QUINCY, Ill.-Continuing its drive to increase market share in Europe, Titan Wheel International Inc. has purchased Lemmerz UK Ltd., a manufacturer of steel wheels for off-road and specialty vehicles based in Kidderminster, England, for an undisclosed amount. Lemmerz posted 1994 sales of $38 million. Titan said it will merge its existing wheel-making operation in Merseyside, England, with Lemmerz, creating a new subsidiary named Steel Wheels Ltd. This move follow's Titan's recent acquisition of 50 percent of Italy's SIRMAC group.
bfs debuts retailing program
WARLEY, England-Bridgestone/Firestone U.K. has introduced a ``new concept in tire retailing'' for independent retail tire dealers in the United Kingdom, called First Stop.
The program-a response to BFS's lack of retail outlets in the U.K. and elsewhere in Europe-is not a franchise operation, but an even looser tie between manufacturer and retailer, reminiscent of the BFS affiliated dealer program in the U.S.
For a one-time fee, a First Stop dealer receives signage, as well as marketing and public relations support from BFS, which expects to enroll 200 dealerships in the program by 1997.