Falken Tire Corp. has done away with the faux off-road terrain and collection of speed in its SEMA Show/Global Tire Expo booth, favoring a new approach that emphasizes the tiremaker’s desire to be seen as a full-line supplier.
On display is a full sampling of Falken’s new retail approach, complete with an array of POS tools it is launching to its more than 5,500 North American dealers.
Executive director of marketing Rick Brennan explains that the tiremaker felt meaningful future growth required breaking away from its enthusiast mold. The new POS approach, he says, will include high-profile brand and product displays specific to the most popular, and profitable, tire models. Tire inserts, mobiles and long-term floor displays will highlight the competitive benefits, performance ratings and particular applications of each so consumers can make educated purchase decisions.
All of the new materials were designed in house, and will be available to dealers as of the first of 2015.
Brennan says the company went into the show with a bit of trepidation, wondering how well its dealers would like its more business-like approach. The feedback has been all positive so far, he says.
Details about the new program will be delivered to dealers in the coming weeks.
