HISTORY
Maxxis is a subsidiary of Cheng Shin Shin Rubber Industry Co. Founded in 1967 and established in Yuanlin, Taiwan by Luo Jye, Cheng Shin is the ninth largest tire company in the world.
At first Chen Shin only produced bicycle tires, but further expanded into different market segments. As it grew and extended its reach beyond Asia, they started producing full lines of tires for cars, buses, trucks, bicycles, motocycles, ATVs, race karts, trailers, lawn mowers, and boats.
Chen Shin operates under the name Maxxis in North America, Europe, Japan, and Dubai. They employ more than 30,000 people worldwide and distribute their products in about 170 countries.
BRAND SITUATION
Maxxis is mostly known for its mountain bike tires and off road vehicle tires (ATV's, Dirt Bikes, Trucks). Quality and service are their top priorities. They put the customer first and strive to create brand loyalty by sponsoring major races and competitions.
BRAND OBJECTIVE
In order to connect with our target, Maxxis needs to branch into the automotive market. They currently produce automotive tires, but it’s not their focus.
BRAND ASSETS
Maxxis offers five categories of products: Auto, Motorcycle, Bicycle, ATV and other
AUTOMOTIVE
They offer a wide range of tires including everything from passenger to competition tires.
MOTORCYCLE
They offer off-road motorcycle tires, scooter tires and motorcycle tubes.
BICYCLE
This is their largest category. Tire selection divided by type of terrain and discipline (road, downhill, urban, BMX, etc.)
ATV / OFF ROAD
They offer sport, utility and side-by-side ATV and Off Road tires. These range from competition grade to leisure grade.
OTHER
Their other category offers trailer, lawn & garden, industrial and spare tires.
WHAT STORIES DOES MAXXIS TELL?
More than tires, Maxxis represents adventure, excitement and an adrenaline filled lifestyle. Many of their tires are used for extreme sports and involve racing and competition. Maxxis lets every rider live out their adrenaline rush.
DEVOTIONS
Maxxis is devoted to their customers and the quality of their products. They’re a company that believes in transparency and open communication. They are always striving for improvement and look for creative ways to advance.
MENTAL TERRITORY
HOW COULD MAXXIS IMPROVE?
Maxxis has a heavy focus on the off-road market. Although the passenger tire market is heavily saturated, they are missing an opportunity by not advertising to that market. Right now, they attract adrenaline junkies. Regular, everyday drivers don't view Maxxis as an option.
THE TARGET
THE MVP
Sarah is an elementary teacher in a low income area. She has large classes and few resources. She is gifted in teaching kids with low SES; a skill that does not come naturally to many teachers. Sarah is extremely patient, forgiving, and wants to make a difference in her students' lives.
Sarah is drained by her job but finds what she does very rewarding. When she's not at school, she worries about her students and does not hesitate to get involved in their personal lives. She puts in the extra hours. Involved in the community, she volunteers at soup kitchens, food drives, etc. Sarah is very passionate about social issues.
HER FEAR
Failure and failing other people, especially those who depend on her.
HER HOPE / DREAM
Justice and equality. Success, Wellness, and Happiness
HOW CAN MAXXIS APPEAL TO THE CONCEPTUAL TARGET?
Tires are durable, reliable and dependable. Much like our target, the MVP. More than tires, they are a tool in which a journey is taken. It's not only where you are going that matters but also where you came from. This relates back to our target when it comes to her students. Each student has a different story and background. Our target is the tool that will help guide them towards a better future.
Although Maxxis is primarily known for the off-road market, they can appeal to our target by focusing on the passenger tire market instead. Maxxis will shine light onto every day adventures rather than off-road ones.