Giti Tire (USA) Ltd. is looking to make American consumers aware of its brand, and the company will kick off that effort in big fashion on New Year's Day 2016 as the Official Tire Sponsor of the 127th Rose Parade.
The tire maker also will be the presenting sponsor of Decorating Places at the parade, an event where visitors experience first-hand the final stages of float preparation.
The Rose Parade is a festival of flowers, music and sports with approximately 700,000 spectators lining the streets of Pasadena, Calif. and millions more watching various TV broadcasts. The theme for the 2016 Rose Parade is “Find Your Adventure.”
And while Giti is a global tire company, selling products in more than 130 countries, U.S. consumers are largely unaware of the company name. Officials are working to change that, especially in light of the construction of Giti's tire manufacturing facility in Chester County, South Carolina. It will be Giti's first manufacturing facility outside of Asia. Construction is underway, and production of passenger and light truck tires for the replacement and original equipment markets is expected to begin in 2017.
“We have been a part of American families for years and people don’t know about it.,” says Armand Allaire, executive vice president of sales and marketing for Giti. “We’ve been with you on your vacations, your commute to work, when you drop off your kids to school or your trip to your children’s soccer games. We have many loyal customers that sell our brands in the U.S., but the company itself is not yet well known with the general public. The Rose Parade sponsorship is the first step in building awareness for Giti as a company that’s been providing you with excellent product quality and customer service, along with a strong commitment to the communities we serve.”