Falken Tire said it has launched an updated consumer website at falkentire.com featuring a bolder, more modern look that integrates the brand with its new retail merchandising strategy.

Launched in time for this week’s SEMA Show/Global Tire Expo (booth #41013), the new site focuses on functionality, with easy-to-use drop-downs that enable visitors to find the tire they need quickly, including comprehensive tire information and performance ratings. The new site also offers an easy-to-use store locator, enabling customers to find their nearest authorized Falken retailer throughout the U.S. and Canada.

As with the previous website, Falken said it has integrated HTML5 Responsive Web Design for viewing and functionality on all screen resolutions. It also is UX optimized for touch friendly devices such as laptops, tablets, and mobile phones, the tiremaker added.

“The new website is part of our brand revitalization,” added Rick Brennan, executive director of marketing. “Our retail merchandising strategy is to make sure we are properly connecting with our consumer base and provide them with the right tire for their vehicle. As our product line expands, we must continue to efficiently address what both our consumers and dealers want and deliver them without delay.”