MIAMI — Tire Group International L.L.C. (TGI) has struck a deal with China's Shandong Haohua Tire Co. Ltd. to market and distribute Haohua's Lanvigator tire brand exclusively in the U.S.
TGI will spearhead all marketing initiatives and ensure Lanvigator tires are stocked in its U.S. distribution warehouses. Additionally, TGI will offer a direct factory program to wholesale distributors nationwide.
The length of the contract was not disclosed. The Lanvigator line includes more than 300 SKUs of passenger and light truck tires, catering to every segment of the market. TGI sees the Lanvigator brand as an entry-level (high Tier 4) product, slotting in below its Cosmo brand.
TGI will be sourcing product from Shandong Huohua's new factory in in Bihn Phuoc, Vietnam, where production of car and light truck tires was commissioned in late 2024.
Capacity at that plant, for which Haohau budgeted $500 million, is listed as 24 million car/light truck tires a year, with annual capacity of 5 million truck/bus tires expected to come on stream by the third quarter.
Shandong-based Haohua Tire's primary base operations is in the Houzhen Industrial Park in Weifang, Shandong, where it claims annual capacities of 24 million passenger/light truck tires and 5 million truck/bus tires.
"Lanvigator has had a limited presence in the U.S. market in recent years," Mark Lindsey, chief strategy officer at TGI, said.
"We're thrilled to reintroduce the brand, especially now that it's been completely revitalized. With production in a state-of-the-art manufacturing facility that will have an annual capacity of more than 14 million units by the end of 2025, we're confident in our ability to support our dealer network and drive significant growth."
TGI said it has played a pivotal role in preparing Lanvigator for its U.S. debut, from developing tire model names and creating a U.S.-centric website to designing the brand's marketing materials and color palette.
"TGI is the perfect partner for our Lanvigator brand," Haohua Tire President Tiger Wang said.
"Our longstanding relationship has proven their expertise and dedication. With their exceptional marketing capabilities and stellar reputation in the global tire industry, we are honored to collaborate with them in the U.S. market."
Shandong Haohua, which goes to market under the Aplus, Compasal, Lanvigator and Royal Black brand names, reported sales of $1.1 billion in 2023, making it No. 9 among Chinese tire makers and No. 32 globally, according to Tire Business' Global Tire Report.
Miami-based TGI also distributes both proprietary brands such as Astro, Cosmo and Duramas as well as products under the Atlas, GT Radial, Kenda, Kumho, Mastercraft, Mickey Thompson, MRF and Petlas brands.
Business with the Lanvigator brand will be handled primarily on a containerload basis, supplemented with inventory TGI will have on hand at its three distribution centers, in Miami and Tampa, Fla., and Portland. Ore.