Dunlop Pro Dealer program starts strong

More than 2,000 dealers have joined since February launch

Coming from the auto service industry, Rob Montasser was familiar with how much car drivers care about their tire brand — very little.

Now, in his new role as director of sales for Dunlop Motorcycle Tires, it’s been a whole new view on tires that Montasser has seen from bike consumers.

“People actually care about the tires that are on their bike,” Montasser said.

And dealers interested in capitalizing on that brand passion are coming in droves to the new Dunlop Pro Dealer program. The innovative program has been met with overwhelming success since its February launch. More than 2,000 dealers have committed to become Pro Dunlop dealers. The first 500 dealers to sign up received a branded tire rack. The requirement is for dealers to maintain a minimum of 30 Dunlop motorcycle tires.

“It was like Midnight Madness. As soon as the program launched at midnight, we had dealers signing up. There were 350 signed up by the morning,” Montasser said.

Another benefit is access to a revenue-generating service called the Dunlop Pro Dealer Road Hazard program. The 24/7 Road Hazard tire assistance program is administered by the Nation Safe Drivers Towbusters Motor Club. Benefits of the service include a two-year free tire replacement road hazard warranty and a free flatbed tow to any dealership within
25 miles of breakdown.

“That was one thing that was certainly missing in the powersports industry,” Montasser said. “None of the mom and pop shops have been offered a road hazard program that they can sell to their customers.”

Distributor reps from Parts Unlimited/Drag Specialties, Tucker Rocky/Biker’s Choice, Land ‘N Sea Distributing and others helped secure dealer registrations for the program.

A menu of in-store POP like tire racks and other branded materials also are available to Dunlop Pro Dealers. Customizable print and digital marketing materials, special promotions and a website dealer locator highlighting Dunlop Pro Dealers also drive additional traffic to the Pro Dealer.

Ultimately, the goal of the program is to bringmore customers into Pro Dealer stores.

“We offer tools on our web portal for dealers that’s meant to be a one-stop shop for them,” Montasser said.

Also as part of the program, Office Depot has extended national account pricing on office supplies to Dunlop Pro Dealers.

As the top-selling motorcycle tire brand in the U.S., Dunlop is familiar to nearly all dealers. However, the program, in many cases, required some dealers to ramp up their tire inventory.

“There are very few dealers in the country who don’t carry Dunlop tires, but they weren’t all stocking 30,” Montasser said. “Quite a few had 20 or so and had to buy the extra 10 to become a Pro Dealer.”

Separately, Dunlop also recently became the first major motorcycle tire manufacturer to implement a MAP program on select tire models.

“In order for the industry to succeed, we need to help the brick-and-mortar stores,” Montasser said.