Michael Welch, the founder of blackcircles.com, is launching a new tyre brand in Europe and the UK, with a goal of challenging the ‘old tyre hierarchy’.
Rolo Tyres plans to begin direct-to-consumers sales in the UK in Q1 2027.
The premium tyre brand is designed for the passenger car, high-performance and 4x4/light truck segments.
Welch said: "Our factory-direct model is designed to give motorists access to premium-quality tyres at a more reasonable price, without asking them to compromise on quality, confidence or value.” Customers will buy Rolo tyres online, and the price will include with fast, direct delivery.
As tyres are a major fleet cost, this development is worth keeping an eye on.
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