Sauder revs up Hot Rod line
By Furniture Today Staff -- Furniture Today, July 12, 2004
Archbold, Ohio — More than 200,000 auto enthusiasts had a chance to "test drive" the new Hot Rod Garage furniture collection by Sauder at the Hot Rod Magazine Power Tour this month.
Piggybacking on the magazine's seven-day, seven-city tour, Sauder showed off its line of garage-storage systems, co-branded by Hot Rod magazine. The Sauder booth showcased the hot red- and silver pearl-finished line of cabinets, utility closets, tool carts and workbenches.
As a backdrop to the display, a bright red 1964 Impala with a matching trailer transported the furniture from Arlington, Texas, to Green Bay, Wis., driven by car owner and Sauder employee Robin Coy and his son Chris.
"This was a tremendous opportunity to drive sales of our Hot Rod garage collection among our target audience, the dedicated auto enthusiasts or 'tuners,' who need this type of top-quality support system for their automotive work," said Susan Dountas, vice president of merchandising for Sauder. "We had thousands of interested buyers and, of course, some tire-kickers, visiting our booth, trying out the furniture and taking away detailed specs, rebate coupons and dealer locator materials."
It was the first time a furniture exhibitor had joined the 10-year-old tour, said publisher and tour organizer Ira Gabriel.
The Sauder booth also was crowded with contestants entering a drawing for a furniture assembly race that took place on the main stage late each afternoon. Daily winners faced off at the final Green Bay stop to compete for the grand prize of $500 worth of Sauder furniture.
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