Mitas Premium tyres will be gradually available worldwide for purchase from local Mitas dealers. Mitas is following the successful launch of Mitas Premium in Original Equipment, where deliveries of Mitas Premium as a substitute for Continental-branded agriculture tyres started in January 2015. Mitas Premium tyres bear the same premium quality and technical specifications as Continental tyres, which Mitas has manufactured under license since 2004.
“The launch of Mitas Premium in Original Equipment was successful. I am delighted to announce that we are fulfilling our plan, which was to introduce Mitas Premium on the replacement market in 2016,” said Andrew Mabin, Mitas´ marketing and sales director. “Throughout the year, we have informed our dealer network about Mitas Premium deliveries. We received only positive reactions, and this encourages us in our efforts to further strengthen the Mitas brand for the premium segment.”
Mitas´ strategy is to build equity in a single premium brand, namely Mitas. Cultor brand will play a prominent role in the more price sensitive segment. Tyres in the Mitas Premium product line are directly comparable with the Continental-branded agricultural tyres that Mitas has produced since 2004. 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) tyres HC 1000, HC 2000, HC 3000 namely also SFT IF (Improved Flexion Tyres), CHO (Cyclic Harvesting Operation), SST (Silent Speed Tyre), AC 65, HC 70, AC 70 T, AC 85, AC 90 and AGRITERRA.
