“Pink Ribbon” Tyres: Radar’s Mobilizing Hope launches in UK

The Radar tyre brand, alongside exclusive UK distributor Universal Tyres & Spares, has launched Mobilizing Hope in the UK following the breast cancer research fund raising initiative’s US launch in May. A brand belonging to Omni United, the Singapore-based tyre designer and marketer, Radar has committed a minimum annual donation of $250,000 to the BCRF, with the goal of raising $1 million over the next 12 months. The brand will donate $1 for each set of Radar tyres purchased by its distributors and tyre wholesalers. In addition to this incentive, Radar encourages dealers and wholesalers to establish matching donation programs; telling customers about Mobilizing Hope; displaying and distributing Mobilizing Hope marketing materials; and becoming Facebook friends of Radar Tyres and the Breast Cancer Research Foundation. All of the brand’s tyres will have distinct labelling identifying the product as supportive of The Breast Cancer Research Foundation.

“We at Universal have been supportive of this partnership from the very beginning”, said Michael Jackson, general manager of Universal Tyres & Spares. “What Radar is doing is a very different type of initiative to what other companies in the booming premium budget segment of the business are doing, and it has a social huge impact. We like the combination of a typically perceived very male industry supporting a women’s cause.”

“The Breast Cancer Research Foundation is thrilled that Radar chose to join us in our fight against breast cancer and to support our important work,” said Evelyn Lauder, founder and chairman of The Breast Cancer Research Foundation. “Radar’s “Mobilizing Hope” campaign will not only help spread our message globally, but it has the potential to reach and impact men as well,” said Myra Biblowit, President of The Breast Cancer Research Foundation.  “This disease touches mothers, wives, sisters, daughters, and friends.  Radar’s contributions will help fund innovative research that will advance the fight against breast cancer worldwide.”

“Our partnership with the BCRF to contribute to fund the research they sponsor has been very received by all our distribution partners globally, and we are delighted with the efforts that Universal is putting into giving visibility to this initiative in the UK”, said GS Sareen, president and CEO of Omni United. “We chose to work with a research driven organization like the BCRF because as a company, we believe that research leads to innovation and innovation leads to change. Since its inception the BCRF has funded research that has resulted in major advances in finding a cure for breast cancer, and those achievements are enjoyed by the global community”.

Universal started to distribute Radar in the UK market last year after US growth, setting up a dealer’s network since January 2011, primarily in London and the South of England, but with plans to expand nationwide. The company is currently welcoming new dealers into its network to carry the Radar brand.

The Radar range caters for passenger car, van and 4×4 vehicles, with new patterns and sizes being added on a monthly basis. In addition to Radar’s core products, which include the Dimax R8 and the RPX800 UHP tyre ranges, the program will include all of Radar’s new ranges, such as the Centigrade RWX1, Radar’s first winter tyre, the Verenti R6 UHP range and the Renegade R5 mud terrain range, introduced at the end March at Tyrexpo Asia.

Related news:

• Omni United announces Breast Cancer Research support
• Universal to Promote Radar Tyre Dealer Opportunities at Brityrex
• Omni United Has European Markets on its Radar