All New Look for General Brand

The new look was unveiled earlier this week at CTNA’s annual Gold Select Dealer Meeting, held in San Antonio. The new look received an enthusiastic response from the nearly 200 dealers in attendance.

The logo features the words “General Tire” in a strong, modern type style. The large “G” is gone, replaced by a shield with the stylized letters “GT” in the middle.

The new look was selected after a series of consumer focus groups across the country, according to Andreas Gerstenberger, CTNA’s executive vice president of sales and marketing.

The logo also brings a new color scheme – a maroon, white and silver-gray combination – to replace the General brands venerable red/white look.

The logo will be integrated in all company materials, including POP, advertising, marketing, signage and wearables.

If you’re a shop looking to sell summer tires, it’s important to know that customers looking for these tires have very specific needs. Let’s talk about why, before recommending summer tires, you need to fully understand customer performance requirements.

Unlike all-season or all-terrain tires built for diverse driving conditions, UHP summer tires are designed with one priority: dry and wet traction for performance driving. Lateral and longitudinal grip in dry and wet conditions are also important, which is achieved through optimized contact patches, high silica tread compounds and circumferential grooves to channel water. Generally, UHP summer tire tread design features large blocks and fewer grooves for more road contact on dry surfaces. The grooves are designed to channel water away from the tire, reducing the risk of hydroplaning on wet roads.