RMA rebrands itself as U.S. Tire Manufacturers Association

WASHINGTON — After 102 years as a rubber industry association, the Rubber Manufacturers Association, has rebranded itself as the U.S. Tire Manufacturers Association (USTMA).

The USTMA unveiled its new name and logo May 23, along with a newly designed website, www.USTires.org.

Among other things, the new website will feature economic impact figures about the U.S. tire industry, as well as a video telling the story of the industry through the words of industry leaders, according to USTMA President and CEO Anne Forristall Luke.

Also, the USTMA will have new social media channels through Facebook and Twitter, Ms. Luke said.

The association has represented only tire manufacturers since 2010, when the Elastomer Products Division split off to form the Association for Rubber Product Manufacturers (ARPM), based in Indianapolis.

According to Ms. Luke, the rebranding is a major part of telling the tire industry's story.

"Rebranding is not just a matter of changing your name," she said. "It is creating a systematic communications platform that says what you stand for."

When Ms. Luke joined the association in January 2016, she said he performed a great deal of research into the tire industry. In that research, she said, she found a fascinating and underappreciated story about a vital industry.

"I really feel this is a great opportunity to tell the world who we really are," she said.

The economic impact of the U.S. tire manufacturing industry, according to Ms. Luke, is a prime indicator of its importance.

It generates $148.4 billion in revenue annually and is responsible for more than 737,000 jobs within the U.S., according to the USTMA economic impact study.

"The U.S. tire manufacturing industry directly supports more than 284,000 U.S. jobs through manufacturing, distribution and retailing," the USTMA said, in addition to more than 450,000 jobs in supplier and related activities.

According to Ms. Luke, the rebranding expresses and expands the industry's focus as a vital part of an innovative and mobile society.

"Our mobile society depends on tires — from the safety of our families on the road to the tire industry's significant contribution to our nation's economy," she said.

The value of the tire industry, Ms. Luke said, is symbolized in the investments tire makers make continually in research and technology, and in the billions of vehicle miles traveled every year by both private motorists and commercial drivers.

The rebranding stresses the value of the U.S. tire industry to the society at large, according to Ms. Luke.

"What it will do is help us to be a more influential advocate for our members," she said. "We had eight member companies when I started, now we have 10, and we will have 13 in the next 18 to 24 months."

New members include Sumitomo Rubber Industries Inc. and Kumho Tire U.S.A. Inc.

In the current public policy situation, the rebranding will help to raise the tire industry's profile, according to Ms. Luke.

"U.S. tire manufacturers must strive to take a leadership role in public policy issues," she said. "By raising the industry's profile, we can be a more influential voice."

Between the Environmental Protection Agency and the National Highway Traffic Safety Administration, many other new government officials haven't heard the tire industry's story, according to Ms. Luke.

The USTMA also has a role in teaching young drivers about the value of tires, she said. The new generation of motorists needs to know the contributions tire manufacturers make to sustainability, fuel economy and greenhouse gas reduction, she said.

General Motors Co.'s plan to create a sustainable natural rubber program, with the aid of its tire suppliers, is very much in line with what the USTMA is striving to accomplish, according to Ms. Luke.

Tire makers are deeply involved in the global efforts of the Sustainable Natural Rubber Initiative (SNR-i), she said. The SNR-i is devoted to creating a global natural rubber economy that effectively addresses important issues such as sustainability, productivity, land use, water management and human and labor rights.

"We are telling the story of all the things in this industry that matter to stakeholders, now and in the future," Ms. Luke said. "It's not just telling the story of the industry as it is today, but positioning it for what it will be in the future."