Tyre company creating a revolution in car care

Deputy Business Editor Deborah Johnson looks at how the company shatters preconceptions of what a garage can offer.

WALKING through the door of North-Eastern Tyre and Autocare, it's hard to believe you're in a motor repair centre.

Black leather armchairs and plasma screen televisions in the bright twostorey reception area would not be out of place in a City office.

The internet cafe, with coffee varieties chosen by the company directors, creates a relaxed but professional atmosphere.

My preconceptions of a garage were shattered within about ten seconds of entering the company's base, in Newcastle's Silverlink - one of eight in North-Eastern's portfolio - and one of four so-called "super sites" that have similar facilities.

I remarked to retail director Roger Griggs how impressive the reception area was.

"We get an awful lot of people saying that - that it is so different to what they expect," he said.

"Women feel very comfortable here, and businessmen can come in and bring their laptops and be doing some work while their car is being seen to.

It's both a work-friendly and relaxing environment.

"Children are also catered for," he said, pointing to a pen of toys in the reception's upper floor and an adventure play area outside.

"Sometimes, it's the children who don't want to leave.

"They really enjoy themselves playing while mum or dad is waiting for the car."

The remarkable attention to detail is something that North-Eastern prides itself on.

As a company offers services that include MoTs, and tyre, brake and exhaust maintenance. It stocks more than 100,000 tyres and 12,000 exhausts.

As well as being a wholesaler, North- Eastern covers a region from the Scottish Borders to Yorkshire and across to Cumbria.

It aims to provide the highest-quality service at affordable prices.

A keen supporter of Teesport as a route to import its tyres, North-Eastern stocks almost every brand of tyre and has recently become the only business of its type in the North-East to be awarded the Platinum accreditation from Pirelli in recognition of its work.

It is also Michelin accredited.

That ethos will be maintained, Mr Griggs said, during the company's expansion in the region, which will be "significant" in size and investment.

During the next year, turnover is expected to rise from £39.8m to about £43m.

"We are building a business model here that we are keen to roll out through further expansion opportunities," he said.

"In the near future, we will be doing that on a significant scale throughout the region.

"It will be a very significant, focused, and measured expansion." A company that has expanded steadily throughout its 37-year history, with at least £10m being invested in the past decade, it recently spent £2.5m to create its biggest and best site to date, in Knaresborough, North Yorkshire.

Its customer facilities are on an even grander scale than those in Silverlink.

Since being founded in 1971 by the Darcy family at Brotton, east Cleveland, initially under the name of Melbourne Tyre and Exhausts, it expanded into Marske, east Cleveland, Middlesbrough, its headquarters in Guisborough, York, Goole, East Yorkshire, and Newcastle over the following three decades, with Knaresborough being the latest feather in its cap. The company now employs 300 people.

Knaresborough, one of the four "super sites" that include warehousing, has become the model for future development.

"Its design will be rolled out through the business and we are also planning to refurbish the centres that we already have to bring them in line with this one," said Mr Griggs.

"The 42in plasma screens, the WiFi access, the play area for children - that is the business model we are aiming.

"We are really proud of our attention to detail in these ways, and showing that in coming there really is something for everyone."

IN another innovative addition, customers waiting in North- Eastern's reception areas can watch repairs being completed on a plasma screen. It is typical of the company's pride - and in its top-of-the-range equipment. We only have the highest-quality equipment in the workshops, and that is an area we are continually investing in," said Mr Griggs.

"For example, we are the only one in the area to have a specific Rav 4 tyre fitting machine," he said, adding that the company has invested in providing top-of-the-range Mini Coopers as courtesy cars at its York, Newcastle and Knaresborough outlets.

Mr Griggs has been with the company since February, after a career in the tyre industry spanning 27 years, during which time he was sales director of tyre manufacturer Continental.

He joined after the retirement of Ray Darcy - whose parents founded North- Eastern and who had been with the company since its inception.

The Darcy family, who Mr Griggs had known for 25 years, asked him to join the team and help take the company into the future.

Mr Darcy is still involved with the company, as non-executive board chairman.

"They asked me if I'd consider coming to the company with a particular focus on retail, and help move it on to the next stage," said Mr Griggs. "That was an opportunity I couldn't refuse.

"It was a company I already knew well and one I wanted to help achieve even greater heights.

"It was a challenge and a new experience for me, he said. "There has already been a significant amount of investment in North-East England and the company is really making a difference to the autocare sector in the region.

"We are known for quality service but with affordable pricing from easilyaccessible locations. There is something to suit everyone's budget."

The company has recently been given a name change from North-Eastern Tyre and Exhausts to North-Eastern Tyre and Autocare.

The change only involves a word, but Mr Griggs said it was a big difference.

"We are focusing on expanding the retail business service we offer to customers, and we wanted people to know we are an autocare company, providing all kinds of auto services as opposed to just being a tyre and exhaust company," he says.

"We are keeping the old with the new, the values and attention to detail and service the company has always had with the new name. It sends the right message."

And looking to the future, as well as the promised expansion, the company is also looking into other innovative ways to give it an edge over competitors, and keep up its customerfocused reputation.

E-commerce - in which customers can buy products online, an extension of the internet booking service, and text message alert reminders for car maintenance checks are among the initiatives to be introduced in the coming months.

"We're probably looking at them being introduced within the next six months, definitely the near future," said Mr Griggs. He added that stocking motorcycle tyres was another avenue to be explored.

"It's an exciting time for the company, and we are planning to significantly expand.

"We are geared for the future, and have got very strong foundations on which to build."

North-Eastern Tyre and Autocare will hold an open day and official opening for its Knaresborough site on Saturday, including entertainment by stunt driver Russ Swift, and a Ferarri Formula 1 Car.

Parking is available at nearby St James' Retail Park.