Back in the game

Falken has big plans for reacquired Ohtsu brand

By: Mike Manges

“We did a very comprehensive study, and if you look at The Big Three and then Continental Tire North America Inc. and Yokohama Tire Corp., they have large commercial truck tire sales departments.

“It would be very difficult — almost impossible — to compete against those larger companies when you don’t have that kind of sales support. We know there’s a certain volume level that’s available to us. Our goal is to be at the lower level of the second tier. SRI has enormous resources, which makes it easier. So we basically get to start from scratch.”    ■

How to build a truck tire program: Falken will follow four points

“There are four key points we’re looking at” in the development of the Ohtsu medium truck tire program, says Falken Tire Corp. President Richard Smallwood:

1. Quality. “We have to demonstrate that we have superior quality and a cost-per-mile advantage.”

2. Convenience. “We want to make it very easy for dealers and fleets to get product. We’ll have five warehouses by the end of 2011.”

3. Profitability. “We want to make sure the dealer has higher-than-average profitability with our brand.”

4. Fairness, which means “offering flexibility in our adjustment policy and the resolution of any kind of issue.”

“The decision to bring Ohtsu back to Falken was to help us have a full product line-up for our dealers.”

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Related Topics: Falken, Ohtsu, Truck tires

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