Goodyear's Wrangler Tire Brand Gets New Exposure via NASCAR Craftsman Truck Series Daytona Beach, Fla., Feb. 13, 2004 -- Goodyear's stock car race tires were mounted on NASCAR Craftsman Trucks racing at Daytona International Speedway to debut...
Goodyear's Wrangler Tire Brand Gets New Exposure via NASCAR Craftsman Truck Series
Daytona Beach, Fla., Feb. 13, 2004 -- Goodyear's stock car race tires were mounted on NASCAR Craftsman Trucks racing at Daytona International Speedway to debut new sidewall badging on the Chevrolet, Ford, Dodge and Toyota trucks.
The visual change to the Wrangler brand, instead of the long-time Eagle brand, on tires for the series directly links and supports racing involvement with Goodyear's marketing goals in the consumer tire arena.
"With NASCAR and Wrangler both being number one in their respective fields, our fresh approach with the Wrangler race tires reinforces the continuing success of Goodyear's 50 years of involvement with NASCAR," said Steve Myers, North American Tire marketing manager.
"Market research conducted for Goodyear indicates that NASCAR fans are 50 percent more likely to choose Goodyear as their tire brand of preference than non-NASCAR fans," Myers noted. "This fact just reinforces what we already know -- that the rising popularity of the Craftsman Truck Series is a perfect fit for our company's focus on expanding tire sales in the growing consumer truck and sport utility vehicle markets in North America."
That market growth, documented by the Rubber Manufacturers Association, shows that replacement p-metric light truck tire shipments grew more than 17 percent in 2003 and growth was almost 5 percent in the original equipment tire segment.
"Another great statistic that ties into NASCAR's truck series is that the three top-selling vehicles in the U.S. in 2003 were light trucks: the Ford F-series, Chevrolet Silverado and Dodge Ram," stated Myers. "During the same period, auto tires declined more than 5 percent."
Since 1997, Goodyear has been the exclusive tire to NASCAR's top three series. While the tires for the 2004 race season bear the familiar gold Eagle sidewall lettering in the Nextel Cup and Busch series, and the Craftsman Truck Series' tires are Wranglers, the names are just cosmetic. Underneath, the tires themselves continue to be identical for all three series.
A difference for Goodyear, however, will be stepped-up marketing plans based on the unique opportunity to showcase the Wrangler brand.