“Tyres in the Mitas Premium product line are directly comparable with the Continental-branded agricultural tyres that Mitas has produced since 2004,” said Andrew Mabin, Mitas´ marketing and sales director. “A growing share of Mitas Premium already demonstrates that the changeover toward a single premium brand strategy is under way,” added Mabin.

Mitas´ strategy is to build equity in a single brand, namely Mitas. Mitas Premium tyres bear the same premium quality and technical specifications as Continental tyres. The Mitas Premium tyre line consists of rebranded Continental tyres and new products developed solely under the Mitas brand. Currently, Mitas Premium for European markets includes several leading tread designs besides SFT (Super Flexion Tyres) and VF (Very High Flexion) tyres HC 1000, HC 2000, namely also SFT IF (Improved Flexion technology), CHO (Cyclic Harvesting Operation), SST (Silent Speed Tyre), AC 65, HC 70, AC70 T, AC85 Row Crop, AC90 Row Crop and AGRITERRA. Agricultural tyres included in the Mitas Premium product line are designed for high-horsepower machines.