Retail

SURE Tire will carry Goodyear tuner brand

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Goodyear Tire & Rubber Co.'s new Fierce tuner brand will be sold through SURE Tire Co., in addition to Goodyear's network of Kelly dealers.

Fierce -- which was introduced last month at Goodyear's 2006 dealer meeting -- replaces three tires, including Essenza, which the Akron, Ohio-based tiremaker builds for SURE.

"By partnering with Goodyear on this project, SURE will offer an expanded range of sizes targeted at the fastest growing parts of our market," says SURE Tire President Pat McLaughlin.

SURE plans to phase out Essenza as Fierce becomes available. Some sizes are shipping now.

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