Over the past year, ADG has introduced a tyre option that fills a crucial gap for local operators.
While heavy vehicle technology advances significantly, tyre selection often remains a binary choice: budget-friendly options that compromise quality, or premium brands with a hefty price tag. However, Automotive Distribution Group (ADG), the exclusive APAC distributor for DRC Tyres, is challenging this status quo.
“It is a challenging field due to the established tyre manufacturers currently operating around the world, but we have seen a shift in customer perspective when it comes to the tyres they buy,” ADG CEO Terry Jenner told OwnerDriver.
“In the past five to 10 years, customers have only really had the choice between cheaper international brands with less quality or more expensive international brands at highest quality. However, due to the economy changing, we can now sit in the middle price bracket and offer products that aren’t too expensive yet hit the same quality as other popular brands.”
Established mid-last year, ADG is the exclusive APAC distributor for DRC Tyres, a leading Vietnamese manufacturer with nearly 50 years of global experience. DRC specialises in a wide range of high-quality tyres, including truck and bus radials, off-road, agricultural and bias tyres.
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ADG is implementing a comprehensive marketing strategy to build brand awareness and establish DRC Tyres as a leading choice in the Australian market.
“We’ve been educating local customers on how they can access a good quality brand that doesn’t have the same high price as its competitors,” Terry says.
“We’re driving the awareness of DRC and the brand – it has a near 50 year history around the world.”
Terry’s background in digital marketing, including experience at Zoom, is proving invaluable in growing the brand’s presence.
When it comes to digital marketing and growing local brands, Terry’s unique experience is allowing ADG to access a range of industries, including the transport sector.
“Most start-ups go through challenges when it comes to growing the customer base, so I’m focused on using my experience to build the brand,” he says.
“A big part of this is educating customers – the economy means low-cost tyre options are rising in price but the quality hasn’t changed, and we know that cheap tyres tend to not last as long as others.
“A good set of quality tyres can transport goods for longer, which is where the quality of DRC comes into the fold to offer an enticing alternative to more expensive global brands.”
ADG says it is emphasising with customers the long-term value of quality tyres, highlighting that budget options often lead to more frequent replacements and increased costs.
“A good set of quality tyres can transport goods for longer, which is where the quality of DRC comes into the fold to offer an enticing alternative to more expensive global brands,” Terry says.
ADG has established a central warehouse in Pakenham, Victoria, providing convenient access for operators in the Melbourne area, minimising travel time and fuel costs.
“Going to a warehouse to get new tyres fitted is expensive enough as it is, so if drivers have to travel three hours in a day to get them, then the value of a cheaper tyre is gone,” Terry says.
“We have calculated the fuel and time cost associated with having to traverse Melbourne to get new tyres, and it shows that coming to us and buying DRC Tyres instead is a better alternative for many customers.
“At the same time, we’re also educating customers about the difference between a cheap tyre and a quality one.
“If people spend a couple of hundred dollars to get tyres multiple times a year compared to spending an extra $50 and changing it a few times less, then it pays off down the line.”
Despite being a new player, ADG is demonstrating its ability to navigate the global heavy vehicle tyre market and contribute to the growth of the Australian trucking industry.
ADG is prioritising customer education and support, providing tailored advice on tyre selection and maintenance. Terry says ADG is committed to listening to operator feedback and providing quality tyres at a lower cost.
“We love sharing information with customers about what type of tyres may be most effective for their vehicles and their budget,” Terry says.
“I have faith our product will sell itself, so we want to keep sharing the right information to help the local trucking industry excel.”
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