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 Hankook Tire Co. Ltd. and co-branded with Hankook Tire America Corp., is available in 11 sizes and offered with a 100,000-mile limited treadwear warranty.
By February Sears expects to add 14 more sizes for a total of 25 and will begin promoting the tire.
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Full story by Dave Zielasko in Rubber News