Omni United to Boost Marketing Efforts and Dealer Programs in 2024

In an interview with MTD, G.S. Sareen, CEO of Omni United, discusses the company's significant year-over-year growth and plans for their Radar brand. Key achievements include over 50% growth and the launch of new products like the Renegade HT range. Sareen highlights the concept of "premium accessibility," aiming to offer high-quality products at competitive prices. Future plans involve increased marketing efforts, new product launches, and expansion of their Radar Elite Dealer program. Additionally, Omni United is preparing to manufacture in Europe.

Omni United to Boost Marketing Efforts and Dealer Programs in 2024
Omni United to Boost Marketing Efforts and Dealer Programs in 2024 | Image: www.moderntiredealer.com
July 15, 2024

Interview Summary with G.S. Sareen, CEO of Omni United

Company Performance:

  • Omni United saw a significant increase of over 50% year-over-year in the first half of 2024. However, Sareen acknowledges potential future challenges due to global economic conditions and freight issues.

Concept of "Premium Accessibility":

  • Sareen believes that the current economic climate makes consumers more receptive to "premium accessibility," where high-quality products are offered at competitive prices. This concept aims to redefine "premium" by focusing on product quality rather than traditional markers like brand size or OEM fitments.

Product Development:

  • Omni United is expanding its product lines, including launching the new Renegade HT range designed by GFG Style and positioning the Radar 2.0 line as their premium collection. The Premium Collection is distinguished by its refined aesthetics and superior performance.

Manufacturing Expansion:

  • Radar brand tires are currently produced in India, China, Thailand, and Indonesia. Omni United is in advanced discussions to start manufacturing in Europe, with expected developments to be confirmed soon.

Ongoing Investments:

  • Continuous investments are made in existing manufacturing facilities to increase capacity, develop new products, and enter new markets.

Future Plans:

  • In the second half of 2024, Omni United plans to enhance brand visibility through ramped-up marketing efforts, launching the HT Pro all-weather product, and signing with a major U.S. retailer. The company is also expanding the Radar RED program, which rewards retailers for loyalty to the Radar brand.

Read the full article with Modern Tire Dealer - https://www.moderntiredealer.com/suppliers/article/55091209/mtd-mid-year-qa-sareen-says-radar-is-on-the-move