- How should I put my feet?
- How should I put my feet?

It's kind of like a; you can't do cross leg
It's kind of like a; you can't do cross leg

'cause nobody
'cause nobody

Because guys don't like guys that do that.
Because guys don't like guys that do that.

Hi guys what's going on.
Hi guys what's going on.

It's Alex from Fitment Industries.
It's Alex from Fitment Industries.

And today we're gonna be talking to you
And today we're gonna be talking to you

about Falken Tires.
about Falken Tires.

That didn't seem very exciting.
That didn't seem very exciting.

So we're gonna try it again.
So we're gonna try it again.

Mario recut this one.
Mario recut this one.

Hey guys what's going on?
Hey guys what's going on?

It's Alex from Fitment Industries
It's Alex from Fitment Industries

and today we're gonna be talking to you
and today we're gonna be talking to you

about Falken Tires in this episode of Tire History.
about Falken Tires in this episode of Tire History.

So I hope you're ready to put up with my beardless face
So I hope you're ready to put up with my beardless face

for a couple minutes so I can teach you some things.
for a couple minutes so I can teach you some things.

Falken Tires was a tire brand that was founded in 1983.
Falken Tires was a tire brand that was founded in 1983.

It didn't come to the United States until 1985.
It didn't come to the United States until 1985.

Falken Tires is a subsidiary or a partner company
Falken Tires is a subsidiary or a partner company

of a big boy company called Sumitomo Rubber Industries.
of a big boy company called Sumitomo Rubber Industries.

Sumitomo is a rubber industry manufacturing company
Sumitomo is a rubber industry manufacturing company

that is based out of Japan
that is based out of Japan

and is probably the largest rubber manufacturer industry
and is probably the largest rubber manufacturer industry

in the world.
in the world.

And they have always been involved in just the rubber
And they have always been involved in just the rubber

manufacturing industry.
manufacturing industry.

In fact they wanted to just kind of do everything.
In fact they wanted to just kind of do everything.

I mean why wouldn't you.
I mean why wouldn't you.

They made golf balls,
They made golf balls,

tennis balls,
tennis balls,

and they just decided that they wanted to make tires too.
and they just decided that they wanted to make tires too.

Consumers were just like sure.
Consumers were just like sure.

That's it.
That's it.

That's really the entire conversation.
That's really the entire conversation.

Sumitomo has just been at the forefront of
Sumitomo has just been at the forefront of

everything and anything rubber related.
everything and anything rubber related.

And when they decided to start getting into it more heavily
And when they decided to start getting into it more heavily

they partnered with any company that they could.
they partnered with any company that they could.

Now Sumitomo originally got involved with tire manufacturing
Now Sumitomo originally got involved with tire manufacturing

in 1909 with a company called Dunlop.
in 1909 with a company called Dunlop.

You may have heard of 'em before.
You may have heard of 'em before.

They came from Britain
They came from Britain

and they wanted to partner in a company in Japan.
and they wanted to partner in a company in Japan.

Just because the resources and the workforce
Just because the resources and the workforce

was available there at a much cheaper price.
was available there at a much cheaper price.

And Sumitomo came on board and said yes.
And Sumitomo came on board and said yes.

We can do that.
We can do that.

And they just decided to create a partnership.
And they just decided to create a partnership.

And it worked very well for them for a very long time.
And it worked very well for them for a very long time.

As the years progressed,
As the years progressed,

the two companies essentially became friends with benefits.
the two companies essentially became friends with benefits.

They just continued to grow and intermingle
They just continued to grow and intermingle

either in Japan or just throughout the world.
either in Japan or just throughout the world.

And things tended to get a little bit messy.
And things tended to get a little bit messy.

Because Dunlop started to find themselves
Because Dunlop started to find themselves

getting more and more liquidated
getting more and more liquidated

and everything got really confusing
and everything got really confusing

and Sumitomo was like hey we'll buy you
and Sumitomo was like hey we'll buy you

and Dunlop was like well how.
and Dunlop was like well how.

I thought we were like good friends.
I thought we were like good friends.

And Sumitomo's like yeah well we just kind of want
And Sumitomo's like yeah well we just kind of want

to have everything.
to have everything.

Dunlop and Sumitomo essentially reconfigured
Dunlop and Sumitomo essentially reconfigured

and split partnership ways
and split partnership ways

and Sumitomo turned into SRI.
and Sumitomo turned into SRI.

Which is Sumitomo Rubber Industries.
Which is Sumitomo Rubber Industries.

And Dunlop still considers to be a brand
And Dunlop still considers to be a brand

that they use and develop and produce for
that they use and develop and produce for

but Sumitomo took a really big bite out of their industry
but Sumitomo took a really big bite out of their industry

just because they wanted to continue to grow.
just because they wanted to continue to grow.

Now everything kind of looked up for Sumitomo
Now everything kind of looked up for Sumitomo

until they essentially had another partnership
until they essentially had another partnership

with a company that you may not have heard of.
with a company that you may not have heard of.

That company is Goodyear.
That company is Goodyear.

Which I actually hope that you've heard of Goodyear before.
Which I actually hope that you've heard of Goodyear before.

But I don't know if that was sarcastic enough.
But I don't know if that was sarcastic enough.

I don't really even know if it was funny.
I don't really even know if it was funny.

But we're just gonna continue talking about it.
But we're just gonna continue talking about it.

As if the joke was just never said.
As if the joke was just never said.

Because it's just Mario and I here
Because it's just Mario and I here

in a dark room with one light on.
in a dark room with one light on.

So it's kind of weird anyway.
So it's kind of weird anyway.

Moving forward.
Moving forward.

Sumitomo and Goodyear
Sumitomo and Goodyear

had a pretty long lasting relationship.
had a pretty long lasting relationship.

It lasted about 18 years.
It lasted about 18 years.

Until they essentially dissolved the partnership
Until they essentially dissolved the partnership

in around 2015.
in around 2015.

But all you really need to know is Falken
But all you really need to know is Falken

is part of SRI.
is part of SRI.

And SRI is a huge conglomerate of a rubber manufacturing
And SRI is a huge conglomerate of a rubber manufacturing

industry company that makes tires
industry company that makes tires

for probably about six to eight different tire brands.
for probably about six to eight different tire brands.

If you're looking to argue on if a Falken
If you're looking to argue on if a Falken

is better than Ohtsu
is better than Ohtsu

or Ohtsu's better than this
or Ohtsu's better than this

or something is better than that,
or something is better than that,

they kind of all just trickle back to the same place.
they kind of all just trickle back to the same place.

Falken really didn't enter the market
Falken really didn't enter the market

like a lot of other companies usually do.
like a lot of other companies usually do.

You see when a tire manufacturing company
You see when a tire manufacturing company

comes into a market
comes into a market

they usually come out with like a bunch of marketing money,
they usually come out with like a bunch of marketing money,

a bunch of plans to integrate into the consumer world,
a bunch of plans to integrate into the consumer world,

and then just blast the hell out of anything and everything
and then just blast the hell out of anything and everything

they can so people just started running their wheels.
they can so people just started running their wheels.

On top of that,
On top of that,

they're really just looking for a company
they're really just looking for a company

that would maybe host OEM application
that would maybe host OEM application

or something like that for you know your Ford or your Chevy
or something like that for you know your Ford or your Chevy

or something in America
or something in America

that Americans enjoy.
that Americans enjoy.

Falken just didn't do that.
Falken just didn't do that.

Instead what they wanted to do,
Instead what they wanted to do,

is they wanted to find a way that people would just
is they wanted to find a way that people would just

essentially trust the name Falken
essentially trust the name Falken

before they would buy them.
before they would buy them.

And they did that with the best way you could possibly
And they did that with the best way you could possibly

get involved in terms of using tires.
get involved in terms of using tires.

Motor sports.
Motor sports.

Falken began getting involved in any sort of motor sport
Falken began getting involved in any sort of motor sport

they possibly could.
they possibly could.

Now because they really had a huge company behind them,
Now because they really had a huge company behind them,

they really didn't have a lot of money
they really didn't have a lot of money

to just go out and start mass promoting
to just go out and start mass promoting

all over every single auto cross or rally
all over every single auto cross or rally

or race style event that they could.
or race style event that they could.

Instead they started off with the small stuff
Instead they started off with the small stuff

and with the stuff that was local to their business.
and with the stuff that was local to their business.

In Japan they started out in 1985
In Japan they started out in 1985

promoting just different events
promoting just different events

that ran Falken Tires.
that ran Falken Tires.

And it began to work.
And it began to work.

Falken didn't really get involved in making a tire
Falken didn't really get involved in making a tire

for a consumer and then get involved in racing
for a consumer and then get involved in racing

and then kind of reverse engineered it
and then kind of reverse engineered it

like most companies do.
like most companies do.

Falken instead just went
Falken instead just went

and they made tires for a race car driver.
and they made tires for a race car driver.

Or just enthusiasts that was out you know in the back
Or just enthusiasts that was out you know in the back

doing world rally championship style stuff
doing world rally championship style stuff

with their old
with their old

(bleep)
(bleep)

car.
car.

They would then take that feedback from the people
They would then take that feedback from the people

that actually ran these vehicles,
that actually ran these vehicles,

turned them into a tire that could be used.
turned them into a tire that could be used.

Then they sold them to consumers.
Then they sold them to consumers.

And that's why Falken is just known as an
And that's why Falken is just known as an

ultra high performance you know tire company
ultra high performance you know tire company

that just specializes in what they know.
that just specializes in what they know.

Instead of going to try and make a ton of money right away,
Instead of going to try and make a ton of money right away,

they just wanted to focus on what made a tire good
they just wanted to focus on what made a tire good

and then went to the consumers
and then went to the consumers

and was like yo you should buy this.
and was like yo you should buy this.

And the consumer was like, sure.
And the consumer was like, sure.

But you're not really that old.
But you're not really that old.

And then Falken was like yeah,
And then Falken was like yeah,

but you know, 18s 18.
but you know, 18s 18.

Anyway you get the point.
Anyway you get the point.

Falken just kind of got involved in anything
Falken just kind of got involved in anything

that they could.
that they could.

They began distribution in Glendale, California in 1985.
They began distribution in Glendale, California in 1985.

But it wasn't until 1990,
But it wasn't until 1990,

that they actually developed a headquarters
that they actually developed a headquarters

in Ranchero Cucumberino.
in Ranchero Cucumberino.

Ranchero Cucumber o, cucumberino.
Ranchero Cucumber o, cucumberino.

Cumbero.
Cumbero.

Ranchero cumbero.
Ranchero cumbero.

I wish I was joking.
I wish I was joking.

Rancho Cucamonga.
Rancho Cucamonga.

And Falken just continued to grow.
And Falken just continued to grow.

They grow naturally with a lot of the Sumitomo background
They grow naturally with a lot of the Sumitomo background

behind them.
behind them.

They had a lot of history on how to make affordable tires
They had a lot of history on how to make affordable tires

that just wouldn't break the bank.
that just wouldn't break the bank.

And Falken continued to have a pretty cool point of view
And Falken continued to have a pretty cool point of view

especially in the United States
especially in the United States

and in Japan of being willing to just kind of do
and in Japan of being willing to just kind of do

whatever they wanted.
whatever they wanted.

Falken wasn't necessarily under the microscope
Falken wasn't necessarily under the microscope

on what sort of tires they needed to make
on what sort of tires they needed to make

so Falken just got to be the cool younger brother
so Falken just got to be the cool younger brother

that just tried to see what would work
that just tried to see what would work

and what didn't.
and what didn't.

Taking place in Irwindale in 2003,
Taking place in Irwindale in 2003,

Falken decided to partner with a bunch of race teams
Falken decided to partner with a bunch of race teams

that specialized in drifting.
that specialized in drifting.

Now in the USA there's always been a little bit
Now in the USA there's always been a little bit

of kind of like a give, give, give,
of kind of like a give, give, give,

take, take, take,
take, take, take,

sort of mentality.
sort of mentality.

Especially coming from like the Japan automotive enthusiasts
Especially coming from like the Japan automotive enthusiasts

which is where the grass roots drifting truly started.
which is where the grass roots drifting truly started.

But in 2013 in Irwindale,
But in 2013 in Irwindale,

it became apparent that this was a sport
it became apparent that this was a sport

that Americans would love.
that Americans would love.

And Falken was all over it when it came to marketing
And Falken was all over it when it came to marketing

and promotion.
and promotion.

They were all over cars.
They were all over cars.

They were all over the news.
They were all over the news.

They were all over marketing and blah, blah, blah, blah.
They were all over marketing and blah, blah, blah, blah.

'Cause Falken wanted to figure out a way
'Cause Falken wanted to figure out a way

to introduce their brand to the market
to introduce their brand to the market

of the United States of America.
of the United States of America.

And it worked.
And it worked.

That was the reason that Falken
That was the reason that Falken

probably still exists in the United States market
probably still exists in the United States market

as a pretty prominent tire brand in the United States
as a pretty prominent tire brand in the United States

and after that essentially launch,
and after that essentially launch,

Falken began to grow in the domestic market.
Falken began to grow in the domestic market.

They continued to make different types of tires
They continued to make different types of tires

for pretty much anybody that needed 'em.
for pretty much anybody that needed 'em.

And as they kind of got a little bit more comfortable
And as they kind of got a little bit more comfortable

the belt got looser,
the belt got looser,

they decided to make tires that weren't really
they decided to make tires that weren't really

ultra high performance,
ultra high performance,

but were more all season or truck or passenger light.
but were more all season or truck or passenger light.

A lot of the reports and reviews on Falken tires,
A lot of the reports and reviews on Falken tires,

report that most of them are pretty good.
report that most of them are pretty good.

Especially in the early stages of the life,
Especially in the early stages of the life,

but they get pretty much hell of loud
but they get pretty much hell of loud

once they get over that 7 8,000 mile marker.
once they get over that 7 8,000 mile marker.

Falken really doens't kind of talk about why
Falken really doens't kind of talk about why

they just really continue to make tires
they just really continue to make tires

and it works out for them so far.
and it works out for them so far.

But they do drifty drift things.
But they do drifty drift things.

So that's pretty cool.
So that's pretty cool.

Falken on top of that,
Falken on top of that,

I don't think will really delve into making
I don't think will really delve into making

extreme creative tires because they just don't need to.
extreme creative tires because they just don't need to.

Falken is still a pretty huge supporter of the drift scene
Falken is still a pretty huge supporter of the drift scene

here in the United States
here in the United States

and they continue to make tires
and they continue to make tires

that work for people if that's really what you wanna do.
that work for people if that's really what you wanna do.

But Falken doesn't have the same sort of huge brand loyalty
But Falken doesn't have the same sort of huge brand loyalty

I would say as Toyo or Nitto or something of that nature.
I would say as Toyo or Nitto or something of that nature.

So that is everything that we have on Falken Tires.
So that is everything that we have on Falken Tires.

Let us know in the comments
Let us know in the comments

what you'd like to see next.
what you'd like to see next.

But of course,
But of course,

please be sure to subscribe.
please be sure to subscribe.

And if you're looking for tires,
And if you're looking for tires,

we actually have wheels, tires, suspension, air lift.
we actually have wheels, tires, suspension, air lift.

I'm sure you've heard it a million times.
I'm sure you've heard it a million times.

I'm Alex from Fitment Industries.
I'm Alex from Fitment Industries.

We will see you later.
We will see you later.

Peace.
Peace.