Tire Brands America (TBA) is introducing the Xcellent brand of light truck tires to the United States market.
TBA describes the Xcellent line as “a super-economy brand of consumer products made in Thailand,” in conjunction with its production partner, Crown Tyre.
The Huntington Beach, Calif.-based company has started to roll out the Xcellent Roadbreaker line of LT products, beginning with the Roadbreaker A/T, which will be available in 24 sizes, fitting 15- to 22-inch rims, in April and May; the Roadbreaker M/T, which will be available in May, June and July in 12 sizes, ranging from 17 inches to 22 inches; and the Roadbreaker R/T, which will be available in July and August in 31, 17- to 22-inch sizes.
“We are leading with price, no doubt about it,” says TBA President and CEO Steve Hutchinson. “And with prices this sharp, we are catching attention quickly. With the unfortunate and sudden downturn in the economy, we feel we are in the hot price points with very good products, at the right time.”
TBA is focusing on wholesale tire distributors, according to Joe Anzelmo, director of sales. “This is a container load direct program.”
Hutchinson recently founded TBA with the goal of helping "foreign-manufactured brands that have no United States-based sales team or are underserved in terms of sales and marketing."