Federal Tire Corp. has put a great deal of time, effort and money into drifting. Expect that to continue, says the company.
The Taiwan-based company participates in drifting in North America, Australia (Toyo Drift Australia series), Japan, China, Taiwan and the United Kingdom. In the United States, Federal has been a sponsor of the Topdrift Federal Cup, with its 595RS-R tires, for three years.
In July, Federal joined with JustDrift, a drifting enthusiast club, to sponsor a driving clinic. As part of the partnership, Federal offers drifting enthusiasts discounts on Federal brand consumer tires when purchased from City Tire Service in South Gate, Calif.
According to Federal Global Marketing Director DaWu Chen, 21.6% of its advertising dollars will be spent on drifting in 2008.
Federal's marketing strategy will not change in 2009, says Chen. However, the investment will increase in the hopes of increasing brand awareness. In particular, the company will enter its Taiwanese AIC team in more international championships.
As for the U.S., Chen says Federal may join forces with Daijiro Inada, founder of the D1 Grand Prix and Option magazine, "to maximize our branding effort in the states."