Marangoni Extends Its British Profile

Italian manufacturer Marangoni has ramped up its efforts in increasing its profile in recent weeks. After the highly successful Summer show and event programme – which endeavoured to bring the brand to the forefront of the performance and tuning market – the British International Motorshow provided an opportunity to take the firm’s self-styled ‘Marangoni Brand Experience’ to the record crowds that gathered at Excel in London. The company believes that its name carries the promise of European heritage, all-round performance and value, hoping that this triumvirate of riches resonates strongly with drivers of both performance and everyday cars.

Headlining the Marangoni presence at the British International Motorshow, and very much the draw on the Santa Pod Raceway stand, was the mighty Progetto Marangoni Toyota Yaris; an attraction that has been popular with British crowds all year. With the car on public display for a full week and contrasting with other show exhibits, the company was delighted with the response of motorists. Marangoni report a “huge number of requests for information on the Marangoni product, with visitors clamoring for information and the right Marangoni tyre choice for their cars.” The palpable hit scored by the Yaris helped to further establish Marangoni as a widely-recognised tyre brand amongst the show’s knowledgeable and discerning audience.

Highland fling

Next up, came a visit to Scotland via the Marangoni-sponsored Ultimate Street Car show at Santa Pod Raceway. Over the border at the Knockhill Racing Circuit the Marangoni-shod Yaris made an on-track appearance at the only Scottish round of the British Touring Car Championship. The car rounded the circuit four times between the main BTCC races. The 17,000-strong crowd took to the car, giving it a warm reception while a running commentary over the circuit PA system boosted brand-recognition for the tyre-supplier. Marangoni reached a new audience of dedicated performance vehicle fans, impressed by the performance of the Yaris’ Marangoni tyres.

The opportunity for Scots to experience a closer encounter with the Progetto Marangoni Toyota Yaris came at The Scottish Tuning Show, again at Knockhill. At the Scottish enthusiast’s venue, Marangoni report that their project car won a host of admirers in the 4,000-plus audience, generating increased interest in the Marangoni tyre range. The Yaris’s popularity at the two Knockhill events has led to increased media coverage, including attention in the Scottish Sun’s motoring supplement on the last Friday in August.

Derek Carruthers, Marangoni Car Tyre’s global sales and marketing director stated, “With the British International Motorshow and Knockhill event coverage, together with our mainstream performance event programme through the Summer, we have taken the Marangoni story direct to our potential customers. Not only are we successfully demonstrating our brand credentials to enthusiastic consumers but we are also directing them to our dealer network. Marangoni brand awareness and acceptance is growing rapidly and I am sure that our pro-active UK partners will maximize the sales and profit opportunities that our programmes are creating. Do watch out for further exposure before the end of the year and onward into 2009.”