Sears reviving Roadhandler brand

ERJ staff report (BC)

Hoffmann Estates, Illinois – One of America’s best known tire brands is returning to the market.

Sears Automotive, a business unit of Sears Holdings Co., has relaunched the Roadhandler tire brand after a 12-year hiatus.

The company began selling the Roadhandler Touring by Hankook – the first of three Roadhandler-branded models to be offered – on 23 November, the day following US Thanksgiving, traditionally Sears Automotive’s strongest selling day. The introduction was what executives called a “soft launch.”

The tire, produced in South Korea by…

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