The company has implemented vigorous recruitment and training programs to address these challenges. “We’re focused on building a talent pipeline that can grow with the business,” Grant says. FOCUS ON THE FOUR-WHEEL-DRIVE MARKET Highway Tyres is also investing heavily in the fourwheel-drive market.“Kenda’s four-wheel-drive range, designed in the U.S., is gaining traction here,” Grant says.“We’re developing a dealer network to support this growth.” Recent initiatives include taking dealers on an off-road trip in Arizona, showcasing the product’s capabilities. “It’s about providing value beyond just being the cheapest option,” he emphasizes. The company’s focus on this market reflects broader trends in consumer preferences.“People are investing more in vehicles and accessories that allow them to explore the outdoors,” Grant observes. SUPPORTING WHOLESALE PARTNERS The company’s philosophy extends to supporting wholesale partners. “We want our partners to 17 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 01 HIGHWAY TYRES
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