In 2024, the tire market displaced nearly five million units within the trucking segment, where the market has been configured with a composition between the premium segment and lower-quality products to serve another stratum.
In conversation with Prometeon ‘s Latin American CEO , Martín Armagno , he commented that the brand is conducting a market analysis, where there are companies that recognize the value of premium brands , and that have support and focus on product performance, with tangible benefits in fuel efficiency.
Based on what Armagno expressed, although the premium portfolio is a favorable card in the market, it is essential to have an approach with the clients in order to find the best operating cost, as they do with their Pirelli brand, “recently with one of our clients we had a fuel consumption test, and where we managed to make it evident that this indicator was within our value offer.”
Part of Promoteon’s proposal is to continue moving forward with a value offering where the purchasing factor is not the price, but the total cost of operation , and where this type of valuation is not exclusive to large companies, based on the recognition that tires are the second highest operating cost for transportation companies, which is why companies give them that value.
However, Martín Armagno acknowledged that there are several layers to the market, which is why Prometeon is strengthening its portfolio to serve those segments where price can be the differentiator .
“In the coming months, we’ll begin to introduce other brands to our portfolio, which we have in other parts of the world. We haven’t yet considered them in Mexico, but we will. We’re in the final stages of manufacturing these products, which could be our second and third brands, to meet market conditions,” Armagno stated.
According to the executive, today it is necessary to have a balanced portfolio to serve the various transport segments.
