LOS ANGELES (March 6, 2008) — Custom wheel wholesaler Mizati Luxury Alloy Wheels Inc. has hired a four-member outside sales team to help the importer penetrate new markets and increase market share.
The company said the strategy, which is national in scope, is concentrated in regions that are relatively unsaturated or completely untapped by Mizati. It will allow for market penetration based on the company's brand name and competitive pricing—especially in the East Coast market, which Mizati said presents “a tremendous opportunity for expansion.”
The new team is headed by Sales Manager Tony Cortez, who will be assisted by Tony Telan, assistant vice president of company strategy/marketing. The team will cover a range of about 15 states and will focus on areas where Mizati does not currently sell, according to Grace Wang, vice president of investor relations.
CEO Hazel Chu said “increasing brand awareness as a result of advertising and marketing efforts coupled with our outside sales team should really help drive our organic growth.”
Although last year Mizati launched and now operates two West Coast-based Wheel Lots rent-to-own tire and wheel retail stores, Ms. Wang said the new sales team is not a precursor to opening Wheel Lots stores on the East Coast or elsewhere in the country. The company has said it company plans to open six to eight stores between California's Inland Empire and the greater Los Angeles area.
Mizati markets custom luxury alloy wheels for passenger cars, sport-utility vehicles, vans and light trucks under three brands—Mizati, Hero and Zati—through a network of 425 dealers and distributors.