• Matador’s dynamic, modern and efficient range of tires are available across Egypt
• Mid-segment tires make up 26% of the Egyptian tire market
Cairo, Egypt. 18 January 2018 – With over 100 years of experience in the tire industry, Matador – the multi-national brand from Europe - recently launched in Egypt under the auspices of Al Fajr Tyres LLC, founded by a key Egyptian figure in the tire industry, Ahmed Mowafi. As part of Continental - the leading German tire manufacturer, Matador is set to provide Egyptian customers with summer tires for passenger car, SUV, van and light truck product segments.
Currently located in the Delta district, Matador’s launch in Egypt is set to widen the availability of tires and enable the Continental Group to cater for yet more customers in one of their largest markets in the region. Representing a long tradition, diverse product portfolio, and reliable performance, Matador meets high quality standards, testament to European production and Continental’s technological expertise.
Commenting on the launch, Ahmed Mowafi, Founder of Al Fajr Tyres LLC, said: “By introducing Matador to the Egyptian market, we are delighted to offer a range of tires to customers looking for reliable European products in the mid-market segment. This is the largest segment in the country and projections point towards continued growth. In order to cater to drivers across Egypt, our main strategy will focus on reaching out to new distributors across the country, investing in marketing opportunities, increasing the awareness of the brand, and providing our customers with good value promotions.”
With Matador tires joining the existing mid-market segment, which amounts to 26% of the total tire market in Egypt, the brand is aiming to commandeer a significant percentage of the sector in the coming years. Future plans for the brand will focus on the expansion of the retailer network, development of the Matador sales and technical teams, and training workshops organised to brief retailers about the Matador brand; the next couple of years will see Matador products available in Cairo, Alexandria and Tanta.
The brand’s van tires are suitable for regional and long-distance transport with increased ride stability even under heavy loads and for SUVs, 4x4 tires have a high level of damage resistance in off-road conditions and excellent all-terrain traction.
Jose Luis de la Fuente, Managing Director of Continental Middle East said: “The Matador range is well suited to the Egyptian terrain with its proven handling characteristics specially tailored for the Middle East. The region offers significant opportunities for growth. With the support of the strategic partnership between Continental and Al Fajr Tyres LLC, led by Ahmed Mowafi, we look forward to year-on-year expansion in the Egyptian market and to a profitable and lasting relationship.”
With over 100 years of tire know-how, Matador first emerged in Europe in 1905. On the back of its broad European presence, the brand was first established in the Middle East in Lebanon in 2014, followed by the more recent launch in Egypt. Along with Continental and General Tire, Matador is set to be one of the Continental Automotive Group’s three main tire brands in the Middle East.
Ahmed Mowafi, founder of Al Fajr Tyres LLC has worked for over 35 years in the tire industry across the Middle East. Mowafi has a long-standing relationship with Continental, having previously worked as General Manager for Continental’s UAE distributor, Emirates for Universal Tyres.