When millions of vehicle owners schedule tire changes each year, it’s rarely just about the tires. For repair shops, it’s one of the most valuable opportunities to connect with customers, build long-term relationships, and create new business opportunities. That’s why tires are much more than a seasonal product for MEKO — they are a strategic growth area with significant long-term potential.
At the same time, the market is evolving rapidly. The growing adoption of electric vehicles is increasing demands on tire durability, quality, and sustainable solutions. EVs are heavier, place different stresses on tires, and require products designed to handle new performance requirements. As a result, demand is rising for both technical expertise and the right product portfolio.
"Investing in tires is a strategic initiative that drives long-term profitability. With the right tire management and professional service, the tire business can evolve from a low-margin product category into a source of recurring customer visits and additional revenue opportunities. By offering smart value-added services and the right support, repair shops can increase profitability while building lasting customer relationships."
Tim Wium Wichmann, Head of Tire Business at MEKO
To stay ahead of these changes, MEKO has expanded its tire offering through a broader product range, increased capacity, and deeper partnerships with leading industry players such as Goodyear.
“The tire business presents a valuable opportunity to drive long-term profitability and sustainable growth. By combining the right service offering with value-added solutions, workshops can increase profitability while building lasting customer relationships,” says Tim Wium Wichmann, Head of Tire Business at MEKO.
Unlike many other products, tires create a naturally recurring business. Large portions of the vehicle fleet require tire changes twice a year, while wear and safety requirements mean tires must also be replaced regularly.
This generates repeat customer visits and creates opportunities to offer additional services such as wheel alignment, brake service, and tire storage. Every workshop visit becomes an opportunity to create more value—for both the customer and the business.
Tire changes are already among the most frequently booked services across MEKO’s network. This makes the tire business an important driver of both customer loyalty and stable, recurring revenue.
As more electric vehicles hit the road, expectations for repair shops continue to evolve. Customers are looking for more than just the right tires—they also expect expert advice, product availability, and fast, reliable service.
MEKO sees significant opportunities to further strengthen its offering in this area. The focus is on premium tires for electric vehicles, advanced technical expertise, and a product portfolio that combines leading premium brands with cost-effective alternatives for all vehicle types.
Supported by an efficient distribution network with daily deliveries, repair shops across Northern Europe have fast access to the right products whenever they need them.
MEKO’s investment extends beyond products alone. Equally important is the support provided to help repair shops grow their business. Workshops gain access to leading brands such as Michelin, Continental, Goodyear, and Nokian Tyres, along with training programs, digital tools, and efficient logistics solutions that simplify daily operations.
“With a strong position across Northern Europe and tires becoming an increasingly important part of our overall offering, MEKO continues to strengthen its competitiveness. Our goal is clear: to help repair shops grow, meet customer needs, and deliver profitable mobility—today, tomorrow, and in the years ahead,” says Tim Wium Wichmann.
Europe’s vehicle fleet is aging, while car owners are becoming increasingly price-conscious. For workshops, this creates a new reality: more customers need service and repairs, but at a cost that aligns with the vehicle’s value. With Every Part Matters, MEKO introduces a brand designed to meet this shift — offering spare parts that combine reliable quality with a price point more car owners can accept.
Owning a car should be simple and worry-free, whether it’s a quick repair or scheduled maintenance. With Mekster, MEKO’s e-commerce platform, car owners get all spare parts, accessories, and tools in one place. The platform offers both well-known brands and affordable alternatives, making it easy to find exactly what’s needed.
Henrik Pettersson leads MEKO’s private label initiative Exclusive Brands with energy and precision. Since 2019, he has built clarity and structure in the assortment and pricing strategy, launched new product lines, and established premium offerings across multiple markets. His day-to-day work spans strategic leadership at headquarters and hands-on support in the business areas — always focused on delivering results together with colleagues.