Triangle’s bricks-and-mortar commitment to U.S. expansion
Chinese tire manufacturer Triangle Tyre Co., Ltd has opened its North American headquarters in Nashville, Tennessee.
The company has created a U.S. business arm, Triangle Tire United States of America (TTUSA), to provide sales, marketing and customer service to the local market, while developing Triangle’s U.S. distribution network.
The company has long planned a major expansion into the U.S. market and the move into its 3,150 square-foot office in the Cool Springs area of Nashville marks that dream becoming a bricks-and-mortar reality. The company already has a research and development center in Akron, Ohio, which opened in 2011.
Triangle was established in 1976 by the Chinese Government and mainly produces commercial, passenger, radial OTR, jumbo OTR and specialty tires. The company sells more than 25 million tires annually to customers in more than 160 countries and regions.
Triangle Group chairman Ding Yuhua said the opening marked “a key milestone in Triangle Group’s journey to globalization.”
“It will set the foundations for future growth and establish the Triangle brand as a major player within the tire industry,” he said.
The company’s TTUSA team has “extensive experience in the American tire industry” and the new business structure will allow them to focus on “specific customer requirements and provide the market with better products and services.”
New tires launched at SEMA
Triangle presented several new products at the SEMA Show in Las Vegas last month, including high-performance Sportex tires, new tires from its Protract value range and the giant OTR tire, 33.00R51. See Triangle’s product catalogs here.
At SEMA, Yuhua said Triangle Group has been devoted to tire designing, manufacturing and marketing to meet the needs of different regions, customers and road conditions since the 1990s. He said the company attaches great importance to technical innovation and product research and development.
Yuhua said by applying industrial information and intelligence technologies, Triangle’s manufacturing facilities have acquired global standard levels of productive efficiency and manufacturing accuracy. He said the company has also addressed the “difficult issues” of safety, energy saving and environmental protection in manufacturing.
Combatting the “made in China” problem
The company is aware that as part of its push into the U.S. market it needs to overcome the consumer and dealer prejudice against Chinese-made tires. At an event in Triangle’s home city of Weihai, China, in September the company acknowledged it needed to compete against big name brands with “good fame and big influence.”
“Therefore, with new ideas, new techniques and new formats such as intelligent manufacturing, internet plus and big data, China’s advanced tire enterprises represented by Triangle Group should make great efforts to create world famous brands, improve the core competitiveness, build a good image of ‘made in China’ and accelerate the rapid economic growth of China’s tire industry,” the company said in a statement.