Targeting the Lifestyle Consumer
Dunlop’s appearance at the Autosport show saw the company launch a new 22 inch SP Sport Maxx size and promote its 2005 Race Academy. There was even the opportunity to virtually compete, with a race simulator. The motivation behind all this? In order to increase its exposure amongst the key “lifestyle” target audience.
The Autosport show was the first time that Dunlop has exhibited the 22 inch version of its SP Sport Maxx tyre in the UK. Developed in association with tuning companies that build modified BMW and Mercedes machinery, the company says the new tyres are designed to complement the existing product range which begins with a more humble 16 inch fitment. The SP Sport Maxx will now be available in 265/35R22, 285/30R22 and 305/30R22 sizes.