Retail

Kenda drifts out west to raise brand awareness

Posted on March 10, 2014

Kenda USA has renewed partnerships with Formula Drift Holding LLC for the Formula Drift series and Formula Drift driver Dennis Mertzanis as part of efforts to raise awareness of the Kenda brand in western states.

Kenda has also signed partnerships with Ark Performance Inc. and Just Drift LLC.

Ark Performance recently signed on resident Formula Drift driver Pat Mordaunt, and Kenda has agreed to be the official tire of the Ark Team. Along with Pat, Dennis will also drive for the Ark. Ark Performance is a manufacturer and distributor of aftermarket products based in Chino, Calif.

Just Drift is the top ProAm drift series in Southern California which performs monthly drift demos for local enthusiasts. Kenda will provide tires for drift demos and for winners of the Just Drift events. The company says members of the Just Drift community will have access to the Kenda Racer Support Program.

“Expanding our distribution is one of the goals for Kenda in 2014,” says  Eric Yang, marketing manager for Kenda.

“The competition is stiff out west and our team is constantly trying to figure out new ideas to differentiate ourselves from the other brands. Signing on with Formula Drift and top drivers like Dennis and Pat will hopefully help to show consumers the level of quality our tires are produced at.

“Developing a partnership with ProAm series like Just Drift will help us reach drivers at a grass roots level. Across all the different tire industries Kenda manufactures, our company philosophy has always been to support grassroots programs to help support and develop the athletes who are passionate about the activities they compete in,” says Yang.

In addition to the increased motorsports activities, Kenda says it will continue to support several large competitions in other industries. Two of the largest events are the Sea Otter Classic in Monterrey, Calif., and the Tour of California, a cycling race.

American Kenda Rubber Industrial Co. Ltd., which does business as Kenda USA, is headquartered in Reynoldsburg, Ohio. For more information on Kenda and its products, visit www.kendatire.com.

Related Topics: Eric Yang, Formula Drift partnership, Kenda USA

Comments ( 0 )
More Stories
News

Union Official Calls Tariff Vote 'A Huge Mistake'

The leader of the United Steelworkers union says the International Trade Commission has made "a huge mistake" in not imposing tariffs on truck and bus tires from China. And based on early feedback from Modern Tire Dealer readers, tire dealers and particularly retreaders agree.

News

Two Asian Automotive Shows in One in March

Tyrexpo Asia 2017 and the inaugural edition of GarageXpo Asia will be held in conjunction with each other March 21-23, 2017, in Singapore. The events are organized by SingEx Exhibitions Pte. Ltd.

Bobby Hendry from 31 Inc. was from one of 80-plus vendors at the Tire Factory trade show. Here he talks to Mike Fleming, equipment supply manager for the dealer group, and Marc Thompson from Point S Everett in Everett, Wash.
News

Point S Rebranding Exceeds Expectations in the U.S., and Points to More Growth

Tire Factory Inc. members have rebranded the vast majority of their 206 stores to the Point S banner at a breakneck pace. And leaders of the Oregon-based cooperative are unveiling new programs with two big hopes: the momentum of current members continues, and more independent tire dealers join their network.

News

Cooper Enjoys a Full-Year Income-to-Sales Ratio of 8.5%

Cooper Tire & Rubber Co. posted net income of $69.3 million on net sales of $783.9 million for its fourth quarter ended Dec. 31, 2016. That compares to income of $59.2 million on sales of $775.5 million for the same period in 2015.

ATV has added 6 stores to its network of American Tire Depot stores in California.
News

ATV Opens 6 American Tire Depot Stores

ATV Inc. has acquired six stores in the greater Los Angeles metro area. The purchase expands ATV's network of American Tire Depot stores to 98 outlets, all in California.

News

MATDA Joins TIA's Social Media Platform

The Mid-America Tire Dealers Association (MATDA) has joined the social media content platform developed by the Tire Industry Association (TIA) and the Automotive Marketing Foundation (AMF).

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!