Spartan is back, says Reliable Tire

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Reliable Tire Distributors, based in Blackwood, N.J., is re-introducing and expanding its Spartan private brand tire.

Four different tire manufacturers -- including Nexen Tire Corp. in South Korea -- will supply Reliable with a broad array of tire lines covering multiple price points and product segments. The company also is receiving product from two Chinese manufacturers and "a domestic manufacturer."

The announcement coincides with the appointment of David Long as president of Reliable´s Spartan Tire division. Long succeeds Joe Thomas, who retired in June.

The enhanced tire program initially will be released through Reliable Tire’s seven distribution centers. "We´re excited to again have a complete private brand tire line for our growing dealer network," says Long. "Many of the other private or associate brands we´ve used have experienced a lot of instability in recent years.

"Reconstituting our own Spartan tire line gives us more consistency and control."

Long says there will be a direct factory ship option available for qualified dealers in select target markets throughout the country.

Reliable Tire also enjoys a "strategic alliance" with Universal Cooperatives Inc., which will be handling the line through its large network of warehouses in the central portion of the country. As part of the partnership, Universal has changed the name of its Co-op brand to Spartan.

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