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March 22, 2013 02:00 AM

Atturo speeds into 'Truck U' show

Tire Business Staff
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    (Atturo Tire Corp. photo)
    The stars of Speed Channel's “Truck U” program, Bruno Massel (left) and Matt Steele pose with an Atturo tire featured in an upcoming show.

    BLAND, Mo. (March 22, 2013) — Private brander Atturo Tire Corp. has launched a consumer media campaign as a sponsor of the Speed Channel's popular "Truck U" program.

    Atturo-brand tires will be featured in three episodes as the TV show's principals modify a variety of vehicles. Truck U is a how-to show dedicated exclusively to trucks, 4x4s and SUVs, Atturo said. The show features monster-truck expert Matt Steele and mechanic Bruno Massel involved in hands-on projects crucial to serious off-roading and truck performance.

    Atturo also will be a segment sponsor in a further six episodes, with Atturo-branded signage featured on the set, the company said. Episodes are set to air multiple times over the premium summer months.

    "Atturo is reaching out directly to the consumer with a dedicated message that quality performance tires are available at affordable prices," the company said. "Atturo is staking claim to the market segment above no-name Chinese products and mid-tier brands. By developing a mix of original equipment and aftermarket sizes with quality construction backed by a three-year warranty, the Atturo brand delivers performance within reach."

    The tire marketer's AZ800 will be featured in the first Truck U episode that's scheduled to air at 10:30 a.m. ET on Saturday, April 6. Subsequent episodes will include Atturo's Trail Blade M/T light-truck tire.

    "As a niche brand dedicated to the SUV/4x4 segment, Atturo is a natural fit for the Truck U audience," Atturo said.

    According to the SPEED Channel website, Truck U is in its fourth season on the network. The show promotes itself as helping "you take your truck to an entirely new level of appearance and performance. It's the ultimate how-to program for truck lovers."

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