Prometeon appoints new UK and Ireland MD

Prometeon Tyre Group has announced the appointment of Steve Tift as its new managing director for the UK and Ireland.

Tift steps into the role with nine years of experience at Prometeon. He joined the Pirelli-owned company in 2016 as business development manager, before being promoted to UK sales manager and then sales director in January 2023.

Commenting on his promotion, Tift said: “I am incredibly proud to be working for Prometeon, I love this company. I’ve been here for almost nine years, and developing and rebuilding successful sales teams has been my proudest achievement, along with the growth we’ve achieved in Ireland which has been unprecedented with our strategic partnerships.”

“The year ahead will undoubtedly present challenges as we work to grow the Prometeon brand in a market facing significant cost and operational pressures,” he added. “However, I am confident that opportunities exist across all segments. By offering long-term, sustainable solutions, we can provide our customers with the peace of mind they need—delivering reliability, performance, and cost-effectiveness to support their operations.”

Following the launch of the first ever Prometeon-branded tyres during 2024, Tift reveals there are many new products in the pipeline for 2025 and 2026. “This is an exciting time for Prometeon,” Tift said. “Our premium products are already delivering exceptional real-world performance, and we’re looking forward to unveiling even more innovations in 2025. I’m eager to share these developments with our customers and partners as we continue to raise the bar in the tyre industry.”

As the new UK and Ireland MD, Tift plans to focus on strengthening existing customer relationships, and forging new partnerships with end users and dealers.

“The tyre and haulage industries are unique in how deeply good relationships and trust shape business success,” Tift said. “End users must feel valued and heard, and their needs should remain at the heart of everything we do. By closely monitoring industry changes, we are committed to developing innovative solutions that address our customers’ evolving requirements.”

Heffernan Tyres is the official distributor in Ireland for the full range of Prometeon tyres, which include the Pirelli, Formula, and Anteo brands.