In 2017, Lik Thong Resources was appointed by PTG as the exclusive distributor of Pirelli TBR tyres for Malaysia.
Lik Thong Resources to Grow Pirelli Commercial Tyres
Since its establishment in 2008, Klang-based Lik Thong Resources Sdn Bhd had actively been involved in the truck tyre distribution business nationwide.
“We began by promoting industry truck tyres and the related skills. To grow we need to respond effectively to market trends and needs. That was how we expanded to the new Chinese top brand truck and bus radial (TBR) tyres,” said the founder, Eric Puah.
There are many different brands and qualities of Chinese TBR tyres in the market, thus Puah stressed the importance of choosing a good brand. With ‘Strength in Integrity’ as the company’s core value, he said it was not only a brand’s products and services that needed to follow responsible and ethical business practices, the company also had to take a stance on the product’s quality, reliability and safety to the users.
“We chose Aeolus among the other tyre brands in 2013 as we saw the growing potential of this brand. It has a solid reputation and is ranked among the top 20 tyre manufacturers in the world. The relationship with Aeolus Tyres, as well as the later merging of Aeolus Tyres and Pirelli Industrial, led us to partner with the Prometeon Tyre Group (PTG), the new company created from the above joint venture. This enabled us to add the Pirelli TBR tyres in our product offerings and create distinctive value.”
In 2017, Lik Thong Resources was appointed by PTG as the exclusive distributor of Pirelli TBR tyres for Malaysia.
“We are able to provide more options for the market as we could cover the premium niche commercial tyre segment with tier 1 Pirelli brand and the middle market segment with tier 2 Aeolus Tyre brand.”
Proper brand positioning
Puah pointed out that the Pirelli brand was an icon of technology and performance. “If you look at the tyres in the luxury car segment as well as those fitted in the high range and sport car segment, you would find that most of them are the Pirelli OE brand. Pirelli is the absolute world leader in the prestige segment, claiming 50 per cent of the market. PTG uses technology under a licence agreement with Pirelli Tyre S.p.A. and its more than 100 years’ experience in the industrial tyre sector to offer an entire range of products and services for all types of use. Thus, there is no doubt of its quality and performance. However, when it comes to commercial tyres, Pirelli is relatively new in the Malaysian market.”
The company carries a wide range of Pirelli TBR tyres, including FR01 and TR01 that are designed for regional and long-haul vehicles on slightly abrasive road surfaces and winding or mountains roads; the FG01 (steer axle) and TG01 (drive axle) on/off road products are designed for mixed use vehicles on the road, conditions in Malaysian construction sites and under slightly-aggressive tread-wear conditions.
The company’s current focus, he said, was to continue with brand building as well as ensure that the brand would achieve new heights in the Malaysia TBR segment. “When we just started selling the brand, we had to offer a competitive price and service. The mileage, durability and retreadability of the products speak for themselves; we have been gradually and stably gaining momentum.”
Currently, the company has 8 dealers across Malaysia and its target is to appoint a few more. “I think for the moment active and quality dealers would be sufficient to cover the entire Malaysian market. We want to promote the right Pirelli Tyre dealers who we feel would be a good fit for the brand.”
Compared to the other companies, Lik Thong Resources is willing to invest and has set up its own marketing and claims department. “We would also actively promote roadshows to create awareness of the tyre industry.”
Aeolus and Pirelli S.p.A are said to have agreed to Lik Thong Resources setting up an exclusive claims department to facilitate and expedite the claims on technical issues in a professional manner to avoid potential disputes against these claims.
Lik Thong has a slogan – ‘Closing the sales isn’t the end, it’s the beginning of service’ – that Puah said best described the principle that the company adhered to. “Good after-sales service differentiates us from the others, which would ultimately lead to customer’s loyalty.”
In delivery, he said, at the moment customers should receive the delivery of their tyres within 48 hours in West Malaysia. However, he revealed that the company’s target was to shorten the delivery time to 24 hours in the near future.
Besides that, he said, with 50 servicing points and 24/7 tyre breakdown service in Peninsular Malaysia, the company was able to help its customer’s trucks get back on the road quickly and efficiently, ensuring total peace of mind.
Today, Lik Thong Resources has two subsidiaries – Titan Tyre Resources Sdn Bhd and Brilliant Tyre Services Sdn Bhd. It is also engaged in the distribution of OTR and light truck rims’ business.
利通资源蓄势待发
提升倍耐力品牌于商业领域知名度
自2008年成立以来，巴生的利通资源有限公司就相当活跃于全马各地的卡车轮胎经销业务。
“我们一开始推广工业卡车轮胎和相关技巧。为了增长，我们必须有效回应市场的趋势和需求。我们就是这样扩展进入中国顶尖新卡客车子午胎品牌的领域。” 创办人潘泳良表示。
市场上有许多不同的中国卡客子午胎品牌，潘泳良强调选择一个好品牌的重要性。他说，公司的核心价值是以‘诚信为力量’，这意味着一个品牌的产品和服务不仅要有担当，而且还要符合商业道德。该公司必须坚守产品品质、可靠性及客户安全的立场。
“2013年，我们从其它的轮胎品牌中选择了风神。它拥有良好的声誉，而且是全球20大轮胎制造商之一。我们与风神的关系，再加上后来风神轮胎和倍耐力工业（Pirelli Industrial）的合并，使我们与上述两家公司的新合资企业– Prometeon轮胎集团（PTG）有了合作关系。 倍耐力卡客车子午胎丰富了我们的产品供应， 为我们创建了独特的价值。”
2017年，利通资源被PTG委任为倍耐力卡客车子午胎的马来西亚独家经销商。
“这样一来，我们就能为市场提供更多选择，因为我们能以一级倍耐力品牌覆盖优质‘利基’商用车轮胎领域 ，以二级风神轮胎品牌覆盖中级市场。”
正确的品牌定位
潘泳良指出，倍耐力品牌是技术与性能的‘图标’。 “你只要看看豪华车和安装在高端和跑车细分市场里的轮胎，你便会发现大部分的它们都是倍耐力原配品牌。倍耐力长期受到世界著名汽车品牌的认可，拥有50%的市占额。根据PTG与倍耐力轮胎公司的许可协议，PTG可采用其技术，配合它在工业轮胎领域超过百年的经验，提供适合各种用途的全系列产品。因此，其产品和性能是无庸置疑的。然而，在商业轮胎方面，倍耐力在马来西亚市场却是个新品牌。”
该公司销售系列广泛的倍耐力卡客车子午胎，包括区域和长途行驶的FR01和TR01轮胎，适用于轻度粗燥路面、蜿蜒崎岖山路。FG01 （转向轴）和TG01（驱动轴）公路/越野轮胎产品，主要用于在公路上行驶的混合用途车辆、马来西亚的建筑工地和微磨耗路况。
他说，目前该公司的重点是继续建立品牌和确保倍耐力品牌在马来西亚的卡客车子午胎细分市场里达到新高度。“我们在一开始销售倍耐力品牌时，必须提供具竞争力的价格和服务。倍耐力产品的里数、耐磨及可翻新性不言而喻。我们逐渐且稳定地获得了势头。”
目前，该公司在全国拥有8家代理商，而他们的目标是再多委任几家。“我认为目前我们活跃和优质的代理商已经足够覆盖整个大马市场。我们要委任正确的倍耐力代理商，也就是说那些我们认为与倍耐力品牌最适配的代理商。”
与其它的公司相比，利通资源愿意投资，并已经设立了它自己的行销和索赔部门。“我们也积极推广路秀，以便在轮胎业里建立起知名度。”
据悉，风神和倍耐力公司已同意利通资源成立一个独家和专业的索赔部门来促进和加快因技术问题的轮胎索赔速度，避免索赔时发生的潜在争议。
利通资源有一个口号 —‘售出不是终止，服务才开始’，这个口号潘泳良表示最能描述该公司所秉持的原则。“良好的售后服务使我们有别于其他的业者，最终将为公司带来忠诚的客户。”
在产品交付方面，他说目前西马的客户可在48小时里 取得他们的轮胎。然而，他透露说，该公司希望在近期里实现24小时内将轮胎送达的目标。
此外，他表示，他们在马来西亚半岛拥有50个服务点和24/7 轮胎故障服务。为此，该公司能够协助客户的卡车在最短的时间里会回到路上，确保客户完全安心。
今天，利通资源旗下有两家子公司—Titan轮胎资源有限公司和Brilliant轮胎服务有限公司。利通资源也从事工程胎（OTR）和轻型卡车轮辋经销业务。
