FAIRLAWN, Ohio (April 6, 2012) — Trelleborg Wheel Systems Americas Inc. has rebranded its Bergougnan Elite XP and Watts Premia solid industrial tires with a new look and the Trelleborg name.
The Premia has been manufactured by Trelleborg since the completion of its acquisition of Watts Tyre Group Feb. 4, 2011. The company began producing the Elite XP after acquiring Bergougnan in 1988, and it continued to use the Bergougnan name through 2011.
The tire maker has launching a press and Web campaign to promote the rebranding of its tires, now called the Trelleborg Elite XP and Trelleborg Premia. Advertising began in March in leading industrial products and solutions media through Europe and the U.S.
“Trelleborg believes rebranding the Elite XP and Premia tires is an important step in light of our branding strategy, which will enhance the value and recognition of our offering,” said Andrea Tomaselli, marketing director for Trelleborg's industrial tires business unit. “The rebranding will make it easier for our customers to identify the tires as a premium Trelleborg product, continuing to bring value to our partners and customers.”