Between dealing with inventory, competition, or adapting to retailer and consumer needs, there's a lot for a tire wholesale distributors to deal with. Add proprietary tire brands to the mix, and that brings a whole other level to things, like figuring out how to adapt to market trends, creating value across multiple segments and marketing your brands to the right audience.

Todd Pickens, Turbo Wholesale Tires' chief commercial officer, says that Turbo is trying to adapt it's proprietary lines to meet the changing needs of consumers and retailers in an attempt to position itself in an already crowded market.

In this episode of What's Treading with Tire Review, Pickens takes us through Turbo's 'go-to-market' approach for growth, from its partnership with Double Coin to launch Rolling Big Power's commercial line, marketing that targets younger consumers, developing an EV-specific tire under its Lexani brand, and climbing up the Tire Tier ladder. 

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