Falken launching dealer-training 'academy' at California HQ

RANCHO CUCAMONGA, Calif. — Sumitomo Rubber North America Inc.'s Falken brand is launching "Falken Academy," a dealer training seminar and ride-and-drive program designed to help it build relations with its dealer network.

Located at Falken's U.S. headquarters in Rancho Cucamonga, the academy is a two-day training program that offers participants both classroom instruction and behind-the-wheel training at nearby Auto Club Speedway in Fontana, Calif., and the Cleghorn Trail, a popular off-roading point near San Bernardino, Calif.

"This is a long-term initiative for Falken Tires," Nick Fousekis, Falken's director, advertising and promotions, said, noting the goal is to allow participants to experience first-hand how Falken tires perform in "demanding" conditions.

Falken hopes to have roughly 1,500 guests — retailers, dealers and salespeople — come through Falken Academy this year in three waves, in February, June and August, Mr. Fousekis said.

The first wave is under way this week.

"Our prime objective is to give our associates a chance to see the inner workings of our great company, intimately learn our products, truly understand our brand and how to sell it," Mr. Fousekis added.

Guests will run through three stages:

• tech — recognizing how Falken incorporates innovative technology into every tire it builds;

• track — experiencing Falken products against key competitors; and

• trail — "getting down and dirty" by testing Falken's Wildpeak off-road tires.

All accommodations, including airfare and lodging at the historic Mission Inn Hotel & Spa, are included.

Additionally, every dealer participant in Falken Academy during 2018 will be entered to win a new Ram 1500 4x4, which soon will feature the Falken Wildpeak A/T3WA as original equipment.