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Cooper's Mastercraft brand turns 100

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Cooper Tire & Rubber Co.'s Mastercraft tire brand is celebrating its 100th anniversary. "We're proud of being one of less than 15 tire brands to reach 100 years in business," says Hal Gardner, vice president of marketing for Cooper's North American Tire division.

"Achieving this type of longevity is reliant on having a quality product and the loyalty and support of a solid base of dealers."

The Mastercraft brand was originally produced by Falls Rubber Co., which was acquired by Giant Tire & Rubber Co. and the Cooper Corp. in 1930. The organizations were joined under a holding company called Master Tire &  Rubber Co.

In 1946, Master Tire changed its name to Cooper Tire & Rubber Co. In 1995, the word "Falls" was deleted and Mastercraft "became the lettermark for the brand consumers are familiar with today," according to Cooper officials.

Cooper is planning several celebratory progams to honor Mastercraft's 100th anniversary, including a logo contest and a consumer rebate program.

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