Waalwijk, Netherlands — OTR tire specialist Magna Tyres Group is renaming two of its OBO Tyres businesses in Europe in a move to promote its brand more effectively.
OBO Tyres Hardenberg will become Magna Tyres Factory, and OBO Reifen Leipzig will become Magna Tyres Germany.
The Dutch company said the announcement is in line with its 2019-23 business plan for expansion and to "improve brand awareness and lead to clearer positioning of the company."
In a statement, Magna Tyres Factory said it will be focusing on increasing production capacity in Hardenberg, Netherlands.
"In the run-up to this name change, the expansion of the Magna Tyres range in Hardenberg has led to the divestment of some previously produced OBO product groups and private labels for third parties," the company said.
Magna did not disclose which products were affected.
In December 2016, Magna acquired OBO Tyres, a Dutch retreader specialised in agricultural and OTR tires and related repair services.
Originally founded as Overijsselse Banden Onderneming in 1959 in Beerzerveld, The Netherlands, OBO was moved in 2006 to Hardenberg and later added a second location, in Leipzig, Germany.
"Magna Tyres Germany meets the increasing demand for Magna products in the German market," the company said.
"The focus is, of course, on all sales-related growth scenarios with both new and existing customers or partners who value Magna Tyres as a premium quality brand in the German market."