Dunlop expands product line to cater to tuners

Automotive Industries, Dec, 2004

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. According to SEMA, consumers spend an average of $1,500 to personalize their vehicles in the first 90 days of ownership.

Because tire and wheel modifications top consumer wish lists, Dunlop marketers figure new tire lines that are tailored for customizers. 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 were made to deliver "an attractive package for the customizer," according to Andy Traicoff, director of Dunlop brand marketing in North America.

"Tread designs and sidewall treatments are underappreciated 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."

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.