Following a year that saw several tire makers reviewing their motorsports programs as areas to reduce costs, Fullerton’s Yokohama Tire Corp. is looking to expand its motorsports program to take advantage of the pullback.
The tire maker is looking to participate in six race series—ranging from races with sports cars to off-road trucks—in 2010.
The company expanded its motorsports program in 2009 with the addition of the Patron GT3 Cup Challenge.
The tire maker’s teams saw wins in 2009, including a championship in off-road racing’s Score and Snore series, which it also won in 2008, and a strong run in the American Le Mans Series.
“We are building upon our successes from last year,” said Mark Chung, director of corporate strategy and planning.
Last year many companies dropped out of races and sponsorships to save money, Chung said.
“There was a complete withdrawal by a lot of companies including car companies and tire manufacturers in an attempt to cut back on costs,” he said.
Sponsorships of races is one of the first areas to go because companies have a hard time measuring the return on investment.
“The allure of motorsports is such that you can get really punch drunk with wins and start to spend a lot of money without a whole lot of regard for return on investment,” Chung said.
Yokohama keeps costs down by combining its marketing and research and development budgets by often using the races to experiment with new tires, he said.
“The motorsports program continues to be a testing bed for our future technologies,” Chung said.
The tire maker is also increasing its advertising through TV commercials and print ads in trade and auto magazines.
The company additionally has been targeting local tire retailers, who hold a lot of sway when consumers are looking for tires.
“There is some evidence that 80% of tire choices are made by the counter guy,” Chung said.
Yokohama is the U.S. manufacturing and marketing art of Japan’s Yokohama Rubber Co. It tests, markets and distributes tires to retailers around the country.
Playboy Cover
You may not have noticed the bikini worn by Chelsea Handler, host of E! Entertainment Television’s “Chelsea Lately,” in the December issue of Playboy.
But it was a coup for its maker—Irvine’s L*Space America LLC.
Comedian Handler posed for magazine in what she said was “her favorite bikini” and knee high boots.
“We worked closely with the Chelsea team to provide a number of samples,” said Heather Winters, public relation manager for L*Space America.
Handler’s relationship with L*Space America won’t end with Playboy, Winters said.
“We’re working with her team to provide some additional styles for some upcoming photo shoots,” she said.
The company is also getting its bikinis some print time with a number of appearances in upcoming issues of InStyle Magazine.
L*Space America is a venture with Irvine’s C&C Partners that started in 2008.
Del Taco Beams Up Fans
Lake Forest-based Del Taco LLC has teamed up with New York-based video game publisher Atari Inc. to allow Del Taco fans early access to its new multiplayer online role-playing video game, “Star Trek Online.”
Created by Los Gatos-based Cryptic Studios, the game will allow players to explore the universe as either the captain of a Federation ship or Klingon warlord.
As part of the promotion, Del Taco customers will be able to pick up a limited edition Star Trek collector’s cup and a free 48-hour trial of the online video game with the purchase of a drink at Del Taco.
If consumers purchase the game after their trial, they will receive a free shuttle add-on for their starship, available only through the Mexican fast food chain, which is part of Nashville, Tenn.-based Sagittarius Brands Inc.
Hyundai’s New Web site
Fountain Valley-based Hyundai Motor America unveiled its new Web site last month, timed with its latest advertising push.
The automaker, part of South Korea’s Hyundai Motor Co., hired the Irvine office of Arizona-based digital marketing firm ICrossing Inc. to design and build the Web site.
The Web site highlights the automaker’s vehicles and services, which the company has been increasing in the wake of its assurance program that allows buyers to return their autos if they lose their jobs, among other options.
It isn’t the first time the automaker has focused on revamping its Web site.
Last April, the automaker redirected its Hyundai.com Web site to Hyundaiusa.com, its North American site.
The change was part of a larger unification by the automaker’s parent company, which has been consolidating its Internet operations and global ad campaigns.
