Premium plans

Nitto, ATD target luxury touring segment with new tire

By: Mike Manges

The NT850 Premium is Nitto’s first luxury touring tire. The tire sports large tread blocks on the outer shoulder and a silica tread compound.

Nitto Tire U.S.A. Inc. and American Tire Distributors Inc. (ATD) are making a run at the growing luxury touring tire market with Nitto’s first entry into the segment, the Nitto NT850 Premium.

The V-rated NT850 Premium will be sold exclusively through ATD’s network of independent tire dealers. It’s currently available in seven 17-inch and two 18-inch sizes.

The tire was born out of discussions between Nitto and ATD, says Ron Sinclair, ATD’s senior vice president of marketing.

“It was sitting down with them and saying, ‘How do we continue to grow our business together?’ We decided an exclusive ATD tire would be one way to do it.”

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