Description

Hear the incredible story of how Tomo Mizutani, CEO of Nitto Tire U.S.A. Inc. rebranded a failing business to spark rapid growth and deliver profits competing against much bigger and well-established competitors. He's unlike any Japanese corporate executive you've ever met.

In 1992, Nissho Iwai, a Japanese trading company, hand-picked one of their top salesmen to manage their struggling Nitto Tire business in the United States. Thus began the deep relationship between Nitto and Tomo Mizutani. Mizutani set out on a mission to reposition the Nitto brand. Instead of "pushing" Nitto Tires out to the mass consumer market, his vision was to generate "pull" demand and loyalty by offering cutting-edge products to the more profitable enthusiasts market.

Mizutani stayed with the business when it was acquired by Toyo Tire & Rubber in 1999. He took the change in ownership as an opportunity to push for a change in strategy. Shifting the mindset of conservative Japanese executives toward unchartered revolutionary concepts was not easy. But, through tenacity and passion, supported by diligent market research, Mizutani finally convinced HQ and secured their support for investments in new tire designs, manufacturing and marketing. Thus began the rebirth of Nitto in America. Since its humble beginnings in 1999, Nitto has grown from just $6 million to $600 million!

Nitto continues to cater to the car enthusiasts who established the brand. Nitto's award-winning digital marketing efforts have expanded the brand's appeal, while engaging over 12 million Facebook fans, the highest Facebook fan base in the tire industry. As early as the 1990s, Mizutani envisioned the internet and social media as game-changers. Today, Nitto continues to pioneer innovative marketing initiatives that challenge industry giants.

Tomo Mizutani will share the unique story of Nitto Tire and how he succeeded in an industry dominated by much bigger competitors.

Please note that no refunds will be issued.