Tire Rack phases out Avon brand

ERJ staff report (TB)

South Bend, Indiana -- US mail order/Internet tyre retailer Tire Rack has stopped selling the Avon brand of tyres in North America. The brand is owned by Cooper Tire & Rubber Co.

Cooper said the Avon brand-which came into the tyre maker's portfolio in 1997 via its purchase that year of Avon Tyres Ltd. of Melksham, England-is no longer marketed in North America, except for motorcycle tyres, which Cooper's Mickey Thompson unit handles.

South Bend-based Tire Rack had marketed Avon exclusively in North America since 2004 in a partnership deal with Cooper. Tire Rack said in 2004 it was involved in designing the Avon product range for North America, based on feedback from its customers.

Tire Rack set up a separate Web site for the brand, but that site now links directly to Tire Rack's site. The company did not comment on its reasons for ending the program.

Mickey Thompson maintains a dedicated Web site for the Avon motorcycle brand.

The brand still plays an integral part of Cooper's efforts in Europe, which accounts for about 9 percent of Cooper's annual sales.

From Tire Business (A Crain publication)