MTD Mid-Year Q&A: Nitto Positioned For Continued Growth

Nitto Tire U.S.A. Inc. remains focused on steady, long-term growth, Keiko Brockel, the company's president and CEO, tells MTD in this exclusive interview.

MTD: Can you bring us upto speed on Nitto Tire's performance in the U.S. so far in 2026? What have been some of the company's challenges and achievements?

Brockel: While 2026 began at a slower pace for Nitto, the brand has since regained strong momentum and is performing exceptionally well. Despite ongoing global market challenges and instability, we continue to see growth across our key business segments. We are very proud of this achievement and of the team whose continued dedication is driving these outstanding results.

MTD: What's your take on the state of replacement PLT demand in the U.S., particularly in the segments where Nitto Tire plays? What are you hearing from your distributors and dealers?

Brockel: Fortunately, demand for Nitto-branded products at the consumer level remains strong. That said, ongoing inflationary pressures - particularly in fuel and transportation costs - are creating headwinds across several of Nitto’s core segments. In certain markets, we are beginning to see consumers trade down to more value-oriented alternatives. At the same time, however, several regional economies remain highly resilient and are delivering exceptional growth and performance.

MTD: When we talked last year, you mentioned that Nitto "is committed to making bold decisions that prioritize long-term growth over short-term gains." Can you elaborate on that? 

Brockel: Nitto’s strong reputation at the consumer level continues to attract interest from a wide range of dealers and distributors. While these opportunities could provide an immediate path to increased volume and market share, we remain firmly committed to strengthening and expanding alongside our existing partners. Our guiding principle is to maximize both the company’s profitability and our customer’s profitability. That philosophy has guided my approach throughout my career, beginning with my early professional foundation at Canon and Xerox, and it continues to shape my leadership at Nitto today.

As with any organization, differing perspectives and internal challenges will occasionally arise. My commitment is to navigate those situations with integrity, maintain alignment across stakeholders and continue driving the business forward through collaboration and principled leadership.

MTD: What investments has the company made in its Nitto Enthusiast Circuit program since the last time we spoke and how will dealers benefit? Are additional program features and benefits in the works?

Brockel: We have made significant investments to strengthen the program through enhanced promotional support, increased funding and a focused effort to improve dealer training and communication. That said, the most exciting developments are still ahead of us. Our upcoming investments in technology platforms will not only enable the program to scale more effectively, but also provide more compelling ways for dealers to engage with the Nitto brand on a daily basis.

MTD: What can we expect to see from Nitto Tire during the rest of 2026 and into next year? What are you prioritizing?

Brockel: For the rest of 2026 and into next year, we’re focused on steady, long‑term growth. That means continuing to invest in product development and strengthening our dealer partnerships. One exciting development is the next phase of our Terra Grappler G3 all‑terrain expansion. We’ll be rolling out several highly requested sizes in June, which our consumers and fans have been eagerly waiting for. Overall, our priority is to stay disciplined, responsive to market conditions and positioned for sustainable success.