Tireco is Bullish on Growth of Milestar Brand

Nov. 6, 2019

Tireco Inc. is evaluating “a lot of feature and benefit add-ons” for its flagship Milestar passenger and light truck tire brand, Andrew Hoit, the company’s vice president of sales and marketing, said during the Specialty Equipment Market Association Show.

These will include warranty enhancements and other items, Hoit told Modern Tire Dealer. And a Milestar associate dealer program is in the works. “We’re in the due diligence phase of that initiative,” he noted.

“Right now, a lot of our focus on the Milestar side is in the light truck area. If you look at the mud terrain category, demand for our products has been incredible. We’ve been on back order with the top four mud terrain sizes.”

Tireco is developing a large-diameter Milestar brand sport light truck tire for SUV applications.

And the company is investing resources in its other brands, Westlake and Nankang. This week, it announced the addition of the Conqueror M/T-1 to the Nankang NK sport light truck tire line. And the firm plans to attach a mileage warranty to Westlake brand products, which traditionally have not come with that perk.

“We’ll expand into new categories during the second half of 2020,” said Hoit. “You’ll see us introduce a ‘max ultra-high performance' tire in the Milestar and Westlake lines.”

The Milestar, Westlake and Nankang product lines each cover 95% of the U.S. replacement tire market, he added.