Brand on a mission

Double Coin creates 'pull' with new tires, dealer programs and ads

By: Mike Manges

“Our strategy has been to have end users become more brand aware of Double Coin,” says Aaron Murphy, vice president of China Manufacturers Alliance LLC.

Double Coin certainly is a brand on a mission. “We’ve become more focused on marketing products rather than just selling products,” says Aaron Murphy, vice president of China Manufacturers Alliance LLC, the U.S.-based subsidiary of Double Coin Holdings Ltd. “We’re not here to sell production. We’re here to sell a brand.”

Over the last several years, CMA has mounted a concentrated effort to boost Double Coin’s visibility and market share in North America.

The goal, says Murphy, is to “differentiate ourselves from other Chinese tire manufacturers so (dealers) see some similarities to the major manufacturers.”

Efforts have included the creation of a national account program, development of a program that enables independent tire dealers to sell Double Coin products to government fleets, supplying original equipment tires to Navistar International Corp., and the continued cultivation of the company’s dealer base.

New tires also have played a big part. And two months ago, Double Coin launched an advertising campaign that features testimonials from both dealers and fleet managers.

Murphy discusses these and other efforts in this exclusive Commercial Tire Dealer interview.

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Related Topics: Aaron Murphy, Commercial Tire Dealer, CTD, Double Coin

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