LAS VEGAS – Nov. 4, 2014 – Falken Tire, a leader in high performance tire technology for both cars and trucks, has launched a new marketing strategy that will introduce the brand’s race-proven benefits to a much broader market segment of value-minded car, light truck and CUV owners. Executives are sharing details with dealers and media at the company’s all-new showroom style exhibit at the SEMA Show Nov. 4-7 (LVCC Booth 41013 South Hall).

Having established itself among enthusiasts as a winning brand in motorsports for more than 30 years – most recently with back-to-back wins at Petit Le Mans and a first place Unlimited Class finish at the W.E. Rock competition in Cedar City, Utah – Falken is beginning a strong push to bring these hard-earned success stories to everyday drivers and tire buyers.

The first step in Falken’s new strategy will focus on raising awareness among tire shoppers visiting one of the company’s more than 5,500 North American dealers. Retail tools include new point-of-sale (POS) materials that call out Falken’s brand strengths, including its performance heritage.

Falken’s new POS approach will include high-profile brand and product displays specific to the most popular, and profitable, tire models. Tire inserts, mobiles and long-term floor displays will highlight the competitive benefits, performance ratings and particular applications of each so consumers can make educated purchase decisions.

New sales materials, more dealer tools and expanded communications initiatives are expected to boost demand for Falken’s full line of passenger vehicle tires considerably. To handle this increased volume, Falken has opened two new, state-of-the-art regional distribution centers (DC) since August, one in Robbinsville, New Jersey, and more recently, one in Joliet, Illinois. The new DC in Joliet, Illinois, will service tire dealers in the Chicago area, across the Midwest and into central Canada. It is able to store 54 percent more tires per square foot and is integral to a long-term strategy to drive down operating costs and improve service. Along with an expanded fleet of delivery trucks, the addition of these locations offers dealers faster fill rates for better retail service. To match the increased capacity and its mission of delivering the best possible response to dealer needs, Falken has also expanded its sales force by 50 percent this year.

Falken Tire was founded in 1983 and arrived in North America two years later with a single Ultra-High Performance (UHP) tire model. Today, Falken’s North American lineup includes 14 car and light-truck tire models under seven lines in nine categories and 300 sizes. Such growth represents a 54 percent SKU increase since 2008 alone.

“Falken has successfully made a name for itself with enthusiasts and now is focusing on bringing its race-proven technology and quality tire messages to a wider market,” said Rick Brennan, executive director of marketing at Falken Tire Corporation. “Our goal is to be the go-to brand for value-focused tire buyers who don’t want to sacrifice performance for price. At the SEMA Show, we’re showing our more than 5,500 dealers the tools we’ve developed to support exciting growth opportunities in their local markets.”

Falken Tire Corporation has a history of growth. Over the past 10 years, replacement tire sales have increased by 70 percent. SEMA attendees will also get a look at the company’s latest tire choices, including installations on three special show vehicles:

· 2015 VW Tiguan R-Line, fitted with the Falken ZIEX ZE950, Falken’s advanced all-season tire.

· GenRight Off Road’s 4400 Class Ultra4 Vehicle, fitted with the Falken WILDPEAK M/T, tires used by several leading Ultra4/King of the Hammers Race entries.

· 2015 BMW M3, built by IND Distribution, fitted with the Falken AZENIS FK453 UHP, Falken’s flagship ultra-high performance tire.