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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.

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TMD Friction appoints new CV division global sales and marketing director

TMD Friction

TMD Friction has created a new management position, appointing Oliver Hill as the company’s new Global Sales & Marketing Director IAM Commercial Vehicles. Hill is responsible for developing revenue streams and profits in TMD Friction’s commercial vehicle aftermarket division across all regions, and for the conception of innovative marketing strategies. Hill brings with him more than 20 years of experience in IAM, gained in a variety of sales and marketing positions. He spent 19 years with ZF Friedrichshafen, most recently serving as Head of Global Strategy Commercial Vehicles.

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  1. Alliance appoints new head of marketing, Europe
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Falken Tyres signs UK TV sponsorship deal

Falken

Falken Tyres will sponsor a series of television programmes on UKTV’s entertainment channel, Dave. The first national TV advertising campaign for the Sumitomo Rubber Industries global tyre brand was developed by the brand’s UK distributor Micheldever Tyre Services and its partner agency Spark Foundry. Falken idents will appear before and after selected programmes – collectively called “Characters on Dave” – between February and November 2021. These programmes include the popular entertainment shows QI XL, Travel Man, and Would I Lie To You?

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Related news:

  1. Micheldever makes Falken Supplier of the Year
  2. Falken and Micheldever extend regional advertising
  3. Micheldever Appoints New Falken Brand Manager
  4. Falken “to aggressively expand” motorsport activities
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Bridgestone halves gap with Michelin in 2021 Brand Finance Global 500

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Brand Finance normally releases its tyre brand ranking in March, but the analysts’ list of the top 500 brands in the world gives us a preview of what we will see in roughly a month’s time. Published at the end of January 2021, the latest Brand Finance report ranks companies according to their brand’s strength and monetary value. Michelin and Bridgestone are the only two tyre brands in the top 500 and it is clear that the competition between the two continues to heat up.

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  1. Michelin becomes world’s most valuable tyre brand
  2. Michelin remains world’s strongest tyre brand
  3. Michelin, Bridgestone in top 300 world’s most valuable brands, but fall in rankings
  4. Michelin maintains position as world’s most valuable tyre brand: Brand Finance
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Tomket Tires sponsors SK Dynamo

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Dynamo; Tomket Tires

One of the biggest football clubs in the Czech Republic, SK Dynamo České Budějovice, has named Tomket Tires as its back of shirt partner. The latest investment comes shortly after Tomket Tires announced its partnership with another leading Czech team, FC Zbrojovka Brno. The two Czech football sponsorship moves see Tomket Tires return to the company’s historic roots by sponsoring teams at the forefront of Czech football in the same manner as it does other teams in the top five leagues in global football.

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  1. VfB Stuttgart also sponsored by Tomket Tires
  2. Tomket Tires sponsors FC Zbrojovka Brno
  3. Lassa Tyres sponsors all indoor FC Barcelona teams
  4. French football league takes on BKT name
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Tomket Tires sponsors FC Zbrojovka Brno

FC Zbrojovka Brno; Tomket Tires

FC Zbrojovka have welcomed Czech-based brand Tomket Tires as a sleeve sponsor. To support its development, Tomket have invested in a portfolio of sponsorships within motorsport and premium football clubs including being the official partner of Glasgow Rangers, ACF Fiorentina, VFB Stuttgart and a media partner at four English Premier League clubs.

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Related news:

  1. VfB Stuttgart also sponsored by Tomket Tires
  2. Lassa Tyres sponsors all indoor FC Barcelona teams
  3. French football league takes on BKT name
  4. Tomket Tires signs two-year Glasgow Rangers sleeve-sponsorship
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VfB Stuttgart also sponsored by Tomket Tires

VfB Stuttgart; Tomket Tires

Tomket Tires announced it became an official partner to VfB Stuttgart on 7 January 2021. The latest announcement follows a series of high-profile football sponsorship deals. Tomket is already associated with Rangers, Fiorentina, several Spanish La Liga clubs and four English Premier League teams in varying levels of partnership. Tomket has also invested in motorsport sponsorship.

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  1. Lassa Tyres sponsors all indoor FC Barcelona teams
  2. Hankook signs three-year global Real Madrid partnership
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  4. Tomket Tires signs two-year Glasgow Rangers sleeve-sponsorship
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Continental Tyres awarded 2020/21 Superbrands Status

Superbrands

Continental Tyres has been awarded Superbrands status for 2020/21, recognised for “establishing an exceptional reputation in its field”. The Superbrands organisation identifies and pays tribute to exceptional brands throughout the world in over 85 countries. This year’s survey evaluated a shortlist of 1,600 consumer facing business brands across 74 categories from Automotive Products to Watches.

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  1. Continental a Superbrand for third year in 2017
  2. Continental ranked as consumer brand Superbrand
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Westlake and Arisun billboards unveiled in four countries

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ZC Rubber

ZC Rubber, the world’s 9th largest tyre manufacturer, has unveiled large billboards in four famous in the United States, Australia, Thailand and Germany.

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Nokian appoints new global marketing head

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Nokian Tyres

Reija Laaksonen has been appointed Nokian Tyres’ new Head of Global Marketing starting 9 November 2020. She reports to Andrei Pantioukhov, executive vice president and member of Nokian Tyres’ management team.

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  1. Nokian Tyres appoints Hille Korhonen as president and CEO
  2. Adrian Kaczmarczyk appointed Nokian Tyres SVP, Supply Operations
  3. Nokian shifts North American tyre business to Anna Hyvönen
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‘Falken says tanks’ campaign awarded German Design Award

Falken

Falken Tyre and digital marketing specialist Pixelgenau have won a German Design Award 2021 for its “Falken says tanks” sales campaign. Also known in German as “Falken sagt Tanke”, the long-running sales campaign rewards customers buying a set of Falken tyres from participating dealers with fuel vouchers worth 20 euros, along with the chance to win other prizes. The campaign takes place in Austria, Belgium, Bulgaria, France, Germany, Luxembourg, the Netherlands, Poland and Slovenia.

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Related news:

  1. Micheldever makes Falken Supplier of the Year
  2. New Record as 530 Exhibitors Sign-up for Reifen 2008
  3. Falken veteran sales VP retires, executive roles shuffled
  4. Falken launches ‘Pass the Wheel’ social media campaign
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Apollo Tyres creates Chief Digital Officer role

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Apollo Tyres

Apollo Tyres has appointed Hizmy Hassen to the newly-created position of Chief Digital Officer (CDO). Hassen will be based at the company’s London office, and will be responsible for leading the strategy and operations of Apollo Tyres’ digital journey, including responsibility for Information Technology. Hizmy Hassen will report to Neeraj Kanwar, vice chairman and MD, Apollo Tyres Ltd.

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  1. Goodyear appoints chief marketing, digital officers for North America consumer business
  2. Alliance appoints new head of marketing, Europe
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  4. Ex-Goodyear Dunlop comms director joins PR firm
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BKT Network launched to offer partners, users video content

BKT

BKT has launched the BKT Network, a digital TV format hosting new and exclusive videos about the off-road tyre specialist, its products, and its partnerships. BKT said content will include first-hand accounts from users around the globe, behind-the-scenes looks at sports sponsorships, exhibitions, CSR activities. and more. “The initiative also comes about as a direct link with users, with partners and distributors, with the whole range of audiences,” says Arvind Poddar, BKT chairman, in the network’s launch episode. “The need to reduce the distances dictated by the current situation has never been so relevant. We want to remain in contact with everyone.”

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  1. BKT officially signs Monster Jam deal at world finals
  2. French football league takes on BKT name
  3. Michelin Launches Roadside Service Program in China
  4. Maxxis – proud to be associated with ‘successful’ Australian Open
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UK social media ranking: Michelin continues to lead, but several changes and one new entry into top 10

Photo Mix; Pixabay

For the fourth year in a row, Michelin can be found at the top of Tyres & Accessories’ 2020 UK social media ranking. Indeed, such is Michelin’s dominance in the annual table, only Goodyear (in 2012) and Dunlop (in 2016) have done enough to overtake the UK arm of the French tyre brand since our research began in 2011. In both cases, Michelin still managed to take second place.

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  1. Michelin the number one consumer researched tyre brand: Tyre Reviews
  2. Michelin tops Tyrepress UK social media ranking 2019
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Falken launches tenth fuel card promotion in continental markets

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Falken Tyre Europe has launched its 2020 “Falken says Tanke” promotional campaign in Germany, Austria and other European core markets. From 15 September to 30 November, customers will receive a 20-euro prepaid card for refueling and shopping when buying Falken winter or all-season tyres in participating retailers. In addition, participants from Germany have the chance to win one of 25 Shell fuel vouchers worth 100 euros. There are also 100 opportunities to win the Shell V-Power Smart Deal, worth 119.99 euros, allowing winners to fill up with V-Power fuels at the price of standard fuels. Falken is also giving away a total of 17 pairs of Dalbello ski boots in the Benelux countries, Germany, Austria, and Poland. These boots come with a co-polymer sole named “GripWalk”, providing extra snow grip – an analogy to winter tyres’ performance on snow.

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  1. Falken expands Eurowinter HS01, HS01 SUV ranges
  2. Falken says Euroall AS200 a ‘sensible’ UK alternative to ‘pricey’ winter tyres
  3. 3 tyres rated ‘exemplary’ in Auto Bild’s winter tyre test
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Falken launches ‘Pass the Wheel’ social media campaign

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Falken

The coronavirus pandemic has put many visits to dream destinations on hold, but Falken Tyres is using its social media feeds to provide some vicarious thrills. The Sumitomo tyre brand’s new ‘Pass the Wheel’ campaign comprises three beautifully shot videos to provide a virtual road trip along some of Europe’s most beautiful roads and passes. The videos show the drive from Zell am See in Austria, across Switzerland, Italy and France, and into Monaco. The campaign trailer has already clocked up 1.7 million views on Falken’s YouTube Channel.

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  1. Falken, Liverpool FC discuss tyre-football partnership and synergies
  2. Falken 2017/2018 UHP test successes a result of manufacturing improvements
  3. Falken releases ‘One Team, One Tyre, One Goal’ Nürburgring 24h-Race video
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