December 21, 2009
20 hot stories from the SEMA Show
2009 event exceeded expectations
By: Mike Manges and Bob Ulrich
Creative juices flow at Nitto
Nitto Tire U.S.A. Inc. has formed a unique relationship with the largest wholesale tire distributor in the country, American Tire Distributors Inc. (ATD). It also has developed a Web site capable of making a difference with its dealers.
ATD has exclusive rights to distribute two Nitto brands in the United States: the NT850 and Winter SN2.
The NT850 is a premium broad-line tire designed for SUVs (19 sizes) and CUVs (six sizes). The Winter SN2 is available in 29 sizes.
(Ron Sinclair, senior vice president of marketing for ATD, says the company has no other exclusive distribution deals with Nitto in the works. “We’re always in discussions with manufacturers for opportunities, but there is nothing else at this time.”)
Nitto’s Web site will be launched in the first quarter of 2010. Nitto Marketing Director Stephen Leu says the “digital solution” gives dealers — especially those without Web sites — the opportunity to run their businesses more profitably and efficiently.
For a monthly fee of an estimated $22, dealers will have access to features such as mobile-based advertising, a service reminder system and an interactive training module.
“We’ll pay for the first year,” says Leu. “That’s how much we believe in the program.”
Nitto does not have an associate dealer program. “We’re trying to connect with the dealers through this,” he adds.
Nitto shares capacity with Toyo Tire Holdings of Americas Inc. at Toyo’s manufacturing plant in White, Ga. According to Leu, some “relocation of capacity” has increased Nitto’s percentage a little. - B.U.
20-20 Group vision
Norm Gaither and Stu Zurcher started their first 20 Group under the Dealer Strategic Planning Inc. (DSP) umbrella in early 2008. Twenty months later, DSP has three 20 Groups, each meeting three times a year. A fourth group is being formed.
“By June, we expect to have five full groups,” says Gaither. A 20 Group for commercial dealers also is in the planning stages.
Mike Sawyer, owner of Sawyer Tire Inc. in Bolivar, Mo., joined the first group to help him grow his six-store chain into 10 stores — the same reason he attended the SEMA Show. “We went in hoping to get industry benchmarks,” adds Karen Brasher, the dealership’s operations manager.
According to Sawyer, 20 Group rules require each dealer to present a money- or time-saving idea at each meeting. To date, he has been exposed to more than 100 ideas.
“The benefit from that has been huge,” says Sawyer, who estimates he has implemented at least 20 of the ideas. One idea led him to make his billboard advertisements less wordy.
Gaither provides financial guidance, while Zurcher facilitates executive discussions. Pat Brown, vice president of marketing, presents marketing and social networking advice to members.
“If you join a 20 Group, and you participate, I don’t care where you are on the financial scale,” says Gaither, “we’re going to add 2% to your bottom line.” - B.U.
Sign up for our Enews and receive the latest news, trends, and product information right in your e-mail inbox.