Consumer Tires

Mickey Thompson Gets 'Back to the Basics' at SEMA Show

Posted on November 6, 2019

Todd Pickens, vice president of sales for Mickey Thompson Performance Tires & Wheels, stands next to a 58-inch version of the brand's recently announced Baja Pro XS light truck tire.
Todd Pickens, vice president of sales for Mickey Thompson Performance Tires & Wheels, stands next to a 58-inch version of the brand's recently announced Baja Pro XS light truck tire.
“We’re trying to re-establish ourselves at the premium end of the performance aftermarket,” Todd Pickens, vice president of sales for Mickey Thompson Performance Tires & Wheels, told Modern Tire Dealer during the Specialty Equipment Market Association (SEMA) Show.

“We spent a few years chasing volume plays and that’s just not Mickey Thompson," he noted.New products – including Mickey Thompson’s largest Department of Transportation-approved light truck tire, the Baja Pro XS – will be central to the Cooper Tire & Rubber Co. subsidiary’s “back to the basics” strategy.

The Baja Pro XS will be available in 10 sizes, ranging from 35 inches to 58 inches, in 2020.

Mickey Thompson also is adding 15 key sizes to its Baja Boss extreme mud terrain tire next year. The tire premiered at last year’s SEMA Show and has been well-received by its target audience.

“Our role at Cooper… is to push the envelope on aggressive product looks and performance,” said Pickens.

“We spent a lot of money at last year’s Moab, Utah, (Jeep event), reintroducing ourselves to the Jeep enthusiast crowd. It’s a profitable niche and we bring value to the end user.”

Related Topics: 2019 SEMA Show, consumer tires, light truck tires, Mickey Thompson Performance Tires & Wheels

Comments ( 0 )
More Stories
K&M Tire Inc.'s recent meeting in Columbus, Ohio, featured a large trade show. "Our customers are part of our extended family," K&M Tire CEO Ken Langhals told attendees.
News K&M Celebrates 50 Years, Announces More Support for Mr. Tire Members

Ken Langhals will be the first tell you that when he founded K&M Tire Inc. in 1970, he never imagined the company would ultimately develop into one of North America’s largest independent tire distributors, with 31 centers throughout 27 states.

John Healy is a managing director and research analyst with Cleveland, Ohio-based Northcoast Research Holdings LLC and author of MTD’s monthly Your Marketplace column.
Article Full Speed Ahead: Analyst John Healy Talks About 2019 and What 2020 Will Hold

Nobody can say that 2019 was a quiet year for the North American tire industry. And the new year is already shaping up to be equally action-packed as tire manufacturers, distributors and dealers continue to jockey for position in an increasingly unpredictable marketplace.

Article SEMA/AAPEX Shows Delivered the Goods -- New Tires, New Technologies, New Tools – and a New Tire Show?

The 2019 edition of Automotive Aftermarket Industry Week, which includes both the Specialty Equipment Market Association (SEMA) Show and Automotive Aftermarket Products Expo (AAPEX), is in the books.

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!