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March 10, 2014

A sure bet: the future of SURE Tire Co.

This year’s theme for SURE Tire Co. is “Reach for the Summit.” It is especially appropriate because the company is celebrating the 40th anniversary of the Summit brand.

A group of five independent distributors with a vision to create a brand they controlled with protected territories started the Summit private brand tire.

“Today, that vision is still as valid as ever,” says President Pat McLaughlin. “SURE Tire is a member-owned buying group dedicated to maintaining protected territories, thereby protecting its members from the influence of major and major minor brand expansion.

“Does this sound familiar? It is all too familiar today, as it was 40 years ago, and is more important than ever.”

SURE Tire shareholders celebrated the milestone at their 2014 shareholders meeting in New Orleans in February. The company also celebrated its domestic and international expansion, highlighted by the addition of members from Australia, Canada, South America and Latin America.

SURE Tire’s vision for future growth is to capitalize on the “evolution” of the changing tire industry with the help of its supplier partners, according to McLaughlin. As a result, the company is expanding 17-, 18-, 19- and 20-inch size offerings, “thus focusing on the rapid rate of size proliferation at OE.” SURE Tire’s manufacturing partners agree with the strategy, he adds.

In 2014, the Summit HP Radial Trac will add 12 new original equipment fitment sizes. The Summit HT Trail Climber will add 12 SUV/CRV sizes.

Additional sizes are also in line for the Summit Trail Climber AW and Summit Trail Climber CT designs.

In 2013, SURE Tire added the Summit HP Radial Trac power-line, which features 31 performance and ultra-high performance sizes; and the Summit HT Trail Climber, an SUV/CRV line available in 13 sizes ranging from 16 to 20 inches.

On the commercial side last year, SURE Tire introduced a private brand Summit medium radial truck tire line in 35 sizes. The designs are highway, open shoulder drive, closed shoulder drive and trailer positions.

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