Dunlop “Focuses Brand Marketing Investment” in Concept Store
Dunlop has launched its High Performance Centre retail concept with an event at the first of its outlets in Northampton. The centre will be operated by existing Goodyear Dunlop customer Tyres Northampton, encompassing many of the features that the company says will distinguish these centres from the rest of the company’s nationwide network. These include a Dunlop-branded reception and lounge designed in a similar style to Dunlop’s VIP racetrack hospitality areas. The Dunlop High Performance Centre partnership programme also includes training for technicians, exclusive Dunlop promotions and quality standard auditing for the stores. The event was attended by leading tyre dealers.
Mark Davison, consumer director, explained: “We have a strong existing network with Goodyear Dunlop Approved Dealers and the rapidly expanding HiQ Franchise network. However, research and feedback told us that there was a gap in the marketplace to develop a niche group of premium stores in partnership with customers who focus on the ultra-high performance market. This is the area of the market where our Dunlop brand marketing investment is focused.”
Over the last three years, the Dunlop brand has seen new launches designed to revitalise its range, such as the Dunlop Sport Maxx TT, Dunlop Sport Maxx GT and Fast Response road tyres and the Direzza track day tyre. Dunlop argues that these have given the brand “the most modern tyre range in the marketplace”, including innovations such as Touch Technology, encompassing a range of features such as the use of Kevlar to provide enhanced steering feedback. At the launch event, dealers were also given a preview of the Dunlop StreetResponse (for the premium citycar sector) and Dunlop QuattroMaxx SUV tyre ahead of their formal launches at the Geneva Motors Show next week.
“With an extremely strong portfolio of premium high performance tyres, supported by increased brand marketing investment – headlined by Dunlop’s return as title sponsor to the British Touring Car Championship, Dunlop is well placed to capitalise on its strong OE presence with premium and sporting cars such as Audi, BMW, Alfa Romeo, Renaultsport, Nissan GT-R, AMG Mercedes and Jaguar,” added Davison.