‘Intelligent’ Theme for Marangoni Marketing - Tire Review Magazine

‘Intelligent’ Theme for Marangoni Marketing

(Clacton, U.K./Tyres & Accessories) The latest marketing campaign for Marangoni tyres rivals those of front line manufacturers, says Group Tyre (UK), distributor of the brand.

A series of teaser adverts have appeared under the headline “Are You Intelligent?” featuring stereotypically intelligent professionals such as a lawyer, doctor, astronaut, inventor and scientist. These teasers appear as a tease and reveal combo, with the final line: “The Intelligent Tyre Retailer” who recommends Marangoni, because of the tyre’s performance.

Marangoni’s Derek Carruthers is delighted with the campaign, saying that it “repositions the brand using a premium brand tone and similarly raises the profile of the tyre outlet and its staff.” He went on to say that the campaign makes a change from the totally product-orientated imagery of ‘tyres on cars’ that is common in the industry.

“We are creating a distinct and recognisable brand personality, which should create considerable brand recognition with both trade and consumers.”

Group Tyre’s Karl Naylor adds: “The key role that the tyre trade plays in building not only customer awareness and assurance, but also ultimate sales, is often overlooked.”

The ‘Intelligent’ theme is carried through to the Marangoni Lifetime Warranty – funded 100% by the Italian company – which covers irreparable damage caused as a result of normal road use, including nails, broken bottles and kerb damage.

Says Carruthers: “We see this as a strategic tool in the development of the brand in the U.K. market. It has been phenomenally successful throughout Europe, where it recently celebrated its 10th anniversary, and has been fundamental in building customer confidence. Although redemption of the warranty against damaged tyres is actually quite low, customers view this as a no-cost insurance policy.”

The strength of the Marangoni warranty is its no-quibble approach, which is decidedly customer-friendly and simple to understand.

You May Also Like

TechForce Foundation launches Techs Talk survey

The survey is designed to uncover insights into the perspectives of aspiring technician students and new working technicians.


TechForce Foundation recently launched its Techs Talk survey, which the company said is designed to uncover insights into the perspectives, values and experiences of aspiring technician students and new working technicians.

“Most technician surveys in the marketplace today are heavily skewed by responses from GenX and Boomers," Jennifer Maher, CEO of TechForce Foundation said. "TechForce Foundation wants to specifically gather insights from GenZ future techs and new working techs within their first two years of employment. This gives us better data in building the workforce going forward, and knowledge to address the crippling technician shortage.”

Hunter Engineering releases new alignment coverage for hundreds of vehicles

The release covers new records as well as updates to existing records, covering OEM changes to existing vehicles.

GRI appoints new director of North America

Ydo Doornbos has spent 29 years in the tire industry, and will now lead GRI’s efforts to expand the company in the North American market.

Consumer understanding is key to success in the all-weather tire segment

Tire dealers need to properly understand consumer needs based on driving habits and performance preferences.

Nexen Tire America details its 2024 U.S. motorsports program

Nexen Tire Motorsports drivers competed at the “Streets of Long Beach” Pro Championship event using the company’s N’Fera Sport R tire.


Other Posts

Chapel Hill Tire opens 12th location in Durham, NC

Chapel Hill Tire said the new Durham location will offer everything from routine maintenance to complex repairs.

Hankook acquires additional stake in thermal management systems company, Hanon Systems

Hankook & Company Group said it will hold a 50.53% stake in Hanon Systems and take management rights as the largest shareholder.

Handshake agreement
How organizers of the first T.I.R.E. Summit plan to bridge technology with tire industry needs

The T.I.R.E. Summit will place an emphasis on technology, insights, regulations, and engagement in the industry.

PRT launches 59 new complete strut assemblies

Extending PRT’s product portfolio in North America, the new release represents nearly 12M vehicles in new coverage.