Mitas has launched its new Mitas Premium brand, a new product line of agricultural radial tyres for powerful machines that will replace all Continental-branded tyres on new machinery produced by original equipment manufacturers (OEMs) from the beginning of 2015.
Mitas has produced Continental-branded tyres under licence since 2004, but the company’s chief executive, Jaroslav Čechura, said Mitas’ strategy was now to build equity in a single brand name.
“From January 2015, all tractors and harvesters produced by major OEMs that were previously equipped with Continental tyres will be fitted with Mitas Premium tyres,” he said. “Mitas Premium tyres bear the same premium quality and technical characteristics as Continental tyres. Our OEM partners recognise this, and they accepted delivery and fitment of Mitas Premium.”
Mitas has negotiated deliveries of Mitas Premium tyres to key agriculture machinery manufacturers such as Agco, Argo Tractors, Claas, CNH, John Deere and Same Deutz-Fahr. At Claas, newly manufactured harvesters and tractors have been equipped with tyres from the Mitas Premium product line since October 2014.
The Mitas Premium product line is replacing and overstepping Continental tyres. Mitas is strongly investing in its own research and development and has introduced several new products that are solely designed and manufactured under the Mitas brand. These innovations are tyres in the category of Very High Flexion and Improved Flexion for high-horsepower tractors and new generation combine harvesters. Mitas has also extended the variety of Super Flexion Tyres, which draws on the performance of Continental SVT.
“We have been manufacturing Continental tyres since 2004, and we are confident that Mitas Premium has the same premium quality,” Mr Čechura added. “We will be producing Continental-branded agriculture tyres until 2019 when the license agreement expires, but our long-term focus is on the Mitas brand. Our aim is to also launch Mitas Premium for replacement market in the near future.”
For more information visit: www.mitas-tyres.com.
