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Dan Wheeler Will Lead SD International's Move into American Tire Market

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Dan Wheeler Will Lead SD International's Move into American Tire Market

SD International, a global distributor of proprietary tire brands, is expanding its reach into the North American market, with a specific focus on the U.S., and the company is turning to industry veteran Dan Wheeler to lead the charge.

Mike Zhang, managing director and a founding partner of SD International, says “We feel that increasing our footprint in North America is the next logical step in our company’s growth."

Wheeler brings with him more than 35 years of experience in the retail, wholesale/distribution, and manufacturer levels, including time as vice president of sales and marketing for Hankook Tire America Corp.

“I’ve worked for some fantastic companies in the past and had the opportunity to see what works,” says Wheeler. “I see tremendous business model synergies from SD International and I’m very pleased to have this opportunity to work with this team."

Founded in 2002, SD International is a marketer of private and exclusive tire brands throughout Europe, Africa, Asia, UAE, Australia and Russia, as well as in several South American countries, Mexico, and Canada. The firm’s leading brands include Pace, Zeta, and Toledo TBR, as well as the Zeta passenger and light truck lines.

“Our employees are very focused on our customers’ needs,” says Peter Nicholls, sales and marketing director for SD International. “We pride ourselves on putting the right people in the right places to achieve mutual success. Our people have maintained strong, long-term relationships with their local customer base; they know their markets and what their customers need from us to foster a win-win environment.

“Expanding into the US market provides a great opportunity for relationship-driven marketers to thrive, despite the challenges presented by the tariff situation,” says Zhang. “Value-oriented products are a necessity in every market."

The company says it works to provide high-value, high-quality products in a timely manner, without  a lot of bureaucracy. “In my mind, that makes sense for U.S. dealers,” Zhang says. “While our sales are increasing dramatically, we maintain a small-company attitude. I very much feel that this is critical to our impending growth.”

Wheeler says the work to bring products to North America begins promptly.

“We will immediately begin expanding our base TBR customers with our premium Smartway product, while at the same time looking to integrate PLT products sourced outside China,” Wheeler says. “It is our intention to begin shipment of newly designed PLT in the late 2nd quarter of 2016.”

For more information on SD International, visit

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