FRANKLIN, Tenn — Private-brand importer/distributor Keter Tire USA plans to launch in 2022 in the U.S. a second brand of passenger and light truck tires, the Celerate, to complement the Neoterra brand it launched in early 2020.
The brand, to be built in Thailand by an undisclosed manufacturer there, will feature eight tread patterns for passenger cars, CUVs/SUVs and light trucks, with a focus on larger-rim-diameter, high-performance sizes. The Celerate brand eventually will comprise more than 250 SKUs in the lineup.
Keter Tire USA set up shop in January 2020 in Franklin, a suburb of Nashville, to set the stage for launching the Neoterra brand, produced for Keter by Jiangsu General Science Technology Co. Ltd. at its factory in Rayong, Thailand.
Keter stresses that it designs and develops its own products in-house.
Rick Phillips, CEO of Keter Tire USA, said high demand for the NeoTerra brand led Keter to its decision to create and launch a second brand.
"We are very fortunate in the way our brand has grown, and in how our business has taken off," Mr. Phillips said, without offering details of the firm's sales.
"We actually now need a second line to support the demand for our products. Our product development team has worked very diligently in order to make this happen."
Keter Tire USA, a subsidiary of China's Qingdao Keter Tyre Co. Ltd., said it expects to begin accepting orders by February.