RMA: How a retread is made

The RMA Green Dealer Scheme

The Green Dealer Scheme is a new initiative launched by the RMA to support retailers of both car and truck retreads.

The scheme, which is being funded not just by the RMA, but through direct donations from individual car and truck tyre retreaders as well as by a number of prominent suppliers to the retreading industry will form an integral part of a wider PR and promotional campaign. The scheme is the first generic campaign launched by the retreading industry and reflects the industry's determination to defend and expand its market by means of a co-ordinated campaign.

The RMA Green Dealer Scheme will have two main aims:

To actively increase the size of the retread market by promoting the environmental benefits of retreading to specially selected target groups.
To direct consumers/customers interested in purchasing retreads to those retailers who stock them, thereby rewarding those retailers who are loyal to the retreading industry.

The initial campaign is planned to incorporate:

A scheme website to direct consumers to their nearest Green Dealer Scheme member
A targeted PR campaign
Point of Sale material and Green Dealer Scheme signs for scheme members
The publication of a Buyers Guide listing scheme members and retailers who are stocking retreads
A significant advertising budget to be used on a national basis to raise awareness of retreads within target markets

Our aim is to develop a national network of retailers who actively support the retreading industry over the course of the coming months. Membership of the RMA Green Dealer Scheme will be by invitation only and will initially be FREE to retailers, offering a real benefit for tyre dealers who show a commitment to the retreading industry.

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	Retread Manufacturers Association PO Box 320 Crewe Cheshire CW2 6WY e-mail: rma@greentyres.com