Federal Tire made its first foray into hosting a tire event in North America, inviting tire trade media out to Southern California for the re-launch of its 595EVO line.
The Federal 595EVO was first unveiled last June and reached these shores at the 2007 SEMA Show. Positioned by the company as a “street performance” line, Federal’s President and CEO Jamie Ma said the tire was developed for “super cars” like Porsche and Ferrari models.
Currently available in 20 sizes, another 40 Y-, W- and V-rated sizes are due by the close of 2009, he said.
The event, held at Willow Springs International Raceway in late August, included an open track for Federal-supported amateur and semi-pro drifters to take laps. Customers from Japan and Australia also attended the event.
The 595EVO was not developed for drifting, Federal stated. Still, professional drifter Daijiro Inada was on hand to help “unveil” the tire, as well as introduce the new Federal-Dai’s Drift Academy, which will be based in Ventura, Calif.
Ma said the design focus of the 595EVO was on “trying to make it closer to the human passion for speed.” The tire itself centers on handling, low noise and water evacuation properties.
The 595EVO features a jointless bead, and twin steel belts and a jointless nylon band in the tread area. The directional tread design features dual circumferential grooves for hydroplaning resistance, and 70 degree-angled grooves. These “fluent three-dimensional grooves” aid water evacuation, Federal said.
The stiff center rib and large outer tread blocks were placed for reduced noise and enhanced traction, handling and stability, Federal said.
Ma designed a “flame” into the sidewall look, a design replicated in the tread area. “The sidewall is traditionally black and boring,” he said. “We believe a tire is a piece of art.”
The tread compound features what Federal calls “high dispersion silica with nanotechnology.” This enhances both dry and wet traction, Ma said.
Ma said Federal tested against Goodyear Eagle F1, Michelin Pilot Sport and Yokohama Advan S.Drive. Federal claims the tire is at the same level as these in comfort handling, dry handling, dry lap times and dry braking. No data on wet traction or wet braking was offered.
Once all 60 sizes are out, the line will cover 15- through 20-inch wheel diameters, including extra-load sizes, covering 30 to 55 aspect ratios.
Gaining Attention
Federal also has high goals for the U.S. market, which Ma said is the company’s most important. “The U.S. is the biggest market in the world. There is a huge diversity here and all kinds of tire needs,” he said.
Right now, the U.S. represents some 30% of Federal’s revenues, which reached $280 million in 2007, he said.
Toward that end, Ma said Federal plans to establish a one-man marketing office in the U.S. sometime by the end of 2009. The marketer will handle local promotions, sponsorships and special events like the SEMA Show. Ma said opening the office, which will likely land in the Los Angeles area, will depend on the U.S. real estate market.
He cautions that the local office will not include a Federal sales force. “Marketing is Federal’s job. Sales is the job of the distributor.”
“We need to build brand awareness,” said Ma, who feels the Federal name is strong and easily remembered. He is the third-generation Ma to lead the company, which was founded in 1954 as Tayfeng Rubber Industries Co. It became Federal Tire in 1987, the same year it began exporting tires from its home in Taiwan. Today, Federal has two tire plants, one in its native Taiwan and another in China.
Federal said it would focus some 20% of its global marketing budget on drifting in 2009, and will look to drifting and club racing to help build the brand name in North America.
Long-term in North America, Ma wants to “increase our unit sales definitely. It is most important to have the Federal brand name well known in the market. We are focusing on quality and technology of the products, but it takes time to do that.”
