LAS VEGAS — Turbo Wholesale Tires L.L.C. will launch a new associate dealer program, called Lexani Ignite, early in 2024 that the distributor unveiled at the Specialty Equipment Marketing Association (SEMA) Show in Las Vegas.
The program, Turbo said, will reward Turbo's associate dealers with quarterly incentives for purchasing units of Turbo's proprietary brands from the firm or its network of wholesale distributors
Turbo said "Ignite" will differentiate Turbo brands from its competition "by giving retailers a further incentive to maximize purchases of our brands."
Phillip Kane, CEO of Turbo, credited the company's share gains in the last year "because we gave dealers more and more reasons to choose our brands. Lexani Ignite is one more, very big reason for retailers to select us first."
One perk of the program is that dealers will receive incentives for bolting on tires sold by SimpleTire Inc. The program also will include dealer earnings, counterperson spiffs and an incentive trip.
Turbo, backed by private equity firm Kingswood Capital Management since October 2022, said it purposely designed the program to be simpler to understand and easier to administer than others. Lexani Ignite will launch Jan. 1.
Turbo recently introduced three product: a re-engineered S/T and H/T tires in the RBP brand and a first-ever A/T RBP product — part of 300 SKUs the company will have launched in 2023.
Turbo Wholesale Tires distributes its Lexani, Lionheart and RBP brands, recently announcing the addition of the company's first run-flat and electric-vehicle (EV) lines.
The company, backed by private equity firm Kingswood Capital Management since October 2022, rolled out the expanded range of products at a June 24 fashion-runway-type event that also celebrated the firm's 40th anniversary and its recent business amalgamation with Tire Wholesalers Inc.
Turbo Wholesale Tires expanded its reach earlier this year by combining operations with Tire Wholesalers Inc. (TWI) under a common management structure designed to support additional growth.