Sentury targets younger audience with rebrand of Delinte

With an eye toward attracting a younger generation of customers, Sentury Tire USA Inc. rolling out a rebranding campaign for its Delinte brand.

The rebranding will focus on a "relentless" state of mind — "Relentless quality for relentless adventure" — in print and social media, according to to Sentury Executive Vice President Maxwell Wee, who said the strategy is to speak "directly to a young demographic looking for their first replacement tires."

"Through our rebranding process, we have found that this particular demographic considers accessorizing their cars to be an important part of their social lives," Mr. Wee said.The new branding also carries over the brand's tagline of the past few years: "We invent. You drive.""We want Delinte to maximize engagement through our interactive and intuitive website, offering them the precise tire information they are looking for in the palm of their hand," Mr. Wee said. "Our focus is on the mobile-first generation, looking for a high-quality tire that delivers performance and style."

Sentury said it will partner with various social media influencers to reach young drivers who range from extreme-sport enthusiasts to off-road weekend warriors. The rebranded Delinte brand uses visuals to speakto this younger demographic, Sentury said. The new look includes updated colors, textures and photography treatments.

Delinte will launch its "Staggered Collective" campaign in 2020, focusing on staggered ultra-high-performance fitments that are becoming more commonplace on performance cars and SUVs.

Mr. Wee said Sentury has spent the last decade focusing the Delinte brand on building strong relationships with customers.

"To support our customers even further, the Delinte rebrand and our expanded marketing efforts will work hand-in-hand with new products, new product sizes and the continued commitment to relentless quality," he said.

A mobile-first website was launched at the recent Specialty Equipment Market Association (SEMA) Show in Las Vegas, showcasing the Delinte Tire rebrand. It can be seen at delintetires.com.

A year ago, Sentury Tire added a Delinte-brand "rough terrain" tire, the DX-12 Bandit R/T, to its North American portfolio, targeting drivers who want a combination of off-road performance and on-road comfort.

Delinte is one of five brands Sentury Tire USA — a subsidiary of China's Qingdao Sentury Tire Co. Ltd. — markets in the U.S. The others are Groundpseed, Landsail, Pantera and Sentury.Sentury also recently launched a marketing campaign for the Landsail brand's Rogueblazer R/T line of SUV tires, featuring an "Execu-Con" Jeep customized by HTW Motorsports.