LANGLEY, March 31, 2009 – Yokohama Tire (Canada) Inc. is introducing a unique new multi-level dealer partnership to provide a broad range of marketing and sales support to tire retailers while strengthening traditional distributor networks, the company has announced.
The Yokohama Synergy Network has been created to give sub-dealers – those retailers whose tire inventories are too small for full dealer status with Yokohama – preferred access to Yokohama products and marketing support, working with existing wholesalers.
“This is a real breakthrough in our association with dealers,” says Jonathon Karelse, marketing manager for Yokohama Tire (Canada) Inc. “Through our distributors, we can now offer our products and support services to a greater range of tire sales outlets.”
With a minimum opening order, sub-dealers become part of the Yokohama Synergy Network and are eligible to receive marketing and sales support materials, shop improvements, visibility on the Yokohama Canada website, access to the company’s YSTAR product knowledge and incentive program, and reward benefits.
Wholesalers are an integral part of the network, Karelse says. A sub-dealer chooses a primary Synergy wholesaler through whom orders are placed, reinforcing this critical relationship. All support programs and rewards are coordinated through that wholesaler.
“The Synergy Network is a new paradigm for our industry,” says Karelse. “One of our goals is to build stronger working relationships throughout the distribution chain.” The program kicked off in February and to date has enrollment in Atlantic Canada, Quebec and Ontario.
Yokohama Tire (Canada) Inc. markets and distributes a full line of tires for high performance, passenger car, light truck and commercial truck applications as well as off-the-road tires for mining, forestry and construction applications. It maintains distribution centres across Canada to serve more than 700 independent tire dealers.