Initially established to raise levels of reliability in the agricultural tyre industry, Michelin’s Exelagri dealer support network has been running since 2005 and now has 41 specialist agricultural outlets across the country, offering farmers advice, support and sales of both Michelin and Kleber products.

Dealers become registered by meeting certain criteria, including providing minimum levels of training for staff, offering a fitting and breakdown service on-farm, providing free quotations and having at least one fully-equipped breakdown van, as well as giving aftersales support.

The programme is aimed at improving levels of service for farmers, while at the same time giving dealers the chance to use joint marketing initiatives, resulting in a better deal for farmers, says Michelin.