BFGoodrich to Expand Enthusiast Image – Off the Road and on the Asphalt

When most of us think about the BFGoodrich brand, off-road adventure rises to the top of our minds. It’s only natural, considering the Michelin North America (MNA) unit’s strong history supporting recreational off-road driving promotions like Outstanding Trails and professional motorsports activities like the Baja 1000 and Championship Off-Road Racing.

Though pleased with that reputation, BFGoodrich marketing executives are looking to expand it. So, they chose Salt Lake City as the venue to accomplish that goal. At a ride-and-drive event dubbed “Decisions 2007,” held July 17-19, the BFGoodrich group unveiled two new tires and a new, three-pronged approach to brand messaging that, officials projected, will amplify the BFGoodrich image in the eyes of enthusiasts.

“People often think of us an off-road or light truck brand, but we are much more than that,” said Kaz Holley, director of MNA’s BFGoodrich, Uniroyal and private and associate brands. “We are an enthusiast brand.”

Holley said that, moving forward, all ad campaigns, media selections, launch events, motorsports involvement and public relations efforts will focus on three key tenants: “extreme capability, fun amplified and connection with the enthusiast community.”

“We are very strong with the off-road community,” he added. “We want to keep pushing that envelope.” However, he emphasized, BFGoodrich is ready and able meet the needs of on-road enthusiasts, as well.

Putting those words into action, officials launched the new BFGoodrich g-Force Super Sport A/S. Target consumers are “gearheads” – enthusiast drivers who love to the push the limits of a tire but still want year-round traction.

Available in October in 29 sizes, ranging from 15- to 20-inch wheel diameters, the new ultra-high performance, all-season tire is “the most technologically advanced tire we’ve ever made,” according to Doug Brown, brand category manager. The tire features “multi-grip tread technology,” which consists of three separate tread compounds for cold, wet and dry conditions.

“Many brands talk about tread zones,” added Holley. “But, all tires have tread zones. What we bring to the market is the multi-compound tread.”

In addition, deep vertical grooves, “aqua-chute” lateral grooves, and “snow-hook” tread blocks all enhance the tire’s year-round capabilities, said Mark Ludlow, product category manager. The BFGoodrich g-Force Super Sport A/S has a UTQG rating of 400 AAA.

To maintain its strong off-road reputation, MNA plans to launch the second new tire – the BFGoodrich Mud-Terrain T/A KM2 – in two phases. In September, 16 sizes will be available; in September 2008, 18 more sizes will hit the market. Phase one will include wheel-diameter sizes up to 22 inches; phase two will max out with a 42-inch tall unit!

The rock-crawling-inspired Mud-Terrain T/A KM2 features the “Krawler TEK” concept, consisting of “aggressive” sidewall lugs, cut- and chip-resistant sidewall compounds and sidewall cords that are reportedly 33% stronger than those in BFGoodrich’s previous version, the Mud-Terrain T/A KM tire.

Additionally, a “linear flex zone” across the tread face results in an “aggressive look,” said BFGoodrich executives.

So, once the stage was set and the introductions made, it was time for dealers and journalists to put the tires to the test. The group headed to Salt Lake City’s Miller Motorsports Park to compare the new g-Force Super Sport A/S to Dunlop SP Sport 5000 tires – all size 235/45R17 – on Audi A4s and Mitsubishi Evos in both wet and dry applications.

The group also had the chance to get down and dirty with the Mud-Terrain T/A KM2 on an off-road obstacle course and a makeshift Baja run through the Utah desert.

And, finally, to top it all off with some play time, attendees were treated to thrill rides in Mustang race-training cars equipped with BFGoodrich g-Force R1 race tires, which officials described as “barely street legal.”

When “Decisions 2007” was over, attendees were free to draw their own conclusions. Still, Holley stated, the BFGoodrich brand wants dealers to know that its goal is to “bring technology to the marketplace that allows consumers to push themselves, their vehicles and their tires, whether their passion is off road or on the asphalt.”