Dunlop Drivers Cup Is All About Fun, Driving Experience

AKRON, Ohio, July 25 -- Dunlop in Europe is all about driving and having fun, and marketers here are recreating the experience with "people who have undue influence over other tire buyers."

Enter the Dunlop Drivers Cup. The European-based international drivers challenge is bringing Americans into the fold for the first time, according to Andy Traicoff, director for the Dunlop brand here. "Americans who lead, not follow.

"Imagine racing against the best amateur drivers from Europe and the United States. The Cup brings enthusiasts together from different cultures and forms bonds around performance. The result is a fun experience," Traicoff said.

For Dunlop USA, Drivers Cup is a new product -- a way to continue momentum from last year's four-tire introduction.

"We just want driving enthusiasts to have fun," he said. "The excitement that Drivers Cup generates is similar to the thrill of introducing a new performance tire for sports cars. The Cup also allows us to reach the 'in-the- know' driver, just as we do in Europe.

"Drivers Cup is our 'new tire introduction' for 2005," Traicoff said. "It allows us to talk to the ultimate automotive enthusiast about the performance of our tire lines."

Drivers Cup features a unique mix of competitive events at the racetrack, an autocross, a rocky off-road trail, an all-terrain-vehicle course and a motocross course.

Traicoff said the Cup taps into influential automotive enthusiasts -- or what Forrester Research calls "alpha car buyers. They are the people who have undue influence over other car buyers," a Forrester analyst said.

Traicoff said these alpha buyers also purchase tires and other automotive accessories. "It's not just what they install on their vehicles, it's what they tell their family, neighbors and friends that matters most. They are very knowledgeable about what they expect from a set of tires."

According to Forrester Research, 67 percent of North American car buyers consider advice from friends as a somewhat to very important element in making a purchase decision.

Dunlop targets these "in-the-know" drivers through its Web site, Hot Import Nights automotive lifestyle events, car shows and motorsports. Dunlop Drivers Cup" is a fun, natural extension for these alpha tire buyers, who are the trendsetters. We can learn their wants and desires by spending more time with them -- and have fun in the process," Traicoff said.

To apply for the Drivers Cup, go to www.dunloptires.com.

Dunlop is a fun, 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.