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Streamlined debuts online

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Discount online tire retailer reports it is shortening its name to

Tully Ryan, president and CEO of the Edenton, N.C.-based company, says, "Based on our research and analytics, it’s easier for consumers to recognize ‘’ than ‘

“We’re devoted to streamlining shoppers’ online tire buying experience, so switching to something simple just makes sense.”

The official name change will take place on Wednesday, Feb. 10, when the company’s Web site domain becomes Afterward, all visits to will automatically redirect to the new site.

The switch coincides with the company's new tagline -- “Navigating the Tire Jungle” -- and various Web site functionality improvements, the company reports.

Two days later, on Friday, Feb. 12, the NASCAR Camping World Truck Series team will compete in the first race of the 2010 season, the NextEra Energy Resources 250 at Daytona International Speedway.

Driver Mario Gosselin’s No. 12 Chevrolet Silverado will showcase the new logo and tagline.

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