Goodyear has licensed its name to Cyclo Industries, a Jupiter-based manufacturer of automotive products, for a line of tire appearance products to be known as Goodyear Racing Wet Tire Shine, Foaming Tire Shine and Wheel Cleaner.
The new product line will be sold parallel to Cyclo Industries' existing line of tire and wheel products, marketed under the Cyclo name. To promote the new product line, Cyclo has signed Tommy Baldwin, crew chief for NASCAR's Bill Davis Racing, to be the spokesperson.
``This is an important step in our company growth,'' Cyclo Chairman Lawrence Pesin said, calling it ``an opportunity to expand in this fast-growing segment of the automotive aftermarket.''
Mr. Pesin pointed to the growing number of car enthusiasts who want to keep their old and new cars in top condition. ``It's a market for all ages,'' he added, ``with a median household income of $58,000. We're planning a powerful marketing and advertising program to speed category growth.''
Mr. Pesin cited Mr. Baldwin's status as a NASCAR crew chief as the primary reason for picking him as the product line's spokesman.
``...(Mr. Baldwin) brings to our new product launch the background and experience of an authority well-versed in the importance of car maintenance, including appearance,'' he said.
Mr. Baldwin has been a crew chief in NASCAR for 10 years, mostly with Bill Davis Racing. He was crew chief for Ward Burton in 2002 when Mr. Burton won the Daytona 500. He also crewed for his father, the late Tommy Baldwin Sr., during his days on the sports car and endurance racing scene.
Cyclo claims its line of tire appearance products produce a lasting shine because they contain siloxane, a chemical compound containing silicon, oxygen and either carbon or hydrogen. Siloxanes provide the ``wet look'' shine so desired by consumers today, Mr. Pesin said.
The firm is supporting the launch of the product line with advertising on cable TV and on the Web. Among Cyclo's other product lines are Rain Dance waxes, Rally car wax and wash products and Tanner's Preserve leather preservative.
For Goodyear, the deal reflects the company's desire to increase exposure of the Goodyear brand through selected licensing deals, according to Roger Rydell, vice president, global business communications.
The tire maker was involved in the formulation of the new tire shine product, and the two firms have been testing it at Goodyear's laboratories to ensure it does what it claims, according to Bob Paciulan, manager of licensing for Goodyear.
Goodyear established a brand licensing policy in 2003 and is keen to expand the practice, ``where it makes sense,'' Mr. Rydell said. In the past the Akron-based company has licensed its name for footwear, garden hose and automotive tools and jack stands, Mr. Paciulan said.
Goodyear is working with Cyclo to get the new product into Goodyear's company-owned retail stores, Mr. Rydell said.