TAIPEI, Taiwan (May 17, 2006) — Taiwanese tire maker Federal Corp. has created a mascot — a cartoon character with a tire tread Mohawk-style hair cut — to represent the company in its efforts to gain broader international recognition.
The character, called “Feddi,” “affirms and emphasizes all that we are today and are working to become—contemporary, smart, fresh, innovative, and capable of competing and connecting in new markets and niches,” said Federal CEO Jamie Ma. “Feddi also represents Federal Technology Center's dedication to further involvement and R&D in the motorsports arena.”
Feddi will be a part of Federal's Corporate Identity System, acting as its spokesperson. “He is smart, fun, outgoing and passionate and his choice of clothes reflect his devotion and love for motorsports,” the firm said.
Feddi's ever-changing hairstyle will always mirror and match that of Federal's latest tire pattern, the company added.