Some Crave 'Shoes' That Look Fast

AKRON, Ohio, Oct. 12, 2004 -- Selling tires to people who actually anticipate buying a set is easier than selling snowshoes to Eskimos.

The strategy, according to Dunlop tire marketers, is to find people who get an adrenaline rush from buying stylish "shoes" for their dream machines. The trick is selling them "shoes" that provide maximum traction and with style that attracts a second look, said Andy Traicoff, Dunlop director for consumer tire marketing.

"The tires have to look fast," Traicoff said. In fact, 10 percent buy ultra-performance tires that look like they perform, according to Dunlop research. That's 22.5 million replacement tire sales annually.

"Passionate is a strong word, but that's how they feel about the driving experience. And they view their 'shoes' as functional to the drive. That's not new for Dunlop. We've been helping passionate drivers tune their vehicles about as long as we've been in business. It's in our DNA."

Dunlop is a signature brand for The Goodyear Tire & Rubber Company .

"We know we need to address their desires as well as their needs," he said. "So we design fashionable tires with radical, sweeping tread patterns, such as those found on the Grandtrek PT9000, the SP Sport 9000 and SP Sport FM901."

It helps to develop bonds with people who remove perfectly good tires and wheels to improve the appearance and performance of their vehicles. "They are interested in what's under the hood as well as what grabs the asphalt. And they stay informed on the latest advances in automotive technology," he said.

That means bolting on more options - mufflers, stereos, wheels and, of course, tires - to their stock vehicle. "They're more 'tire aware' than the average customer. They buy tires more often, and they want tires before they need tires," the Dunlop marketer said.

To reach these knowledgeable enthusiasts, Dunlop sponsors grassroots events, such as Hot Import Nights lifestyle/car shows and sport compact car drag racing.

"New products being developed for these 'tread heads' aren't the sole solution. We also work closely with our independent dealers to create unique events that reach out to people who view tires as necessary to accelerate, stop and corner in their vehicles.

"We must be as passionate about tire style development as our consumers are about driving twisty mountain roads. The exhilaration of designing the next-generation of tread patterns should be just as satisfying," Traicoff said.

Dunlop is a global tire brand with an excellent reputation among performance car enthusiasts. Well known for its prestigious original- equipment fitments and sports car racing heritage, Dunlop is also a key supplier to sport compact enthusiasts featuring "tuner" tire sizes and race series sponsorships.