PRAGUE, Czech Republic (July 19, 2011)—Mitas A.S. is to begin changing the corporate names of all sales subsidiaries to promote the company's core tyre brand, Mitas, rather than the legal owner, CGS.
The company maintains 13 sales subsidiaries, mainly in Europe, and sells tires in 95 countries and territories worldwide.
“The subsidiaries' name switch from CGS to Mitas will allow us to focus sales and marketing resources on promoting the core brand, Mitas,” said Andrew Mabin, marketing and sales director.
Over the past 12 months, Mitas has consolidated its sales network, which now handles sales of all tires produced by Mitas, including the Mitas and Cultor brands, and Continental-brand farm tires.
“Mitas is changing the subsidiaries' names purely for marketing reasons. The ownership of Mitas remains unchanged,” Mabin said.