Radar Tyre RED Programme is Expanding Across Europe

Singapore based Omni United’s flagship brand Radar Tyres has confirmed that its Radar RED (Radar Elite Dealer) Programme has now exceeded 1,000 dealers across Europe. The programme is designed to support participating tyre dealers with exclusive benefits and incentives, stronger brand visibility support, product training programmes and a dedicated platform for long-term business growth.

Mr. G S Sareen, CEO of Omni United says, “Reaching more than 1,000 Radar RED dealers across Europe is a proud moment for us. While the number itself is an important milestone, what matters most is the trust and commitment we have built with our dealer partners over the years. The success of Radar RED is driven by dealers who believe in the brand, understand their customers’ needs, and see long-term value in growing their business with Radar Tyres.

“As the network continues to expand, our goal is to keep strengthening these relationships and create more opportunities for dealers to connect, share experiences, and learn from one another. We look forward to bringing the RED community together through new initiatives, partnerships, and events, not only across Europe but also with RED dealers in other markets around the world.”

The milestone marks an important step in the continued European dealer network development of the programme, which has been introduced in stages across the region. The first phase included Romania, Bulgaria, Greece, the Czech Republic, Slovakia and Portugal. An additional enhanced phase was launched last year in markets including the United Kingdom, Spain, Italy, France and Germany, with the programme now about to be available in Poland as well.

The European milestone also reflects Radar Tyres’ wider approach to building the brand through close collaboration with local distributors and dealers. Rather than focusing only on end consumers, Radar places strong emphasis on the role of tyre professionals who advise drivers every day and help them choose the right product for their vehicle based on vehicle manufacturers’ guidelines, driving conditions and budget.

Radar RED gives participating dealers a combination of practical commercial support and consumer-facing benefits. Depending on the market and programme level, these include brand and point-of-sale materials, online visibility through the Radar dealer locator, product training, staff tyre benefits, structured rewards and access to select Radar Protect Programme benefits, including Road Hazard Protection and the 30-day Satisfaction Promise.

Sareen adds, “Tyre dealers play a central role in the purchase decision. They know their customers, they understand local driving needs, and they can explain product value in a practical and trusted way. Through the Radar RED Programme, we are supporting the dealers in building the brand at a local level and building stronger relationships with their own customers.”

As part of the programme’s continued development, Radar Tyres is also working with dedicated Network Managers in selected markets to support RED partner engagement and local programme coordination.

The company has also introduced new dealer testimonial content on its RED landing page. The videos feature real Radar RED dealers sharing their experience with the brand, the programme and their customers. The testimonials highlight how Radar RED supports daily business, customer confidence and long-term dealer relationships.

According to Sareen, the milestone is only one step in a broader journey, and the Radar RED Programme is becoming a real community of tyre professionals across Europe. Omni United’s ambition is to keep building that community in a sustainable way, together with partners who treat the brand as their own and want to grow with Omni.