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SEMA Show Preview: Kumho to introduce new tires, brand identity

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Kumho Tire U.S.A. Inc. is using next week's SEMA (Specialty Equipment Market Association) Show as a forum to unveil a number of new products, including a run-flat passenger tire, and a new brand identity.

Kumho is expanding its line of Extended Run-flat Performance (XRP) tires with the addition of the Ecsta SPT XRP. The SPT XRP is designed to be driven up to 50 miles at 50 miles per hour with no air in it. The tire will be available in 13 sizes during the first quarter of 2007.

Other new tires that Kumho will display at SEMA include:

* the Road Venture APT KL51, an all-purpose touring tire engineered for light trucks and SUVs. It will be available during 1Q 2007 in 25 black sidewall sizes and 11 sizes with outlined white letters.

* a special "aroma tire" based on the company's Ecsta DX tire that replaces the smell of rubber with the scent of lavendar, according to Kumho officials.

Kumho Brand Director Rick Brennan says Kumho is bringing the DX aroma tire to the market "to help build brand awareness and differentiate Kumho in the marketplace." The tire targets female customers.

Kumho also will roll out its new brand identity at SEMA. The identity "will articulate (Kumho's) corporate mission and vision as a company that is energetic and focused on creating innovative and reliable products for its motorsports, performance, commercial truck, light truck and passenger tire customers," say Kumho officials.

The new identity will include a new tagline: "Driven Beyond the Expected."

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