“We’re a value-tier tire, but we design our tires with the features and benefits to be a first replacement option,” Coltrane said, adding “if not the first, certainly the second” replacement.
“Once consumers get our tires on their vehicles and have a good experience, the next time they come back because it was a good value and will continue to be one.”
Felberbaum said that as the average age of a vehicle rises—it’s currently 12.5 years—there will be more opportunities for sales.
“Cars are on the road longer, and that will give us many opportunities,” he said.
Prinx is a broad-line supplier of passenger, light truck and TBR products.
“A retailer/distributor can take the full line on if they choose and have a consistent name that they can promote to their customer—all with the same quality control standards,” he said.
The company sells by container load, so it’s advantageous to have a large portfolio and multiple brands for dealers to sell, he said.“There’s gonna be more and more of that until eventually every product line will be like that,” Felberbaum said. “It’s two unique lines and brands, and they both bring a lot of value.”
Prinx is working toward “optimizing” inventory for the U.S. market, which includes filling a new warehouse in Thailand with inventory. Coltrane said it will reduce order time by as much 30 days.
“If we can do that, that means our dealers won’t have to carry as much inventory,” he said. “And it will reduce their carrying costs.”
Coltrane said filling the warehouse will take some time because volume has been “very good,” and product is shipping as soon as it's ready.
“We will build up that inventory where we’ve probably got 45 to 60 days’ worth of forecasted needs for the U.S. market,” Coltrane said.
Looking ahead, Felberbaum said the firm plans to introduce an updated line of all-terrain products under both the Fortune and Prinx banners in July.