Kumho faced big changes in '15 Products schedule

CASTRIES, Saint Lucia — Kumho Tire North America's recent move to new headquarters in Atlanta led to some disruption in its dealings with customers, but company executives sought to assure dealers at the firm's recent North American dealers meeting on Saint Lucia the move will result in improved service.

“We have a lot of new faces and new blood at Kumho, a lot of enthusiasm to get started on this new stage of Kumho in the United States,” said Jim Mayfield, executive vice president of marketing and sales for Kumho Tire U.S.A. Inc., speaking to dealers from the U.S. and Canada at Kumho's dealer meeting in the Caribbean in early December.

“I am excited about the changes we've seen,” said Mr. Mayfield, who joined the company in June.

“I'm excited about the changes that we will continue to see and evolve as Kumho becomes the type of supplier and partner that you need us to be with quality products that are modern and new with the support from a group of people that is committed to servicing you and doing the things that you need us to do.”

Likewise, Kumho Tire North America President and CEO Harry Choi expressed his and his management team's appreciation for the dealers' business and patience through its transitional year.

“Unfortunately, when a company makes great changes, the kind of changes that we have made and are still making, the first things customers notice is not the positives,” he said.

Dealers may have faced issues with calls not being returned in time, claims taking longer to process and personnel changes.

“But you have been patient, and we really thank you for that,” he said.

Because of the transition to Atlanta from Ranch Cucamonga, Calif., after 40 years in California, Kumho lost 80 percent of its U.S. employees and had to build a new staff.

Mr. Mayfield said this change created a new energy, and current employees “want to prove something.”

A temporary office was set up in Atlanta in June. SB Kim, general marketing manager, hired practically a new marketing team that trained in Rancho Cucamonga for one week before returning with Mr. Kim to Atlanta to begin work.

The rest of the company moved into a temporary office in Atlanta in August, before moving into its official headquarters at the beginning of November.

“The office is an open environment, with glass offices and conference rooms, creating a transparent look.

“We have a lot of new faces and new blood at Kumho, a lot of enthusiasm to get started on this new stage of Kumho in the United States,” he said.

While there has been some skepticism over personnel changes, Mr. Mayfield said Kumho has received positive feedback, and the company can tell it has the right people on board.

“There certainly, over the past couple of months, have been customers that have been cautious about where we're headed and how fast we're getting there,” he said. “And we've gone through...a sharp learning curve, but we're starting to see results of the changes we've made.”

“The team that we have in Atlanta is motivated. It's just a group of folks who want to make a difference. This is brand new to them; there's no history with Kumho, but it's a new opportunity for each one of them.”

Mr. Mayfield noted Kumho heard from a number of dealers at the meeting that they see and feel a difference with the new Kumho team.

The firm also is adding sales team members so they have less time behind a windshield and more time in front of their customers to learn more about their businesses and understand how Kumho can support its tire dealers.

Mr. Mayfield estimates Kumho will have more than 500 employees in the U.S. among its headquarters, Kumho Americas Tech Center near Akron and the Macon, Ga., plant, to be opened in early 2016, once everything is fully staffed.

At last year's dealer meeting, Kumho unveiled plans to launch six new products in 2015. Mr. Mayfield recalls being “on the other side of the fence” and not being sure if the company could pull it off.

Mr. Mayfield, perhaps best known in the industry as the top executive at Del-Nat Tire Corp., joined the Kumho team in June after working as senior director of product planning and technical services for Toyo Tire U.S.A. Corp. for nine months after leaving Del-Nat.

“Well, Kumho launched six new products in 2015. Good quality, core products that are having an impact already,” he said.

Mr. Mayfield said many dealers are experiencing the results of those new products in their business, which filled some needs in Kumho's product portfolio.

To reach this reporter: jkarpus-romain@ crain.com; 330-865-6143; Twitter: @jenniferkarpus