FONTANA, Calif. (July 18, 2002)—In connection with the marketplace availability of its two new high-performance tires, Kumho Tire USA said it is stepping up its consumer and dealer marketing efforts.
The company hosted its first media ride-and-drive July 17-18 at Tire Rack's test facility in South Bend, Ind. Eighteen journalists from consumer, automotive and tire trade publications attended the event, which included track time to test for themselves the tire maker's new ECSTA MX and ECSTA STX high-performance tires.
To increase brand awareness and support its dealers selling efforts, Kumho is promoting its ultra-high performance lines using national TV and print advertising campaigns.
TV spots are airing on such cable outlets as ESPN, CNN and the Discovery Channel. The company also has developed sales support literature, including a dealer price guide.
Kumho said it saw U.S. sales growth of 32 percent in 2001, including 82 percent in the ultra-high performance segment. “Our goal is to achieve even more growth in 2002,” said Mike Leverington, Kumho director of marketing. “And we believe these marketing programs will help us do that.”