Turbo Wholesale Tires announced eight new tire lines and more than 300 new SKUs at a recent gala event for its Los Angeles, Calif.-area customers.
Four of the new tires are available now and were spotlighted during the event.
The include an EV tire, Voltec, in Turbo's Lexani Tire brand, that's available in ultra-high performance and touring sizes; a new, rugged terrain RBP Tire (R/T) ; a third-generation M/T tire, the RBP Tire M/T 3; and a wide-ranging Lexani brand run-flat tire, the RFX. All four lines will include more than 30 sizes in the first phase of their launch, according to Turbo officials.
The company also offered a preview of additional lines, which will be delivered later this year, in time for the 2023 Specialty Equipment Market Association Show. They include a premium, 50-SKU TBR line in the RBP brand; re-engineered RBP brand S/T and H/T tires; and the Turbo's first-ever A/T product, also under the RBP brand.
"By the end of the year, their RBP truck brand will have been entirely refreshed, front to back," say Turbo officials.
During the event, which was held at Turbo's headquarters in Irwindale, Calif., Turbo CEO Phillip Kane briefly addressed the crowd and connected the company’s current strategy to Sarkis Sepetjian’s founding of the company.
“These new products are a key part of creating greater brand value – value that translates to higher prices and higher margins in your stores." Kane told attendees.The event was emceed by Turbo Tire executives Paul Sepetjian, the son of founder Sarkis Sepetjian, and Avo Kopalian. It featured video appearances by West Coast Customs’ Ryan Friedlinger and brand ambassador, Cooper Kupp, a 2022 Super Bowl MVP.
“We believe that differentiation drives separation and the ability for Turbo Tires and our dealers to collect more for the products we sell," said Paul Sepetjian, head of private brands at Turbo. “Lexani Tire and RBP Tire are moving up the value tier because we are the first or only brands to offer certain sizes and types. And we’re not slowing down anytime soon.”
Kane gave credit to the Turbo team for the rapid pace of development that has taken place since the acquisition of the business by Kingswood Capital Management last October.
“I am extraordinarily proud of what this team has accomplished in a very short period of time," he said. "To develop and launch 300 sizes in less than one year is a pace of innovation that’s unheard of in our industry. We are creating tremendous space between ourselves and our competitors and it’s showing in our results.”
