Falken Tire Corp. is unveiling a new retail environment and consumer strategy at the 2014 Specialty Equipment Market Association (SEMA) Show Nov. 4-7 in Las Vegas. Falken is expanding its tire portfolio to appeal to value-minded car and truck buyers.
The company has made a name for itself with enthusiasts and now is focusing on bringing its race-proven technology and quality tire messages to a wider market, according to Rick Brennan, executive director of marketing.
“Our goal is to be the go-to brand for value-focused tire buyers who don’t want to sacrifice performance for price. At the SEMA Show we’ll be showing our more than 6,000 dealers the tools we’ve developed to support exciting growth opportunities in their local markets.”
The company will sport a brand-new look for the 130,000-plus automotive industry professionals expected at the SEMA show. The company will introduce a new showroom-style exhibit at the Las Vegas Convention Center (Booth 41013 South Hall).
The 4,000-square-foot exhibit will showcase new graphic elements, spanning dealership point of purchase materials to other retail collateral.
SEMA attendees will also get a look at the company’s latest tires, including installations on three special show vehicles:
* 2015 VW Tiguan R-Line, fitted with the Falken ZIEX ZE950, Falken’s advanced all-season tire.
* GenRight Off Road’s 4400 Class Ultra4 Vehicle, fitted with the Falken Wildpeak M/T tires used by several leading Ultra4/King of the Hammers Race entries.
* 2015 BMW M3, built by IND Distribution, fitted with the Falken Azenis FK453 UHP, Falken’s flagship ultra-high performance tire.
Over the last 10 years, Falken’s replacement tire sales have increased 70%. The company recently opened two regional distribution centers in Robbinsville, N.J., and one in Joliet, Ill. Falken says the new distribution centers, along with an expanded fleet of delivery trucks, offers dealers faster fill rates for better retail service.
Falken has also expanded its sales force by 50% this year to match the increased capacity and its mission of delivering the best possible response to dealer needs.
Falken says its success in motorsports, including back-to-back driver and team wins in the 2014 TUDOR United SportsCar Championship series, continues to drive innovation and development of its full line of tires for passenger cars, light trucks and CUVs.
The company will also be sharing its full 2015 motorsports program during the SEMA Show.
