Retail

Federal kicks off Russia campaign

Posted on March 27, 2014
Federal Tyres sponsors the English Premier League champions Manchester United "football" team.

Federal Tyres sponsors the English Premier League champions Manchester United "football" team.

Federal Tyres has set its sights on 10% market share in Russia and is revving up its operations with a new website [www.federaltyresrussia.com], VKontakte page [vk.com/federaltyresrussia]  -- which is similar to Facebook -- and campaign slogan for 2014: “Awaken the Champion Inside.”

Federal Tyres reports it has been present in the Russian market since 2004. Now it is looking to capitalize on its sponsorship of the world’s most famous soccer club -- it is the official tire partner of English Premier League champions Manchester United -- to establish its products as the ultra-high performance tires of choice for Russian consumers looking for high-speed enjoyment at an affordable price.

Russia is forecast to be Europe’s largest automotive market by 2020, reports Federal, with 13% annual growth by volume estimated for the Russian tire industry.

Federal Tyres CEO Jamie Ma says that now is the perfect time for his company to step up its operations in Russia. “Russia is one of our top priority growth markets and it is a region full of potential for us. Federal has a strong foothold in Russia already and the time is right to start realizing that potential. We are the only Taiwanese tire brand in Russia that makes cutting-edge products with proven race-track pedigree accessible to every driver – from professional racers to enthusiastic amateurs.”

Federal Tyres has seen sales in Russia “rocket by a growth factor of 100 since 2007,” the company says, and its products are now available at over 10,000 retailers across the country. The company is aiming to double the number of wholesalers every year for the next five years to help achieve its 10% market share objective by 2019.

Ma says the company’s sponsorship of Manchester United is key to its growth strategy. “Manchester United is the number one club in the number one sport in the world – they have nearly 18 million followers in Russia alone. Our partnership will help us make the connection with consumers we need to achieve our goals in Russia. We have created innovative, great value tires designed specifically for the tough conditions on Russian roads. Russian drivers want high speed thrills with no compromise on quality and safety, and they will quickly find Federal has the products to match their passion.”

As well as being official tire partners of Manchester United in Russia and Taiwan, Federal is also the official tire partner for racing competitions all over the world, “with a proud tradition as the race track-proven tire of choice for professional drivers and winning teams.”

Exclusive sizes of the company’s 595, Himalaya, Couragia and Formoza series tires are now available at Russian retailers to meet market demand, with up to four new products dedicated to the Russian market expected to reach consumers every year.

Related Topics: English Premier League, Federal Tyres, Manchester United, UHP tires

Comments ( 0 )
More Stories
Article

You’ve Got Email: It’s Still the Way to Go to Market, Digitally Speaking

Remember email? Sometimes in the communication that is texting, tweeting or ‘Snapchatting,’ email is taken for granted. Facebook is great for sharing your thoughts and feelings to everyone you have friended, but email is more targeted, especially when used for business. You might say it is even more personal than Facebook because it is designed for interaction between two people or among a small group of people.

Drew Howlett from Falken says developing the right M/T tire is critical. “There are too many other competitive products on the market to have any weaknesses.”
Article

M/T Tires are Having a Moment: Consumer Demand Is Blurring the Lines

There are off-road warriors who never let their vehicles or mud-terrain tires touch pavement. There are others who like to occasionally play in the dirt, but need their fun vehicles to do double duty to go to work or school. And increasingly, there are drivers with lifted trucks and mean-looking tires who chase the aesthetic more than the lifestyle their vehicle portrays.

The sales staff at Ron's Tire & Motorsports is cross-trained to sell every product, from tires to bicycles to lawnmowers to barbecue grills.
News

Ron's Tire Sells Tires, And Much, Much More

Here’s the first hint that the newest tire store Ron Baxter and Ross Baxter are opening in Idaho Falls, Idaho, isn’t a typical retail store: the size. It’s 37,000 square feet.  

News

Tireco's Milestar Brand Launches Responsive Website

Tireco Inc.'s new mobile responsive website for Milestar tires is designed to showcase updated news, features and available tire sizes while serving as a hub for consumers to interact with the Milestar brand.

Kenda newcomer Chris Tolbert will help expand the Traction Dealer Network.
News

Chris Tolbert Joins Kenda USA

Tire industry veteran Chris Tolbert has joined Kenda USA's North American Automotive Business team as director of business development. His assignment: help accelerate Kenda’s sales and brand awareness in the PCR and LTR segments.

The new Gabriel training menu is divided into two sections, one for light vehicle training and one for heavy-duty training. Both sections include a series of training videos for dealers and installers to better sell and install Gabriel shocks and struts.
News

Gabriel Website Offers Training Resources

Ride Control LLC has launched its Gabriel website training menu with a series of training options as an expansion of its Answerman technical service offerings. This includes videos, technical bulletins, online catalogs and FAQs for both light and heavy-duty vehicles.

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!