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Magna’s opus

An estAblished nAme in the off-the-roAd tyre mArket, mAgnA tyres hAs mAde its mArk in the middle eAst equipment tyre mArket with product innovAtion, rAnge And quAlity, the compAny’s regionAl heAd tells CMME


or a tyre manufacturer that started production only in 2006, Magna Tyres has indeed come a long way and left its indelible tread marks on construction, mining, plant and other off-road sites all over the world. The Dutch manufacturer of off-the-road (OTR) tyres has in a short span of time become one of the most prominent names in the industrial and heavy-duty tyre space. But the company has a long heritage of dealing in rubber manufacturing to fall back upon as a foundation for its success. DRI Rubber in Waalwijk, in the south of the Netherlands, has been in the rubber compounding business for over 42 years. The family-owned firm produces master batches of rubber compounds for the global market, providing the raw material out of which tyres are made. Using this as a head start, one of the members of the next generation of the owning family started Magna Tyres 22 years ago. Initially, the lack of a tyre production facility at home made the company lease one in far-off China, producing OTR tyres under the Magna Tyres brand using European technology and DRI’s rubber compounds and raw materials. Then a second production base began operations in Taiwan, where the company now produces its solid tyres. This year finally marked the homecoming of Magna Tyres as it opened a production facility at home in Holland. With three manufacturing bases, Magna now makes OTR tyres for the entire world. But how does the Middle East fit into the company’s global operations? CMME put that question to Vijay Nambiar, GM for the Middle East, Africa and Indian subcontinent at Magna Tyres. A veteran of the industry, Nambiar has worked in the region’s tyre sector for several decades with big global names such as Bridgestone and Michelin. His first association with Magna Tyres was in 2011, when he set up the brand’s first dealership in the

region, marking its entry to the region. Then, when the company finally opened a direct regional office in the Middle East, the Magna management chose him to head operations in the region. “As a specialised OTR player and also having our own rubber compound business in the same group, we have the expertise that helps us to create some of the best-quality products in the business. We are currently supplying tyres to 130 countries globally. From our Ras Al Khaimah (RAK) office, I’m in charge of the entire Middle East, Indian sub-continent and Africa, except South Africa. As a geographic spread, this is the biggest area for Magna and my general estimate is that this area contributes at least around 35% of the company’s sales,” he tells CMME. Having a rubber compounding specialist as your parent company is always a good thing, Nambiar adds. “This is an advantage for us and we are able to hold some 12% of the mining tyres segment worldwide. We always analyse the territories we operate in and the usage patterns of our customers. Being a proprietary company is also a plus, as it means we’re a leaner entity, a lot more flexible when compared to some of the huge multinational tyre giants. “Generally, in the mining or OTR tyre segment, advantages are calculated on a cost-per-hour (CPH) basis rather than the cost-per-kilometre calculation more prevalent in the commercial tyre segment. When we talk about the CPH of Magna’s tyres, we consistently provide the segments we serve with the best CPH figures, which means they get more value for money and return on their investment when using Magna Tyres.” This distinction has allowed Magna to become a major player in the coveted OEM supplier arena, with a huge 28% of its business coming from the OEMs, Nambiar reveals. “Being a specialised OTR and industrial tyre manufacturer has enabled us to have a great presence in the OEM space with brands such as Terex, Liebherr, Tadano and other such major global names. Then construction and mining companies that are global players also use

Profile for Construction Machinery ME

Construction Machinery ME June 2018  

Construction Machinery ME June 2018