Dunlop Tires Stylize Performance in Growing Niche

AKRON, Ohio, Dec. 3, 2004 -- Just as families decorate their homes for the holidays, some fashion their cars to suit their personalities. And they usually begin with new tires and wheels.

Known for its strategic focus on niche marketing, Dunlop's ultra- performance-tire lineup targets the $29-billion auto accessories industry. According to the Specialty Equipment Market Association, consumers spend an average of $1,500 to personalize their vehicles in the first 90 days of ownership.

Because tire and wheel modifications top the wish list, Dunlop marketers figure new tire lines that are tailored for vehicle customizers will gain their fair share. An estimated 60 percent have upgraded or plan to purchase new tires.

The new flagship tire, the SP Sport Maxx, is available in 26 sizes in 16- through 22-inch rim diameters. The tire's stylized tread pattern and ultra- performance levels deliver "an attractive package for the customizer," said Andy Traicoff, director of Dunlop brand marketing in North America.

"Tread designs and sidewall treatments are under-appreciated by many, but for the passionate driver, tire styling is just as important as body kits, upgraded wheels and a more powerful engine. If the tread design looks boring, nobody will buy it. The pattern must fit customer needs.

"Attractive designs create buzz; they raise awareness that new tires are available. They have to look fast - even when sitting still," Traicoff said.

For the fast-growing sport compact car segment, Dunlop offers 12 sizes of the new Direzza DZ101 and 27 sizes of the popular SP Sport FM901 ultra- performance tires. From 1997 through 2002, retail dollars spent on performance products used to modify sport compact cars skyrocketed 894 percent.

According to Dunlop research, auto enthusiasts buy up to 10 percent of U.S. replacement tires - 22.5 million tires - to upgrade sport compact cars. Dunlop is a signature brand of The Goodyear Tire & Rubber Company .

"This niche segment is coming of age. Plus-size tires and wheels are somewhat extreme, but they're no longer just a fad," Traicoff said. Still, Dunlop engineers in the United States, Germany and Japan are busy developing tires with 22-inch rim diameters and beyond.

"Restylers enjoy spending money on tires and wheels to satisfy their passions - their cars, vans, trucks and SUVs. Our passion is immersed in racing technology that transmits style-breaking designs for the streets. The track-to-street technology transfer is our overriding desire."

Dunlop is a global tire brand with an excellent reputation among performance car enthusiasts. Well known for its prestigious original- equipment fitments and sports car racing heritage, Dunlop is also a key supplier to sport compact enthusiasts featuring "tuner" tire sizes and race series sponsorships.

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