DANA POINT, Calif. (Jan. 20, 2014) — Cooper Tire & Rubber Co. is returning as an official series partner for the 2014 TORC (The Off-Road Championship) season, helping to promote the short-course, off-road racing series.
Pointing to Cooper's "long and proud history in motorsports," Chris Pantani, director of UHP marketing for Cooper Tire, said: "The TORC series adds a fantastic dimension to that effort with high-speed, off-road excitement and nationwide venues."
Being involved with TORC will allow Cooper to "activate our brand at the largest short- course, off- road racing events in the country," Mr. Pantani said.
As a series partner, Cooper will engage with TORC's national fan base through television, radio, print, digital and social media exposure together with an on-site presence at TORC events.
Amsoil Inc., a maker of synthetic motor oil, gear lube, automatic transmission fluid and two-cycle oil, is the series' presenting sponsor.
TORC features a variety of off-road vehicles, competing in both Pro and Sportsman classes, ranging from 900-hp, 4-wheel-drive pickups to purpose-built, single-seat buggies, competing on short-course dirt tracks. Tire choice is open; tires must be DOT-certified.
"Chris and his team have done a good job leveraging the TORC Series to drive awareness and consideration for Cooper's Discoverer series tire," sadi TORC President BJ Birtwell.
TORC will hold seven events across the U.S. this year, with NBC Sports providing television coverage. The season starts April 5-6 at Primm Off Road Raceway, Primm, Nev., and ends Aug. 30-31 at Crandon Intl. Off Road Raceway, Crandon, Wis.
More information on TORC is available on its website.
What is the most pressing issue facing your dealership in 2017?
|Finding skilled, qualified workers||
71% (103 votes)
|Competition from online tire sales||
16% (23 votes)
|Managing marketing and social media efforts||
7% (10 votes)
|Upgrading our shop’s technology and equipment||
5% (7 votes)
2% (3 votes)
|Total votes: 146|