Turbo Wholesale Tires introduced a new associate dealer program and a new marketing partnership at its recent meeting in Paris, France.
Turbo, which is based in Irwindale, Calif., also provided its dealers with a look at the more than 300 SKUs it will introduce throughout 2023.
Earlier this summer, Turbo announced eight new tire lines, four of which are available now and four more that will hit the market in time for 2023 Specialty Equipment Market Association (SEMA) Show, which also will see the official roll-out of Turbo’s Ignite dealer program.
The new associate dealer program “will include dealer earnings, counterperson spiffs, a trip component and other unique benefits, like a dealer incentive for bolting on tires sold by Simple Tire,” Turbo CEO Phillip Kane told MTD.
“Retailers who buy directly from Turbo or from Turbo wholesale distributors will be eligible to participate in Ignite, which is being market-tested now.”
In addition, Turbo announced that fashion model and author Kathy Ireland has been named official brand ambassador for the company’s Lexani brand. She will appear at events and in advertisements in support of the brand.
“Ms. Ireland’s very confident sense of style and her empowering message to women in business made her a natural fit for helping us tell the Lexani brand story,” said Kane.
“Our brand is about the American dream and enabling more consumers, particularly women, to achieve it. Those are stories Ms. Ireland wants to be a part of and help to tell. We’re very excited that she’s chosen to help us in telling ours.”
During the meeting, Turbo also unveiled a new corporate logo, which the company will officially roll out during the 2023 SEMA Show, which takes place Oct. 31-Nov. 3 in Las Vegas, Nev.
This year marks Turbo’s 40th anniversary, “which we (have) commemorated with a special logo,” according to Kane.
“Rather than simply revert back to the use of our old logo, I wanted something iconic – something that could be associated with the Turbo brand for the next 40 years.”
Kane told MTD that the recent meeting in Paris was “invaluable. It’s a bargain at twice the price – mostly because we get to look our largest customers in the eye and genuinely say, ‘Thank you for all that you do for us,' but as much because we listen and learn while we are here.
“The business decisions we make and the programs we offer are better because of this trip. I’m convinced of it.”
