ATD, TIS Partner on UTV Tire

Nov. 2, 2021

American Tire Distributors Inc. (ATD) and TIS Wheels announced today the launch of their new co-branded premium UTV tire, the TIS UT1 by Hercules. It is the first UTV tire to be offered by the Hercules brand and will be available in the first quarter of 2022.

The new UTV tire addresses a growing, niche market for consumers who need the ability to drive “off-road” in a variety of settings, such as sand, silt, loose rocks, gravel, dirt and soil surface terrains, according to ATD.

The TIS UT1 by Hercules has a max all-terrain tread pattern specifically designed for UTV/SxS vehicles that are driven in these settings. With a balanced void ratio and biting edges on the tread blocks, the eight-ply rated TIS UT1 by Hercules is designed for work or recreation and offers traction in a variety of surface elements, ATD said. The company also said that the tire is also unique in that it offers a dual buttress design that allows consumers to cost-effectively customize the look of their UTV with two different sidewall designs on one tire.

“Introducing a new UTV tire fits Hercules Tires strategy of expanding our portfolio to continue to be the 'one-stop shop' for consumers seeking a replacement tire,” says Josh Simpson, senior vice president, ATD. “Not only are consumers continuing to look for a tire that will confidently match the performance of their vehicle regardless of the terrain, but more and more consumers want to customize their vehicles and require a tire that will compliment the look and personality of their vehicle as well. These tires provide the ability to create a custom user experience.”

The decision to collaborate with the off-road division of TIS Wheels on the tire’s design and features was key for ATD.

“We wanted to partner with a brand like TIS who is a marketing powerhouse that could help us develop a quality product and also combine marketing efforts that will create a buzz with consumers ultimately driving traffic to retail locations,” says Simpson.

“This is going to be a home run for us,” says Steven Liu, senior director of proprietary brands, ATD.

Liu also notes that ATD plans to make the tire available through all of its distribution centers.

ATD says the UTV tire, which also will offer predictable forward and lateral traction, will come in six sizes, ranging from 28 inches to 35 inches and fitting 14-inch and 15-inch wheel diameters. 

“I feel the partnership with TIS Wheel will do great for Hercules,” says Philip Biscan, who represented Van’s Tire Pros of Alliance, Ohio, during a ride-and-drive event in October in Moab, Utah, where ATD allowed tire dealers an early look at the tire. “There really aren't too many options right now at the sizes they are offering.”

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