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Jul 18, 2014

Metzeler Announces New Brand Positioning

NEW BRAND POSITIONING FOR METZELER, THE TWO WHEELS SPECIALIST FOR OVER 150 YEARS

Metzeler draws a line of continuity with the past while emphasizing the value of freedom typical of the brand with new slogan, METZELER is "SHARING INDEPENDENCE™"

Munich (Germany), July 17, 2014 – The METZELER brand, also known as "The two wheels specialist", which has always specialized in the production of tires for motorcycles and mopeds, renews its positioning to make the role of the brand more emotionally immersive for the world of true bikers.

Since its foundation at the end of the nineteenth century, the METZELER brand combines its expertise and commitment to developing cutting-edge tires that allow the riders to live true and fulfilling experiences. The machines are the only interest and objective of the brand that has accompanied generations of riders all over the world.

The strength of METZELER has always been to be an integral part of the rider community sharing the distinctive values and codes of conduct: individualism within a community, whilst respecting the freedom of unwritten rules.

In fact, the freedom and the spirit of independence that unites riders are the key values underpinning the new positioning of METZELER: motorcycle riding embodies spirit of independence and shared values within a group, hence the new slogan "SHARING INDEPENDENCE™".

The new brand positioning underlines METZELER’s point of strength; that it is not simply the choice of a ‘bike owner’ but the natural choice of true motorcycle enthusiasts. METZELER caters to the community of riders who are looking for high performance and reliable tires capable of providing a fulfilling riding experience in any condition or situation.

The logo has been revised in line with the new positioning. As in the past, the logo consists of a word mark, METZELER, and a figurative mark, the elephant that since 1905 has been the symbol of METZELER and represents an element of uniqueness, strength and reliability perfectly in line with the brand values. The new logo has removed the blue rectangle background that framed it, now welcoming the new slogan and seeing a modified blue of the existing Pantone, now a darker shade to convey more elegance.

The logo, however, is only the visible part of the work done in the last year that has affected all aspects of the brand of German origins.

Leveraging its technological innovation, the range of METZELER tires has also been heavily renovated in the last few months in all segments with particular attention to the performance in wet conditions: ROADTEC™ Z8 Interact in sport-touring, TOURANCE™ Next for enduro street, KAROO™ 3 in enduro on/off, ME888 MARATHON™ Ultra dedicated to the world of custom and SPORTEC™ M7 RR for supersport are some of the latest products launched on the market. Many of these tires have often been winners of comparative tests carried out by the most prestigious international motorcycle magazines, proving their superior qualities.

METZELER has always been a pioneer and extremely active on the web: the corporate website has been completely redesigned, and now is innovative and integrates the activities of the brand into social media helping user interaction. Also important is the development and presence in the social world where METZELER can boast an established presence on the major social networks: on Facebook, with a page appreciated by more than 170,000 users, on Twitter with more than 2,200 followers, as well as on Instagram and Youtube.

The natural vocation of the METZELER brand to continually renew and give itself a challenge results as well to its major commitment in Competition: in addition to the Enduro World Championship, which METZELER has dominated unrivalled for almost 10 years, since last year the brand has returned as well to invest considerably in road racing and rally activities, with participation in the most important road races such as the Tourist Trophy, the Ulster Grand Prix, the North West 200 and the Macau Motorcycle Grand Prix plus, along with the Honda HRC team, to the legendary Dakar.

About METZELER

On the road since 1892, METZELER has more than 100 years of experience meeting motorcyclists’ toughest tire demands with unflagging innovation. Whether one is drawn to the longevity of its classic design or uncompromising performances, METZELER is an iconic brand to motorcycling worldwide. Established in Munich, METZELER offices are spread globally with production in Germany and South America. METZELER is the “Two Wheels Specialist,” appreciated by motorcyclists for its quality and technology.

For more information on METZELER and its line of motorcycle tires, please visit:www.metzelermoto.com.