General Tire rolls out ‘100 years of adventure’ roadshow

One of Micheldever's promotion vehicles

Over the next two months, the ‘100 years of adventure’ tour will visit a host of independent dealers, which are supplied by Micheldever, General Tire’s official UK distribution partner for its range of 4x4, car and van tyres.

The roadshow will see the visited by one of two General Tire branded vehicles, a Range Rover Sport or a Land Rover Discovery. The tour will also showcase to tyre dealers and motorists alike, the brand’s history and tradition of making reliable high-performance tyres, with particular emphasis on the “Anywhere is possible” message.

l-r Matt Binnie, Lee Caddick, Tracy Grunwell, Dave Dineen

In addition to promoting General Tire’s centenary, the roadshow will also raise money for the Children’s Air Ambulance, the only dedicated national helicopter service that transports critically ill children across the UK. To commemorate this partnership with the charity, select dealers will be visited by an 5.5 metre long inflatable helicopter, bearing the charity’s branding.

During each visit, dealers and their customers, as well as the wider public, will be invited to buy raffle tickets for the chance of winning either an Apple Watch, a Land Rover driving experience, or a family day out.

Alan Baldwin, Micheldever’s sales director, said: “Micheldever has been working with General Tire for 20 of its 100-year history, so we’re really proud to be supporting this roadshow. It’s a great opportunity to take the General Tire brand to the people who sell the tyres, as well as to those who buy them. We also get to support a fantastic cause in the Children’s Air Ambulance, which does tremendous work offering a critical service to those most in need”

l-r Lee Caddick, Matt Binnie, Tracy Grunwell, Dave Dineen

David Smith, managing director at Continental Tyre Group Ltd, which owns General Tire, said: “This will be a fantastic tour that will not only showcases General Tire’s heritage and products, but also allows us to communicate directly with stockists, dealers and motorists. This UK tour is part of a wider international campaign being undertaken by General Tire. As a company, we have a lot to be proud of and we really want to shout about our heritage and promote our current range and future innovations.”

Tracy Grunwell, national partnership manager for the Children’s Air Ambulance, said: “Since the Children’s Air Ambulance was launched in 2013, we have completed over 130 vital missions, including over 85 baby transfers, but we do not receive any government funding, so we’re really grateful to generosity of the garages, General Tire and Micheldever for supporting our cause.”