Albourgh Appoints Armando Lima Santos to Drive Latin American Expansion

Albourgh Tyres has appointed Armando Lima Santos as Sales Manager for Latin America as the company expands its focus beyond Europe into the South American market.

Lima Santos, who took up his position on 1st October 2025, will be responsible for introducing Albourgh to the Latin American market and establishing the brand's presence in the region. The Portuguese national will relocate to Brazil with his family at the end of the year to oversee the expansion.

The appointment comes after Albourgh successfully launched its first truck and trailer tyre lines on the European market over the past three years. The company, which is part of the Heuver Group and distributed in Europe by Heuver Tyres, is now looking to replicate this success in Latin America.

Lima Santos brings nearly two decades of tyre industry experience to the role, having started in the sector in 2007. His CV includes positions with major manufacturers including Goodyear, Bridgestone, Tiresur and Prinx Chengshan Tire, where he held various sales management roles covering Portugal, Spain and Brazil. His expertise in the TBR (truck and bus radial) and OTR (off-the-road) segments aligns closely with Albourgh's positioning as a supplier of 'Professional Tyres'.

"Both Albourgh and Heuver are a reference in the European market and always several steps ahead in the industry. Therefore I have always been following their activities," said Lima Santos. "Once I knew that there was a plan to expand the business with Albourgh to Latin America, I thought that could be a perfect match and fit to what I was looking for."

He added: "Basically, because I love challenges, as well because my goal was to embrace a project where my knowledge, international experience and cultural awareness could add value to this next step of the company."

Following his initial days at Albourgh's headquarters in Hardenberg, Netherlands, Lima Santos praised the company's clear strategic direction and supportive culture. "The company has a very clear strategy, where the complete team knows what needs to be done. I can feel that things are moving smoothly and in the right direction and that is also visible in the office atmosphere," he said.

Lima Santos' objective is to develop the Latin American market and provide customers with solutions from Albourgh's product range, backed by Heuver's high service levels. Meanwhile, Albourgh aims to demonstrate its ability to compete with established tyre brands through its quality and wide product offering – in line with its 'Surpassing expectations' tagline.

"Great things are coming and the best is yet to come!" Lima Santos concluded.

‍

‍

Tagged with: Albourgh Tyres, Heuver Group, Latin America tyres, Brazil trucking, TBR tyres, OTR tyres, tyre wholesale, fleet customers, brand expansion, professional tyres, dealer distribution

‍