Bridgestone/Firestone Canada Inc. will bring the TireStarz program to Canadian tire dealers beginning July 1, officials said.
In the U.S., 690 dealers-operating 750 locations-participate in TireStarz USA, administered by Nashville, Tenn.-based Bridgestone/Firestone. The marketing group offers dealers Bridgestone and Firestone brands, plus other associate brands that vary by distributor.
But in Canada, the program will be more retail-oriented and somewhat similar to the Bridgestone/Firestone affiliated dealer program in the U.S., said Lou Monico, national manager, TireStarz program. While the U.S. program enlists about 40 distributors to sell to individual dealers, the Canadian program will be handled directly between Bridgestone/Firestone and its dealers, he said. The program will include the Bridgestone, Firestone and Dayton brands, but no associate labels.
``It is a retail support program designed to give dealers the tools to sell more tires,'' he said, adding the program will include multi-brands, advertising support, educational seminars, display and identification materials and supplier programs.
Mr. Monico said the Canadian program-which has been in the works for about six months-does not include automotive service. The program is not connected to the former Tire Club program, which recently was phased out, Mr. Monico said.