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Sentaida begins tire production

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MIAMI (Aug. 31, 2009)—International tire distributor Sentaida Group—which does business in North America as Sentaida International Inc.—has inaugurated trial production at its first factory in Qingdao, China, operating under the name Cenchelyn Tire Co. Ltd.

The new factory is designed to produce passenger tires in sizes ranging from 17 to 30 inches in rim diameter, according to Sentaida's Web site.

Capacity at the plant will be expanded to 6 million units by year-end 2010, according to Brian Chung, general manager of Sentaida International, the Miami-based North American business unit of China's Sentaida Group.

The new plant will produce Sentaida's Delinte performance brand, Mr. Chung said, and will have capacity available for making private brands.

Qingdao-based Sentaida did not identify the source of its technology, other than to say the plant is equipped with "state-of-the-art" equipment from machinery makers in Germany, the U.S. and Japan.

Sentaida International moved its headquarters to Miami from St. Louis earlier this year and closed the St. Louis office and warehouse it acquired from Zisser Tire Co. The new headquarters are in the offices of the former Wheel World of Miami. Sentaida acquired Wheel World's wholesale tire business in 2008.

Mr. Chung is the founder of Wheel World; he joined Sentaida as the general manager of the Miami operation at the time of that acquisition.

Sentaida Group is an international tire distributor handling a range of brands including Sunew, Durun, Yartu, Doublestar, Diamondback, Jinglun, Double Happiness, Taishan, Maxtrek and Haida in various markets along with its proprietary brands Sentaida and Delinte.

The firm reported $269.2 million in sales last year, with international tire distribution accounting for 21 percent of that.

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