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 reflects 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.
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