Toyo Will Continue to Tap 'Influencers'

Posted on November 12, 2019

"Influence the influencers" will be Toyo Tire U.S.A. Corp.'s mantra as it continues to build purchase intent among consumers, Tim Chaney, the company's vice president of marketing, told Modern Tire Dealer during last week's Specialty Equipment Market Association (SEMA) Show.

"We're heavily invested in the (automotive) enthuasiast market and will probably invest even more next year,” says Chaney. Toyo was highly visible during the 2019 SEMA Show, with fitments on more than 30 vehicles, and as the sponsor of its well-traveled Treadpass conduit between the central and south halls of the Las Vegas (Nev.) Convention Center.

Toyo heavily promoted its Treadpass area during the 2019 SEMA Show.
Toyo heavily promoted its Treadpass area during the 2019 SEMA Show.

“But our influencers aren’t just enthusiasts. They’re our dealer partners, as well. We’re creating new programs to work directly with our key dealer partners…co-branding programs, marketing programs, promotions. We’re going to leverage our dealer network to promote Toyo.”

The company has invested “a significant amount of money” in the Pacific Northwest, where Les Schwab Tire Centers Inc. enjoyed exclusivity selling Toyo brand passenger and light truck tires for more than 50 years, until Jan. 1, 2019. “There hadn’t been any kind of (Toyo-generated) advertising in that market,” says Cheney.

Michael Graber, who will replace Randy Gaetz as Toyo’s vice president of sales in January 2020, says that while Toyo’s relationship with Les Schwab “is very strong,” Toyo is no longer exclusive to one distributor or dealer in the northwestern U.S., outside of a Toyo brand truck tire distribution agreement with Schwab in Oregon and Washington. “We’ve had good success with both Les Schwab and other companies that operate (in the area), whether they are distributors that are promoting our associate dealer program or retailers like Point S and Discount Tire.”

Related Topics: consumer tires, Les Schwab Tire Centers, Toyo Tire U.S.A. Corp., truck tires

Comments ( 0 )
More Stories
News Goodyear Targets Nation's Biggest Cities With AndGo Fleet Service

Goodyear Tire & Rubber Co. has launched its AndGo fleet service in major California markets, and by the middle of 2020 promises to extend it to Boston, New York City and Chicago.

The new Roadian GTX for CUVs and SUVs is available in more than 34 sizes in speed ratings H, V and W and has a 70,000-mile warranty.
Product Nexen Unveils Roadian GTX for SUVs and CUVs

The new Roadian GTX is designed to fit the rapidly growing sales of new crossover (CUV) and sport utility (SUV) vehicles.

The Yokohama Avid S34RV is OE on the 2020 Chrysler Voyager, as well as the Chrysler Pacifica.
News Yokohama Avid S34RV Is OE on 2020 Chrysler Voyager

The all-season Avid S34RV has earned an original equipment fitment on another Chrysler-brand vehicle — the 2020 Chrysler Voyager.

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!