After months of market investigation and strategic planning, Aeolus Tire said it decided to establish the new company to regain its market share in Canada. It said it is committed to serving Canadian customers, rebuilding stronger channels of sale and expanding its product portfolio in the medium truck and OTR tire segments.
Jiaozuo, China-headquartered Aeolus — the No. 39 tire maker globally based on fiscal 2022 sales of $689 million — previously sold the Aeolus brand in Canada through third-party distribution.
"The new subsidiary will harness the expertise and talent of a cohort of accomplished industry professionals, dedicated to propelling Aeolus Tire to new heights in the foreseeable future," the company said.
"As the Canadian market becomes more competitive in the value tier, we need to make sure that we are focused on providing the best sales and marketing support to dealers and distributors across Canada," Will Shi, director, North America division, said.
"Dealers and fleets understand and trust the quality of all Aeolus products, and as we move to introduce new lines such as NEO Medium Truck and GOTR with sizes up to 63-inches, we believe that we need to maintain a more direct relationship with our customers."
Shi will assume the role of managing director to assist Overing in coordinating the overseas manufacturing and supply chain.
"I'm deeply honored to have been identified as the person to lead the Canadian growth initiatives for Aeolus Tire and am eager to begin supporting our customers, dedicated teammates, valued partners and the industry as a whole," Overing said.
Overing, with over two decades of experience in the tire industry, including time with Hankook Tire America Corp., Michelin North America, Maxam Tire International Ltd. and Yokohama Tire Canada Inc., will focus primarily on sales planning, marketing, operations and training initiatives.
"The prospect of shaping the future of a brand that values quality, customers and teammates while striving to be a first-class enterprise is both exciting and rewarding," he said.
Shi will lead initiatives geared toward enhancing product development, as well as optimizing logistics to create a seamless process for all product segments from factory to customer, the company said.
Overing's first major initiative is the establishment of a sales, marketing and logistics team in Canada, along with the multiphase development of an ERP platform.
Aeolus Tire, part of China National Tire & Rubber Co (CNRC), has two tire plants and research and development centers in China and a workforce of more than 5,000 employees producing commercial and OTR tires.