Falken Tire has launched a new marketing strategy that it says will introduce the brand’s race-proven benefits to a much a broader market segment of value-minded car, light truck and CUV owners. Executives are sharing details with dealers and media at the company’s SEMA Show/Global Tire Expo booth (#41013).
The first step in Falken’s new strategy will focus on raising awareness among tire shoppers visiting one of the company’s more than 5,500 North American dealers. Retail tools include new POS materials that call out Falken’s brand strengths, including its performance heritage.
Falken’s new POS approach 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, Falken added.
The tiremaker said that new sales materials, more dealer tools and expanded communications initiatives are expected to boost demand for Falken’s full line of passenger vehicle tires considerably.
To handle the increased volume, Falken opened a new distribution center in Joliet, Ill. – the second new facility opened since August – that will service tire dealers in the Chicago area, across the Midwest and into central Canada. “This new DC is able to store 54% more tires per square foot and integral to a long term strategy to drive down operating costs and improving service,” the company said.
