Business View Oceania - January 2025

This strategic move allowed the company to tap into new markets and sustain its growth. The coloured burnout tyres, marketed under the Highway Max brand, are manufactured at the company’s head office in Doveton, Victoria. “We’ve shipped them to over 20 countries for uses ranging from drifting to baby gender reveals,” Grant says with a chuckle. While retreading has become a minor part of the business, these novelty tyres have provided a protective niche that has helped the company remain competitive.“We’ve built a strong reputation in this niche market, which has been critical for our global presence,” Grant explains. A FAMILY-DRIVEN BUSINESS The company’s enduring family legacy is another foundation of its success.“The original owner’s son, Steven Elms, is our general manager today,” Grant says. Grant’s father, Ross, is also a director and remains actively involved. Multiple generations working together have maintained continuity, a shared vision, and a strong sense of purpose. “The values instilled by the founders still guide us,” Grant says. This enduring connection between the past and present is evident in the company’s approach to business and community. Highway Tyres has cultivated a strong company culture with 60 to 65 staff members across its locations. “Our staff’s average tenure is around 13 years, and we have eight team members who have been with us for over 30 years,” Grant says. While high turnover among tyre fitters is typical in the industry, Highway Tyres prioritizes employee growth and development.“Most of our managers started as tyre fitters, aligners, or warehouse staff. We promote from within to provide pathways for career advancement.” Investing in employee well-being and development has improved retention and created a highly skilled workforce.“Our team’s expertise is one of our biggest strengths,” Grant emphasizes. “Their dedication and knowledge enable us to provide exceptional service.” PRIORITIZING SAFETY AND SUSTAINABILITY Safety and sustainability are integral to Highway Tyres’ operations.“We adhere to stringent safety protocols,” Grant says. “The safety of our staff and customers 14 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01

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