BOWIE, Md. (Feb. 13, 2004) — The Tire Industry Association (TIA) officially announced yesterday that its “International Tire Expo” (ITE) will be renamed “Performance Wheels & Tires sponsored by TIA” and become a section of the Specialty Equipment Market Association (SEMA) Show in Las Vegas this fall.
As reported last November in Tire Business, SEMA, the expo show's owner, said at that time the name change was part of an effort to simplify the branding of the show for attendees outside of the aftermarket industry.
In a Feb. 12 press release announcing the change, TIA President Larry Morgan said: “By combining the ITE with performance wheels and tires, TIA can now offer our exhibitors booth locations towards the front of the hall, along with a consistent flow of traffic. Our members were torn between exhibiting in ITE or the performance wheel and tire section. We've removed that conflict and made the choice easy for exhibitors and for attendees.”
The Bowie-based association said it views the change as a major victory for both the organization and its membership. “By eliminating ITE and calling that segment of the show 'Performance Wheels & Tires sponsored by TIA,' TIA will get the recognition it deserves as opposed to referring to the confusing acronym of ITE, which had no name recognition equating it to TIA,” said Roy Littlefield, TIA executive vice president.
“This change is better for the association and the tire industry, and the whole front hall of the SEMA Show will look like a tire show with TIA's name proudly displayed everywhere,” he added.
The SEMA Show is scheduled to be held Nov. 2-5 in Las Vegas.