Founded on Apr. 27, 1956, the Blackwood, N.J.-based Reliable Tire says it is one of the largest regional tire distributors in the country, serving more than 4,000 dealers in 24 eastern states.
Kicking off the year-long celebration, Reliable will host Regional Dealer Shows throughout the country starting Apr. 1. The events will feature a tire trade show, guest speakers, seminars, an appreciation banquet, cash giveaways and raffles for apparel and tires, and a grand prize drawing for large-screen TVs and stainless steel gas grills.
Two other major promotions include Reliable Tire’s Fabulous 50 Bridgestone/Firestone Promotion, which started Mar. 1 and runs until Sept. 30, and Reliable Tire’s Golden Anniversary Promotion, featuring Continental and General brand tires. In the Fabulous 50 Bridgestone/Firestone Promotion, Reliable will be awarding a wide range of prizes, including the grand prize a 2007 GMC Yukon Denali featuring 20-inch Bridgestone Dueler tires. The first place winner will earn a trip for two to the 2007 Indianapolis 500 race, and two second place winners will receive a trip for two to the 2007 Firestone Indy 200 Nashville Race.
Details on the Continental-General promotion will be announced later.
Reliable Tire said it would use its Chicago distribution center as a launching pad for many of its new 2006 programs and marketing plans. Two of the new programs in what Reliable Tire calls Operation Windy City include “Metro Route A,” a delivery service strategy to support tire dealers with twice daily service to much of the Chicagoland area, and “Totally Reliable Performance,” Reliable’s new performance tire and wheel program, featuring four wheel and 13 UHP tire lines.
“Of all our marketing areas, the dealers in this region seem to have a lot of openness to taking a second look at Reliable Tire,” said David Long, Reliable’s COO, of Operation Windy City. “Though we’ve been in the market for roughly two decades, the last five or six years have been a time of lackluster sales and marketing performance. The time is ripe for new programs, new products, and new initiatives focused on making our dealers successful.”
Reliable will kick off its Chicago push with a Regional Dealer Show on Apr. 22, at the Hyatt Regency Woodfield in Schaumburg, Ill. The distributor will also unveil its new online ordering Web site for dealers, called TireView, and four factory-supported associate dealer programs.
“It’s exciting to know that Reliable Tire has enjoyed steady and profitable growth for 50 years, and yet I feel like we’re just warming up,” said Long. “I know this year’s celebration events and promotions will capture the attention of many more dealers and help them to get acquainted with the great services and programs we offer. I know our best days are yet ahead.”