Kumho Tire USA is embarking on a new era in 2016, Harry Choi, its president and CEO, told tire dealers during Kumho’s recent dealer meeting in St. Lucia on Dec. 3.

The tiremaker has undergone several major changes in 2015 including a headquarter relocation from Rancho Cucamonga, Calif., to Atlanta and working to get its new North American tire plant in Macon, Ga., online.

“I’m sure all of you have noticed some major changes within our operations. Unfortunately when a company makes great changes, the kind of changes we have made and are still making, the first things customers notice is not the good,” Choi shared.

During its changes, dealers experienced several challenges including calls not being returned on time, orders taking a longer time to fill and sales reps changing. Choi apologized to dealers for the challenges, and thanked the dealers for their patience with the company.

Choi said 2016 brings rewards for the tire dealers’ patience and hard efforts – a new era for Kumho.

The company has a new headquarters and tire plant, is releasing several new tires in 2016 and is revamping its marketing efforts.

“We have been working towards this new era for quite awhile. Throughout all the planning and all the hardwork, there is one message I’ve repeated over and over to our team: Cha, cha, cha,” Choi said.

“Cha, cha, cha” stands for challenge, change and chance.

“We have challenged ourselves to reinvent our organization and brand in North America,” Choi continued. “We have made changes to begin a new tire era in North America, both Canada and the U.S. This new era gives us the chance to start fresh and build a better company, be a better partner and deliver to our customers.”

With the new era also comes a new slogan for the tiremaker: “Kumho Tire Better All-Ways.”

For more news from Kumho’s dealer meeting, check future issues of Tire Review.