China Manufacturers Alliance announced the launch of a new North American passenger tire brand – Warrior – Tuesday at the SEMA Show/Global Tire Expo.

CMA showcased its first two passenger tire models, the R29 and R30 at the company’s booth (#40195). Additionally, the tiremaker displayed a Warrior winter tire and UHP tire to show potential growth for the brand in the North American market.

“We’ve anticipated this launch and opportunity for some time and it’s here today,” said Aaron Murphy, CMA vice president. “Warrior branded products had curb appeal in the past and through global efforts in technology and partnerships, the brand is back and ready to take off to new heights.”

The R29 is a premium all-season tire with a symmetrical tread design, while the R30 is a high performance all-season tire designed for performance and handling. Both tires are M+S rated and meet RMA’s guidelines for mud and snow tires. Each will be offered in 12 different sizes.

In an effort to promote the tires to U.S. consumers and to give them peace of mind about trying a new tire, Warrior brand tires offer the Warrior Protection Promise. On all Warrior tires sold to consumers, there is a 30-day satisfaction guarantee offer. The Warrior Protection Promise also offers consumers free roadside tire assistance, limited treadwear mileage warranty and a replacement warranty.

“Warrior is a fantastic tire. When a consumer purchases a Warrior tire, they know they have a warrior there to protect them and get them safety to their destination,” said Ken Coltrane, CMA vice president of consumer tires.

The brand offers dealers a high profit margin tire that they can confidently recommend to their customers, he said. The tire offers consumers a quality mid-range option less expensive then major brands, Coltrane said.

The Warrior brand will be available the first quarter of 2014. Advertising for the tire will be localized to cities where dealers sell the Warrior brand, creating demand for the tire in the market. Additionally, the brand will be marketed toward consumers who take pride in their vehicle ownership, Coltrane said.

The Warrior brand is a joint venture between Double Coin Holdings and Michelin Tire Group, with the tires being manufactured by Double Coin Group (Anhui) Warrior Tyre Co. The brand currently is being offered domestically in China.
 
For more information, visit www.warriortire-us.com.