China Manufacturers Alliance plans to keep its name, at least for now

Sept. 27, 2007

Will the China Manufacturers Alliance LLC (CMA) follow the lead of its parent company and change its name? Not in the foreseeable future, according to the company.

Double Coin Holdings Ltd. changed its name from Shanghai Tyre and Rubber Group Co. earlier this month (see "Tiremaker emphasizes Double Coin brand in China and North America," Sept. 18, 2007). The change was made "to consolidate corporate identity behind the company's most recognizable and valuable asset, the Double Coin brand."

CMA, however, may not follow suit. The company says it has "developed strategic customers to whom they provide products that are outside Double Coin Holdings product line up."

According to a CMA spokesman, the name China Manufacturers Alliance is known for "providing a seamless link between strategic manufacturing facilities in China and the North American consumer. Its position as a manufacturer and sourcing point in the market is very familiar to many tire dealers and marketers in North America."

However, Double Coin branded products will continue to be the marketing focus for CMA. "They reflect our flagship brand and have global recognition," say company officials.

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