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2015 SEMA Show, Day 1: Look for Duraturn Brand Passenger Tires in U.S.

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2015 SEMA Show, Day 1: Look for Duraturn Brand Passenger Tires in U.S.

YC Rubber Co. (North America) LLC is bringing a full lineup of affordable consumer tires to the U.S. The company is highlighting its passenger products at the 2015 Specialty Equipment Market Association (SEMA) Show.

Ken Coltrane, executive vice president of YC Rubber, is on a mission to spread the word about the Duraturn brand, and convince tire dealers they are a quality product for budget-conscious consumers. Coltrane hopes to build on the success of Duraturn truck and bus radial (TBR) tires, which have been available in the U.S. for the last three years.

Duraturn consumer and commercial tires are made by Shaanxi Yanchang Petroleum Group Rubber Co. Ltd. at the company's plant in Yanchang, China.

“I’ve had dealers tell me they like selling Duraturn. It’s easy to sell,” Coltrane says. “Our goal is to have a complete tire line.”

Duraturn is now offering 11 consumer tire product lines. The passenger tires are part of the Mozzo family, while light truck tires are grouped as Travia products. The entire Duraturn brand is firmly rooted in the lowest tire tier, although Coltrane has set his sights on raising the brand's profile -- and tier position.

YC Rubber opened its branch office in Pasadena, Calif., in 2015 and has a sales staff of four. YC Rubber, which markets itself as an American company, reports it supports dealers with quality marketing materials.

“Our first challenge is to get into the market,” Coltrane says.

Coltrane says the company started with 50 SKUs, has 262 SKUs now, and “I could see us adding 100 SKUs in the next year” in passenger tires.

For more information, visit, or visit the Duraturn booth, 31318, at the SEMA Show.

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