Aftermarket Show Review: Toyo

Acknowledging the problems faced by the motorsport and high-performance sectors, Toyo’s stand displayed the company’s commitment to two of its most important markets. In erecting an imposing stand, Toyo was clearly aiming to make an impact at January’s Autosport International Aftermarket Show, hosted by Birmingham’s NEC. Toyo’s determination to make their presence felt was exemplified by the attitude of Sarah Clavey, Toyo UK’s senior marketing executive: “At a time when uncertainty prevails, we were determined to show our commitment to grass roots motorsport and to showcase our range of tyres for 2009. We know that Autosport delivers our classic target audience and we wanted to put on a show that all visitors would remember. Our stand was much larger than in previous years and was designed to deliver impact”.

In addition to highlighting its involvement in more than 15 motorsport championships – covering hill climb, drag racing and modified production among numerous other series – the Japanese brand put on head-turning performances via their interactive stage shows. Over the four days they were delighted to be able to engage with many of the show’s 79,000 enthusiastic visitors. The motive behind this vibrant, interactive format was to attract and involve new enthusiasts and to bring the Toyo brand to life amongst one of its primary target markets.