Toyo Tires’ presence at this year’s SEMA Show was a standout, as the company showcased a collection of custom vehicles adorned with Toyo-branded tires, while crowds of enthusiasts captured the moment. The excitement was palpable, particularly among the company’s marketing leaders who expressed pride in Toyo’s achievements over the past year.
Tim Chaney, the Vice President of Marketing at Toyo Tires, shared that 2024 has been a strong year for the brand despite the ongoing challenges in the tire industry. While many manufacturers have struggled with a slight decline in sales and external market pressures like inflation and rising interest rates, Toyo Tires has managed to outperform expectations. Chaney noted that even as many competitors face setbacks, Toyo’s year-over-year growth stands out as a testament to the company’s resilience and adaptability in a changing market.
One of the key factors in Toyo’s success has been its diverse product offerings and its deep relationships with dealers and distributors. Chaney highlighted a particularly impressive achievement in the company’s retail strategy—its Associate Dealer Program, Driven. The program saw an extraordinary 46% increase in dealer participation this year, a move that significantly boosted the company’s retail channel, which rose by 17% overall.
Toyo’s field staff has played a crucial role in this growth, not just signing up new dealers, but maintaining frequent contact to ensure they receive the support they need. Chaney emphasized the impact of personal engagement, citing that dealers who were visited twice annually saw their sales rise as much as three times compared to others. He credited Toyo’s hands-on approach to dealer relations as a key differentiator in a competitive market.
At the SEMA Show, Toyo also previewed new products that reflect the company’s commitment to innovation. Among these was the Proxes Sport 2, an ultra-high-performance tire set for release in February 2025. This new model will offer 75 sizes, ranging from 17 to 22 inches, covering nearly 80% of vehicles requiring tire sizes of 18 inches or more. The Proxes Sport 2 promises to deliver significant improvements, with early tests showing up to a 15% performance boost in dry conditions compared to its predecessor.
Additionally, Toyo highlighted the M655, a new light truck tire tailored for commercial vehicles in industries such as plumbing and HVAC. This product, designed for durability and versatility, fills a niche in the commercial tire market, offering an alternative to traditional all-terrain tires.
Looking ahead, Chaney hinted at an exciting new product within the Open Country tire line, expected to debut in spring 2025. Though details remain under wraps, anticipation is already building for what could be another significant addition to Toyo’s product portfolio.
Beyond product innovation, Toyo has also strategically invested in high-profile sports partnerships to enhance its brand visibility. The company’s collaboration with the Los Angeles Dodgers has proven particularly lucrative, especially following the team’s recent World Series victory. This partnership, which began earlier in the year, has provided Toyo with substantial exposure both domestically and internationally, with particularly positive responses from markets in Japan and the U.S.
In addition, Toyo’s long-standing partnership with the UFC continues to be a cornerstone of its marketing strategy. Having been the official tire sponsor for nearly two decades, Toyo sees great value in this ongoing relationship, which has proven to be a mutually beneficial alliance that aligns well with the brand’s identity.
As Toyo Tires continues to thrive amidst a challenging marketplace, its focus on innovation, dealer engagement, and strategic partnerships positions it well for future growth and success.