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Avon name change part of Cooper's global strategy

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Cooper Tire & Rubber Co.'s decision to drop the Avon name from its U.K. subsidiary, Cooper-Avon Tyres Ltd., "is part of our strategic transformation," a Cooper spokesperson told moderntiredealer.com earlier today.

The subsidiary will now be known as Cooper Tire & Rubber Co. Europe Ltd.

"We are now a global company. We have 39 facilities in nine countries," including, in addition to England, Germany, Spain, and other European countries.

"We have a desire to be known as a top brand throughout the world," she says, adding that Cooper's locations in Asia "will reflect the same naming strategy."

The name change comes on the heels of the unveiling of Cooper's new corporate logo last month at the 2005 SEMA (Specialty Equipment Market Association) Show.

The logo re-design represents "the evolution of the (Cooper) brand and the company as it further develops its global presence," according to Cooper officials.

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