General Truck Tires earns new brand identity

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Updated Aug 19, 2010

General Truck Tires have been relaunched this month with a stronger focus and an identity designed to will resonate with commercial truck drivers across the Americas. General Tire, a brand of Continental Tire the Americas and Germany-based Continental AG, has been an American brand since 1915 when William F. O’Neil and Winfred E. Fouse founded the General Tire & Rubber Co. in Akron, Ohio. CTA’s truck tire brand manager Libor Heger announced that the General truck tire product portfolio will expand to meet the needs of customers throughout the entire Americas region.

“The General name is one that our customers know and trust, but today we are going to strengthen it even further with our new focus,” Heger says. “Our plan is to offer dealers more choice than ever before. Over the next year, we’ll be extending our product portfolio with coverage in more sizes, as well as more coverage in the on-/off-road segment.”

Starting with the United States, the General brand is sporting a new full-color databook with complete tire product information and specifications, and new literature for each tire. In addition, all General truck tire products throughout the Americas will be renamed as new products are launched, to simplify product choices and reflect their intended wheel positions and applications (either highway, regional and on-/off-road traffic). While General highway and regional tires will be given either “General H_” or “General R_” nomenclature, the on-/off-road portfolio will see a complete name change to the “Grabber” line.

“A leading line from our passenger and light truck tire division, the Grabber name is the perfect reflection of how General truck tires offer great traction and durability for the on/off road segment,” Heger says. “We’ll be starting this process with our new Grabber OA, the General truck tire for ‘Off Road, All Position’ driving.”

The Grabber OA, launched on July 1 in sizes 11R22.5 and 11R24.5, is a product moved from the General MS520 steer and all-position truck tire for construction and other off-road applications. Only the name has changed, as the tire still sports 23/32nds of tread depth, resistance to cutting and chipping, a strong sidewall to prevent damage from curbing and groove technologies designed to minimize stone retention.

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The General brand will become more familiar throughout the Americas, Heger says, as products will be locally sourced to reflect the sizes, climates and truck specifications of their markets. In the coming 12 months, there will be 11 new General Tire articles launched for the United States from the plant in Mt. Vernon, Ill., eight new articles for Brazil from the Camacari plant and 10 new articles for the Andean region from the recently radialized truck tire plant in Cuenca, Ecuador.

“Our research and development team is poised to take this challenge and continue developing advanced solutions for General customers throughout the Americas,” Heger says.