SEMA 2016: Mickey Thompson Unveils New Brand Identity, New Logo

For those who can remember, one of the big goals for Danny Thompson, son of the late, great Mickey Thomspon, both of Mickey Thompson Tires, was to go back to Bonneville and avenge his father’s record.

danny3To think that over five decades ago, sans the technology that we have today, a man could skim the salt off the desert floor at just over 406 miles per hour in a piston-powered car is nothing short of amazing. He was the first American to go over 400 miles per hour, but since he broke down on the return run, his record was not official.

The younger Thompson went back to Bonneville this past summer and with the refurbished Challenger 2 he hit the flats and set his sights on the record. With a successful run in both directions, Danny Thompson bested “the old man” by one-tenth of 1 mph. The official record was a two-way average speed of 406.769 miles per hour, making him the fastest American.

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Undisputed

Hot off the heels of that record run, Mickey Thompson Tires hit the stage at SEMA 2016 with a new vision, and backed it up with a fresh new logo. The new logo, splashed on the new wrap on the BlownZ Camaro, also coming off a victorious 2016 with the NMCA World Championship. BlownZ finished the season undefeated with 14 consecutive wins. Mickey Thompson showed attendees that new and exciting things are happening at Mickey Thompson.

BlownZatMTMickey Thompson President, Chris Barbara, announced the rebrand and showed off the new logo, with the new slogan of “Undisputed” as the industry leader in specialty tires and wheels for over 50 years.

Barbara said, “We honor Mickey Thompson the man, the undisputed industry legend, the incomparable innovator, and the racing champion that founded the company in 1963. Today, together, we usher in a new era for our iconic brand.”

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The booth itself was adorned with the new logo and brand identity, and while the company itself is refreshing its identity, it will continue with the same dedication and leadership that got Mickey Thompson to where it is today. They also introduced a new tire, the Deegan 38, for M/T team member Brian Deegan.

Barbara continued, “We are unveiling a new brand identity for Mickey Thompson. But make no mistake, we are not changing what defines our brand. Quite the contrary, we seek to solidify our long-held core beliefs, our commitment to deliver value to our employees, our customers and our consumers, our shared passion and drive to be the best, to win, and to stand on the gas.”

He went on to state that its presence at SEMA was a reflection of Mickey Thompson’s passion and its vision for the future, which Barbara stated could include “delivering the world’s first five-second drag radial tire.”      mtsema2016-07 Autograph sessions included land speed record holder Danny Thompson, LOORRS Team M/T racers Brian Deegan, Ronnie Faisst, Brad DeBerti, and Eric Barron, freestyle Motocross Champion Jimmy Fitzpatrick, and celebrity CARtoons artist Kenny Youngblood.

You can expect some exciting things to come with the new brand identity, and the lofty goals of Mickey Thompson. Find out more on the Mickey Thompson Tires website, and of course follow them on Facebook for updates.

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About the author

Michael Harding

Michael is a Power Automedia contributor and automotive enthusiast who doesn’t discriminate. Although Mopar is in his blood, he loves any car that looks great and drives even faster.
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