Protyre
- Company typePrivate
- Founded1972
- HeadquartersWinchester, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Protyre does
Protyre is the trading name of Micheldever Tyre Services Limited, a privately held UK company registered in England and Wales and operating under the Micheldever Group umbrella. The business is a regional automotive tyre retailer and vehicle service provider, currently anchored by the acquired Gates Tyres depot network in Cumbria (Workington and Carlisle), which has operated for over 50 years. Protyre stocks over 15,000 tyres at any given time across premium, mid-range, and budget segments, with brands including Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop, Falken, Sumitomo, GT Radial, Toyo, and General, and includes free fitting as standard.
The core offering spans tyre sales with same-day fitting, MOT testing (Class 4 and Class 7 at VOSA-approved centres, starting from £32.45), and tiered car servicing (Gold, Silver, and Bronze plans from £99.95). Complementary services include brake replacement and disc skimming, exhaust systems, batteries, wheel alignment and balancing, nitrogen inflation, ADAS calibration, alloy wheel sales and repair (Alcoa and MWS agents), and specialist agricultural, industrial, and plant tyre work supported by mobile fitting vans and autoclave repair technology. Commercial fleet services provide 24/7/365 call-out coverage spanning the UK and Europe.
Revenue is generated primarily through transactional unit pricing for tyre sales and ancillary services, pay-as-you-go MOT and servicing purchases, and quote-based commercial fleet and specialist contracts. Distribution combines two physical depots, an online booking and e-commerce platform (protyre.co.uk), mobile fitting vans, and direct enterprise sales for fleet customers. Marketing leverages online booking, local SEO, social media, Trustpilot reviews, Protyre Motorsport sponsorship, and segment-specific discount programs (students, teachers, graduates, first responders, healthcare workers, military). Customer segments are diversified across retail consumers, commercial fleet operators, agricultural businesses, and industrial operations, with no disclosed anchor enterprise customers.
Protyre firmographics
Firmographics- Name
- Protyre
- Legal name
- Micheldever Tyre Services Limited
- Website
- https://gatestyres.co.uk
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Protyre industry classification
Industry- Product category
- Tyre Retail and Automotive Servicing
- NAICS
- Tire Dealers (441340), Automotive Parts and Accessories Retailers (44133)
- SIC
- Tires & Inner Tubes (3011), Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)
- akta.pro secondary industries
- Wheel Alignment / Steering Geometry Measurement & Calibration (TLAKANAC), Service & Parking Brake Systems (Mechanical/Electronic Parking Brake) (IMACAIAC)
Keywords
Where Protyre is headquartered
LocationHeadquarters
- HQ city
- Winchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Protyre business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Tyre Sales: Sale of car, van, agricultural, commercial and industrial tyres across multiple brands including Premium (Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop), Mid-range, and Budget options. All tyres include free fitting.
- MOT Testing: Vehicle MOT testing services at VOSA approved centres. Class 4 and Class 7 testing available. Prices starting from £32.45.
- Car Servicing: Vehicle servicing with Gold, Silver, and Bronze service plans. Servicing from £99.95.
- Commercial Services: Commercial tyre fitting, 24-hour call-out service, fleet management, agricultural, industrial, road haulage and plant tyres. Alloy and steel wheel supply and fitting.
- Additional Services: Brake replacement, exhaust systems, batteries, wheel alignment and balancing, nitrogen inflation, ADAS calibration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | MOT Testing - Class 4 and Class 7 |
| Subscription | Pay-as-you-go | Car Servicing Plans - Gold, Silver, Bronze |
| Unit Pricing | Pay-as-you-go | Tyre Sales with Free Fitting |
| Other | Pay-as-you-go | Commercial Services |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Protyre product offering
Product offeringCore offering
Protyre sells and fits car, van, agricultural, commercial, and industrial tyres from premium, mid-range, and budget ranges with free fitting, and delivers VOSA-approved MOT testing (Class 4 and Class 7) and tiered car servicing (Gold, Silver, Bronze plans). It supplements these with brake, exhaust, battery, wheel alignment and balancing, nitrogen inflation, ADAS calibration, autoclave tyre repairs, alloy wheel supply, and mobile fitting services delivered through its Gates Tyres depots and the Protyre online platform.
Product overview
Protyre is a automotive retail and service platform operating as part of the Micheldever Group, providing a comprehensive range of vehicle maintenance and repair services through a network of local garages. The core offering comprises tyre sales (premium, mid-range, and budget segments) with free fitting, MOT testing (Class 4 and Class 7), and car servicing (Gold, Silver, Bronze plans). These primary services are supported by complementary offerings including free vehicle checks, brake services, exhaust systems, battery replacement, wheel alignment, nitrogen inflation, alloy wheels, ADAS calibration, and commercial/industrial/agricultural tyre services. Gates Tyres, a regional garage network with over 50 years of operation in Workington and Carlisle, joined the Protyre Autocare team, expanding the group's coverage in Cumbria and surrounding areas.
Differentiator
Problem solved
Functional benefit
Products and services
- Tyre Sales and Fitting Retail sale of car, van, and specialty tyres from brands including Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop, Falken, Sumitomo, GT Radial, Toyo, and General, supplied with free fitting at local Protyre/Gates Tyres garages. Same-day fitting available on most tyres.
- MOT Testing VOSA-approved vehicle MOT testing service covering Class 4 (cars and vans) at both Gates Tyres depots and Class 7 (commercial vehicles up to 3.5 tonnes) at the Carlisle depot. Prices start from £32.45.
- Car Servicing Scheduled vehicle servicing delivered through three tiered plans (Gold, Silver, Bronze) covering oil changes, filter replacements, and general maintenance, designed for budgeting ease. Prices start from £99.95.
- Commercial Vehicle Tyre Services Specialised tyre fitting, fleet management, and 24/7/365 call-out services for commercial, road haulage, and plant fleets. Includes mobile fitting vans with fully trained Bridgestone technicians and tailgate Hi-Ab facilities.
- Agricultural Tyres Tyres for agricultural machinery including tractors, balers, trailers, self-propelled foragers, and ATVs, with water ballasting options available.
- Industrial Tyres Forklift and solid industrial tyres supplied with a specialist solid mobile fitting press enabling onsite fitting at customer premises.
- Autoclave Tyre Repairs Advanced autoclave-based retreading and repair service for truck, small tractor, and car tyres, addressing sidewall damage, tread damage, cuts, and slices to maximise tyre life.
- Alloy Wheel Sales and Repair Alloy wheel supply, repair, and steel wheel services, with Gates Tyres acting as agents for Alcoa and MWS commercial alloy wheels.
- ADAS Calibration Calibration of Advanced Driver Assistance Systems for modern vehicles following windscreen, suspension, or alignment work.
- Brake Services Brake disc and pad replacement including brake disc skimming, available at both Workington and Carlisle depots.
- Exhaust Systems Custom and repair exhaust systems for grey imports and vehicles with unavailable or expensive original equipment, plus standard exhaust supply and fitting.
- Battery Replacement
Quantifiable outcome
- 2 million tyres fitted per year across the Protyre network
- +1 more outcomes
Companies that use Protyre
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Protyre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Protyre partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered parent_company, internal_brand, core, regulatory, association and specialist.
- Micheldever Tyre Services Ltdparent_companyProtyre is the trading name of Micheldever Tyre Services Ltd, a company registered at Micheldever Station, Winchester, Hampshire SO21 3AP. Company Number: 1817398.
- Micheldever Groupparent_companyMicheldever Group is the parent organisation of Micheldever Tyre Services Ltd (Protyre).
- Protyre Autocareinternal_brandProtyre operates under the Protyre Autocare brand, which encompasses a network of local garage experts across the UK.
- Tyre Brands (Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop, Falken, Sumitomo, GT Radial, Toyo, General)coreProtyre is an authorised dealer and reseller for major tyre brands including Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop, Falken, Sumitomo, GT Radial, Toyo, and General tyres.
- AlcoacoreGates Tyres are agents for Alcoa commercial alloy wheels, providing sales and fitting services.
- MWS (Motor Wheel Services)coreGates Tyres are agents for MWS commercial alloy wheels.
- VOSA/Driver and Vehicle Standards Agency (DVSA)regulatoryGates Tyres is a VOSA approved centre for MOT testing. Workington depot is approved for Class 4 vehicles, Carlisle depot is approved for Class 4 and Class 7 vehicles.
- NTDA (National Tyre Distributors Association)associationGates Tyres is a member of the NTDA ensuring a consistently high standard of service.
- Motor OmbudsmanassociationProtyre is accredited with the Motor Ombudsman (MICOP), providing consumer protection and dispute resolution.
- TyresafeassociationProtyre supports Tyresafe for tyre safety awareness and education.
- Pirelli Performance CentresspecialistProtyre operates Pirelli Performance Centres for specialist tyre fitting and services.
- Michelin Certified CentresspecialistProtyre operates Michelin Certified Centres for authorised tyre services.
- Armed Forces CovenantassociationMicheldever Group has signed the Armed Forces Covenant, supporting military personnel and veterans.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Protyre competitors and assessment
Company assessmentBroad incumbents
- ATS Euromaster: ATS Euromaster operates a UK-wide network of tyre, MOT, servicing, and fleet management centres. It is a broad incumbent comparable to Protyre, with overlapping commercial fleet offerings and similar premium-brand tyre distribution.
- Kwik Fit: Kwik Fit is the UK's largest tyre and automotive service chain with hundreds of centres nationwide. It is directly comparable to Protyre as a same-category tyre, MOT, servicing, and brake/exhaust provider; its much larger footprint makes it a broad incumbent rather than a single-region peer.
Others
- Micheldever Group: Micheldever Group is the parent company of Protyre and the UK's largest independent tyre distributor. It is comparable as the umbrella entity that defines Protyre's commercial strategy, supplier relationships, and cross-network benchmarks.
Direct peers
- Blackcircles: Blackcircles is a UK online tyre retailer and fitter marketplace that aggregates demand and routes installations to partner garages. It competes with Protyre for tyre sales by undercutting on price and bypassing physical stores, exerting direct margin pressure on the same retail tyre customer base.
- National Tyres and Autocare: National Tyres and Autocare is a UK chain offering tyres (online and in-centre), MOT, servicing, and braking. It is a direct competitor to Protyre for the same retail customer and product mix.
- Formula One Autocentres: Formula One Autocentres operates a UK chain of tyre, MOT, and servicing centres, including MOT price promotions and same-day fitting. It is a direct competitor serving the same retail customers with the same service set.
- Mr Tyre (now HiQ): Mr Tyre / HiQ is a UK tyre and autocare franchise network providing tyres, MOTs, and servicing through independent garages. Its franchise model and same-service offering position it as a direct peer in the regional tyre and autocare market.
- Halfords Autocentres: Halfords Autocentres runs a national chain of MOT, servicing, tyre, and repair centres across the UK. It directly competes with Protyre for retail tyre customers, MOT bookings, and car servicing, and increasingly sells online-installable tyres via the Halfords garage network.
Regional players
- ETB Autocentres: ETB Autocentres is a regional UK tyre, MOT, and service chain concentrated in northern England and Yorkshire. Comparable to Protyre as a multi-depot regional operator competing for overlapping trade and retail customers.
Emerging players
- Fitted Tyres / Tyre Shop / ASDA Tyres: Fitted Tyres-style supermarket and online fitting marketplaces offer tyres supplied and fitted through partner workshops, similar to Blackcircles. They are emerging competitors to Protyre's hybrid online/depot model, particularly for price-sensitive retail tyre customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Protyre social profiles
Digital presenceProtyre financial estimates
Financial estimateRevenue estimate
Valuation estimate
Protyre leadership team
Management profileNumber of profiles
Profiles1 record
Protyre subsidiaries and ownership
Company hierarchySubsidiaries1 record
Protyre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Protyre M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Protyre
What does Protyre do?
Protyre sells and fits car, van, agricultural, commercial, and industrial tyres from premium, mid-range, and budget ranges with free fitting, and delivers VOSA-approved MOT testing (Class 4 and Class 7) and tiered car servicing (Gold, Silver, Bronze plans). It supplements these with brake, exhaust, battery, wheel alignment and balancing, nitrogen inflation, ADAS calibration, autoclave tyre repairs, alloy wheel supply, and mobile fitting services delivered through its Gates Tyres depots and the Protyre online platform.
Is Protyre a public or private company?
Protyre is a private company. It is classified as corporate owned and is currently operating.
When was Protyre founded?
Protyre was founded in 1972. It employs 51 to 100 people.
Where is Protyre based?
Protyre is headquartered in Winchester, United Kingdom, in the Europe region.
How does Protyre make money?
Five revenue lines are on record. Tyre Sales are the primary driver. The others are MOT Testing, car Servicing, commercial Services and additional Services.
Who are Protyre's main competitors?
Broad incumbents on record are ATS Euromaster and Kwik Fit. Micheldever Group is listed as an others. Direct peers are Blackcircles, National Tyres and Autocare, Formula One Autocentres, Mr Tyre (now HiQ) and Halfords Autocentres. ETB Autocentres is listed as a regional player. Fitted Tyres / Tyre Shop / ASDA Tyres is listed as an emerging player.
Does Protyre have an API?
No public API is recorded for Protyre.
What industry is Protyre in?
Protyre's product category is Tyre Retail and Automotive Servicing. Its primary akta.pro industry code is TLAKAAAD, Tire & Wheel Services (Mount/Balance/Alignment), with a secondary code of TLAKANAC, Wheel Alignment / Steering Geometry Measurement & Calibration. Its NAICS code is 441340 and its SIC code is 3011.