China's Keter Tire Sets Up Shop in U.S.

China's Qingdao Keter Tire Ltd. is bringing its NeoTerra brand passenger, light truck and medium truck tires to the United States through its recently created Keter Tire USA subsidiary.Keter Tire USA "was established during the first quarter to complete (our) NeoTerra product plan and begin testing" of the company's NeoTerra products, according to Rick Phillips, Keter Tire USA's CEO and a 40-year-plus tire industry veteran who previously held positions with Triangle Tire USA and Yokohama Tire Corp, among other companies.

"Our signature brand, NeoTerra, which means 'new world,' was developed specifically for the U.S. market and features a full line of passenger, light truck and commercial truck products with world-class quality and backed by one of the best warranties in the industry, including a money-back guarantee," he says.Keter's NeoTerra products are manufactured in Thailand. The company is planning to initially offer 134 passenger and light truck tire sizes, as well as 62 truck and bus tire sizes. "About 70% of products, in all segments, are available now and the full line should be available by December of this year" through factory-direct programs.

"Every region in the U.S. is a little bit different, so our distribution will be a network of whatever best meets the demands of each market. We will selectively target the distributors or dealers in each market that we feel would benefit the most from our model. Our strategy is to operate a very lean corporate infrastructure and at the same time be very aggressive with marketing to help our dealers and distributors get the product out of their warehouses."

Keter plans to establish a U.S.-based corporate office in the Nashville, Tenn., area.

"Now, as most of the country is reopening, we are excited about being able to fully come to market," says Phillips, who adds that Keter Tire USA is negotiating "to handle the distribution of other established brands, as well. We will release more information as we finalize these agreements."