Q&A with our Brand Ambassador Paul Cowland

Paul, it’s lovely to welcome you into the Envoy family! For those who don’t know, tell us a little bit about your background.

I’m perhaps best described as a professional car enthusiast! I’ve been obsessed with cars and car culture since birth, and I’ve been lucky enough to turn that passion into a 31 year career around the very aspect of them. Starting with cars sales for brands like Saab and Subaru in the mid ‘90s, through to running my own tuning firm in the early 2000s – and then onto presenting 16 different TV series for broadcasters like Discovery, Motors and Eurosport.

What first sparked your passion for cars? Was there a defining moment or a particular car that started it all?

I was lucky enough to grow up in a car-obsessed household, so there were car magazines everywhere, toy cars were bought with every penny of my pocket money, and Sundays were always spent on the drive or in the workshop with my Dad, fixing, cleaning or painting something on his cherished Cortina. It was only ever going to go one way, really.

How has your own journey in the automotive world evolved over the years? Are there any key lessons you’ve learned along the way?

I’ve been lucky enough to work with some amazing manufacturers and people along the way. The main thing I’ve learned is to deliver on what you’ve promised. Whether that’s a deal, a deadline, a price. It doesn’t matter. I’m of the generation that if you shake someone’s hand, that’s that. It means more than a contract. You’re only ever as good as your word. 

What does it mean to you to be Envoy Tyres’ first brand ambassador?

It’s a real honour. I’ve known the team behind the brand for a good few years now – and I’ve seen the other products they’ve developed. In every case, they’ve been great value and superb performance for their price point. I have no doubt that Envoy Tyres will be the same. I’m really looking forward to trying a few sets on my own cars. 

What are you hoping to achieve through our partnership?

Of course, I’m looking forward to spreading the word about Envoy, but I’d also like to see people putting tyres, and tyre safety higher up their ‘to do’ list. Tyres often get overlooked in the everyday schedules of busy people who drive their cars every day – but it’s the most essential component of your car. Checking your tyres to ensure they are fresh, legal and correctly inflated should be as essential as putting on your seatbelt. 

How do you see your role helping drivers make better tyre choices?

Hopefully, we’ll have a bit of fun along the way! Nobody likes to be lectured, so together I think we’ll make some great content that gets people talking about their tyres without it feeling like a chore. If I can put these topics across in a way that’s a little easier to understand, or more fun to digest, that’s hopefully the way forward. 

Tyres play a huge role in improving the overall driving experience, but many drivers underestimate their importance. In what ways do you think choosing the right tyres helps drivers on their own ‘Journey to Better’?

It’s everything! Every steering, braking, and acceleration input has to go through those relatively tiny four patches of rubber. If your tyres are old, worn, or incorrectly inflated, you’re not only unable to enjoy your car to the best of its abilities, but you’re also not going to have the greatest margins for safety. A car that can stop and steer precisely when you really need it is something everyone should care about.

In your opinion, what makes a great tyre?

The perfect tyre is like a chocolate bar that doesn’t make you fat! One with endless grip but unlimited wear! In the real world though, I think it’s about finding that sweet spot between price, value, grip, noise and wear rates. A tyre that performs well, doesn’t break the bank, gives miles of faithful service and gives great driver enjoyment is where it’s at. This is why I’m really excited about Envoy Tyres.

We know you have quite the collection of classic cars! Do you have a favourite, and is there one dream car still missing from your garage?

I always say my favourite classic car is the next one! I’m an avid collector and there’s no rhyme or reason to what I hoard. It’s all just stuff that interests me. That said, if I can ever amass the necessary half a million for a nice Jaguar XJ220, that would be ideal. We might have to wait a while for that one though – and then I’m not sure we do an Envoy Tyre in that size!

What are some of your favourite driving routes, and what is your dream road trip destination?

I love the North Coast 500, and all of the amazing Scottish driving roads here in the UK, but abroad, it has to be around the Dolomites. Endless miles of fabulous turns and curves that really test the car and the driver. Bliss! My dream road trip is still Route 66. Buy an old car in California, do the whole route to the east coast – and then bring it home with me!

Do you have a standout memory from behind the wheel?

Definitely! A perfect day at the Nurburgring, in June, in the sunshine in my trusty Mk2 Golf racecar. A day with good mates, where the car was perfect, and every lap was fun.. And life was good. More of those please! 

If you could give one piece of driving advice, especially regarding tyres, what would it be?

For all car parts, but particularly tyres, always buy the best you can afford. Better to buy a new, warranted value tyre, on fresh, soft rubber than go for a name-brand part worn. Provenance is everything on safety-related items, and ‘buy cheap, buy twice’ isn’t always a luxury you’ll get if you don’t choose right first time. 

What advice would you give to someone who needs to purchase new tyres?

Shop around and do your homework. See what deals are available. Best of all, visit your local tyre dealer or fitment centre. They’re there to help you and will give you the best advice on sizing, load rating and compound. There are a lot of variables to consider when buying a tyre, and they’ll take a lot of the guesswork out of it all. 

What do you think sets Envoy Tyres apart from the competition?

I think a lot of motorists are looking for that ‘perfect tyre’ we described earlier. The sweet spot between something that they can afford, that performs really well and that gives a great service life. For an awful lot of folks, they just want something that suits their everyday driving needs and that’s exactly what Envoy Tyres is about – championing everyday motorists and helping them to get the most from their cars without overcomplicating things.

How would you describe the Envoy brand in three words? 

Innovative, Affordable and Enjoyable