Hot-Rod Maker Shows Marketing Drive

Hot-rodder Boyd Coddington is looking like a poster boy for the marketing industry as he presses for every advantage in the cutthroat world of automotive equipment.

Privately held Hot Rods by Boyd started in 1980 and in 1988 begat Boyds Wheels, which became a public company last year. Coddington has since added units producing motorcycle wheels and parts, steering wheels, car polishes and sportswear.

To help move it all, he’s become an expert player of the tie-in game. He wants to ensure that no one in the country gets through life without being aware of Boyds, the earlier the better.

Thus, we now have Lenard Toys Ltd. marketing a toddler’s pull-string model of the AlumaCoupe, a futuristic all-aluminum hot rod built by Coddington in 1992. Mattel Toys sells plastic models of several of Coddington’s hot rods. Testor Corp., which makes the enamel paints sold at model shops around the world, markets a special line of Boyds colors.

Franklin Mint has signed on to do a series of Coddington cars in its die-cast metal model line. The first, issued last year, was Coddington’s hot rod version of the 1932 Ford coupe.

Boyd’s Wheels also has joint marketing agreements with chemical giant DuPont Co.’s automotive paint division and with B.F. Goodrich, whose tires sport Boyds Wheels at auto shows and during store promotions.

The equation is pretty simple, says Coddington Cos. marketing administrator Sheri Arnett: “The more people see our name, the better it is for business.”

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John O’Dell covers major Orange County corporations, manufacturing and economic issues for The Times. He can be reached at (714) 966-5831 and at john.odell@latimes.com