a better life for farmers

While established as a global industry leader with a cutting-edge tractor tire plant in Iowa, Mitas faced the challenge of being a relatively unknown brand in the United States. Moreover, American farmers exhibit deep-rooted loyalty to their preferred brands, passed down through generations.

Merely asserting the superiority of our tires, backed by innovative technology, was not sufficient. It was imperative to earn the trust and loyalty of American farmers by showcasing a genuine understanding of their way of life and agricultural practices.

Our commitment was not only to offer superior tires but also to enhance the overall farming experience for our customers. We aimed to make a compelling promise: by considering Mitas, farmers could expect to enjoy a more seamless and productive farming journey.