Jim Tyler, who had been El Dorado's president before the acquisition, has become national sales manager for the new subsidiary, which will continue to maintain its headquarters in Troy. Kalamari, a pioneer in private brand tire marketing, established El Dorado in 1966, and was inducted into the Tire Industry Hall of Fame in 1986. ``Kelly'' Calamari remaining with the firm as an advisor. Wire emphasized.ĭomestically, Sumitomo plans to operate El Dorado as a separate company, Mr. ``We anticipate a very long-term relationship with the Cooper Tire & Rubber Co.,'' Mr. Sumitomo Tire already has signed a long-term agreement with Cooper to continue manufacturing El Dorado brand tires, and that agreement could be extended in the future. by Findlay, Ohio-based Cooper Tire & Rubber Co., also helps Sumitomo Tire reduce its reliance on imports, whose profitability is impacted by the strength of the Japanese yen, Mr.
Purchasing El Dorado, which is manufactured in the U.S. The parent company's established worldwide presence should enable El Dorado to have a ``pretty solid worldwide marketing effort'' by the end of the year, Mr. Sumitomo Corp., which operates trading offices in 150 cities throughout the world, will handle further overseas marketing of the product. The private brand line will be marketed in the U.S., Canada, Mexico, Puerto Rico and possibly Australia by Sumitomo Tire, he said. Wire, and El Dorado offered an established brand name with a strong dealer base, marketing program and reputation. The answer was to begin marketing another brand, according to Mr. Marketing limitations between the two company families on the Sumitomo brand in some countries have slowed Sumitomo Tire's worldwide marketing strategies. Sumitomo Rubber manufactures the Sumitomo brand for both Sumitomo company families, which is the only connection between the two company lines, Mr. of America, which is itself a subsidiary of Sumitomo Corp., a Japanese holding company publicly traded on the Tokyo Stock Exchange.ĭunlop Tire Corp., by contrast, is a subsidiary of Sumitomo Rubber Industries Ltd., which is itself a subsidiary of a separate Japanese holding company, Sumitomo Electric. Treadways Corp., doing business as Sumitomo Tire (U.S.), is a subsidiary of Sumitomo Corp. Wire, traditionally has been difficult to explain to the industry: Much of the rationale behind the purchase lies in the complicated structure of two separate Japanese parent companies that, according to Mr.
The move gives South San Francisco-based Treadways, which does business as Sumitomo Tire (U.S.), an established private brand to market worldwide in areas that already contain the Sumitomo and Dunlop brands.Īt the same time, the acquisition will modernize and expand the El Dorado passenger and light truck tire lines, according to Treadways Vice President Dan Wire.Įl Dorado also markets radial and bias-ply medium truck tires.
has acquired private brander El Dorado Tire Co., based in Troy, Mich. SOUTH SAN FRANCISCO, Calif.-Seeking an established private brand it could market worldwide, Treadways Corp.
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