The Rhino is Back: Zafco Gets Armstrong Brand License

The Armstrong tire brand is back, and will soon be available to North American tire dealers. zafco thinks the time is right for the return of the armstrong brand.

Dubai-based Zafco signed an agreement with Pirelli SpA to license the Armstrong tire brand for five years, and potentially acquire the brand outright during that period. The deal was signed on April 23, and but was only announced this morning.

Plans call for Zafco to produce Armstrong brand passenger, light truck/SUV, medium truck and ag lines for the U.S. market. Zafco did not state if the brand would be sold in other countries.

Asif Yusufzai, member of the Zafco board, described the deal as “a momentous occasion for both Zafco and for the brand Armstrong.”

Yusufzai stated, “We took this step in keeping with our long-term vision of establishing our presence across all segments of the market and to implement our global strategy of offering a wide ranging assortment to our customers. We also aim for continuous improvements in product quality to ensure that every new product we roll out under the Armstrong brand will be better than its predecessors.”

Zafco said the Armstrong branded tires will be “manufactured at reputable factories commensurate with its internationally recognized high quality,” but offered no details on where the product will be produced.

Carl Casalbore, vice president of sales at Zafco’s US subsidiary, added:

“The addition of the Armstrong brand to our portfolio in the U.S. is an important strategic step,” said Carl Casalbore, vice president of sales for ZTI Tires, Zafco’s U.S. subsidiary. “This brand has a lot to offer in the agriculture and commercial tires segment in the U.S., and therefore this will be the main focus for Armstrong here. In addition, Armstrong will also be selling tires in the passenger segment, including touring and ultra-high performance, SUV and CUV.”

Founded in 1912 by George Armstrong, the Armstrong brand was a private brand tire line in the New York-New Jersey area. It expanded to become a full-fledged tiremaker as the Armstrong Rubber Co. before the company was dismantled in the late 1980s, with the commercial side of the business eventually being melded into what is now Titan Tire, and Pirelli acquiring the consumer lines and creating the Pirelli-Armstrong Tire Co.

Ascot Supply Corporation, based in Newnan, Georgia, has selected Mark Paquette for the newly created position of vice president. In this position, Ascot Supply said Paquette will oversee the growth of the company's products, corporate profitability, manage marketing and advertising and assume many other responsibilities.

He will work under the direction of current President David Kessler and officially begin his new role on June 3. Paquette joined the tire and automotive industry in the early 1980s at his father's tire shop, and his contributions to Mohawk Rubber Sales were instrumental in the company's growth and eventual sale to Myers Tire Supply in 2021, according to Ascot Supply. Paquette eventually was given a promotion to the role of director of operations at Myers Tire Supply.