Prometeon Adopts Multi-brand Approach with Launch of Anteo Truck Brand

Pirelli’s brand for commercial tires, Prometeon has launched a new brand of truck tires named Anteo thus adopting a multi-brand strategy. Initially, the new Anteo range will comprise six products.- Pro T, Pro D and Pro T steer, drive and trailer tires for on-road use, tires named Mover M, Mover S and Mover D which will be used for on/off-road applications.

Prometeon sas that with the launch of the Anteo brand, it would be extending its range to cover all market segments and price bands related to the truck and bus tire business and thus make a shift from a single-brand strategy to a multi-brand approach to appeal to all segments of customers.

Comemnting on the launch of the new brand, Giorgio Bruno, chairman and chief executive officer of Prometeon Tyre Group said that the company’s premium proposal will continue to comprise Pirelli branded products having Prometeon technology. Yet, it is also important to build up the company’s own brand portfolio. This is why Prometeon has adopted this strategy, thus further reinforcing its commitment to the truck and bus sector. Through this move, Prometeon hopes to create value for its partners and for the company.”

The launch of the Anteo range will be supplemented by a platform approach from Prometeon. The company will be supporting its tires with the provision of related systems and technological solutions to offer a value added solution for customers. It will use an extended Prometeon dealer network to offer customers new technical and tire management services. More details of such services will be divulged in the coming months.

“This is Prometeon’s premiumisation strategy: a multibrand strategywith a comprehensive offer, granting performances always based on our DNA of the highest levels both in terms of technology and safety, and tailored to the different needs of the public,’ shared Gregorio Borgo, chief operating officer of Prometeon.