5 Things You Didn’t Know About Nitto Tires

5 Things You Didn’t Know About Nitto Tires


– The weather is not conducive
to an energetic personality. Lemme just vibe with it for
just a quick, hot minute. I think I’m gonna have some coffee, that’s what I should do. Hey Mario, can you stop laughing in there? We’re trying to film a video. Thank you. (laughs) Hey guys, what’s going on? It’s Alex from Fitment Industries, and today we’re gonna be talking to you about the brand that you
remember a couple months ago that we did a video on, and
then you probably forgot about, and now we’re talking about it again so that you remember that they exist. We’re gonna talk to you about five things you probably didn’t
know about Nitto Tires. So before we get into it,
don’t forget to subscribe and of course, check out
fitmentindustries.com if you want all the goodies. But, you don’t actually have to check out, I mean you can check out the website, but really what we’re trying to push is like 100,000 subscribers
and then like our Instagram, which is like @fitmentindustries.com, so, you know if you guys
are more about the IG instead of the website,
I mean that’s cool too. We’ll put some respect on it, and we’ll let you go there instead. But, we’re gonna talk about five things you didn’t know about Nitto Tires. Jumping into number one, the first thing that you probably didn’t
know about Nitto Tires is they had one hell of
a time actually getting to where they are today. Their history as a brand started out with nothing more than
problems and inventory issues and management issues
and expansion problems and damn near anything
close-sure to a bankruptcy, everything about Nitto back in the day was actually very, very difficult, even with Toyo coming on
board with the partnership. Nitto really had a tough
time trying to stay afloat, and at one point had way more inventory than they had in annual revenue, which almost made them
ultimately shut down, which if you think about it
now in today’s day and age you wouldn’t have assumed that Nitto was in a place like that. But because of the fact that
they made a couple little, just kind of twerks in terms of what they were planning on doing with their business model, is why they actually still exist today, but back in the day Nitto
was not really a top dog, it wasn’t even close to top dog. It actually probably wasn’t even a dog, it was probably the worm that came out during the rain storm, and you knew it was gonna
get dry later in the day and you knew he just wasn’t gonna make it because he was in the
middle of the blacktop and you almost felt bad for him, and then ultimately, you
know, he made it to the grass which is a really weird analogy now that I’m saying it out loud. Anyway, we’ll go into the second thing that you probably didn’t
know about Nitto Tires. The second thing you probably
didn’t know about Nitto Tires, really kind of saved
as an entity by a group of very, very small individuals. And you may know this name
already but Tomo Mizutani was the one that
essentially coined the team that got Nitto back up on its feet within a short period of time. And with the help of Hiroki Ichiki, with being the person to talk to Tomo in regards to what people were doing, Tomo and his team were ultimately the ones that really started to get the
ball rolling back with Nitto. Now you have to remember is… (splutters) Hi-hiro-aki,
Hiroki, Hiroaki, Hiroki, Hiroki, Hiroki, Hero-aki. The thing that you have to
remember is with Hiroki, is that he was able to
help Tomo and his team because they were essentially a shop, and people were talking with the shop as to what they needed for tires, and ultimately the Tuner scene at the time just needed wider tires. They were tires that just
weren’t being provided for that group of enthusiasts at the time, and really when you have
nothing else to really live for the fact that you really
only had like three months to come up with something before Nitto was gonna get axed, Tomo and his team began to develop tires
for that specific need because he took their advice. Three years later, they rolled the tires into the shop and ultimately
had a loyal customer. They were excited, they had
no idea who the brand was and frankly they really
didn’t give, you know, a damn about the fact of who was on the tire more than the fact that it was just a tire that got the job done. It was in the sizing that they needed and it was with the style
that they wanted, too, and that’s where Tomo
and his team ultimately got the ambition to further
push the Nitto brand into what we know today. So, the third that you
probably didn’t know about Nitto, is that a lot
of the success of Nitto as a brand actually comes from
their truck side of things, in terms of tires, not
the car side of things. Now I know us car guys like to think that we are the bomb.com, that we are like the center of attention, the world is flat and we’re in the middle and we’re the best, but ultimately a lot of
the reason that Nitto is where they are is, well… Trucks. Because, trucks as a growing market, especially in the domestic, in
the United States of America trucks are just taking over the world. You go to SEMA, everything
is about trucks now, it’s just the way that it’s been, if you go to SEMA you know
exactly what I’m talking about. And if you really think about it, a lot of the different factories
and different departments that makes and manufactures
and all that sort of stuff are switching to strictly making trucks, because that’s really the only market that they can dominate in. And, besides, you know,
your dad, everybody else that pretty much is an older gentleman seems to want to buy a truck
versus having some sort of lowered car that has performance. I mean, sorry, guys,
that’s just how it is. So, Nitto was essentially
supplying these guys with tires as well, and went
into the mall crawler meets and asked people what they wanted for their wide truck
wheels, and of course, there was no tire sizes
that came out in their size. So, Nitto went back to the
drawing board, made those wheels, essentially, you know they
have the ridge grappler, you have the trail grappler,
you have the mud grappler, you have the dune grappler
and everything in between, depending on if they
were going to the mall, if they were going off-road,
if they were going in the mud, if they were going on the trail, get it? Or, if they were just driving around town, which is pretty much
what the ridge grappler is meant, not really meant for, but it’s like what people
actually, you know, like they actually use it for. It’s like when kids buy
pairs of like Supreme stuff, like you’re supposed to wear clothing and they don’t wear it, they
just like own it to look at it. It’s kind of like that, the
ridge grappler is meant, it looks a certain way with the function, but people just like the way it looks. And, ultimately, the
ridge grappler is like the iconic tire wheel, it is
the wheel or it’s the tire that you put on almost every
single wheel for a truck. It’s just, it’s the most popular thing over at Custom Offsets, it’s the most popular truck tire that a lot of people run, and it’s one that we see
almost every single day. So, with the market, and just
they way things work out, Nitto has really got
solidified because of the fact that Nitto makes really good truck tires, not just car tires. The fourth thing that you
didn’t know about Nitto, is that they’re probably the
closest brand that we have in terms of it being
you as a car enthusiast that will actually listen to you. So, if you didn’t know, if
you go onto different websites and things like that it’s actually pretty hard to get ahold of people, especially in today’s day and age. If you have Charter for your
network or internet company, you’ll know exactly
what I’m talking about. It’s just impossible to get in contact with certain companies, because they don’t want
you to reach out to them, they just don’t want you
to talk to them at all, they just want you to buy their products and hope that you just never really have a problem with them. Nitto’s really interesting
because since they essentially rebounded off of the people
that helped them figure out what they wanted to make and sell, they actually make it very,
very easy to get ahold of them, and they want your feedback. They want the feedback
of race car enthusiasts, and autocross enthusiasts, and track day enthusiasts,
and car show enthusiasts. They want the feedback
of all of those people. In fact, a lot of the wheels tire designs that Nitto came out with at the time, the Nitto Invo was actually based on a competition for
looks and performance. I mean, they’re just a brand that actually encourages people to reach
out to them and talk to them, and it’s a pretty cool thing
considering how big Nitto is, and the fact that they
are partnered with Toyo makes it even more interesting. We’ve chosen the fifth and final thing that you probably didn’t know about Nitto. Now when we say that Nitto
is a tire for the enthusiast, it is a drastic understatement. I mean, the entire story
of Nitto as a brand, which if you want to watch the full video, you can actually go and check it out above where we talk about the
whole history of the brand, but they are a brand that
started from the bottom and got to where they
are now with nothing more than dedication and hard work
and relying on the people that were actually going
to buy their products and listen to them, which
at the end of the day, Nitto realized were car enthusiasts, and truck enthusiasts. They weren’t commercial
biased truck tires, they weren’t semi-truck
drivers or bus drivers, or anything like that. What they realized is
that if there was a market that they were gonna hit, it was gonna be the after-market folk like you and me. And everything that they come out with, especially in terms of different tires, like the Nitto Neo Jen,
the Invo, things like that, they make because
enthusiasts want those tires, they don’t just make them
because they have to. And something that’s really cool to see from a brand that’s as big as Nitto is, which in terms of everything as a whole it’s a pretty, like, it’s neat. That’s why a lot of people love Nitto, is the fact that they’re so transparent, to being able to listen to
you and taking feedback, and making really actually
pretty good tires, considering the cost,
and at the end of the day they’re still a brand that
produces a whole bunch of different stuff, so
whether you’re a car guy or a truck guy, Nitto’s a
brand that a lot of people seem to love, and it’s a lot of people. and it’s a brand that a
lot of people seem to back when it comes down to who is
it that you’re going to run when you decide to go
out and buy your tires. So, if you’re interested in
picking up a set of Nittos feel free to check out the links below or head over to fitmentindustries.com, of course, just like we said before we’d rather have you go out to Instagram follow us @fitmentindustries
and be sure to– (coughs) I forgot to breathe halfway through that. And, don’t forget to subscribe so that we can get to a 100,000, we hope you guys had a great day. I’m Alex from Fitment Industries, and we will see you later. Peace. (light hip-hop music)

Only registered users can comment.

  1. i ran nitto for years, loved the look and the wet performance. but then they stopped making the size i ran, had to change to firestone indy 500s

  2. I remember hearing horror stories about nitto back in the day . Like the tire completely separated or peeled apart or just blew out . Then they disappeared for a bit and then they were on every stadium truck then on tuners again . I will say the few sets of toyo and nittos I’ve had wore out pretty fast though . My proxes lasted like 6 months then I got Goodyear’s and they lasted way way longer .

  3. Hey FitInd. guys, the audio in the background is a little too loud, Alex gets drowned out multiple times throughout the videos. Great video none the less!

  4. I run nt555's and they're horrible. Wet traction? Non existent. Dry traction? Eventually, but I spin through 2nd gear.

  5. You hit the nail on the head with the Supreme comparison. Skate/punk-borne brand, but hoarded by those who just wanna say they own Supreme apparel. (I used to be guilty of that 😅)
    Just like how Volks are track-bred wheels, but are bought by those who just wanna say they’re running Volks. TE ALL THE THINGS

  6. Please do lexani tires. Cheap 20 inch tires for $240 per set. I need to know if it's worth it.

    Lexani wouldn't back the tire if it was crap right? I do know they are Chinese/Taiwan but still they are making moves..

  7. Some one stole my nitto tires, I took my GTI to a mechanic for some issue that the car had then a week later to the dealer ship and some how I ended up with different tires. I don't know who to blame, stupid me for not checking the car after it got fixed. Lesson learned

  8. Could you guys do a “whats tire set up best for street truck” ? Without letting the boss man know 🤣 i heard he likes lifted trucks

  9. I knew about nitto tires when in the 90s a computer game called nitto racing was around never knew people actually liked the tires, Michelin is the best wearing tire I’ve found

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