ST. LOUIS (Dec. 3, 2001)—Titan Tire Corp. will market its farm and industrial tires and wheels through the North American dealer network of farm and construction equipment maker Case New Holland, the companies announced at a Case New Holland dealer meeting in St. Louis.
Titan said it hoped to generate as much as $100 million in new business in the coming years by tapping into the Case New Holland dealer network, which Titan said numbers in the thousands.
This is Titan´s first venture into selling directly to equipment dealers, and Titan said the deal could lead to a Case IH and/or New Holland private brand tire line. Titan also said it is looking to establish similar Titan sales programs with other equipment dealers.
Ultimately, the intent is to generate demand for private brand tires in the aftermarket, while utilizing traditional tire dealers to distribute the Titan brand. Titan already has private branding programs for Caterpillar Inc. and other OEMs
“The equipment dealer´s enthusiasm for aftermarket tire sales proves that Titan´s creative energy focused on our niche markets will help us grow our company,” Maurice Taylor Jr., Titan president and CEO, said in a prepared statement. Case New Holland is part of CNH Global N.V., which also includes the Braud, Claeys, Fiat, Flexicoil, Ford, International Harvester, Steyr and other brand names