The bigger the tyre brand, the more important marketing becomes in order to communicate its values and its worth. With this in mind, the “marketing” tag collates all the latest marketing-related news and analysis into a single place. This reverse-chronological list of thousands of articles is your go-to source of tyre industry, marketing-related news and information.
Michelin remains the world’s most valuable and strongest tyre brand, according to the latest Brand Finance Automotive Industry report. However, while Michelin has retained its top position for the second year in a row since it gained the crown from Bridgestone in 2018, Chinese tyremaker Linglong Tires cemented its position as an up-and-coming tyre brand by entering the top 10 after a couple of years of being tipped as a fast riser.
Ligue de Football Professionel (LFP), the body which governs the French football leagues, officially presented the new identity of the 2020/21 Ligue 2 season this month. And, from 1 July 2020 it will be called Ligue 2 BKT. The title sponsorship agreement runs through to June 2024.
Nankang Rubber Tire has opened a new showroom at Nürburgring Boulevard, as part of the ATOMIC-SHOP Motorsport Showroom. The manufacturer, which produces racing tyres for global motorsport codes, is the first Taiwanese manufacturer to have a showroom at the Nürburgring.
The Parts Alliance will supply two popular Petronas Syntium oil grades in limited edition Formula One 200 litre barrels. The June promotion celebrates the six consecutive Formula One World Championships won by the Mercedes AMG Petronas F1 Team, with an eye-catching barrel design.
Toni Silfverberg has been appointed to lead Nokian Tyres’ new Marketing & Sales Excellence team starting 1 June 2020. Silfverberg will be a member of Nokian Tyres management team and report to Jukka Kasi, SVP products and marketing. Toni Silfverberg moves to the position from Nokian Heavy Tyres, where he has been leading sales and marketing globally. Previously Silfverberg has worked in international companies like H+H International A/S and Inion Oy, where he had leading roles in sales and marketing, finance and ICT.
Aftermarket parts supplier Melett has welcomed Gareth Flower to its marketing team who will provide maternity cover for Victoria MacMillan. Flower has more than 25 years’ experience, having begun his career in the garage equipment sector at Hofmann Balancing Techniques in the early 1990s. He moved to MAM software in 2000 for 20 years, progressing to marketing manager. Flower will take the position as interim channel marketing manager and will continue to implement Melett’s strategy to strengthen its reputation as a leading supplier of precision-engineered turbochargers and parts.
The ADAC TOTAL 24h of the Nürburgring has been rescheduled for September, leaving a cloud-shaped hole in Falken Motorport’s schedule. The tyre brand’s team is followed by an enthusiastic fan base, though, and Falken has found a way to engage them without the totemic event of its motorsport season.
Hankook Tire won’t be able to call its holding firm “Hankook Technology Group” after a court decided that Hankook Tire used the name for “unfair purposes.” As a result, Hankook Technology Group will no-longer be able to use that name on the Kospi share index either.
Bridgestone will be the official tyre supplier to the latest installment of the RIDE motorcycle racing video game series. The tyre manufacturer signed a partnership with the Italian game developer, Milestone for RIDE 4. The game for two-wheel enthusiasts will launch worldwide on 8 October 2020 on Playstation 4, XBOX One and PC. Bridgestone explained that the partnership targets solidifying its position as a market leader for motorbike tyres. The game also allows it to “showcase its products and legacy in the competitive racing world,” it added.
Toyo Tires has introduced a new visual marketing campaign based around its corporate blue colour. The new visuals follow up Toyo’s ‘Open Roads Await’ brand statement formulated in June 2019 to express “the frontier spirit” of the Toyo Tire Group, it states. Toyo reasons that the new imagery, which comprises a landscape awash in sky and ocean blues, reflects the company in its colour to “reaffirm” its message through a new website, music in the form of curated playlists and a specially commissioned song by Flynn Hudson, and prose. The new corporate imagery is being rolled out globally in 12 languages with a new video, which you can view below.
UKTV has invested in online car repair marketplace Clickmechanic.com using its multi-million pound investment fund, UKTV Ventures. The online start-up, which allows motorists to get quick online quotes and book pre-vetted mechanics, has secured £1 million worth of commercial airtime across the broadcaster’s network of channels. ClickMechanic’s real-time, online quoting engine is the first of its kind in Europe and empowers users to get the best deal possible and ensure they pay a fair price.
What Car? has launched a new television advert as part of its ongoing strategy to connect Britain’s new car buyers to its growing network of trusted dealers.
The advert – which debuts on 30 December – is What Car?’s first-ever television campaign and forms part of a larger media rollout that also includes paid social content, display and print advertising throughout the first three months of 2020.
Linglong and Juventus have extended their sponsorship partnership, which makes Linglong Tire Juventus’ Official Global Tire Partner until 2022.
In a statement announcing the news Linglong said: “It’s been an incredible journey shared between Linglong Tire and Juventus, since the partnership agreement was signed between the two on 1 February 2018. A journey, experienced together, which has seen Juventus win two Serie A titles, one Coppa Italia and an Italian Super Cup.” Both sides have reportedly “enjoyed” collaborative partnerships, which have seen each of the brands mutually benefit from the agreement, as fans can look forward to even more collaborative work between the two.
BKT
Nankang
The Parts Alliance
Nokian
Melett
Falken
Hankook Technology; Hankook Technology Group
Toyo