2021 – A year in reviewMonday 24th January 2022
Despite industry challenges as a result of Covid-19 and Brexit, 2021 was another exceptional year for us, with product range expansions, partnership activations and establishing the Davanti name across international markets.
Here is a look back at some of the brand activity…
It’s easy to forget that Protoura Sport only arrived on the market in spring 2021. The momentum of our activity since launch has been non-stop, making it one of our most successful product launches to date.
From video productions and endorsements from Sir Chris Hoy, to being featured in one of the most popular car magazines in the sector, we have taken every opportunity to raise awareness of Protoura Sport and cement it in the minds of drivers looking for style and performance when it comes to their tyres.
Some of our campaign highlights from 2021 include:
- Sir Chris Hoy taking to the track to put Protoura Sport through its paces at the Autodromo Internacional do Algarve, and starring in our biggest video production to date – At One With The Driver
- The development of our CGI video, highlighting the main features of Protoura Sport
- Featuring in a series of online and print content for Fast Car magazine, including a video round up at Silverstone, competitions and FAQs
- Expanding the fitment range, taking the total number of sizes from 29 – 50
Our flagship tyre for the all-terrain market, Terratoura A/T, broke new ground in 2021 with the expansion of the range, making it more accessible to the wider 4×4 market.
The introduction of 18”- 22” sizes allowed us to introduce the product to Land Rover enthusiasts for the first time, opening up lots of opportunities for the brand. This included collaborating with some of the top 4×4 influencers in the sector, such as Land Rover Sophie and Tirsbaek TV! Not to mention off-road racing champion Edd Cobley, who won the British Cross Country Championships with Terratoura A/T.
We also spent time evolving the Terratoura A/T brand as a whole in 2021, which included the production of our promotional video – Adventure Beckons. The location for filming was carefully chosen to ensure we could showcase the abilities of Terratoura A/T across all terrains, wet and dry.
In Q3 of 2021 we launched Vantoura 4-Seasons, our first all season van tyre. Following its debut at the Commercial Vehicle Show in August, Vantoura 4-Seasons was introduced to the wider market across social media, email marketing and industry media.
To introduce the tyre’s technical features and its ability to perform as two tyres in one, we launched an email marketing campaign, supported by social media content including the below post. We also launched three brand-new promotional videos on social media which achieved 35,000 video views as well as reaching over 140,000 people.
To launch Vantoura 4-Seasons to the trade, we also appeared in the leading industry publication Tyres and Accessories with a full page ad!
With an initial 11 fitments at launch, the range is set to expand further in 2022, so watch this space.
A celebration of our Davanti brand partners
Terratoura A/T ambassador Edd Cobley returned to racing in 2021 for the first time since the pandemic began, when he was finally able to compete on Terratoura A/T, having championed them personally on and off-road. Edd competed in the British Cross Country Championships and went on to win in his self-built custom Land Rover Defender 110, with Terratoura A/T perfectly suited to the race conditions.
2021 was a significant year for Davanti-backed Dan Zelos. The talented Norfolk ace saw his hard work pay off when he took the title in the Mini Challenge championship. Following his win, he was then shortlisted for the inaugural Motorsport News National Racing Driver of the Year Award, alongside some of the best British drivers across F4, GT and touring car racing.
A key aspect of our partnership with Wigan Warriors has and continues to be building relationships between the Davanti brand, the players and fans in the local community. As part of this, we invite players to have Davanti tyres fitted at their local dealer when they need replacement tyres.
In recent months, we’ve had Sean O’ Loughlin and John Bateman visit Pemberton Tyres, and Willie Isa visit Autocentre Chorley. John Bateman shared his experience at Pemberton Tyres with his 95,000 Instagram and Twitter followers, boosting awareness of the experience to his fans in the community.
Wigan Warriors aren’t the only partners that have been introduced to our dealers. Sir Chris Hoy had Protoura Sport tyres fitted to his personal vehicle for the first time at Tyrz Bollington, after being impressed with them in testing.
Having entered the world of motorsport following his successful cycling career, our brand ambassador for Protoura Sport, Sir Chris, has won races in the European LeMans Series, the GT4 24hr Series and competed in series ranging from rallycross to the Porsche Mobil 1 Supercup.
Find out more about why Sir Chris Hoy decided to join the Davanti family here.
Davanti in the Community
As part of our Make it Happen campaign and our partnership programmes, we were able to support hundreds of local people across Wigan and the Liverpool City Region last year.
Alongside the Everton in the Community team, we donated and helped deliver school uniforms to 240 children last summer ahead of the new term in September. This was to help tackle school uniform poverty in some of the most deprived areas in the Liverpool City Region. After hearing how the education of a disadvantaged child can be so heavily impacted due to them not having the correct school uniform, we were keen to support the incredible efforts of Everton in the Community. Read more about it here.
After becoming involved in the valuable schemes run by Everton in the Community, we wanted to emulate this support in the Wigan community through our partnership with Wigan Warriors.
Alongside the Wigan Warriors Community Foundation, we kicked off activity last summer by donating PE kits to school children whose families struggle financially to provide this themselves. This was part of a wider initiative to address a decline in pupils’ wellbeing, physical fitness and mental health, which also included activity with the Happy Smiles programme, who delivered a session on how to address feelings and emotions to primary school children. As part of this collaboration, we were able to fund this session which saw children reading from a series of books written by Inclusion Champion of Happy Smiles, Alex Winstanley.
Davanti social channels see record results
2021 was a big year for the growth and development of our social media channels:
- We reached a milestone 10,000 Facebook followers
- Engagements including likes and comments increased by an enormous 946%
- The reach of our posts increased by 323%, from 1.19m in 2020 to 5.04m in 2021
Some of our standout posts from the year include those supporting the launch of our Protoura Sport video featuring Sir Chris Hoy – At One With The Driver – expressing a new look and feel to Protoura Sport content, as well as the launch of Vantoura 4-Seasons, with a graphic to demonstrate the power of 2 tyres in 1. Not to mention the successful Terratoura A/T campaign. Please keep checking out our social channels in 2022 for even more exciting content!
Dealers of the Year
Throughout 2021, we profiled a Davanti dealer of the month each month, showing how we have worked with dealers across the country on various projects and how they have embraced our products.
Davanti around the world
2021 wasn’t just a busy year for us in the UK market, we also continued our brand expansion internationally. Here’s just a few of the highlights from recent months:
- Our market share in Lebanon increased rapidly thanks to our exclusive partnership with Khalife for Oil and Lubricants. Established over 40 years ago, Khalife for Oil provides flexible delivery all over Lebanon, and saw its sales double last year thanks in part to the introduction of Protoura Sport and the size range expansion of Terratoura A/T
- The first Davanti-branded store opened in China. KaiSi Auto Parts City stocks a range of our best-selling and long-standing products, including Protoura Sport, DX390 and DX640, and provides a fitting service
- We partnered exclusively with our first distributor in Kenya. Tyrex took the first shipment of Davanti tyres in Q4 of last year, making premium, quality and safe tyres more accessible to drivers all around Kenya
2021 was a huge year for the Davanti brand, with so much product development and impactful activity to support it. Keep your eyes peeled for even more exciting updates in 2022!