Radar Tyres Launches RED Dealer Programme in UK, Europe, US

Omni United has launched the Radar RED (Radar Elite Dealer) programme across the UK, Europe and the United States through its Radar Tyres brand and local partners. The associate dealer initiative aims to help tyre retailers improve margins, grow sales and enhance customer experience via tiered rewards, marketing support, training and consumer guarantees. A phased roll-out began in Eastern Europe and now extends to major Western European markets and the UK.

What Radar RED Offers

• Profitability tools: Competitive pricing and margin support tied to a broad Radar Tyres range designed to lift repeat sales.
• Tiered rewards: Bronze, Silver and Gold levels linked to annual purchases; benefits increase with volume.
• Marketing & visibility: Point-of-sale branding, merchandise, local campaigns and listing on the Radar dealer locator.
• Loyalty incentives: Monetary payouts, staff tyre discounts and formal dealership recognition.
• Customer assurances: Road Hazard Protection and a Consumer Satisfaction Promise on selected lines.
• Training & community: Product seminars and RED community engagements.

“The Radar RED program is a strategic step to further fuel Radar’s continued growth in the region. This program equips our partners with the tools, rewards, and recognition they need to succeed in today’s market. We are committed to building longterm relationships with our retail partners and supporting them in making the brand more profitable. The current program is just the foundation, we will keep building on it and continue to assist the retailers to be more profitable in a very competitive marketplace”.  GS Sareen, President and CEO, Omni United.

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How the Roll-Out Is Structured

• Phase one: Romania, Bulgaria, Greece, Czech Republic, Slovakia and Portugal.
• Phase two (now live): Enhanced programme with tiered rewards, loyalty incentives and dedicated Radar Network Managers introduced across the UK, Spain, Italy, France and Germany.

For an outline of customer-facing benefits and how RED partners are presented to motorists, see the official RED Partner page.

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Dealer programmes have become a key lever as independents navigate uneven demand and tighter margins. Recent UK and EU market snapshots show mixed OE trends and modest replacement growth, underscoring the value of distributor and retail support schemes.

See our June 2025 market brief for the latest signals across regions.

Regulatory scrutiny also remains in focus. Ongoing label surveillance by the DVSA reinforces the importance of brand-backed guarantees and clear aftersales policies when choosing supply partners.

Read our report on DVSA label surveillance findings.

What Dealers Can Expect Inside RED

• Bronze: Entry-level access to branding assets, dealer locator inclusion and base rebates.
• Silver: Higher rebates, expanded merchandise kits, staff discount schemes and priority training invites.
• Gold: Top-tier monetary incentives, premium visibility assets, priority marketing funds and programme recognition.

About Omni United

Omni United is a Singapore-headquartered tyre designer, manufacturer and distributor founded in 2003. The group markets Radar Tyres alongside Patriot Tires, American Tourer, Tecnica and Corsa, supplying more than 80 countries.

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Tagged with: Radar Tyres, dealer programme, tyre dealers, retail partners, loyalty incentives, tiered rewards, UK tyre market, Europe tyre distribution, Omni United, road hazard protection, marketing support, training seminars

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