Motorsports is at the heart of Hoosier Performance Tire's marketing programs for 2001.
Terry Bowman, vice president of sales and marketing, told 25 key distributors at the recent Hoosier dealer meeting that the company will continue to build its brand image through 45 years of “winning at the race track” by its parent company, Hoosier Racing Tire.
“Our goal is to have 1% of the performance market, or about one million units -– and with your success, we feel it’s an achievable goal,” Bowman said. Hoosier competes in not only the high performance market, but also the cosmetic performance market that Bowman says amounted to 46.5 million units at the replacement level last year.
To promote the Hoosier brand, Hoosier Racing Tire is competing in several high-profile racing series, including ARCA, World of Outlaws, IHRA, NHRA, Grand American Endurance Cup, Hav-A-Tampa, Parts Pro Trucks and Late Models and SCCA amateur road racing events. According to Bowman, Hoosier is the spec tire in 36 different racing series this year.
The goal for Hoosier, says Bowman, is to use a unique bridging concept to bring people from Hoosier racing to the street. Hoosier continues to promote itself as a product that makes a “life-style” statement, and will use the “tires designed for champions” tagline throughout the year.
The company’s Radial GT product line will receive a new tread design later this year. In addition, the top-of-the-line Radial R/S “Z” tire will receive an updated tread package and sizing. Bowman says Hoosier has reached an agreement with its supplier, Goodyear Tire & Rubber Co., to eventually have exclusive tread patterns for its entire tire line.
Hoosier also recently introduced a line of radial Pro-Street tires for the street rod market. There are two front sizes and five rear sizes being produced. This line of tires is being produced by Hoosier Racing Tire.
