By William Schertz, Tire Business staff
TAMPA, Fla. (July 21, 2015) — Custom wheel and tire “rent-to-own” franchisor SPF Management Co. L.L.C. wants consumers everywhere to know that it's taking tires seriously.
While the firm's RNR Custom Wheels & Tire Express business has always sold tires to complement its wheel business, last year it shifted its primary focus to the tire market — going so far as to rename itself RNR Tire Express & Custom Wheels.
“We had to get our name to match the marketing message that we are a tire dealer primarily, and we do custom wheels,” RNR Vice President Vince Ficarotta told Tire Business.
What seems at first glance to be a minor change actually has made a significant impact for the business, Mr. Ficarotta said. In 2013, the firm changed its marketing to emphasize the tire business without even mentioning wheels, he said, but “it just didn't resonate deep enough” with consumers.
- This story appears in the July 20 print edition of Tire Business.
“One of our franchisees came to us and said, ‘Can I just try RNR Tire Express?” Mr. Ficarotta said. “We agreed, and the store was very successful, and we realized it's not so silly to think that might have a tremendous impact. And we just finally got to the point where we made it official and said this is our name: RNR Tire Express & Custom Wheels.”