The commercial tyre market is a complex one, with no single path through it. At one end are tyre manufacturers and at the other end a commercial vehicle needing a tyre. Sitting between these two are myriad options and paths for the tyre to reach the truck or bus.

Each segment of the market has differing needs. There are however consistent features: high levels of service, support from multiple specialist services (from leasing to roadside tyre fitting) to a fractured supply chain. In other words a complex infrastructure ripe for digital disruption.

In a landscape not perceived to be broken we helped Apollo to answer those needs and build differentiation through a digital product offering. By delayering and connecting business components to drive efficiencies, and by understanding the market potential we defined the sweetspot which maintained the highest customer satisfaction and delivered value for the new business.