PALM BEACH, Aruba — You know a company is pumped up about its new branding efforts when nearly the entire management team, both men and women, gets tattoos of its new logo on their arms.
That was the case with Dunn Tire L.L.C. during its Exxpress Tire Delivery Dealer Meeting March 20-24 at the Hilton Aruba Caribbean Resort & Casino in Palm Beach.
The tattoos were only temporary, of course, and a fun group activity for attendees of the meeting, but they symbolized the excitement the dealership's team has for changes it's making to Dunn's Exxpress Tire Delivery wholesale business and companion Exxpress Tire Car Care dealer marketing program.
Dunn Tire brought 140 tire and car dealer customers, suppliers and guests to Aruba to share with them the company's rebranding plans for Exxpress Tire Delivery and upgrades to its website.
The Buffalo, N.Y-based tire retailer and wholesaler also announced the revamping of its Exxpress Car Care Centers dealer marketing program to include new tools aimed at helping members stay relevant and successful in a changing U.S. tire marketplace.
Company executives also shared news of the March 13 opening of a 75,000-sq.-ft. warehouse in Henrietta, N.Y., that replaces a smaller facility nearby which services the Rochester area.
Despite increased competition from other tire wholesale distributors, Exxpress Tire Delivery has continued to grow in the Rochester area, which necessitated the need for a larger facility, said David Simons, Dunn Tire executive vice president and CFO.
The new location was built to Dunn Tire specifications and can be expanded to 115,000 square feet, he said.
In addition to Rochester, Dunn Tire operates warehouses in Erie, Buffalo and Syracuse, N.Y., as well as one in Pittsburgh, which opened last year.
Exxpress Tire Delivery has 4,000 tire and car dealer active accounts in upstate New York and Western Pennsylvania, Mr. Simons said.
The company operates 100 delivery trucks, about a quarter of which are 26-foot box cars and the remainder pickup trucks, which are used for multiple deliveries in metro markets, said Paul Pittner, the dealership's managing director of procurement and supply chain.
"It's a big investment to do it that way, but it best addresses the customers' needs," Mr. Simons said.