talk of the town: discoverer stt pro takes over

Cooper in Motion
COOPER TIRE & RUBBER COMPANY | NEWS YOU CAN USE | OCTOBER 2015
TALK OF THE TOWN:
DISCOVERER STT PRO TAKES
OVER GRAND JUNCTION
Cooper Tire kicked off the launch of the Discoverer STT Pro with an
off-road event in Grand Junction, Colorado, in July. Eight influential
automotive and consumer editors ranging from Truck Trend and
Four Wheeler to The Family Handyman and Urban Daddy spent two
full days with the tire, experiencing the STT Pro firsthand on almost
every type of surface it was designed to tackle.
impressions are Cooper Tire’s STT Pro mud tires have set a new bar
in the light-duty truck traction tire market.” Duncan Quinn, a writer
for Urban Daddy, exclaimed, “Cooper seems, in fact, to have given
these tires the grip of Spiderman and the stealth on tarmac of a
ninja -- even when your route is not really a road at all, but more of
a dinosaur theme park with rock formations from Jurassic Park.”
The Discoverer STT Pro is the newest, dedicated off-road product
offering from Cooper Tire, capable on almost every terrain on Earth.
During the week, attendees dug deep, pushing the tire’s limits on
asphalt, rock, sand, loose surfaces and mud through guided tours
in STT Pro-branded Jeeps. Massive rock formations are prevalent
throughout Bangs Canyon, which also features stair-step climbs
with boulders and rocks, and loose surface trails. Editors tested the
tires’ durability and off-road traction, traversing challenging hill
climbs and sand in the desert-like conditions of Route 29. Scenic
Grand Mesa was an ideal location for an all-day trail ride with an
excess of thick, sloppy mud.
Journalists walked away with a newfound respect for the Cooper
brand and the capabilities of the Discoverer STT Pro.
Even the high expectations of the attendees were exceeded, with
the STT Pros attacking - and conquering - every obstacle in its
path. Bruce Smith, a writer for Hard Working Trucks said, “My first
Rick Muscoplat of Family Handyman said it best: “Here’s the bottom
line: Eight journalists went into the mountains and woods. None of us
were professional drivers. We drove our Jeeps for eight straight hours
through grass, mud, streams, gravel, rocks, tree roots, and up and
down steep inclines. None of us got stuck. No tires were punctured
or damaged. The Jeeps were covered in mud and so were we.
But the consensus was
unanimous. These are darn
good tires.”
I FOLLOW BILL!
Q&A with Expert Off-Road Guide, Bill Burke
Leading the Discoverer STT Pro caravan through the meandering trails
of the Colorado backcountry was the internationally recognized trainer
and recovery expert Bill Burke, who also had a hand in providing
Cooper Tire valuable expert feedback on the STT Pro’s development.
Bill’s sense of humor, geographical expertise, off-road knowledge
and environmental insight culminated a memorable experience on
the trails and we were lucky to catch up with him to learn who his
favorite off-roading companion is and his favorite way to unwind in
Grand Junction.
Tell us one interesting fact about yourself.
Although I was raised near the Everglades, and hunting was a
regular event for meat on the table, my wife and I worked at being
strict Vegan eaters for almost 17 years. It was fun while it lasted.
Now, we enjoy organic, grass-fed local raised meat, and of course,
wild-caught fish. Yum!
“IF I HAVE TO WINCH OR USE A SHOVEL TO GET
FURTHER ALONG, ALL THE BETTER. THAT JUST
MEANS LESS PEOPLE WILL FIND MY CAMPSITE.”
What’s the best off-roading destination you
recommend, and why?
I like all the places I have been. I am one of those people that happen
to be happy where I am at the moment. There are some really fantastic
places. Even a hill in a cornfield will allow me to see the stars and
sunrise. However, I love Colorado because it has so many national
forest roads and public access BLM (Bureau Of Land Management)
routes -- thousands of miles of non-maintained roads that allow me
to really get back in deep. The history, weather and scenery are second
to none and, along with the ability to incorporate other activities at the
same time -- great!
When did Cooper reach out to you regarding
the Discoverer STT Pro tires and what was your
initial reaction?
Whew, that was some time ago! I was humbled and honored. I think it
was late 2013 when I was contacted, but in the Spring of 2014 I was
able to get to the test track in Texas to spend some time. We tested
several “builds” and compared them to other tires they would mount
on the Jeep. We then did a round of tests -- real world -- in Southeast
Utah for a few days. I didn’t know which tire was which, so it was a
pretty blind test on my part. I was very impressed with the facility, the
absolute professional way the place was run and how the comparison
was handled with me and how I have been treated to this day. Top notch.
“THE STT PRO IS A HECK OF A TIRE.”
Tell us a little about your travel companion -Henry -- and if he always accompanies you.
What are your impressions after driving on the
Discoverer STT Pro tires?
Henry is a Standard Poodle. At the time of the press event, he was
seven months old. He now weighs over 70 pounds and still has lots
of puppy in him! He travels with me as often as possible - almost
constant. From the time he was eight weeks, he has more travel miles
than most truckers. He eats only a raw meat food diet with lots of
regular fruits and veggies. You could say he enjoys a Paleo Diet.
I have begun running the STT Pro tires on my training and personal
vehicles. I now have several thousand miles on the tires and I am
happy to say the STT Pro is a heck of a tire. It has outperformed my
previous tire (another brand); easily compared with my training
vehicles that are exact in build and only the tire was different.
Students and clients, from military to “just Jeeping,” drive my vehicles
and I can honestly say the STT Pro is my tire of choice these days.
What do you enjoy most about off-roading?
I like the ability to venture out from “civilization” and get away from
the noise. I don’t mind the challenge of some trails and routes -that comes with the territory. If I have to winch or use a shovel to
get further along, all the better. That just means less people will
find my campsite.
I enjoy driving, so the technical aspect of getting a vehicle over
rough terrain and out of sticky situations is fun and exciting -but the sunset at the overlook and a nice fire says it all.
What’s the one thing you recommend travelers do in
Grand Junction before leaving?
Well, that’s hard. This place is such a gem! Get out and enjoy the
Colorado Plateau and Mesas we have. Play on the first class mountain
bike trails, raft the Colorado River, and wheel the world-class 4WD
roads. Then stop and relax by the river with a fine bottle of wine
from a local winery and eat a Palisade peach. “One thing?”
Visit the downtown farmers market on Thursday afternoon.
COOPER ROLLS OUT
NEW TELEVISION SPOT!
In July, Cooper Tire launched a new television spot
highlighting four key products: the Discoverer STT Pro,
Discoverer SRX, CS5 Touring and the Zeon RS3-A.
See the spot for yourself on Cooper Tire’s Youtube channel,
titled “Cooper Tire TV Commercial - Expert Reviews.”
PBR HEATS UP
The official tire of the Professional Bull Riders, Cooper Tire
has been road-tripping across the country throughout the
2015 season, with six sponsored Cowboys and entertainer
Flint Rasmussen, to over 26 events across the nation through
the Built Ford Tough Series.
The nationally televised elite tour featuring the top 35 bull
riders in the world, PBR competes against the fiercest
bucking bulls for the grand title of PBR World Champion. The
combination of raw sports and quality entertainment has
propelled live attendance growth of PBR events across the
nation, with annual attendance of more than three million fans
each season. Compared to 310,000 in its inaugural season more
than twenty years ago, PBR is making a lasting impression.
As one of the most popular and fastest growing sports around the
world, the PBR provides Cooper Tire with a unique opportunity to
engage with a passionate fan base through in-arena activities,
advertising and promotional programs. Cooper has promoted
the Discoverer SRX and Discoverer STT Pro through social
media sweepstakes at @TeamCooperTire and local radio station
partnerships, engaging listeners.
Visit www.pbr.com for the 2016 schedule -- out soon -- to find a
PBR event near you.
COOPER TIRE DEALER FAMILY
RISES TO BLUEGRASS STARDOM
High County Tire, a Cooper Tire Medallion dealer based out of Sylva,
North Carolina, showcased their astounding talent on their recent
appearance on NBC’s national reality series “America’s Got Talent.”
Highlighting their family bluegrass ensemble -- the Mountain Faith
Band -- Sam McMahan and his family were even spotted practicing
while perched on a stack of Cooper Discoverer A/T3 tires.
Consisting of five members -- High County Tire owner Sam McMahan
and his children Summer and Brayden, along with Luke Dotson and
Cory Piatt – the Mountain Faith Band began when the McMahan’s
began playing fiddle, eventually learning other instruments and
rehearsing in between customers at their family tire shop. After
hearing the band discuss their plans for the future, Summer and
Brayden’s mother submitted an audition tape to “America’s Got
Talent.” Much to their humble surprise, they were accepted and
flew to St. Louis to perform on the show for millions of viewers
across the nation. The band’s fresh Appalachian sound merges
gospel, bluegrass, folk, R&B and pop music that helped them
receive unanimous “yes” votes from the celebrity judges after their
performance of One Republic’s popular song “Counting Stars.”
This once and a lifetime opportunity skyrocketed the family
band to television fame, with no telling where they’ll end up. To
follow the McMahan’s journey into the world of music, visit
MountainFaithBand.com.
COOPER DRIVES CONSUMER
ENGAGEMENT ON SOCIAL MEDIA
Found on Facebook, Twitter and Instagram, Cooper is connecting with fans
across multiple social media platforms.
This year, Cooper has been exploring new ways to engage with fans—from
posting fan photos submitted via social media channels, to encouraging
interaction by asking consumers to highlight their own vehicles and adventures.
So far, the response has been phenomenal!
Make sure to connect with Cooper Tire on Facebook, Twitter and Instagram to join
the conversation.
GEARING UP FOR SEMA
SPOTLIGHT:
ECOOPER UNIVERSITY
eCooper University is now helping over 3,000 Cooper sales and
service customers experience more success with training in tires,
business management and selling skills. Even more opportunities to
help achieve the next level of goals and objectives are coming, with
new classes and promotions.
Cooper Tire is gearing up for the automotive industry’s largest trade
show of the year, SEMA. This four-day event, hosted at the Las
Vegas Convention Center, draws in more than 60,000 domestic and
international buyers taking place November 3-6, 2015. In addition
to featuring automotive industry brands, SEMA provides attendees
with educational seminars, product demonstrations, special events,
networking opportunities and more.
Targeting wholesalers, retailers, dealers and media, Cooper Tire will
be showcasing a complete product portfolio, with a guest appearance
from Cooper distracted driving awareness partner, Tristan Nunez on
Tuesday November 3rd. Make sure to check out the Cooper booth, if
you plan to attend this year.
Here’s what’s hot:
In the past three months, eCooper University has added
classes on High Performance Tires, an Intro to Truck
tires and Dealership Financial Management.
New courses are being launched over the next few
months on managing, hiring, and leading your team,
an introduction to marketing, and how to address the
competition.
A campaign is currently running for dealers who haven’t yet joined eCooper
University. For dealers who sign up at least one employee (or themselves)
and complete the Basic Training Curricula, a limited number of dealers
will earn 1,000-point bonuses and one dealer will earn a $4,000
HDTV. Contact your Cooper Tire sales representative or email Dan Kelly
at SalesTraining@CooperTire.com for more information.
Cooper Contact Information
Co-op Questions
South and East – Chris McKee – cdmckee@coopertire.com
MW and West – Stacey Moyer – slmoyer@coopertire.com
Advertising Materials – Standard Register – 877-314-1620
Ad Creator – www.coopertireads.com
Cooper Gifts & Wearables – Staples Promotional Products
www.coopertire.corpmerchandise.com
Medallion Headquarters – 888-587-0868
OR contact your Cooper Territory Manager