We worked directly with the in-house marketing team at ATS Euromaster to prepare an entry for the Innovation Award in the fiercely contested Van Fleet World Honours 2011. The entry highlighted ATS Euromaster’s bold lead in becoming the first national fast-fit provider to launch a fully managed cold weather tyre service for UK fleets.

Collecting the award at the RAC Club in Pall Mall, Peter Fairlie, Group Sales Director at ATS Euromaster, said: “When we launched our cold weather tyre offer no other fast-fit service provider was promoting winter fitments for fleets – nor had the necessary infrastructure of ‘tyre hotels’ to enable seasonal storage.

“Naturally, we regard it as a great compliment that several months after launch, other service providers and vehicle manufacturers were rushing to follow our lead.”

Garnett Keeler has been actively involved in promoting ATS Euromaster’s cold weather tyre expertise since the fleet offer was launched in April 2010. Prior to this, the company’s domestic cold weather tyre volumes had been small and entirely retail-focused. After launching the fleet offer, cold weather tyres sales rose 955 per cent during winter 2010/2011.