DUBAI, United Arab Emirates (Dec. 21, 2011)—Global tire distributor Zafco Fzco. has identified North America as one of six “focus” markets it will concentrate on for growing the Zeetex tires, batteries and lubricants brand it now controls worldwide.
Dubai-based Zafco acquired the Zeetex brand rights in November from S&H Tires B.V., a Dutch company that helped create the brand six years ago. Zafco is represented in the U.S. by Doral, Fla.-based ZTI Tires Inc.
While acknowledging earlier that Europe is its No. 1 priority for growing the Zeetex brand, Zafco said it intends to invest “heavily to improve our existing distribution infrastructure and bolster sales growth” in the targeted markets.
“Our goal is to raise Zeetex brand recognition and consumer confidence by focusing on developing our product range, investing in innovation and improving customer service,” the firm said.
CEO K.V. Gopiraj said Zafco initially intends to capitalize on the brand's equity primarily in Europe, where it is sold in 21 countries.
“We plan to quadruple our current revenue in the next four years and are confident that we will be able to achieve this target” he said, without disclosing the brand's sales.
Globally, Zafco handles more than a dozen tire brands in various markets, including Accelera, Double Coin, Dunlop, Hankook, Ling Long, MRF, Otani, Pirelli, Roadstone, Siam and Sumitomo.