Although a worldwide leader with a new state-of-the-art tractor tire plant in Iowa, Mitas was a virtually unknown and unfamiliar brand. On top of that, American farmers are fiercely loyal to their brands of choice, often spanning generations.
So claiming to have a better tire, with useful technology, although true, couldn’t be the answer alone. Instead, we had to win over American farmers in a way that demonstrated we understand farming and farm life. And could make their life a little more enjoyable, if they just considered giving Mitas a try.