Mitas Premium to Enter Replacement market in 2016

Close on the heels of its entry into the OE tire category in 2015, the Mitas will be replacing the Continental brand with the Mitas Premium range of rear radial agricultural tires in the replacement sector in 2016. The tires will be available at the retail level on a global basis in a phased manner and will have the same specifications that the Continental branded agricultural tires had. Mitas had been manufacturing Continental agricultural tires under a license agreement from 2004 onwards.

Commenting on the company’s entry into the replacement category, Andrew Mabin, Mitas’ marketing and sales director said that after the successful launch of Mitas Premium in the OE segment, the decision to enter the replacement segment is in line with the company’s drive to strengthen its position in the premium agricultural tire segment. The response to the Mitas Premium brand from the dealer network ahs been overwhelmingly positive and this move will help Mitas to further build equity in a single premium brand.

When it comes to the price sensitive sector, Mitas has the Cultor marque to ater to customers in this sector.

The Mitas Premium tire line will essentially consist of rebranded Continental tires in addition to new products developed solely under the Mitas brand. These include many leading tread patterns, the range of SFT (Super Flexion Tires) and VF (Very High Flexion) Tires as well as CHO (Cyclic Harvesting Operation), SST (Silent Speed Tire), AC 65, HC 70, AC 70 T, AC 85, AC 90 and Agriterra in the European market.