Tyre manufacturer Mitas participated in Salon International de l’Agriculture au Maroc (SIAM) for the first time, marking a strategic move to strengthen its presence in the North African agricultural sector. Held in Meknès from 21–27 April 2025, the event brought together industry leaders, farmers, and global exhibitors — offering a prime platform for direct engagement with Moroccan agri-professionals.
Alongside its longstanding local partner SPEN SPHF, Mitas used the opportunity to introduce its key products and offer tailored support to visitors.
At its SIAM stand, Mitas highlighted two core products from its agricultural range:
The AC85 radial tractor tyre is designed for varied field conditions and crop types. It offers:
■ Strong traction performance
■ High load capacity and season-long durability
■ Flexible sidewalls to reduce soil compaction, helping preserve crop yields
This balance of field efficiency and soil protection is especially relevant in Morocco’s mixed terrain and farming styles.
The Agriterra Ultra, tailored for agricultural trailers and tankers, is built to support fast road transit and high loads. Features include:
■ Steel-belted construction for added stability
■ Lower rolling resistance for improved fuel savings
■ Self-cleaning tread to maintain grip in muddy conditions and ease road handling
These qualities suit operators who regularly switch between field and road transport.
Richard Leborgne, Managing Director AME at Yokohama TWS, commented on the brand’s involvement at SIAM, calling it a milestone in Mitas’ regional strategy. Direct engagement with farmers allowed the team to gather insights and demonstrate the practical benefits of its tyre technology.
Mitas’ move to present at SIAM Morocco signals a wider trend of tyre manufacturers focusing on regional markets where agricultural mechanisation is rising. With Moroccan agriculture shifting toward higher-efficiency practices, tyre brands offering both field performance and road transport stability are increasingly relevant. This debut reinforces how regional presence and customer proximity are becoming central to brand strategies in off-road and agri-tyre markets.
Tagged with: Mitas, agricultural tyres, AC85, Agriterra Ultra, SIAM Morocco 2025, agri-tyre innovation, North Africa tyre market
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