Sentury rebranding Landsail line to highlight 'unique' quality

MIAMI — A decade after introducing the Landsail brand to the U.S. market, Sentury Tire USA Inc. is rebranding it as part of its strategy to communicate a clearer message to end-users and trade customers.

Sentury said it will revamp the brand to emphasize the "unique" quality of the tires and concentrate on brand strategy to address customers.

Maxwell Wee, executive vice president of Sentury Tire USA, said the message "communicates the uniqueness" of Landsail tires.

"We hope to leave the impression that tires of this caliber do not come around every day," Mr. Wee said. "It is a simple but bold statement: There are no other tire brands within our tier that have the quality and commitment to staying the course that Landsail has, and we stand behind our brand."

Mr. Wee said that Sentury's brand development research discovered that the Landsail customer is "savvy" and dedicates a lot of time to researching products.

"They don't make a major purchase without doing their homework, and they know how to make an educated purchase that fits their budget," he said. "This knowledge has informed our decision to thoroughly explain the key features and benefits of our Landsail products, specifically on our new website."

The Sentury marketing team has developed a new "look and feel" that enhances the Landsail color palette, Sentury said, which includes new typography, incorporates new social influencer photography communicates a new brand message: Landsail Equipped.

Sentury said that "Landsail Equipped" means that with each Landsail product, customers can expect high quality, research and performance, which leads to a high level of consumer confidence.

As an example of Sentury's commitment to quality, Mr. Wee pointed out that parent Qingdao Sentury Tire Co. Ltd. developed the main landing gear tire for the Boeing 737-700/800/900 aircraft, a process that required the highest and strictest quality standards.

He said those standards are part of Landsail's DNA.

"Most replacement tire manufacturers never achieve this goal," he said. "However, as a young company, we focused on this early on."

Landsail's trade and consumer advertisements provide the message of quality first, using phrases such as "Off-Road Equipped," "Quality Equipped" and "Performance Equipped."

In addition to the rebrand and new website that launches this month, Landsail will roll out social campaigns based on relationships with social media influencers, ranging from overlanders to alternative sport personalities and car builders. The importer/distributor said it plans to use social posts and videos to reach its target audience who enjoy the same type of lifestyles and demonstrate the Landsail quality.

Sentury teased the rebrand at the 2019 SEMA Show in Las Vegas, where it had on display a customized 2020 "Execu-Con" Jeep Gladiator pickup that it said it planned to use to promote Landsail Rogueblazer R/T line of light truck/SUV tires.

Landsail is one of five brands Sentury Tire USA markets in the U.S. The others are Delinted, Groundpseed, Pantera and Sentury.

Sentury recently launched a rebrand of its Delinte brand, with an eye toward attracting a younger generation of customers. The rebranding will focus on a "relentless" state of mind—"Relentless quality for relentless adventure"—in print and social media.