The first wave of the Bond Key Dealer programme will involve a meeting with 24 existing Bond dealers to discuss the initiative in detail. The company’s aim is to have 200-250 franchised retailers on board by the end of the year, with a target of 1,000 ultimately signing up.
Marketing initiatives will include Marshal branded clothing, new point of sale materials and branding of vehicles.
Speaking to AM at Brityrex International in Harrogate, Reg Bond, managing director of Bond International, said: “We have been a Marshal tyre dealer for 15 years so this is a hugely exciting development.
“It’s a concept I have had at the back of my mind for many years, but it is only now that I have felt the time is right to make it a reality.”
Working closely with Kumho Tyres managing director Steve Tidmarsh, Bond has created a programme he feels will greatly improve the market penetration of a product, which he says “has always been great quality, but lacked decent marketing”.
Online ordering facilities open to dealers in the programme will offer what Bond refers to as “£10m worth of stock at their fingertips”.
The company will also be opening a new warehouse in Birmingham in June to add to the three it has in the north, west and south of the country.