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.
Toyo Tire USA has launched the Versado Eco range in North American markets. The new tyre is described as being an all-season, low rolling resistance luxury performance tyre designed for hybrids and other environmentally-friendly vehicles; Toyo says it has used a combination of innovative technology and environment-friendly materials to deliver low rolling resistance without sacrificing tread life, luxury or performance.
Veteran aftermarket executives, Kevin Judge and Cory Cheever have been hired by friction manufacturer Fras-le to help boost the company's North American light vehicle aftermarket business. Judge will serve as the company's East Coast sales manager for the light vehicle aftermarket, while Cheever will be responsible its West Coast aftermarket sales. Judge and Cheever will report directly to Randy Mordue, who consolidated the light and commercial vehicle sales aftermarket divisions as director of sales and marketing.
Mercedes-Benz has selected the Goodyear Eagle F1 Asymmetric 2 as an original equipment fitment for its new CLS. The Goodyear tyre, which was launched earlier this year, will be fitted on the four-door performance coupé in size 255/40R18. This newly-announced OE fitment, Goodyear Dunlop notes, is one of 30 original equipment deals involving the tyre.
In addition to the appointment of Rafael Navarro III to the role of vice-president, Communications and Media Relations, as reported on tyrepress.com earlier today, Pirelli has announced to further promotions in its North American operations.
Pirelli Tire North America has appointed Rafael Navarro, III to the newly formed post of vice-president, Communications and Media Relations. In his new position, Navarro is responsible for all internal and external communications for Pirelli in the NAFTA region. His job description involves integrating public relations and working closely with the marketing and motorsport departments of all three country offices, overseeing brand activity. Additionally, he will continue to manage key influencer relationships in the region.
Michelin’s tyre business is experiencing strong growth, yet an article published by the Financial Times indicates that the French company’s guide business – which accounts for less than one per cent of Michelin’s total annual sales – is losing more than 15 million euros a year. Cost cutting measures have already been taken as a result of this, including the business unit’s relocation from Paris’ prestigious 7th arrondissement, a stone’s throw from the Hôtel des Invalides, to an address outside the city. Yet the company appears unsure how best to approach the 111-year old institution.
Midlands fast fitter Easy Tyre and Autocentres – a HiQ franchise – has announced an upgrade to its website, with a major new online tyre ordering facility. Easy managing director Chris Kisby is HiQ’s largest franchisee, and the new update, with a fresh design and new functionality, is reflective of the network’s retail strategy discussed recently with Tyres & Accessories/tyrepress.com (see related news link below). The site also allows customers to research tyre prices and book a fitting at the touch of a button.
Australian consumer test magazine “Choice” recently recommended the Nexen CP661 summer tyre as its “Choice to buy”. The recommendation was given to only six of the 18 175/65 R14 tyres tested. “Choice”, a well known consumer magazine in Australia, selected a common tyre size which is fitted to many compact cars.
Fras-le North America has announced that Randy Mordue is to expand his duties as director of sales and marketing, incorporating the commercial vehicle aftermarket segment. He was previously responsible for the light vehicle segment alone. His added commercial responsibilities extend to both medium- and heavy-duty vehicles. He will continue to report to Fras-le's director of operations, Zomar Oliveira.
Over the next three months, Czech Republic based agricultural, industrial and off-highway tyre manufacturer MITAS a.s. intends to change the corporate names of all its sales subsidiaries in order to bring their names in line with that of the company’s core tyre brand. The changes will be applied to all 13 of the company’s sales subsidiaries, the bulk of which are located in Europe.
Infinity Tyres Europe has called its nomination for the 2011 NTDA Industry Advertising Campaign TAFF Award “a great honour”. Infinity Europe’s general manager Jorge Crespo continues: “it represents a recognition by the industry of the effort and activity carried out in advertising and communication within the UK. I would really like to thank everybody who voted for us as an alternative to the way of doing things". Other nominees for the award are Continental, Hankook Tyres, Michelin Tyres and Pirelli Tyres UK, with the advertising campaign coming from print, TV, radio or Internet.
Following recent positive reviews in the consumer press, Maxxis has announced that it is showcasing its latest range of motorcycle tyres, including its new sports touring radial, the MA-3DS Supermaxx Diamond, in a special supplement in leading consumer motorcycling magazine MCN.
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.
Bosses who frown upon Facebook as yet another opportunity for employees to squander precious company time may be surprised to hear it has been embraced by the tyre industry and, as the following example shows, can actually influence which tyres are released onto the market.
Title sponsorship for a major Russian football event will feature a familiar name this year – on July 15 Bridgestone Corporation announced the Bridgestone brand will serve as title sponsor of the Russian Football Union’s Russian Cup during the 2011-12 season. The nationwide football tournament will be officially titled the “Bridgestone –Russian Cup” will continue until May 2012. Premier league teams, who compete in the event alongside first division, second division and amateur clubs, begin their participation with the 1/16 finals that begin on July 17. The tournament’s winner will represent Russia in the UEFA Europa League.
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