Bangkok--11 Jun--Optimum Strategic Communications After already establishing itself as a world wide leader in manufacturing high performance wheels, Lenso has plans to invest over 40 million Baht for their new model range to make it the most successful launch to date. The new range will be called the “Raiden” series and will be specifically designed to target the younger generation with its emphasis on the company’s rich racing heritage. The design emphasis is to make this new range fit for any racing car or for those who love the racing look, using the theme concept of “Sport look” and “Sport racing.” The Raiden range will also help penetrate the Project D Racing Series and will allow the racers to show their true abilities while netting sales of over 1.3 billion and taking over 40 percent of the market share. With 15 years of continued success, the company has proved itself to be a true market leader in Thailand as well as internationally. Lenso has shown that a Thai brand has the ability to captivate the hearts of racers and consumers worldwide with their innovative designs and cutting-edge developments. For these reasons, it is important for Lenso to continue its development by showcasing the new range of wheels which will help push the company even further on to the internationally stage as well as solidifying its place as the true market leader in Thailand.Lenso emphasizes its continued commitment to the racing spirit. Khun Sunshine Boontawekit, General Manager of Lenso Wheels Limited, has recently announced that after 15 years, the company has gathered a wealth of experience which has allowed it to establish itself as the market leader as well as the opportunity to set the market trend. Despite having such a firm grip on the market, this has not deterred Lenso to slow down whatsoever. Lenso is still incredibly motivated to continue its success by striving to use more cutting edge technology and innovative design to satisfy the consumers. After conducting multiple consumer surveys, the company has found that most consumers accept Lenso as a premier brand as well as being the market trend setter. The survey also revealed that the needs of the consumers have evolved over the years to have more distinctive lifestyles. This will give the company the opportunity to provide the consumers with more choices and products so that each consumer could choose the product based on his or her own lifestyles. Recently, Lenso had launched the Samurai Series wheel which was an incredible success and became very well received by the public. The company was able to use a current Japanese trend and adapt it for the Thai market. Tailor making the wheels to specific markets allowed the public to connect with the design which in turn propelled it to the top spot in sales numbers locally and internationally. This year, Lenso wishes to capitalize on its recent success which prompted the launch of the Raiden range. This range is designed with a racing theme in mind to target any one that is a racer at heart. The cutting edge technology used in the design of this range will allow it to be used in a high performance environment.Lenso new range to focus on it’s racing heritage The current growth in the technology and fashion sectors has helped to propel the automobile aftermarket segment to a new high. Sales of aftermarket products are at a new high and now even the most conservative consumers are looking to find a ways to modify their vehicle to fit their personality. Individualism is at a new high and Lenso is hoping that it can help each consumer by creating something unique to suit each individual personality. Through painstaking market research, Lenso has found that most aftermarket consumers that modify their cars want wheels that incorporate innovative technology and cutting edge design and will give their car the racing look. However, the consumers also want the wheels to withstand the stresses of racing. This gap in the market prompted Lenso to release the Samurai series wheel which was an instant hit. This success has urged Lenso to come out with another series of wheels which will be branded the Raiden range. The Raiden range will also include the previously launch Samurai series and well as the Project D series. The two series will be comprised of over 10 different designs and sizes ranging from 15 inch wheels to 19 inch wheels. The 15 inch wheels will cost 14,000 baht and the 19 inch will cost 50,000 baht per set. The Raiden Project D series will set the industry standards for years to come. Not only does the cutting edge design give it a unique selling point, its built to withstand the day-to-day use as well as in racing competitions. What makes the Raiden series stand out from the rest is the Stagger Concept look. This concept is to design the wheel so that the front wheels will have a shallow offset and the real wheels with a deep offset. Despite the difference, both wheels will let the consumer use the same size tires in both the front and rear wheels. Lenso will also give the consumers various choices of colors to choose from including new worldwide favorite black rims with a red edge. All the wheels has been tested using Race Spec Technology and passes all JWL standards, just like all leading Japanese manufacturers.Cutting edge design for a cutting edge generation The new Raiden range has been designed by the Lenso design institute which has highly expert professional leading each of the designs. The design inspiration comes from market research as well as sending professionals into the field to see the actual trends around the world. Experts are sent to different shows that set the industry standards such as the SEMA show, Tokyo Auto Saloon, and other prominent places. This truly allows Lenso to keep up with the most current fashion and trends worldwide. The launch of the Samurai has proved that this formula works and Lenso believes that the Raiden range will also be met with great success.Ushering in a new era When one speaks of car modifications, the first thing that comes to mind is the wheel. Also what drives the automobile aftermarket sales are the actual racers. The racers are one ones who use these parts for competition purposes so they only look for the best. For this reason, Lenso is planning on targeting the younger 25 — 35 market segment. These groups are the petrol heads that loves cars and follows the up to date news in the motorsport world. Also, Lenso aims to target the consumer that uses mid-size vehicles and has never tried any modifications to their automobiles. Changing the wheels are the first step in creating a unique and personalized car and Lenso believes that more and more people will turn to this option. The Raiden range will give the everyday people the opportunity to use aftermarket rims so that they could enjoy the luxuries of looking good as well as fashionable. Lenso to invest 40 million to penetrate the motorsport market as well as introducing its new presenter, Kiki SaknanaLenso plans to spend 40 million baht to introduce the Raiden range to the market. The marketing budget will be distributed in 3 different ways. 20 percent of the budget will go directly to public relation channels while 40 percent will go to advertising. The final 40 percent will go directly to promote activating throughout the year so that the company can get the public directly involved. Much of the efforts will be focused on creating brand loyalty and allowing the consumers to feel good about being a Lenso user. Also to coincide with the launch of the Raiden range, Lenso will be partnering with Khun Kiki Saknana to be the brand ambassador. Khun Kiki himself is a famous drifter in Thailand and is considered to be the local drift King. In order for the public to get more personalized with the brand, Lenso plans on doing various activities such as different display booths at various locations as well as at the Bangkok Motor show 2008. A featured event that Lenso will be hosting is the “Raiden Boy’s Toy Party.” This event will be a total motorsport event and will be hosted with famous teams such as Toyota, Singha Racing team, and other prominent teams from around the Kingdom. Lenso is hoping that with its support, it can help develop motorsports in Thailand.Targeting 1.3 billion Baht with the new segment The company predicts that the launch of this range will help solidify its position as the true market leader as well as controlling 40 percent of the market share. Lenso also predicts that it will be also increase its sale by 18 percent, from 1.1 billion baht last year to 1.3 billion baht in 2008. Lenso Wheels is a brand that has been present in the Thai market for over 15 years. Until now, it has developed and designed over 500 different wheels for the market. The most successful range has been the Samurai series and the Road and Terrain series. After taking over 40 percent of the market share, the company believes that it will continue to grow and will be gaining more new consumers for years to come. Lenso wheels has also been exporting high performance wheels since 1997 and to date has produced and exported over 500,000 wheels per year to over 30 countries worldwide. For more information please contact: Jeeranan Limpapas 081-850-8837 / jeeda_pr@hotmail.com