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New Logo Is Part of Hoosier Racing Tire's Plan for Future

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Hoosier Racing Tire has tweaked its logo, but maintained its distinct and purple "H."

Hoosier Racing Tire Corp., the world's largest race tire manufacturer, has updated its iconic purple logo as part of its "ambitious growth plan" for the future.

Founded in 1957 in South Bend, Ind., Hoosier Racing Tire's purple was inspired by the owner's first race car. The shade of purple has been tweaked a bit, and the new logo puts the script "H" front and center.

“The new branding is one key element of our ambitious growth plan and will accelerate our brand to the next level,” says Joerg Burfien, president and CEO of Hoosier Racing Tire, which was acquired by Continental AG in 2016. “The minor updates to color and design of the iconic ‘H’ bring us in line with modern racing inclinations while maintaining the ties to our heritage. Streamlining the overall look brings the modern innovations of the brand to the forefront. We believe that our customers have and will continue to choose our tire solutions globally for benchmark performance. Our vision is to become, from concept to consumption, the fastest and most agile partner. Our new logo reflects this vision.”

Paul Menting, vice president of sales and marketing, says, “I am really excited about the new look of our brand. Our logo has remained the same for 40 years. We are proud of our history and where we came from. The branding has also been custom fit for our typical applications."

Hoosier Racing Tire produces more than 1,000 different tire specifications. The company has its own state-of-the-art, fully integrated production facilities, and recently added a high-tech mixing plant. The company says it has "enough capacity to produce not only for Hoosier Racing Tire, but to have the ability to produce rubber for additional entities as well as a model sales and distribution network."

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