SUWANEE, Ga. — Maxxis Tire International – USA has launched a dealer marketing program called Accelerate that company executives see as a critical first step in the company's plans for expanding its automotive-related business in North America.
Maxxis, the No. 9 tire maker worldwide in 2017 with a markedly lower market presence in North America, sees building the size of its customer base as critical before committing to some other building blocks, according to Chris Jenkins, programs manager – automotive division, for Suwanee-based Maxxis USA.
Among other steps the company has in the pipeline, according to Mr. Jenkins, an industry veteran who joined the company in March, are:
- broadening its product portfolio with tires designed for American conditions;
- growing its OE presence with North American vehicle makers beyond spare tire fitments; and
- exploring the possibility of setting up production here.
The Accelerate program is relatively simple for the time being, Mr. Jenkins said, so as to allow it to build quickly.
Since it was launched in March, dealerships representing close to 500 points of sale have signed up, with more than three-fourths of those hitting the minimum sales targets.
The goal is to double that number before year-end, he added.
The Accelerate program allows enrolled dealers to earn perks, including payouts based on units purchased, quarterly bonuses and yearly VIP rewards, according to promotional literature.
The program offers monthly and quarterly promotions and quarterly bonuses, based on a three-tier structure: Low Gear (24 to 99 units per quarter); High Gear (100 to 249 units); and Overdrive (250 units and more). The reward payout increases with each tier.