Maxxis takes Autosport opportunity to highlight breadth of range
Boasting a stronger presence at 2012’s Autosport show than on its debut the previous year, Maxxis International UK took the opportunity of the motorsport calendar opener to showcase the breadth of its product range. Managing director Derek McMartin said: “During our first visit to Autosport International last year our aim was to generate greater awareness by telling people all about the Maxxis brand.
“This time, alongside the more familiar Maxxis car, van, 4×4 and motorcycle tyres, we showcased a number of our specialist sports products, which are competition proven in racing and rally series throughout Asia and South America, to help get across the fact that there is a Maxxis tyre for practically every automotive application.
”This approach meant we needed a major presence at the show and we are delighted that the inherent demand we witnessed has translated into sales opportunities, which we are now busy following up.”
Among the new Maxxis products on display were the high performance PRO R1, developed in conjunction with ExxonMobil Chemical, and the ZPRO, plus the new MCV3 van tyre. The latest 4×4 tyre is the AT980 and Maxxis has also enhanced its range with the RC1, which has been specifically developed for competition racing.
As well as exhibiting its latest product line up at Autosport International, Maxxis unveiled the new SATS Cosworth drift car and announced an extension to its title sponsorship of the Maxxis British Drift Championship for a further three years. The company also revealed an exclusive new sponsorship deal with current British Superbike champions Swan Yamaha and Tommy Hill.
The Maxxis Babes and their new BabeMobile proved to be the biggest draw, according to Maxxis; the camper van – which features a striking livery designed by one of the girls’ many fans will travel around the UK as the Babes promote Maxxis at this year’s drift, motocross and British Superbike events, as well as some of the country’s top car shows.
“Overall, Autosport International 2012 was a major success for us,” adds Derek McMartin. “The sheer number of people on the stand proves that more and more performance car enthusiasts know about us and that Maxxis has grown considerably in popularity. The fact that they were excited by what they saw, and that our products were so well received, means we must make sure our marketing strategy enables us to capitalise on the interest we are generating.”