SURE Tire Co. is so sure about its Concept Essenza tire and wheel program that it's adding a light truck version aimed at the performance sport truck segment.
The St. Peters, Mo.-based private brand, tire-buying cooperative announced the new Essenza package, several new tire lines and some size additions at a breakfast meeting Nov. 3 for the company's 30 shareholders during the SEMA show in Las Vegas.
SURE Tire (Summit Universal Cooperative Remington Enterprises Inc.) markets the Remington, Summit, Essenza and Heritage tire lines and offers an assortment of wheels and other programs for its members.
Sales for the cooperative, founded in 1999, are up 17 percent so far in 2004, and the company has been successful in providing a profit back to the membership over that time period, said Pat McLaughlin, SURE Tire president.
Along with the Essenza sport truck tire line, SURE Tire executives unveiled new Remington- and Summit-branded all-terrain, sport-utility vehicle tires and several size additions to other Summit and Remington lines during the early morning meeting. They also introduced three wheel styles to the Remington Brute Series Radial LT tire and wheel package.
``We want to put the right tires into our members' hands, at the right price, for our shareholders continued growth,'' Mr. McLaughlin said.
Buoyed by the success of the Essenza 210 Type R launched three years ago, SURE Tire has introduced a second product to the line, the Essenza 210 Type S/T SUV tire.
Available in December, the Essenza S/T tire and wheel package will feature three tire sizes-285/60R18 116 H standard load, 275/55R20 116 H reinforced and 285/50R20 117H reinforced-and six wheel styles.
Its introduction gives the cooperative three tire and wheel programs: the Essenza 210 Type R for the performance tuner segment, the Remington Brute for the off-road category and the Essenza 210 Type S/T for the sport truck segment.
``We decided to go after the sport truck market because we see it as one of the largest and growing segments of the performance market,'' said Brad Saunders, president of Fairmount Tire and Rubber Co. in Los Angeles and chairman of SURE Tire's product committee.
Along with the launch of the Essenza SUV tire, Mr. McLaughlin announced three new sizes to the Essenza 210 Type R high performance line-a product that has exceeded sales expectations this year by 50,000 units, he said.
The new sizes-235/45R18, 245/45R18 and 215/35R19-give the line a total of 18 tire sizes, with a complement of 24 wheel styles.
``We have the products that the market demands,'' Mr. McLaughlin said of company's product lineup.
Also at the breakfast meeting, SURE Tire introduced the Remington Emerald LX AT and Summit Trail Climber AW all terrain SUV tires. These all-weather radials will be available in the first quarter of 2005 in four P-metric sizes.
In addition, the company has added nine new sizes to the Summit Premium Plus II and eight sizes to the Remington Emerald LX broad market performance tires. These include six 17-inch, two 16-inch, and one 15-inch sizes in 50-, 55-, 60- and 65-series aspect ratios for the Summit Premium Plus II and five 17-inch, two 16-inch and one 15-inch sizes for the Remington Emerald LX.
Effective Nov. 1, SURE Tire also upgraded the UTQG rating of the Summit Premium Plus II in S and T speed-rated sizes to 620 AB from 540 AB, Mr. McLaughlin said, while the tire's limited treadwear warranty has been improved to 75,000 miles from 65,000 miles.
Size additions also have come to the Summit Cascade and Remington Wide Brute AW premium P-metric SUV tire lines, each growing by three 17-inch and two 16-inch sizes, respectively, in 60-, 65- and 70-series aspect ratios, Mr. McLaughlin added.
And the Summit Mud Dog, an on- and off-road tire, has been expanded by seven new sizes-33x12.50R15, 35x12.50R15, LT255/85R16, LT305/70R16, LT315/75R16, LT285/75R16 and LT265/70R16-for a total of 14.
In wheels, SURE Tire added three new wheel styles, for a total of 39, to its Remington Brute Series Radial LT light truck tire and wheel package.
``We're having a lot of fun growing the Remington, Summit, Essenza and Heritage brands as we go into 2005,'' Mr. McLaughlin said.