Making High Performance Better

Since BFGoodrich took over supplying some WRC teams, the brand has been showing its high-performance colours. Now managers are offering independent dealers some great opportunities to taste the hi-octane lifestyle.

Like other influential companies Michelin group brand BFGoodrich has felt the effect of a downturn in general passenger car replacement market. However, though sales volumes dropped in the first half of 2005, associate brand manager Dominic Clark reports that this was compensated for in the second half -against the market trend. While some sources put the total market downturn between 11 and 13 per cent, BFGoodrich only experienced an 8 per cent drop in the first half of 2005. In the second half sales compensated for the first half results and the company ended the year only 1.2 per cent down on 2004.

BFGoodrich remains Michelin’s second line brand and managers have no desire to see this compete with the top line product, however, they are keen to assert BFGoodrich’s performance qualities. This strategy is by no means limited to the UK and instead is evident on a global scale. Take Group Michelin’s decision to link BFGoodrich with the WRC for example. At a time when Michelin appears to be backing out of Formula 1, the French manufacturer’s decision to let the second brand lead the next most important motorsport series shows that there is a lot of faith in the brand. It also reveals the manufacturer’s intentions to unequivocally promote this product line. BFGoodrich is a top five tyre in the US, while in the UK BFGoodrich is more likely a top 10 brand. Michelin obviously wants to repeat its US success over here.

The first step was bringing the US logo and tagline into the UK market last year. Now company representatives are making the most of their connections with top-flight rallying to motivate dealers towards further involvement with BFGoodrich products. And BFGoodrich representatives are not doing it by halves. Not only is the company taking dealers to the Rally of Greece in June, but it has somehow managed to make the passenger seat of the pace cars available for what Dominic Clark calls a “money can’t buy rallying experience.”

In addition BFGoodrich is running an event in parallel with the forthcoming Rally of Wales. On this occasion the company is offering 250 of its dealers the opportunity to meet the rally teams and see WRC action close-up. Even motoring personality Tiff Needell will be present! For now at least BFGoodrich is looking to squeeze every last drop of value out of what is left of its three-year WRC contract. Fortunately for dealers, there are obvious perks for them too.

Regarding the future, Dominic Clark would not be drawn on how long BFGoodrich would continue to be involved with WRC. The company is seeking to “build on its good reputation,” the associate brand manager told Tyres & Accessories.

Dominic Clark gave credit to BFGoodrich for the brand’s recent sales progress, saying that it was really down to their hard work. While sales performance has been variable in the last year, there were no regional trends, just differences between individual dealers.

As far as new lines are concerned “there is an active pipeline of new products,” according to Dominic Clark. In other words dealers can expect the launch of a new entry-level orientated T-rated BFGoodrich product during the next 18 months. Other new products are in development. T&A also learnt that BFGoodrich representatives are considering the possibility of developing the brand’s van range.

The g-Force

The g-Force Profiler is a central high performance addition to the BFGoodrich range of high performance car tyres. Available to fit rim diameters from 15 to 20 inches this tyre is firmly targeted at drivers looking for strong overall performance, particular when it comes to dry grip and driver feedback.

An important part of a long line of BFGoodrich firsts, the g-Force Profiler is available in three tuning market sizes never before available: 225/30 ZR 20, 225/30 ZR 19 and 225/30 ZR 18. These tyres are direct original equipment replacements on cars including the Audi A3, Ford Focus, Peugeot 206, Renault Clio, Vauxhall Astra and VW Golf.

The g-Force Profiler benefits from the new ICG Pack (Improved Grip Components). This is a combination of two essential elements: what the company calls a “super-fluid directional tread design” and a unique rubber compound. Together these reportedly offer excellent roadholding on all types of road surfaces, but particularly in dry conditions.

The symmetrical directional tread pattern ensures an extra-large contact patch thanks to narrow tread grooves and the corresponding low void ratio. This means there is more rubber in contact with the road surface for better grip. The directional design of the tread pattern also optimises water clearance in standing water, ensuring optimum safety on wet roads.

Associate brand growth

While managers are no doubt hoping BFGoodrich will motor into a top-five position, Michelin’s Kleber associate brand has grown particularly strongly in recent months. These sales have been as part of a continuing relationship with Stapletons over the last three years, not to mention the ATS Euromaster equity. Kleber is handled by Glanworth in Eire and is also distributed to Ford, Renault and Citroen dealerships.

Kleber has experienced nearly 100 per cent growth over the last two years. Dominic Clark puts this down to the brand’s philosophy – something that is believed to fit the safety conscious UK market. According to Clark, this brand suits safety conscious shopppers. particularly well.

The UK market’s strong interaction with this brand is demonstrated by the nation’s high Kleber assistance form return rate (Assistance is Kleber’s warranty/roadside assistance programme that comes free with every Kleber tyre purchases). The UK has the highest rate of return in Europe, with 4 per cent of hundreds of thousands of forms being returned. In the UK the assistance call centre is looked after by AXA and the number one enquiry coming into the call centre remains along the lines of “is this too good to be true or does this scheme really exist?” The scheme is similarly popular with dealers who see it as a great way of facilitating sales.