The freight transport industry has a cost structure that constantly puts pressure on its operations. In the case of tires, beyond their cost, they are a factor in achieving greater efficiency and productivity.
Throughout this journey, Prometeon has spent more than five years implementing its own technology, as well as further research and development, which has resulted in more than two thousand tires under constant testing and 1.8 million kilometers traveled .
Among the findings is that Prometeon tires have offered between 15 and 18% better mileage performance compared to the brand’s previous generation of tires, in addition to contributing to fuel savings for Mexican transporters.
In this context, Prometeon has carried out a global rebranding of its tires. “Pirelli will not exist in any of the portfolio configurations, from 2029 onwards. Some products in the H line will be discontinued in 2028; we will be among the last regions to implement this transition,” commented Martín Armagno, CEO of Prometeon’s Latin America division.
In this process, some products will continue to be marketed under the Pirelli brand until 2028 and certain specific segments until 2029. Once the process is complete, the Pirelli brand will cease to exist in the truck tire business, while Prometeon will fully assume the operation and marketing of the freight and passenger transport offering .
“Mexico is one of the last markets where this transformation is being implemented, allowing us to take advantage of the experience previously gained in Europe, Brazil and other countries where the rebranding has already begun,” Armagno added.
Today, beyond the rebranding, the company is working to address the most important factors for the transportation sector, such as fuel consumption . “We know that carriers have faced pressure on this cost, and today, through our tires, we seek to provide that benefit through the use of our products,” explained Alejandro Hernández, Market Quality Manager for the Latin American region.
Prometeon’s progress in the Mexican market has been consistent. To align with this branding process, “Ambassador” fleets were established , and some distributors also operate under the same model . Through these distributors, the company is advancing the process of adapting its products to the Mexican market and further developing its technologies, explained Daniel Peraza, the brand’s commercial director.
The fact of also defining the distributors as “Ambassador” is the market’s understanding that they are the ones who directly serve owner-operators and small and medium-sized fleets, who understand their needs and who can capture the acceptance that the customer is having on the issue of changing the brand.
“The customer today already knows the product, they are already using it in the fleets, in the different operations in which we are present, they already know what the performance and benefits are that they are obtaining with our product,” highlighted Daniel Peraza.
In all these elements, a boost for the brand is being a supplier for original equipment manufacturers (OEMs) like Kenworth , which, according to the executives, adds to the conquest of the market, especially when in Mexico it is so fragmented.
Expanded market
While the transition from Pirelli to Prometeon is a process that is still underway, in practice, Prometeon has been actively involved; since 2022 all products have been developed by this brand and not by Pirelli.
“This means that our entire product development team is 100% focused on improving our product, using engineering developed in-house. In other words, we no longer depend on outdated technologies,” explained Alejandro Hernández.
With that knowledge, Prometeon has now expanded its portfolio with the addition of a Tier 3 tire. “Anteo is a brand that complements our product portfolio,” Daniel Peraza stated.
This tire complements Prometeon’s offering, expanding the proposal for carriers, with Prometeon in Tier 1, Nextroad as Tier 2 and now with Anteo in Tier 3.
“This offer allows us to stand alongside carriers and help them reduce their costs, mainly through fuel savings and improved tire performance,” Peraza added.
The Anteo tire will be available on the market in sizes 11 R22 and 11 R24.5, in both steer and drive tires, for on- and off-road use.
Comment and follow us on LinkedIn: @Didier Ramírez Torres / @GrupoT21
