Turbo Ignites New Associate Dealer Program

Dec. 7, 2023

Launching next month, Turbo Wholesale Tires’ Lexani Ignite associate dealer program is the next step in the company’s evolution.

A first for the Irwindale, Calif.-based company, Lexani Ignite will roll out on a nationwide basis and has been designed “to appeal to dealers of all sizes,” Todd Pickens, Turbo Wholesale Tires’ chief commercial officer, recently told MTD.

“In the last year, we’ve been rapidly growing and reaching brand new markets. A nationwide loyalty program was the next step in our growth plan.

“It will run like a (tire) manufacturer’s program, where an associate dealer can go into a portal, see what they’ve earned, track how they’re doing and what they’re buying and get paid – a one-stop shop,” said Pickens. “They’ll use a password and ID and also our sales reps will be able to go in and track sales, as well.”

In addition to providing resources for dealer members, Lexani Ignite is intended to help boost recognition and share of Turbo Wholesale Tires’ proprietary Lexani brand, as well as the company’s Lionhart and Rolling Big Power brands, according to Pickens, who added that the new program “is part of our trek toward raising our brand awareness and moving up from the tiers we’re in.

“We’ve had growth programs and trip programs, but nothing our customers could take to their customers. Now they have a program” that also can be accessed by their customers. “This is geared toward the up-and-down-the-street dealer.”

Dealers will be able to sign up for Lexani Ignite via their primary Turbo Wholesale Tires sales rep or can “independently start the application process on our www.lexaniIgnite.com portal.”

Turbo Wholesale Tires, which is backed by private equity firm Kingswood Capital Management, does not have an enrollment goal for Lexani Ignite, preferring “quality over quantity,” according to Pickens.

“Our goal is to partner with programming Lexani Ignite dealers, as opposed to targeting a specific number of new members. We anticipate the majority of our existing customers will be joining Lexani Ignite.

“Dealers are busy and we understand that,” he noted. “They are looking for programs that allow win-wins – programs they can get behind. They want guidance, education, an easy way to track unit payout and a simple payment option. These are our highest-priority goals” with the launch of Lexani Ignite.

Pickens said the program will continue to evolve, with an online dealer locator, a sales growth trip, various sales incentives and “additional partnerships all in the works. Lexani Ignite is a partnership between the independent tire dealer and Turbo Wholesale Tires.”

About the Author

Mike Manges | Editor

Mike Manges is Modern Tire Dealer’s editor. A 25-year tire industry veteran, he is a three-time International Automotive Media Association award winner and holds a Gold Award from the Association of Automotive Publication Editors. Mike has traveled the world in pursuit of stories that will help independent tire dealers move their businesses forward. Before rejoining MTD in September 2019, he held corporate communications positions at two Fortune 500 companies and served as MTD’s senior editor from 2000 to 2010.