Falken Tire Corp., a subsidiary of Sumitomo Rubber North America Inc., will raise prices effective May 1, 2018, as part of its second-quarter marketing strategy.

Price increases on select product lines will range from 3% to 7%, with additional in-line adjustments on several sizes. Falken also implemented a price increase on select consumer tire lines on Jan. 1.

Also on tap for the second quarter are several program enhancements, including promotional opportunities, "to assist in the purchase and sellout of Falken Brand products," says the company. "Program enhancements such as Fanatic Associate Dealer Program enrichment and expanded educational activities will be launched to our distribution partners."

Fanatic Associate Dealers Program

To assist in the sellout of Falken products in the wholesale channel, the company's associate dealer program will add enhanced purchase rewards as well as sign-up incentives. For retailer support, Consumer Rebate programs will be launched on key product lines in the U.S. and Canada, with the U.S. rebates running in May and June and Canadian rebates in April and May.

Falken Academy

Falken Academy, the company's recently launched in-house, extensive two-day educational program, will be repeated in June and late August, just in time for the launch of a light truck tire. Falken Academy provides classroom sessions at the corporate headquarters in Rancho Cucamonga, Calif. Topics include Falken products, company history, "and our future goals as well as hands-on driving and testing experiences versus competitive products in both closed circuit and real off-road driving."

Falken TV

Additionally, the new Falken TV will be available to both direct and Falken Fanatic associate dealers. Falken TV is designed to provide interesting and exciting streaming video content throughout the day for use in showrooms or waiting rooms. After-hours content includes educational content on Falken brand products and activities.

Falken Academy and Falken TV are available to direct dealers and Falken Fanatic Associate Dealers free of charge.

For more information on Falken and its products, visit www.falkentire.com, @FalkenTire on Twitter or facebook.com/falkentire on Facebook.

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