Nexen Tire America Inc. emphasized its brand building and enhanced customer relationships with its wholesale and retail partners at its customer trip in California’s Napa Valley.

For the past two years, Nexen has been focusing on a re-education campaign for wholesale and retail channels to“elevate its brand to match the high quality of its products,” Nexen said.

“We feel it’s important that the trade understands who Nexen is today, not what they perceived us to be three or five years ago,” said Kyle Roberts, director of marketing for Nexen Tire America.

The tiremaker also said it strives to create a closer relationship directly with dealers and retailers to help them tell the brand’s story to consumers.

In 2016, Nexen plans to reach an additional 2,000 dealers through its Partner Day events.

Nexen also re-introduced its two new tire patterns – the N’Priz AH5 and the N7000 Plus – that launched earlier this year.