The bigger the tyre brand, the more important marketing becomes in order to communicate its values and its worth. With this in mind, the “marketing” tag collates all the latest marketing-related news and analysis into a single place. This reverse-chronological list of thousands of articles is your go-to source of tyre industry, marketing-related news and information.
Aeolus Tyre reports it will exhibit at next month’s motortech Automechanika show in Madrid, Spain. Its key focus will be the ACE2 range, however the tyre maker says it will also promote its full passenger car tyre range there as well as provide extensive information on its 2015 marketing programme.
Bridgestone Americas Tire Operations (BATO) has appointed Marshall Hyzdu to head marketing within its commercial tyre business. As vice-president of BATO’s Commercial Tire Division, Hyzdu takes on responsibility for marketing initiatives related to OTR and truck and bus tyre products for the company’s Bridgestone, Firestone, Bandag and Dayton brands in the region where BATO is active.
Parts and workshop equipment distributor Andrew Page has rebranded its entire national network, including many former Unipart Automotive centres. Covering the original Andrew Page and Camberley Auto Factors branches, as well as the 21 Unipart Automotive centres purchased in July, branches have now received new signage and team uniforms to reposition the group as Andrew Page, the Autoparts People.
The new Tire Group International website has gone live, and the wholesaler says that along with a number of navigational and aesthetic changes, the www.tiregroup.com site now offers the convenience of up to the minute container tracking and ‘intuitive’ order placement.
JK Tyre has been chosen as a Superbrand for the year 2013-14 and ranked amongst the top ten per cent of all brands, across categories in India. This is the third year in a row that Superbrands India has chosen JK Tyre as a Superbrand, and so far it is the only Indian tyre brand to be chosen as a Superbrand. This year, the company improved its overall net score from 6.8 to 7.6 out of 10.
Leading Indian tyre manufacturer MRF Tyres has agreed to become an ICC global partner, which includes sponsorship of the ICC Cricket World Cup in 2015. MRF has had a long-standing involvement in cricket as bat sponsor to famous players Sachin Tendulkar and Steve Waugh. And, according to the company, MRF’s ‘Pace Foundation’ has earned itself […]
Partnerships between tyre manufacturers and game software developers are nothing new in motorsport simulations. However the broad range of tyre applications is being increasingly matched – much to the chagrin of the #GamerGate “campaign” – by the breadth of subjects presented in popular video games. Popular franchise Farming Simulator completes the cross-platform release of its 15th iteration this week, and with a large increase in the range of machinery brands presented in-game, publisher Giants Software has upped the ante considerably. Agricultural tyre manufacturer Trelleborg has been selected as the in-game tyre supplier, a partnership that the manufacturer has pronounced itself “delighted” to “associate [its] brand” with. Trelleborg even announced its intention to use the game as part of its stand at forthcoming agricultural exhibitions.
Goodyear today published a whitepaper culminating in recommendations including incentives for truck fleets to purchase high label-rated tyres and the mandatory fitment of TPMS in commercial vehicles in a way similar current rules for passenger cars. Other recommendations include: offering incentives for fuel efficient fleets; clarity on reforms to rules related to weights and dimensions of commercial vehicles; further guidelines on cross-border operations of larger vehicles; more support to make the most from new telematics technology like harmonized standards for telematics; and extra support from regulators to the road fleet sector to attract and retain skilled drivers.
Super-fast broadband is now commonplace across the UK. According to the telecoms regulator Ofcom, the average speed in the UK is now 18.7mbps. Even in rural areas they are generally getting speeds of 13.6mbps. To put this in perspective, the UK average five years ago was 4.1mbps and at that time many places were not getting speeds as high. But what’s all this got to do with tyres? The specific answer is that this month we are covering the “Online Tyre Business” in some detail. But the more general answer is because it is increasingly prominent part of our culture and therefore tyre-buying consumer behaviour. But first another statistic.
French manufacturer Michelin has won our global online tyre brand value rankings for the seventh consecutive year. However, while Michelin deserves credit for the unparalleled achievement. This year’s research also shows significant growth from Korean manufacturers/mid-range brands. Tyres & Accessories once again partnered with NetNames, a partnership that this year celebrates its 10th set of annual results and 10 years of assessing tyre brands’ online prominence and sentiment.
Tyre businesses still play to traditional gender stereotypes, according to new research. A study conducted by PH Media Group has found the typical voice profile used by firms in their audio branding is male and aged 35 to 45. The most popular voice is also friendly and upbeat in tone, helping to convey a sense of reliable service, while instilling a positive attitude in customers.
None of this will come as a surprise, given typical perceptions of the industry but audio branding specialist PH Media Group advises tyre firms to consider breaking with stereotypes where appropriate and choose branding that reflects an increasingly diverse customer base.
Crispin Turner, previously marketing communications manager at JCB, has joined Goodyear Dunlop UK & Ireland as commercial product marketing manager. Turner, who previously oversaw for the marketing of products in North, South and Central America at JCB, as well as looking after two products globally, joins Goodyear Dunlop to lead its marketing activities across the commercial vehicle business, reporting into UK and Ireland commercial director, Marc Preedy. Adam Stanton who was previously Commercial Product Marketing Manager is taking up a new post as Commercial Product Marketing Manager for EMEA. In this role he will focus specifically on Retread and OTR products reporting into Davide Califano, marketing manager EMEA.
The Goodyear Tire & Rubber Company has named Richard Kellam as senior vice president, global sales and marketing, effective September 22. Kellam will report to Richard J. Kramer, Goodyear’s chairman and CEO, and will be based at the company’s global headquarters in Akron. As Goodyear’s senior sales and marketing executive, Kellam will be responsible for establishing a program of sales and marketing excellence aligned with the company’s focus on working from the market back to enhance the customer and consumer experience.
At the start of November 2013, Goodyear Dunlop appointed Nick Harley as director Consumer Tyres for Goodyear Dunlop UK and Ireland. At the end of July 2014, Tyres & Accessories caught up with him to hear – nine months in – his reflections on the current state of the tyre market and what he can foresee in the future.
New data from Innocean Worldwide Europe suggests that low brand recognition levels in the European tyre markets mean challenger brands have an opportunity to step up and occupy increased market share. The research found that some 40 per cent of consumers have no idea what make of tyres is on their car – and almost half of buyers (46 per cent) spend less than five minutes in the decision making process before buying new ones. Therefore the study, which was published on 8 July, adds that because tyre brands are “failing to gain traction in the minds of consumers” this is a “golden opportunity for new challengers looking to shake up the market.”
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