Ascenso Tires North America Enters Next Growth Phase

Feb. 27, 2023

With a new name, a new distribution center and new products, Ascenso Tires North America (ATNA) - previously known as Tyres International - is ready for its next phase of growth under the ownership of Mahansaria Tyres Private Ltd. (MTPL).

MTPL - which is headquartered in Mumbai, India, and owned by off-highway industry veteran Yogesh Mahansaria -   acquired majority stake in Tyres International in 2021. Longtime Tyres International owner Marty Bezbatchenko controls the rest of ATNA’s shares. (Marty and his son, Mike, run the company.)

MPTL wanted a more extensive presence in North America as part of a bigger initiative to broaden its reach. With the 2021 acquisition, Tyres International became the exclusive distributor of Ascenso-brand ag, OTR and material handling tires in the United States.

At the time of the deal, Tyres International had two distribution centers - one in Stow, Ohio, and another near Reno, Nev. The latter facility was expanded to 70,000 square feet in 2022.

Six months ago, Tyres International opened a third distribution center - a 75,000-square-foot facility in Dublin, Ga., which is near the Port of Savannah. “We needed it because we had maxed out in warehouse capacity,” says Mahansaria. “When we looked at our ability to service customers, we also felt we needed to strengthen our presence in the Southeast.

“One of the reasons we have significantly expanded our distribution in the U.S. is our ability to offer fast turnarounds. We follow a build-to-stock model” that’s enabled by significant warehousing capabilities in India.

MPTL’s factory - whose start-up represented a $100 million investment - is located in Gujarat, India. It has the capacity to produce one million tires per year and recently completed its first expansion phase.

“We’ve added capacity (at the plant) quarter by quarter,” says Mahansaria. “And it’s certainly our plan to enhance our production capacity over the coming years, given the extremely positive response we’ve received for our products.”

MTPL, through its ATNA subsidiary, “has built out a full line of Ascenso-brand bias and radial ag tires,” as well as industrial and construction tires, according to Mahansaria. “We are continuously expanding our product range. We bring to market every month between 15 and 20 new SKUs. In a short period of time - less than two-and-a-half years — we have developed a product portfolio of 500 SKUs.”

Bezbatchenko says the pace of ATNA’s product rollouts “has been very quick. We’re working with customers on new sizes and tread patterns, while at the same time, keeping quality levels high.”

ATNA will widen its product offering in 2023. “We hope to bring to market at least 200 to 250 new SKUs a year - not just mainline tires, but all the niches required by the U.S. market,” including a new line of tires for forestry industry applications, notes Mahansaria.

Pursuing original equipment fitments also will be a priority. “Our first focus was getting established in the replacement market with established distribution,” says Mahansaria. “Now that we’ve had success, we’re making a significant push with original equipment manufacturers, both in the U.S. and around the world.”

ATNA also is investing in its sales force. The company added “several experienced and well-respected team members” during 2022, which “has allowed us to spend more time with customers and develop deeper relationships with them,” notes Bezbatchenko.

“And we’ll be looking at bringing on more personnel. We have some holes we want to fill and want to get more boots on the ground.

“I also think in 2023 that we’ll be more visible at trade shows and working with our dealers at local shows. We’re also putting in new software that will allow customers to order online and see their orders.” Regarding additional warehouses, “we are considering expansion, keeping in mind long-term demand trends.”

 “I think if you want to be a real player in this market and a trusted partner to customers, you have to raise the bar continuously,” says Mahansaria. “You have to be able to support your customers with local inventory and sales support. That’s the reason we partnered with Marty and Tyres International and it has really played out the way we anticipated.”

About the Author

Mike Manges | Editor

Mike Manges is Modern Tire Dealer’s editor. A 25-year tire industry veteran, he is a three-time International Automotive Media Association award winner and holds a Gold Award from the Association of Automotive Publication Editors. Mike has traveled the world in pursuit of stories that will help independent tire dealers move their businesses forward. Before rejoining MTD in September 2019, he held corporate communications positions at two Fortune 500 companies and served as MTD’s senior editor from 2000 to 2010.