AKRON, OH — Dunlop tire marketing officials are seeing red, and they couldn’t be happier. Nothing like a school of red-hot Ferrari sports cars on Dunlop performance tires to bring a smile to one’s face.
Dunlop North America announced that it is a major sponsor and would supply SP Sport 9000 ultra-performance tires to the Red Driving Experience, the continent’s sole Ferrari-only advanced driving program, where every Ferrari is painted Ferrari Red.
Based in Miramar, FL, the school runs its experience at Moroso Motorsports Park in Palm Beach, Sebring International Raceway, Homestead Motorsports Complex and Roebling Road Raceway in Savannah, GA.
“At speeds exceeding 150 mph, drivers should experience custom-fitted Ferrari racecar seats on Dunlop SP Sport tires,” said Warren Croyle, Dunlop marketing manager. “It’s a chance for drivers to get a taste of life in the fast lane.”
Dunlop’s involvement with the Red Driving Experience also “offers opportunities to interact with Dunlop’s primary customer, the ‘in-the-know’ driver, the person who is passionate about driving,” Croyle said.
Created in Europe by JMB Racing, the Red Driving Experience uses 380-horsepower Ferrari F355 Challenge cars for its one-day driving schools. With a top speed of 185 mph, the Ferraris are capable of 0 to 60 mph in 4.7 seconds.
“Previously, we were getting Dunlop tires from Europe,” said Emmanuel Lupe, sales and marketing director for JMB Racing USA. “It makes more sense that Dunlop USA participates here.”
To increase Dunlop Tire brand awareness, the school will use branded lanyards and caps for participant credentials and wear. School cars and transporters also are badged with the Dunlop logo.
Croyle said the Red Driving Experience is another high-profile marketing program that “focuses on Dunlop’s perception as the driver brand of choice for tires. Red signifies performance, and it matches the Dunlop Red in the brand’s logo.”
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