Turbo Tire unveils dealer program, brand ambassador

PARIS — France and Ireland were two of the top points of interest for a select group customers of Turbo Wholesale Tires.

The private-brand and wholesale tire distributor recently hosted around 40 of its largest customers at its annual Invitational Dealer Trip, held recently at the Westin Place Vendome in Paris.

Among the topics at the seven-day trip was the firm's growth through continued marketing and product and program investment, boosting Turbo's brands from the value tier, according to Turbo CEO Phillip Kane.

In addition, Turbo Tire revealed it had launched a partnership with former supermodel Kathy Ireland, also an American author, entrepreneur and fashion designer. She appeared in 13 consecutive Sports Illustrated swimsuit issues, including on three covers.

Ireland, 60, is the official brand ambassador for Lexani brand and will appear at events and in advertisements. The company said she will drive appeal for the Lexani brand among women.

Kane said Ireland's confident style and powerful message to women in business made her a natural fit for telling the story of the Lexani brand.

"Our brand is about the American dream and about enabling more consumers, particularly women, to achieve it," Kane said. "These are stories Ms. Ireland wants to be a part of and to help tell. We're very excited that she's chosen to help us in the telling of ours."

Turbo, backed by private equity firm Kingswood Capital Management since October 2022, also shared details about Turbo's associate dealer program, called Lexani Ignite, that will launch at Specialty Equipment Marketing Association (SEMA) Show in Las Vegas, Oct. 31-Nov. 3.

Retailers that buy directly from Turbo or from Turbo Wholesale will be eligible to participate in Lexani Ignite, which is being tested in the market prior to the full launch.

According to Kane, one perk of the program is that dealers will receive incentives for bolting on tires sold by SimpleTire Inc. He said the program also will include dealer earnings, counterperson spiffs and an incentive trip.

Turbo Tire also revealed its new logo that Kane said reinforces its commitment to the Turbo brand name. The logo will be unveiled at SEMA.

Kane said it is important to let the industry know that the Turbo name will continue into the future. This year marked the 40th anniversary of the company, which was commemorated with a special logo.

"Rather than simply revert back to the use of our old logo, I wanted something iconic, something that could be associated with the Turbo brand for the next 40 years," he said. "I think we found that, and I'm excited for SEMA to share it with the industry."

Turbo also told dealers about its next three product introductions, which, too, will be unveiled at SEMA. Kane said the new products — re-engineered S/T and H/T tires in the RBP brand and a first-ever A/T RBP product — are part of 300 SKUs the company will have launched throughout 2023.

Turbo already debuted four other tires that are on sale now: the Lexani Voltec EV in UHP and touring sizes and RFX run-flat; and rugged-terrain (R/T) and mud-terrain (M/T) iterations of the RBP brand.

Kane said some manufacturers have stopped or altered incentive travel programs — "maybe because they think they are too expensive or not worth the investment," he said, or "used COVID as a reason to stop traveling" — but he said Turbo believes the trip is invaluable.

"It's a bargain at twice the price," he said. "Mostly because we get to look our largest customers in the eye and genuinely say: 'Thank you for all that you do for us.'

"But as much because we listen and learn while we are here. The business decisions we make and the programs we offer are better because of this trip; I'm convinced of it."

Turbo Wholesale Tires expanded its reach considerably earlier ins 20203 by combining operations with Tire Wholesalers Inc. (TWI) under a common management structure designed to support additional growth.