12 Jul 2024
The voice of the independent garage sector

ETB Wholesale rolls out Ceat deal as business ramps up

ETB Wholesale said it is ramping up investment to position the firm as one of the biggest regional players in the sector — including a sales deal with Indian multinational tyre manufacturing company Ceat.

The company said new tyre partnerships is part of its business drive along with promotions and a boost in its online presence.

An ETB spokesperson told Aftermarket on June 10 financial details of the CEAT agreement are not being disclosed.

However, ETB said the deal allows for a four-tiered tyre proposition for customers, with the super-budget, economy, mid-range and premium ranges all catered for.

In addition, sell-out promotions are being introduced for the first time, while the business’ online presence is being boosted.


Sales director Paul Carter said sales have been extremely positive during quarter one and the firm has generated a lot of momentum.

“We’ve achieved a great deal in a short space of time and thanks to the assets we’re bringing into the business, we’re extremely excited about our potential to become an even more compelling player in the wholesale sector.”

ETB already has a huge selection of tyres to its name and is a leading operator in the Midlands, Wales, south-west England and Cornwall, stocking brands including Bridgestone, Davanti, Landsail and Ceat.

The company operates from regional tyre distribution centres in Bridgend, Chepstow, Exeter, Plymouth, St Austell and Worcester, with a ‘rapid response’ on-demand service in selected areas.