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CTA reveals plans for General truck tire brand

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CTA reveals plans for General truck tire brand has uncovered more details about Continental Tire the Americas LLC's (CTA) plan to rejuvenate the General medium truck tire line.

Last month, CTA announced that the General brand will receive a new identity and several new products. (For more information, see Continental to overhaul General truck line in U.S.)

The process will include the adaptation of General's Grabber light truck tire product name to certain General brand truck tire offerings.

Libor Heger, head of brand management, commercial vehicle tires, the Americas, for CTA, says the company will limit the Grabber name to truck tires for construction applications. Grabber will not be used for long-haul, over-the-highway tires.

The Grabber name "is the perfect reflection of how General truck tires offer great traction and durability for the on/off-road segment," Heger explains.

CTA will introduce several new General truck tires over the next 12 months, including a regional trailer tire and a regional all-position tire.

Leading up to the decision to rebrand General, Heger says CTA "had many discussions with customers and were surprised at how strong the General name was in the marketplace. We decided to use this and to focus on strengthening the brand rather than launching something new."

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