Skip to main content
Sister Publication Links
  • Automotive News
  • Rubber News
  • European Rubber Journal
Subscribe
  • Login
  • Register
  • Subscribe
  • Current Issue
  • HUMANITARIAN
  • News
    • TIRE MAKERS
    • COMMERCIAL TIRE
    • GOVERNMENT & LAW
    • MERGERS & ACQUISITIONS
    • BEST PLACES TO WORK
    • OBITUARIES
    • OPINION
    • MID YEAR REPORT
    • SERVICE ZONE
  • ADAS
  • Data
    • DATA STORE
  • Custom
    • SPONSORED CONTENT
  • Resources
    • Events
    • DIRECTORY
    • CLASSIFIEDS
    • SHOP FLOOR
    • AWARDS
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
    • RUBBER NEWS EVENTS
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Best Places to Work
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
January 19, 2015 01:00 AM

Maxxis flies high in its rep-building

Kathy McCarron
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    SUWANEE, Ga.—Maxxis International Inc., which built its motorsports reputation in two-wheeler and ATV racing events, is making inroads on auto/light truck racing through a series of sponsorships of professional drivers.

    Maxxis is touting its new title sponsorship of a Pro 4-class vehicle in The Off-Road Championship (TORC) series as well as title sponsorship of the Ultra 4 Rock Crawling series in Europe.

    Motorsport sponsorship “certainly makes our brand more visible, but also it provides a great proving ground for our product,” Brad Williams, Maxxis International-USA's national sales manager, told Tire Business.

    “Our thought process is if we can build a product that meets the performance standards of professional racers, we're confident they're going to exceed the expectations of a typical consumer.”

    He said sponsorships also benefit tire dealers who carry Maxxis by “making our brand more visible to consumers and also just being able to validate the quality.”

    Last year, as an added benefit for its tire dealers, Maxxis launched two racing support trucks, for East and West Coast events. The vehicles provide a lounge and catering for dealers and their customers at race venues.

    “What we generally do when there are races in the area, we'll look for local customers and give them the VIP experience,” Mr. Williams said, “which would include free tickets, and we cater the events for them.”

    He noted that while the company also sponsors baseball and basketball teams—the company, for instance, recently signed on to sponsor the Atlanta Braves during the 2015 season and last August inked a deal with the Los Angeles Lakers to be the team's exclusive tire sponsor—”our focus is on motorsports.”

    “A lot of other tire companies get involved in it for advertising. Our company was built on enthusiasts,” Mr. Williams said. “We started out in bicycle tires, then moved on to moto/ATV and now light truck. So really, our company was built on that customer base. So we are always going to be heavily involved and actually even growing (our involvement).”

    Maxxis is involved in both the TORC and Lucas Oil Off Road Racing Series (LOORRS) short course series for light trucks. It has built a project tire for the Pro 2 and Pro 4 classes and will be updating that tire, the Razr SCR, this year, Mr. Williams said.

    Maxxis sponsors more than 15 drivers in all classes. This year, for the first time, the company will be a title sponsor for one of the Pro 4 vehicles driven by C.J. Greaves.

    Other Maxxis sponsorship programs include:

    c Presenting sponsor of the W.E. Rock and DirtRide rock crawling series and a sponsor for Ultra 4 in the U.S.;

    cSponsoring drivers in various classes competing in SCORE and Best in the Desert series;

    cSponsoring two drivers in Formula D drifting competition, which kicks off the 2015 season with the Streets of Long Beach event, April 10-11, in Long Beach, Calif.; and

    c Grass roots sponsorship of drivers in Rally and National Auto Sport Association (NASA) events.

    Maxxis also sponsors drivers in regional competitions of all the racing series, according to Mr. Williams.

    Suwanee-based Maxxis International is a subsidiary of Taiwan's Maxxis International/Cheng Shin Rubber Ind. Co. Ltd.

    To reach this reporter: [email protected]; 330-865-6127. Twitter: @kmccarr

    Related Articles
    Ford again sponsoring Formula Drift sweepstakes
    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    Most Popular
    1
    Update: Goodyear agrees to meet investment group
    2
    Mavis acquiring TBC's NTB, Tire Kingdom business
    3
    Mavis-TBC deal tops retail tire charts
    4
    Mavis-TBC deal shakes up retail landscape
    5
    Wave of M&As gathering strength
    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • Instagram
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    Reader Services
    • Staff
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • HUMANITARIAN
    • News
      • TIRE MAKERS
      • COMMERCIAL TIRE
      • GOVERNMENT & LAW
      • MERGERS & ACQUISITIONS
      • BEST PLACES TO WORK
      • OBITUARIES
      • OPINION
      • MID YEAR REPORT
      • SERVICE ZONE
    • ADAS
    • Data
      • DATA STORE
    • Custom
      • SPONSORED CONTENT
    • Resources
      • Events
        • ASK THE EXPERT
        • LIVESTREAMS
        • WEBINARS
        • SEMA LIVESTREAMS
        • RUBBER NEWS EVENTS
      • DIRECTORY
      • CLASSIFIEDS
      • SHOP FLOOR
        • BALANCING
        • DEMOUNTING
        • SAFETY
        • TIRE REPAIR
        • TPMS
        • TRAINING
        • VEHICLE LIFTING
        • WHEEL TORQUE
      • AWARDS
        • Best Places to Work
    • ADVERTISE
    • DIGITAL EDITION