CHATTANOOGA, Tenn. (March 26, 2008) — Vintage tire dealer Coker Tire Co. Inc. has acquired Phoenix Racing Tires to spearhead the launch of Coker's new Performance Brand division.
“Phoenix is one of the country's leading drag racing tire brands. I'm thrilled that we now have the opportunity to take this great line to the next level,” said President Corky Coker. “We've kicked off our 50th anniversary year by announcing Phoenix's arrival and will soon be rolling out our national distribution plan for Phoenix.”
The Phoenix racing tire molds were initially created by Firestone Tire & Rubber Co. more than 40 years ago when the sport of drag racing just started booming across the U.S., according to Coker Tire. The Phoenix brand gives Coker's portfolio more than 30 new size and compound variations of drag race tires.
Originally marketed as Firestone, Phoenix Drag Racing was launched in the mid-1990s when, according to Coker Tire, several Firestone executives chose to break away and re-launch the specialty drag racing tire brand.
Coker said its plans for Phoenix Racing Tires include “reaching new heights of brand awareness, distribution and market share” within the performance tire division.
“I've worked with Phoenix Racing Tires for many years and watched this wonderful brand evolve,” said Mike Crutchfield, Coker Tire's vice president and general manager of performance brands. “Now that we're on board with Coker, I have a renewed confidence and excitement about Phoenix's future as a leading drag racing tire company.”