Recently launched UK tyre brand Envoy Tyres has appointed automotive TV presenter and enthusiast Paul Cowland as its first official brand ambassador. The move signals the company’s intent to build awareness and trust among mainstream motorists by leveraging Cowland’s public profile and long-standing automotive credentials.
With more than three decades of experience in the automotive sector and fronting shows on channels like ITV and Discovery, Cowland is recognised for his ability to engage with a broad motoring audience. His new role with Envoy will involve content creation and awareness campaigns focused on improving tyre safety among everyday drivers.
Envoy Tyres is positioning itself as a value-oriented brand without compromising on performance. Its partnership with Cowland is part of a broader strategy to shift consumer attitudes towards tyre maintenance, an area often overlooked in routine vehicle upkeep.
In a statement, Cowland emphasised the importance of getting back to basics:
“Tyres often get overlooked in our busy everyday schedules, but it’s one of the most essential components of your vehicle.”
He added that Envoy's focus on accessible, quality products aligns with what most drivers need—practical tyres for everyday conditions.
Envoy Tyres enters the UK market with four initial products, each aimed at a specific vehicle type or driving requirement:
▪ Aterna – designed for regular passenger vehicles, this tyre focuses on fuel economy and low road noise.
▪ Motiva UHP – built for ultra-high performance, offering responsive handling and grip for sportier driving.
▪ Tordera H/T – engineered for SUV applications, balancing comfort and stability on highways.
▪ Vertra – a summer van tyre optimised for durability and long-distance use under load.
Peter Cross, CEO of Envoy Tyres, described the collaboration as a “natural fit,” highlighting Cowland’s ability to connect with practical drivers looking for reliable tyre solutions.
This partnership reflects a growing trend among tyre manufacturers to engage directly with consumers via trusted media personalities—especially as tyre safety, product performance, and value become central decision factors in a competitive and cost-conscious market. For a new brand like Envoy, leveraging a recognisable figure like Cowland offers a fast route to building credibility among UK motorists. It also underlines a wider shift towards relatable advocacy in tyre communications, particularly in the budget and mid-range segments.
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