The deal had been in place since 2004, and made Cooper the exclusive marketer of Kenda radial passenger and light truck tires in the U.S. and Canada. Kenda will now reassume control of its own sales and marketing, distribution and customer service for the Kenda brand.
"The decision to end our marketing and distribution relationship was a mutual decision between Cooper and Kenda," said Phil Caris, Cooper vice president of sales and marketing. "And while the results of the joint venture were positive, it was agreed that a new approach would be beneficial in pursuing each company’s brand strategy. We have been very happy with our relationship with Kenda. As we begin to look into the future, we felt this strategy put both companies in a better position in this tough economic environment."
Jimmy Yang, President of Kenda USA, said,
"Over the past few years, the Kenda-Cooper relationship has been beneficial for all parties involved,” said Jimmy Yang, president of Kenda USA. “We are looking forward to the new direction of ‘re-launching’ our brand in the United States. As we take over the marketing activities for our brand, there is opportunity for growth in the U.S. without having to change our distribution infrastructure.”
Both companies will continue as partners in the radial passenger and light truck tire plant in China, and technical and other related matters. (Tire Review/Akron)
