CASTRIES, Saint Lucia (Jan. 4, 2016) — Kumho Tire North America went through a lot of growing pains in 2015 when it moved its headquarters from Rancho Cucamonga, Calif., to Atlanta, needing to replace 80 percent of its staff in the process.
Harry Choi, Kumho Tire North America president and CEO, said the reward for dealers' patience now comes—with new products, market enquiries, factories, marketing programs and more.
Kumho has been working on this “new era” for quite a while, Mr. Choi said at the company's annual dealer meeting in December, and through all the planning he kept repeating: “Cha-Cha-Cha. Cha-Cha-Cha stands for challenge, change and chance.”
Kumho challenged itself to reinvent its brand in North America and then made the changes necessary to begin this new era. It gave itself a chance for a fresh start to be a better company and a better partner to its customers.
“It means today our goal is to be better than we were yesterday,” said Jim Mayfield, executive vice president of marketing and sales for Kumho Tire U.S.A. Inc.
“It means tomorrow our goal is to be better than we were today. And every day, as we start the day, our goal is to be better. To get better, it means you're not where you want to be yet, and we're not where we want to be yet.”
This shift has set the ground work for Kumho's future in North America.
“2015 has been a year to kind of set the foundation of the new era for Kumho Tire,” he said. “In 2016, we've got to grow our market share.”