty.

  • Mid-range: everyday balance.

  • Value/private-label: best price with safe, legal performance.

Add a “Good / Better / Best” explainer and a “Request a Quote” form that captures reg + mileage + driving style—it helps your team steer the recommendation quickly.

The Balanced Take

Private-label helps margin and availability. Premium protects reputation and demanding use-cases. Mid-range keeps most drivers happy. The best garages stock options and guide, not push one answer for everyone.