HUDSON, Ohio — Trimax Tire is finding opportunity in a sea of shortages.
The Brea, Calif.-based importer — the U.S. operation of global exporter Maxon International Co. — deals solely with Chinese brands too small to have a U.S. office.
"With COVID-19 disrupting the global supply chain — plus new tariffs from South Korea, Taiwan, Thailand and Vietnam — there's been an opportunity for value products from China," Director of Sales Chris Tolbert said.
"Freight costs have escalated, price increases are sometimes monthly, consumers are looking for a value option," he said from his office in Hudson.
In June 2020, when tariffs hit other Asian countries, importing from China came back into play, Tolbert said.
Trimax specializes in larger diameter mud-terrain (MTs), rugged-terrain (RTs), and ultra-high performance (UHP) tires, Tolbert said.
It exclusively handles several brands including:
- Haida of Sichuan Haida Tyre Group, Sichuan China;
- Farroad of Shandong Fengyuan Tyre, Zaozhuang City, China;
- Joyroad of Shandong Zhongyi Rubber, Dawang, Shandong China;
- MileKing of Sichuan Haida Tyre Group, Sichuan China; and
- Kapsen of Shandong Huasheng Rubber, Dongying Shandong, China, a recent addition.
The company's focus on China has paid off. Trimax did $60 million in sales last fiscal year. The importer is looking to do $90 million in sales this fiscal year, according to its responses to the annual Tire Business brand survey.
The company, which has three employees, including Tolbert, doesn't have its own warehouse, a decision that also cuts down on costs, he said. As such, orders are containerload only.
Trimax faces the same challenges as other importers — supply chain disruptions, congestion at the ports and rails, a shortage of truck drivers, higher fuel prices and increased labor costs.
"Just when we think it gets better, it gets worse," Tolbert laughed.
While he's hopeful for the future, "with inflation and supply-chain challenges, I don't see it ending for another year. And then when it does, it scares me," he added, hesitant to say the "R word."
"You can only have things go up so much. If interest rates keep climbing … I know the federal government is trying to control it, but I don't think the war helps. I don't think gas pricing helps, labor shortages. There's a balance that needs to occur."
But it's not all negative.
"There's still a shortage of new cars and used cars in the market, which helps the replacement tire industry," Tolbert said.
Higher costs for new and used cars, if those cars are even available to purchase, benefits the replacement tire market.
"Because people are keeping vehicles longer because of price increases and supply chain challenges," he said.
"People are looking for more value. They're looking for something that's less expensive or opening price point opportunities, and that's where we fit in."
Tolbert, based in Hudson, brings nearly 18 years' tire industry experience to Trimax. Prior to this he worked with Zafco International, American Kenda, Nexen Tire USA and Giti Tire USA.
