LAS VEGAS — Turbo Wholesale Tires L.L.C. has crafted a new brand identity and redesigned its logo.
The changes were announced at the 2023 SEMA Show in Las Vegas.
The logo change comes as the company, which distributes the Lexani, Lionhart and Rolling Big Power tire brands, concludes its 40th anniversary, culminating a year that included significant expansion in the company's product line, geographic footprint and market share.
Turbo Tire said the logo is designed to work across digital and traditional media, describing it as"innovative, modern and professional, containing visual connections to Turbo's name, their industry and the roads they deliver their products on."
Turbo Tire CEO Phillip Kane said the Sepetjian family created a 40-year legacy of excellence at Turbo, On that foundation, we're creating a highly differentiated business strategy.
Our new identity makes clear our commitment to the Turbo brand while invoking themes of power, speed and movement — words that have come to characterize the brand promise of our new organization."
During the SEMA Show, Turbo Tire also announced it has forged a pair of partnerships in the tire industry — with CMA L.L.C./Double Coin L.L.C. and VogueTyre & Rubber Co.
In addition, it also disclosed the launch of an associate dealer program, called Lexani Ignite, to go into effect in 2024.The program, Turbo said, will reward Turbo's associate dealers with quarterly incentives for purchasing units of Turbo's proprietary brands from the firm or its network of wholesale distributors.