Dunlop Dangles Eyewear for Tires

Would you like a pair of eyeglasses to go with those tires?

That’s the question consumers will likely be asked when purchasing Dunlop tires over the next few weeks. The tire brand is incenting consumers to take charge of their balding automobile tires by giving away high-end Serengeti eyewear with the purchase of four select tires.

The promotion runs through Sept. 23 at tire retailers. Each pair of Serengeti eyewear offered is worth $140.

The initiative is a departure from Akron, OH-based Dunlop Tire’s typical campaigns, which dangles MotorWeek DVDs of the Top 25 Drives and 50-song music downloads for iPods and MP3 players. But Andy Traicoff, director of the Dunlop Tires brand in North America said tire baldness is growing, and he’s hoping the prestigious eyewear promotion will helps buyers focus on their tires.

“Luxury sales continue to grow, and Serengetis are cool,” Traicoff said in a statement. “I believe motorists are looking for an incentive to replace their worn tires. Installing new tires on the family sports car and wearing some new Serengeti eyewear can give you a new outlook.”

The promotion grew out of concern that high gas prices and a slowing economy held motorists at bay in making tire purchases, he said.

According to the Rubber Manufacturers Association, two out of three drivers do not know how to tell if their tires are bald. And a 2003 National Safety Council study also said incorrectly inflated or worn tires contributed to more than 20,000 serious auto incidents.

With that in mind, Dunlop decided it isn’t looking through rose-colored glasses as motorists delay their tire purchases.

“Bald is beautiful, and the look is fashionable with a pair of Serengeti eyewear,” Traicoff said. “But on the family car, bald can be unsightly.”

For consumers not wishing to don the eyewear, a $50 mail-in rebate is also available for tire purchases.

In-store signage and online material support.