Driving Innovation: From a Steel Worker’s Son to an Industry Leader With Mike Graber of Toyo Tires

Mike Graber is the President and CEO of Toyo Tires, a role he has embraced with vigor since joining the company in 2013. With a foundation in truck part sales and an eight-year tenure in various roles at Michelin, Mike's experience spans across the industry from sales to product development. In addition to a passionate commitment to product quality and customer engagement, Mike’s leadership reflects his belief in the significant role genuine relationships and people play in the success of the tire industry.

In this episode…

Have you ever considered how the leaders in the tire industry keep their wheels spinning in the right direction? The right blend of leadership, innovation, and community engagement can turn any company into an industry powerhouse. But how does one navigate the intricate paths that lead to success in such a competitive market?

Seasoned tire industry professional Mike Graber of Toyo Tires explores the heart of what makes a leader effective in the tire industry. Highlighting Toyo Tire's reputation for high-quality products, Mike shares key strategies for customer re-engagement, emphasizing the role of a passionate team in fostering a high-energy corporate environment. With a career encompassing various roles, his story is a blueprint for embracing change and leveraging partnerships to enhance brand visibility.

In this episode of Gain Traction, Mike Edge chats with Mike Graber, the President and CEO of Toyo Tires, about nurturing leadership and growing a quality-centric brand. Mike provides an insider's look into Toyo Tire’s approach to innovation, such as developing an EV tire and enhancing wet traction performance. He also delves into the value of humbly learning from industry role models, balancing a genuine management style, and the symbolic parallels between golfing and leadership.

Here’s a glimpse of what you’ll learn:

• [4:26] Mike Graber’s fascinating background and rise to leadership in the tire industry
• [7:53] The significance of people and sincerity in the tire industry's success and innovation
• [14:14] How Toyo Tires builds its high-energy environment and cultivates customer loyalty
• [17:40] Insight into Toyo Tires' passionate community culture and impactful social media strategies
• [21:30] How partnerships, like the one with UFC, enhance brand loyalty and showcase products
• [28:02] The importance of authenticity in leadership and the pursuit of personal interests for growth

Resources mentioned in this episode:

• Mike Graber on LinkedIn
• Toyo Tires
• Mike Edge on LinkedIn
• Tread Partners
• Robert “Sonny” McDonald on LinkedIn
• Stan Chen on LinkedIn

Companies:

• Michelin

Websites:

• SEMA

Quotable Moments:

• "It's not just about the tires; it's the people behind them that drive our success."
• "Returning to Toyo was like coming back home — the industry's genuineness was always the draw for me."
• "We're not just selling tires; we're building a community, a brotherhood among our customers."
• "Innovation is key, but without a passionate team, the wheels don't turn as smoothly."
• "Golf has taught me life lessons that I apply to my leadership style — strategy over power, always."

Action Steps:

1. Engage with your customer base on a personal level: Mike's success with Toyo highlights how genuine customer interaction can improve brand loyalty.
2. Innovate continuously to meet emerging market needs: Toyo's development of new products, like an EV tire, demonstrates the importance of staying ahead in technology trends.
3. Encourage a company culture of passion and teamwork: Toyo's energetic environment at SEMA is a testament to the effectiveness of a collaborative and enthusiastic team.
4. Build strategic partnerships to expand brand visibility: The partnership with UFC underscores the power of well-aligned collaborations for broader exposure.
5. Cultivate both leadership abilities and personal interests: Mike's approach to authentic leadership and embracing hobbies, like golf, points to the need for a well-rounded personal and professional life.

Sponsor for this episode...

This episode is brought to you by Tread Partners.

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.