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Tractamotors wins 2018 Pirelli 4×4 Key Dealer of the Year award


Tractamotors in Cavan, has won the 2018 Pirelli 4×4 Key Dealer of the Year award for the second time. The company previously scooped this prestigious Pirelli award back in 2016.

Pirelli 4×4 Key Dealer Club members have the experience and expertise to recommend, fit and balance 4×4 tyres specifically, complemented by the highest standards of customer care and attention.


John Clarke, Tractamotors Director, receives the 4×4 Key Dealer of the year award from Jason Sugden, Pirelli UK Commercial Director.

In its fourth year, the Pirelli 4×4 Key Dealer of the Year award is awarded to the best scoring depot, with one depot being nominated by each of Pirelli’s exclusive 4×4 Key Dealer Club members. The 2018 winner was subjected to a pair of rigorous independent ‘mystery shop’ audits, in which it scored highly enough to claim the top prize.

These independent audits test product knowledge, attitude over the phone, and time taken to answer the call – among many other parameters. New for 2018 was a mystery shop section, measuring each depot’s Pirelli stock of a selection of top SUV sizes from across Pirelli’s SCORPION product range. The Scorpion range contains the perfect tyres to enhance the performance of every 4×4 vehicle, with fitments for all weather conditions and road surfaces available.


From left to right: Wayne Nickless, Pirelli UK Marketing Director, John Clarke, Tractamotors Director, Jason Sugden, Pirelli UK Commercial Director and Niall Murray, Tractamotors Managing Director

Tractamotors, now a second-generation company, has operated in Cavan for over 58 years. The company ethos is built around offering good service, value and reliable products to their very loyal customer base. Tyre distribution became a greater focal point for Tractamotors in the 1980s as the motor dealerships were sold off and the business concentrated on other areas. Tractamotors has now cemented itself as an exemplary 4×4 and SUV service provider by winning the Pirelli 4×4 Key Dealer of the Year award twice.

Pirelli UK Commercial Director Jason Sugden said: “The team at Cavan Tractamotors deserves huge congratulations. Winning a 4×4 Key Dealer of the Year award is a huge accomplishment in itself and winning two of them within three years is just phenomenal. Like Pirelli, Tractamotors has recognised that the SUV sector is benefitting from continuous and healthy growth, which the company is proactively engaging with. Pirelli is also committed to driving this growth by constantly improving and developing our range of SCORPION products, with the aim of delivering the highest quality product available.”

Speaking about the award Tractamotors Director John Clarke said: “We are delighted to once again be the recipient of the prestigious Pirelli 4×4 Key Dealer of the Year award for 2018, having previously received the award in 2016. It vindicates the efforts of our whole team to promote premium tyre Brands like Pirelli to our customers and to offer them the very best 4×4 tyres that money can buy. Pirelli has been a key Brand for both our company and our customers for over 30 years.”