Tiremaker emphasizes Double Coin brand in China and North America

Sept. 18, 2007

As part of a company-wide brand awareness strategy, Shanghai Tyre and Rubber Co. has changed its name to Double Coin Holdings Ltd.

The former Shanghai Tire manufactures Double Coin radial truck and OTR tires at its factories in Minhang (a suburb of Shanghai) and Rugao, China. The company sells Double Coin replacement and original equipment tires in North America through China Manufacturers Alliance LLC (CMA), its North American sales and marketing arm.

Included in this move will be corporate name changes for most of Double Coin Holdings Ltd. subsidiaries, including the two main tire manufacturing facilities: the newly named Double Coin Group Shanghai Double Coin Heavy Duty Tire Co. Ltd. (formerly known as the Shanghai Tyre and Rubber Co. Double Coin Truck Tire factory) and Double Coin Group Rugao Tyre Co. Ltd. (Formerly known as Shanghai Tyre and Rubber Co. Rugao).

CMA recently hired Fathom Communications in Chicago to help with its Double Coin branding initiative domestically.

Fathom's integrated marketing campaign will consist of advertising, sales promotion, online marketing, Web design and direct marketing. It will be launched in the fourth quarter of 2007.

"We have worked very hard to develop a comprehensive network of high-quality dealers and are now ready to create a clear, distinct brand image for Double Coin with both trade and consumer audiences," says Aaron Murphy, vice president of CMA.

Double Coin tires are available at more than 950 locations in the United States, Canada, Mexico and Puerto Rico. For additional information, visit www.doublecoin-us.com.