Kumho introduces new tire, sizes while targeting UHP buyers

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Kumho Tire U.S.A. Inc. will roll out its Ecsta ASX ultra-high performance all-season tire at the end of the month.

Twenty-one Ecsta ASX sizes are already in inventory with more on the way, according to Kumho High Performance Brand Manager Rick Brennan.

The asymmetric tire -- which comes with a 30,000-mile warranty -- has been engineered to minimize noise as it wears, he says.

"That's the number one complaint in the ultra-high performance segment: worn tire noise," says Kumho Vice President of Sales Dave Hudrlik.

In addition, Kumho's Ecsta V710, which was introduced at the 2003 International Tire Expo, is now available in seven sizes: 205/50R15, 265/45R16, 275/40R17, 295/70R17, 315/35R17, 335/35R17 and 315/30R18.

Ten more sizes will be added in 2004.

Kumho also has unveiled a new size for its Ecsta STX, 325/35R28 120V, that will fit the Hummer H2.

Kumho intends to continue its brand building efforts this year, according to company officials.

"We've had dramatic growth over the past five years."

The company's 2004 marketing thrust will focus exclusively on motorsports with more emphasis on the car enthusiast audience than during previous campaigns.

As a result, Kumho will transition its marketing slogan from its broad-line "Way to Go" to "Race Proven Performance," which reflects its ultra-high performance concentration.

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