Skip to main content
EVENT TRACKER
Keep track of rescheduled, canceled industry events with our COVID-affected event tracker - Powered by Snap Finance
Close
Sister Publication Links
  • Rubber & Plastics News
  • European Rubber Journal
tb-logo
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • OPINION
    • CORONAVIRUS
    • AUTO INDUSTRY
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • FACTORY FIXES
    • GOVERNMENT & LAW
    • INTERNATIONAL
    • MOTOR SPORTS
    • NEW PRODUCTS
    • RETAIL TIRES
    • SERVICE ZONE
    • SEMA/AAPEX
    • SMALL BUSINESS
    • TIRE MAKERS
    • SPONSORED CONTENT
    • Tire Cologne canceled; rescheduled until 2022
      New round of Paycheck Protection Program funding opens
      Vaccine may usher sense of normalcy
      Cover-up: More retailers requiring face masks to curb COVID
    • Icahn Auto trims fiscal 2020 operating loss despite 14% lower sales
      Oshkosh unit gets contract for new USPS local delivery vehicle
      Sumitomo adds treadwear-detection to 'Sensor Core' toolkit
      New Porsche 911 GT3 to feature Michelin fitment
    • Michelin, BFG, Uniroyal car/LT tire prices going up 8% on April 1
      Rebound in car tire demand drives USTMA market forecast for 2021
      Bridgestone celebrating 90 years as a business in 2021
      Icahn Auto trims fiscal 2020 operating loss despite 14% lower sales
    • TravelCenters plans 6 TA Express sites in California in 2021
      Carlisle TyrFil broadens recycling technology options
      U.K. retreader Vaculug to promote tread rubber supplier Vipal
      TMC moves spring conference online, sets trade show for September
    • USTMA joins coalition supporting passage of Equality Act
      McMahon's Best-One increases its minimum wage to $15
      Oshkosh unit gets contract for new USPS local delivery vehicle
      Conti recalling 94,000 Conti-, General-, Barum-brand LT/SUV tires
    • Rebound in car tire demand drives USTMA market forecast for 2021
      Michelin driving for '100% sustainable' tires by 2050
      Bridgestone celebrating 90 years as a business in 2021
      Yokohama sets ambitious goals through 2023
    • Bridgestone World Solar Challenge canceled due to pandemic restrictions
      Pirelli, Goodyear ink sedan racing series contracts in Canada, Europe
      Goodyear extends partnership with Nürburgring race circuit
      BFG to support ATV/UTV racers in WORCS series
    • Michelin launching ‘eco-responsible' performance tire for sporty EVs
      Martins Industries launches products in 3 categories
      Carlisle TyrFil broadens recycling technology options
      New McLaren supercar incorporates Pirelli's Cyber Tyre system
    • Our View: Goodyear, Cooper deal historic moment in tire history
      McMahon's Best-One increases its minimum wage to $15
      Tire Kingdom treats front-line workers at Palm Beach Gardens hospitals
      Icahn Auto trims fiscal 2020 operating loss despite 14% lower sales
    • Washington dealership uses new-school solution for recruiting auto techs
      Marinucci: Customers may ignore dangerous conditions
      Automotive Lift Institute introduces Check360 inspection, label
      Martins Industries launches products in 3 categories
    • SEMA scholarships and loan forgiveness now available
      WTC hosting webinar Jan. 20 on load-capacity standards
      Denver's Brian Sump named AAPEX Shop Owner of the Year
      DUB, TIS Wheels founder Myles Kovacs is SEMA Person of the Year
    • Trade groups oppose minimum wage increase proposal
      New stimulus package fixes PPP loan confusion
      Vaccine may usher sense of normalcy
      2020 Review: PPP loans give boost to small businesses
    • Rebound in car tire demand drives USTMA market forecast for 2021
      Michelin launching ‘eco-responsible' performance tire for sporty EVs
      Goodyear, Cooper deal creates tire production synergies
      Goodyear promotes Helsel to senior VP, global operations role
    • Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
      Sponsored By Yokohama Tire Company
      Stocking Tires for Crossover SUVs
      Sponsored By AppointmentPlus
      Three Important Lessons Learned for the Tire Business During a Pandemic
      Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
  • SHOP FLOOR
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Video: Balancing Tire
      Safety tips for wheel balancing
      An introduction to wheel balancing
      Wheel weights: Balancing form with function
    • Video: Demounting
      Tire changer types, tips and trends
      How to clear rim rust and corrosion
      An introduction to demounting, mounting and inflation
    • Video: Safety
      Customers
      Considerations for shop safety policies
      Introduction: Creating a culture of safety
    • Video: Tire Repair
      Essential tools, materials and equipment for tire repair
      An introduction to tire repair
      How to properly patch a puncture
    • Video: TMPS Service
      The life-saving work of TPMS
      An introduction to TPMS service
      The importance of proper relearn procedures
    • Video: Training
      Internship ideas to attract tech talent
      Choosing the right auto service tech school
      Intro: Finding and training technicians
    • Video:Vehicle Lifting
      The gravity of proper lift points
      Safety essentials when using jack stands
      An introduction to lifts and lift safety
    • Video: Wheel Torque
      The importance of torque specifications
      Introduction to proper wheel installation
      Torque check and recheck recommendations
  • Multimedia
    • VIDEOS
    • PHOTOS
    • PODCASTS
  • Events
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
  • Data
    • DATA STORE
  • Resources
    • DIRECTORY
    • CLASSIFIEDS
  • ADVERTISE
  • DIGITAL EDITION
  • Awards
    • Tire Dealer Humanitarian Award
MENU
Breadcrumb
  1. Home
  2. News
October 02, 2020 03:00 PM

Carlstar brands boosted by popularity of outdoor activities

David Manley
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Carlstar Group LLC photo

    The Carlstar Group LLC is seeing growth in the powersports market and plans to expand ATV/UTV products in both its Carlisle (above) and ITP brands. 

    FRANKLIN, Tenn. — If there's a silver lining in the COVID-19 pandemic, it's that many people have embraced outdoor activities for the first time.

    For specialty tire and wheel maker Carlstar Group L.L.C., this is reason to be optimistic for the future.

    The company is a global supplier of specialty tires and wheels serving the agricultural, industrial, lawn and garden, and powersports markets. Most of Carlstar's products carry the Carlisle flagship brand, but the Franklin-based company also goes to market with the ITP and Marastar brands, covering ATV/UTV tires and wheels and small specialty tires, respectively.

    Carlstar is considered the 48th largest tire company in the world, according to Tire Business' 2020 Global Tire Report rankings, with estimated tire-related sales of $495 million in 2019.

    The company's balance between original equipment (OE) and aftermarket customers has kept it competitive during the pandemic, Laren Harmon, executive vice president of sales and marketing at Carlstar, said.

    "The strength we have experienced in 2020 in our aftermarket business has offset the OE weakness caused by the pandemic," he said.

    "In fact, certain segments in which we operate are having a record year for demand as our products are incorporated into many different social-distancing activities. These activities include such things as ATV trail riding, boating and RV, lawn and garden activities."

    Carlstar Group LLC photo

    Carlstar produces a number of high-speed trailer tires and wheels through its Carlisle brand.

    Mr. Harmon also noted ag tire sales — compact tractor, implement and semi-pneumatic tires — have done well this year. The construction segment has been sluggish, though, he said, as local and federal projects may have been put on hold during the pandemic, or funding was diverted because of it.

    "We are the industry leaders in many of these product segments like lawn and garden, ST trailer and powersports, and, as a result, we have seen strong growth," Mr. Harmon said.

    The firm has been busy in 2020, despite a two-week manufacturing shutdown in March.

    "Carlstar has a flexible global manufacturing footprint; it is one of our strengths," Mr. Harmon said. "The fact that we produce most of our powersports, agriculture and construction products domestically has given us the ability to quickly respond to changing market demand and ensure our loyal customers have inventory."

    As the pandemic spread in late winter, Mr. Harmon said the company's first priority was to ensure the safety of its employees — a task that continues to be very important, he said.

    "Manufacturing locations were closed temporarily out of an abundance of caution for the pandemic and to ensure we had the proper safety protocols implemented in the facilities," Mr. Harmon said.

    "Our factories remained closed for approximately two weeks as we further assessed the falling demand from our OEM customers in particular, who also shuttered their factories in the wake of the pandemic."

    Carlstar Group LLC photo

    Laren Harmon, executive vice president of sales and marketing at Carlstar.

    Powersports booms

    Carlstar — one of only four remaining U.S.-owned producers of pneumatic tires — manufactures tires at plants in Clinton and Jackson, Tenn., and Meizhou, China, and has more than 3,400 employees at facilities in the U.S., Canada, China and throughout Europe and China. It also produces custom wheels under the Cragar, Black Rock and Unique brands.

    "In terms of the pandemic's effect on the market; powersports is seeing an increase in popularity due to it becoming a social-distancing recreational activity," Mr. Harmon said.

    "We believe that popularity will continue even after the pandemic as many more people have been introduced and enjoy this form of recreation."

    The company released a number of new products into the market this year, including:

    • The Carlisle Versa Turf, a radial R3 tire designed for reduced turf impact in lawn and garden applications;

    • The Carlisle PaveMaster, a tire designed for UTVs and side-by-side (SxS) vehicles, running often on hard-packed surfaces and paved roads;

    • The ITP Terra Claw, an 8-ply high-performance, multi-terrain tire line for ATV/UTVs and SxS vehicles; and

    • The 10-ply ITP Tenacity XSR Xtreme Steel Radial and Tenacity XNR Xtreme Nylon Radial tires for Super Sport SxS enthusiasts.

    The Marastar brand of specialty tires and casters is having a "wonderful 2020 as well," Mr. Harmon said. He noted its popularity among farm and home-improvement retailers as more people have been doing home projects during the pandemic.

    "Our Marastar brand is doing very well. They'll have a record year in 2020," he said.

    While he said the OEM and construction tire markets may be down in 2021, the company believes ag, lawn and garden and powersports sales will be up.

    "Our challenge is to stay in front of the demand and make sure our loyal customers have the inventory to take advantage of this market," Mr. Harmon said. "We are leveraging our global footprint to ensure we are prioritizing production to meet the changing demand for our customers."

    Carlstar Group LLC photo

    The Carlstar Group’s Carlisle PaveMaster is designed for UTVs and side-by-side vehicles running often on hard-packed surfaces and paved roads. 

    New products

    The company plans to roll out several products in 2021, Mr. Harmon said, including:

    • A broadline Powersports radial tire to expand the size coverage for Carlisles UTV tires;

    • Expanding the Carlisle agricultural and construction product portfolio with new Carlisle Radial Tractor treads and sizes as well as steel-belted skid steer and implement tires; and

    • Eight tire and two wheels projects coming to the ITP brand portfolio.

    The company also hinted at "a very special product launch" from its Jackson plant that is the result of a strategic partnership with an end-user to provide a unique "Made in the USA" product.

    The project — which he said required a significant investment in the plant — will be announced in the fourth quarter.

    Carlstar also is developing new sales channels with the recently launched national account and government sales department.

    "We are targeting markets that are currently underserved for our product segments," Mr. Harmon said. "One example is the rental equipment channel, where our products offer the best fit for these customer's very diverse portfolios.

    "As for the government; many agencies, municipalities and state governments favor a 'Made in the USA' product. We feel we are in a unique position to deliver that request for the specialty tire business."

    The growth in the aftermarket has Carlstar optimistic about the future.

    "At the end of the day, 2020 is going to be tough for a lot of tire manufacturers, and we're going to have a pretty nice year," Mr. Harmon said. "We should stand tall going forward, and we're pretty excited about all of that here."

    Carlstar Group LLC

    Team ITP racer Dustin Jones competes in the UTV Pro Turbo class at the 2020 Mint 400 off-road desert race outside Las Vegas in March. He ran 31-inch ITP Ultra Cross R Spec tires with 8-ply radial construction and non-directional tread pattern. 

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    tb-logo
    Reader Services
    • Contact Us
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber & Plastics News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Plastics News China
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • News
      • OPINION
      • CORONAVIRUS
      • AUTO INDUSTRY
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • FACTORY FIXES
      • GOVERNMENT & LAW
      • INTERNATIONAL
      • MOTOR SPORTS
      • NEW PRODUCTS
      • RETAIL TIRES
      • SERVICE ZONE
      • SEMA/AAPEX
      • SMALL BUSINESS
      • TIRE MAKERS
      • SPONSORED CONTENT
    • SHOP FLOOR
      • BALANCING
      • DEMOUNTING
      • SAFETY
      • TIRE REPAIR
      • TPMS
      • TRAINING
      • VEHICLE LIFTING
      • WHEEL TORQUE
    • Multimedia
      • VIDEOS
      • PHOTOS
      • PODCASTS
    • Events
      • ASK THE EXPERT
      • LIVESTREAMS
      • WEBINARS
      • SEMA LIVESTREAMS
    • Data
      • DATA STORE
    • Resources
      • DIRECTORY
      • CLASSIFIEDS
    • ADVERTISE
    • DIGITAL EDITION
    • Awards
      • Tire Dealer Humanitarian Award