AKRON (Sept. 3, 2004) — Goodyear has improved its Dunlop Web site as part of its renewed focus on the struggling brand.
Goodyear said the site, www.dunloptires.com, has gained speed and navigation. The site also covers a range of passenger and light truck tires and suggests possible fitments for cars and trucks.
The site also allows users to check tire pricing and reserve tires at local retailers. In an interview with Tire Business earlier this summer, Goodyear officials said the sales are not direct through the Akron-based tire maker, and customers are essentially reserving tires through Goodyear's TireHQ system with participating dealers. The officials added that customers generally spend 50 percent more when they buy online than when they buy in a store.
Goodyear reported that online advertising helped cull 25 percent more visits to the Dunlop site and 208 percent more online sales leads. Dunlop ads will return to the Internet on Sept. 27.
“Web content is focused on driving enthusiasts and the features they're looking for in vehicle and tire performance,” said Janice Consolacion, brand planning manager for Dunlop, in a statement. “Visitors will be some of the first to find out about new products, technology and grassroots marketing that reaches out to automotive enthusiasts.”
Also as part of its plans to revamp Dunlop, Goodyear said it plans to unveil new products and marketing campaigns ahead of the Specialty Equipment Market Association (SEMA) show in November in Las Vegas.