It has been just four years since Ascenso Tyres launched in the UK, but the team is now a
LAMMA veteran, having exhibited every year since. This year’s show was the biggest ever,
hosting a record-breaking 40,000 visitors at Birmingham’s NEC over its two-day run last
month.
Ascenso’s presence at LAMMA was supported by its distributor BA Bush, strengthening the
company’s commitment to delivering high-quality oT-highway tyres to the UK market.
“Over its 42-year history, LAMMA has come to be seen as the UK’s go-to event for agricultural
machinery,” says Mr. Dhaval Nanavati, CEO of Ascenso Tyres.
“It’s the best place for us to meet with everyone from farmers and growers to machinery
dealers and OEM customers. Despite our expanding dealer network, we’re a rapidly growing
brand and it was exciting to engage with a diverse audience and showcase the strong interest
in our technical expertise and the extensive product range we oTer, and of course our attitude
to environmental stewardship.”
“All the end-users were impressed by the range of products and sizes, and we took many
orders on the stand.” says Tom Bush, Director of Bush Tyres. Taking center-stage on the stand was the new VDR2000 tractor tyre Launched in 2024, the tyre features Ascenso’s new generation VF technology, with its Advanced Tread Design.
OTering a wider and longer footprint when operating at low pressure, the tyre also features
revised lug geometry to allow more lugs to act together simultaneously. This not only
minimizes slippage, reduces fuel consumption but also lowers soil stress caused by
compaction; the redesigned lugs also provide a smoother, more comfortable road ride. All
these tyre types employ a new extra-strong casing, featuring high-performance steel belts to
deliver a radially stiTer carcass. This promises operators better impact resistance and stress
absorption, and a quicker return to shape, delivering extended durability.
Despite the stand showcasing just a fraction of the company’s ever-growing portfolio –
besides agricultural tyres, it also claims specialties across industrial, material handling,
earthmoving and forestry sectors. Observant LAMMA visitors could spot an increasing
number of OEMs choosing to fit their display machines with Ascenso tyres, including crop
sprayer manufacturers Househam Sprayers, Bailey Trailers and Larrington Trailers.
