Torero tires will be sold exclusively on Wildberries
"Cordiant" has launched a unique project for the Russian tire industry and announced that passenger tires under the Torero brand will be sold exclusively on Wildberries — the largest domestic marketplace. Previously, Russian tire manufacturers did not release a separate brand for sales on this type of platform.
Exclusive tire supplies to WB started in the current summer season, after successful test sales were carried out on the platform in the fall of last year. The tires are manufactured at the former Continental plant in Kaluga, and Cordiant notes that "by offering Torero tires on Wildberries, the holding provides the consumer with the opportunity to choose a quality product with a transparent history of origin 'in one click' and at an affordable price".
"We see how the market is changing, and our task is not just to follow the changes, but to form new standards," said Dmitry Gorbachev, General Director of the Cordiant holding. "The choice of the Wildberries platform for the exclusive sale of Torero brand passenger tires to end consumers is our response to current challenges and trends in the industry and the first such step in the domestic tire market. Thus, we support a direct and understandable communication channel with the buyer, offering him the purchase of high-quality modern products in a convenient format".
The company says that marketplaces in Russia are now one of the fastest-growing online sales channels for tires, showing stable growth. Last year, marketplaces accounted for 30% of retail sales of passenger tires, with growth of almost 40%, and Cordiant retains its leadership with a share of more than 15%.
Torero tires have received designs from Matador brand models, owned by Continental, and the manufacturer emphasizes that the Kaluga plant is one of the most modern full-cycle tire enterprises in Russia, and each tire undergoes multi-stage inspection using laser scanners and X-ray machines, and the system of electronic RFID tags ensures the possibility of complete product identification at all stages of production.