RAA renews partnership with Micheldever Tyre Services

Micheldever Tyre Services’ value added approach has been rewarded after the Retail Automotive Alliance (RAA) chose our wholesaler business to once again supply tyres to its members. 

Over the past five years, the RAA and Micheldever’s VMA division have worked closely to create an effective tyre programme for the RAA’s 23 members, including Sandicliffe, Vospers and Hendy Group, which combined have more than 230 UK sales outlets, selling 235,000 new and used cars annually.

John Matthews, business development director at the RAA, said: “Micheldever’s field support and the relationships built up with the dealership front line teams have really made the difference to this contract. Additionally, its continual investment in engagement incentives to drive focus and activity also means we sell more tyres.

“The management reporting has been second to none and this has made it much easier for us as a group to visualise our performance and manage our efforts to get best from the partnership.

“When you have a programme that our members fully engage with and the supplier partner works continually to improve our sales results, the decision to renew the contract with Micheldever was not difficult.”

Tim Peacock, head of Micheldever’s VMA division, said: “We’ve been working with the RAA for a number of years and this contract renewal demonstrates the benefits of our value added approach, which includes understanding the needs and requirements of the franchised dealer business.

“Our intention is not to simply supply tyres, but work with the RAA to supply the right tyres to its members, coach the dealers to be better tyre retailers, and thus in turn improve customer satisfaction and retention.

“The RAA is an ambitious buying group and this contract puts us in good stead to support their members and any future development plans.”