UHP marketing
Internet marketing Selling UHP tires on the Web takes A LOT of time
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ocally, nationally or globally, the World Wide Web is becoming a necessary part of marketing and selling high performance tires. At the very least it can add to your bottom line. High performance tires are defined as H-rated tires with aspect ratios of 70-series or lower. UHP tires are V-rated and higher. However, there is some overlap between the two categories — and the sub-segments within them. As we wrote last year, there were four categories in the performance segment 25 years ago: UHP, high performance, performance and cosmetic. Today, there are no fewer than six categories for summer tires alone. “UHP used to define a segment,” says Rick Brennan, vice president of market-
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ing for Kumho Tire U.S.A. Inc. “Now it defines a speed rating. And that doesn’t mean anything to the consumer. That’s why you are seeing all these mini-segments cropping up.” It comes down to how each dealer defines high and UHP tires in his or her market. It may be even more important on the Web. In 2011, 32 million high performance tires were shipped to the aftermarket in the United States. That number is relatively flat compared to 2010. Another 29.7 replacement UHP tires were shipped, up 14%. Combined, high and ultra-high performance tire shipments were up 6.5% — while the overall replacement passenger tire market was down slightly.
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Before you can market and sell high and ultra-high performance tires online, you have to embrace your website. If you don’t have a website, customers can’t find you. If you don’t keep it up–to-date, it will downgrade your ability to help them. According to Jeff Wallick, program/ marketing manager for K&M Tire Inc., 4% of all tires are sold online. “Expect that to double and triple in the next few years.” Your tire suppliers can help you make your website viable. That includes both tire manufacturers and wholesale distributors like K&M Tire. Then you need to start climbing the Google search list. Google is by far the largest search engine, but the tips here
MTD February 2012 2/14/12 1:53 PM
