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Look for Radar brand in "13 off-road racing

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LAS VEGAS—Omni United Pte. Ltd., the global distributor of Radar-brand tires and other lines, will enter off-road and desert racing for the first time in the U.S. next year, backing teams in the Lucas Oil Off-Road Racing Series and SCORE Desert Series.

“We want to increase awareness in this competition,” said Eleanor Tan, marketing manager for Omni United, about the company's initial foray into motorsports.

Omni United will showcase its Radar-brand Renegade R5 M/T (mud terrain) tires in the two racing series through its Radar Motorsports team led by championship driver Mike Johnson.

Mr. Johnson will compete in the Lucas Oil Off-Road series in the Pro Lite Unlimited class and in the Baja desert series in a SCORE Class 10 buggy, which Omni United displayed at its SEMA Show booth. Other sponsors include Method Race Wheels.

Besides racing, Mr. Johnson is active as a stunt driver and business executive, according to his online biography. He has competed in several off-road racing series since the late 1990s and was the LOORRS Pro4 rookie of the year in 2010.

“Our tires are really very high quality tires,” Ms. Tan said, noting the company tested the Renegade R5 M/T against other tires “and our tires came out on top.”

G.S. Sareen, founder of Omni United, said the company's entrance into off-road motorsports “will further Radar and Omni's quality commitment to our customers, reinforcing our promise to provide very robust products at a reasonable price point that the brand is known for.”

The Renegrade R5 M/T is light truck tire designed for full-size trucks driven by off-road enthusiasts, the company said. It features an open-block tread design for self cleaning and deep tread blocks for off-road grip.

The tire also is designed with scalloped shoulders that help prevent penetrations from road hazards.

Besides the Radar line, Singapore-based Omni distributes the Goodride, Roadlux and Corsa tire brands. It reported more than $180 million in sales last year, the company said earlier this year, and Mr. Sareen is targeting sales of $1 billion by 2015, or roughly 50-percent growth per year for five years.

Omni's products are produced under contract in Indonesia, Sri Lanka, India and China.

Omni United is represented in North America by Omni United USA Inc. in Traverse City, Mich.



To reach this reporter: dzielasko@crain.com; 330-865-6131.



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