People & Careers

Prometeon Tyre Group Appoints Steve Tift as New MD for UK and Eire

Published:

February 11, 2025

Author:

James Lockwood

Prometeon Tyre Group has appointed Steve Tift as Managing Director for the UK and Eire, marking a current chapter in the company’s strategic expansion.

With nine years at Prometeon, Tift has played a pivotal role in strengthening sales teams and driving customer relationships. Having joined in 2016 as Business Development Manager, his commercial expertise saw him rise to UK Sales Manager, then Sales Director in early 2023.

Commenting on his appointment, Tift expressed his passion for the company and his pride in the progress made, particularly in Ireland, where strategic partnerships have driven unprecedented growth.

“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.”

A Strategic Focus for 2025

Looking ahead,



Tift acknowledges the economic challenges in the tyre industry, particularly the cost pressures faced by road transport operators. However, he remains optimistic about the opportunities for long-term, sustainable solutions that provide customers with reliability, performance, and cost-effectiveness.

“The year ahead will undoubtedly present challenges as we work to grow the Prometeon brand in a market facing significant cost and operational pressures. However, I am confident that opportunities exist across all segments.”

Prometeon is also gearing up for major product innovations, following the launch of the first-ever Prometeon-branded tyres in 2024. New products are already in the pipeline for 2025 and 2026, reinforcing the company’s commitment to premium performance and sustainability.

“This is an exciting time for Prometeon. Our premium products are already delivering exceptional real-world performance, and we’re looking for

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