Delinte Rebrand Targets Younger Tire Buyers

Dec. 17, 2019

Sentury Tire USA Inc. is rebranding its Delinte brand with the goal of reaching younger customers.

"The Delinte rebrand speaks directly to a younger demographic looking for their first replacement tires," says Maxwell Wee, Sentury's executive vice president. "Through our rebranding process, we have found that this particular demographic considers accessorizing their cars to be an important part of their social lives. We want Delinte to maximize engagement through our interactive and intuitive website, offering (customers) the precise tire information they are looking for in the palm of their hand. Our focus is on the mobile first-generation looking for a high-quality tire that delivers performance and style."

Sentury will partner with various social media influencers "to tap into a community of young drivers who range from extreme-sport enthusiasts to off-road weekend warriors," according to company officials.

The Delinte brand's "refreshed visual language" is designed to appeal to younger consumers. And new print ads, including those in consumer publications, "will include the new Delinte look and feel with messaging focused on the 'Relentless' state of mind: 'Relentless quality for relentless adventure.'" As part of the rebranding, Sentury also will launch its "Staggered Collective" campaign in 2020. The intiative will focus on ultra-high performance staggered fitments for performance passenger cars and SUVs.

"Delinte has spent the past decade focusing on building strong relationships with our customers," says Wee. "To support our customere even further, the Delinte rebrand and our expanded marketing efforts will work hand-in-hand with new products, new product sizes and the continued commitment to relentless quality."