Backstage Pass: Getting Social with Nitto Tire

Staying relevant in a niche market doesn’t have to be difficult. In fact, with the evolution of social media networks, companies can begin branding themselves by way of engaging consumers at a more intimate level. These interactions will keep you relevant today and in the future. And, let’s face it, some companies just don’t get it.

Nitto Tire, however, has been embracing the change and adapting since the beginning. With a solid Twitter following, its envy remains within the Facebook realm. With 1.9 million Facebook subscribers, Nitto’s approach is to use all available tools to find its target audience.

PASMAG sat down with Marketing and Social Media Strategist, Harry Kong to learn more about how Nitto Tire stands out in a crowd and the company’s ever expanding online reach.

PAS: Can you talk a bit about Nitto's motorsports involvement both at the grassroots level and professional levels?

Kong: Nitto has always kept automotive enthusiasts in mind. We sponsor (and support) various motorsports including off-road competitions, autocross, time attack, road racing, drag racing, drift and plenty more. We try to encompass most of our programs to suit both the grassroots racers to full professional teams.

Backstage Pass: Getting Social with Nitto Tire

PAS: What enthusiast segments are the most popular right now?

Kong: That is difficult to say. For the serious enthusiasts, road racing is always popular; spectators of Formula Drift more specifically.

PAS: What tire is Nitto selling the most of? Which is the most popular?
Kong: The Nitto 555 is still one of our more popular patterns. Since its introduction into the market have we received very positive feedback from various segments; domestic to European to import.

PAS: How do Nitto tires differ from other enthusiast tire brands?

Kong: This is always a tough question to answer. Most people may think a tire is just a round piece of rubber that goes on a wheel. However, the differences between brands start from the chalkboard. We utilize different manufacturing technologies, compounds, construction, tread patterns, testing methods, etc. What I can tell you is that Nitto Tire’s philosophy on tire development is different. We build tires for the automotive enthusiast; we go out and research to see what people are looking for in their tire performance.

PAS: Where do Nitto tires sell the best? North America, Japan, Europe or elsewhere?

Kong: Although being a Japanese-based company, our major market is the U.S.

PAS: What is the primary technology in Nitto tires and what benefits does this technology have for the consumer?

Kong: This is always difficult to answer. It is really dependent on the specific tire. INVO is designed for performance, comfort and unique styling for entry- to premium-level luxury vehicles, while the Motivo has been developed for performance, high treadwear and quietness. Every product offering from Nitto offers a unique feature intended for its customer.

Backstage Pass: Getting Social with Nitto Tire

PAS: Who is Nitto's customer?

Kong: Anyone with a passion for their cars.

PAS: What goals are you aiming to hit with your current social media campaigns?

Kong: Our goals are to establish Nitto Tire as an enthusiast tire brand. We want to gain as many fans as possible to establish a relationship with these individuals and not only promote the tire brand, but also provide exciting and compelling content for them to watch and share.

PAS: How does social media help keep Nitto Tires relevant in today's market?

Kong: In this ever-growing social network era, people are utilizing it more and more as a part of their daily lives. It is relevant in the sense that people use these “networks” to find information; we are providing a platform where they can learn about Nitto Tire and its product offerings.

PAS: Would you like to add anything?

Kong: We are currently expecting to achieve two million fans in 2012; I want to personally thank all the Nitto fans for all their support! Nitto will continue to bring what the fans want and demand!


Check out the Nitto Tire Website

"Like" Nitto Tire on Facebook

"Follow" Nitto Tire on Twitter

Subscribe to the Nitto Tire YouTube channel

More Articles

Scion Supremacy: Scion FR-S Tuner Challenge

Scion, a division of Toyota exclusive to North America, launched its flagship offering, the FR-S, for the 2013 model year. The investment required to develop a new front-engine, rear-wheel drive platform is significant, so Toyota teamed with Subaru to not…
Read More

Budget Build – Scion tC

My son recently turned 25. When he was 8 he got his first computer, an early Apple Macintosh desktop. Since then he’s always been into computers, video games and of course cars. He was running alternative operating systems, into online…
Read More

Ferdinand Alexander Porsche, Father of the Porsche 911 dies at 76

It is a sad day in the automotive world as the father of the Porsche 911 design passed away today. Ferdinand Alexander Porsche or better known as “Butzi” was the son of Ferry Porsche who founded the sportscar company and…
Read More

Get It From The Source: GReddy Distribution

It’s no secret that you get what you pay for. A little extra dough on any part for your car will help you out in the long run. Words by Micky Slinger With the introduction of wide body kits that…
Read More

Toucan Inc.

When you consider how short our tuner culture has been aroud, celebrating 15 years in the scene is a true sign of success and dedication for any company. The talented team at Toucan are behind the popular Eurolite and Ractive…
Read More