As a result, SURE said it will phase out its Essenza private brand. SURE members learned of the addition at the group’s recent shareholders meeting.

Added to SURE’s line will be:

• Fierce Ultra High Performance line will have 30 Z-rated sizes in 16-, 17-, 18-, 19- and 20-inch diameters covering 30 to 55 series aspect ratios.

• Fierce Tuner Performance line will have 29 H- and V-rated sizes in 16-, 17-, 18-, 19- and 20-inch diameters covering 35 to 55 series aspect ratios.

• Fierce ST line for light truck/SUV applications will have 19 sizes covering 17-, 18-, 20- and 22-inch diameters, with 24-inch sizes coming in 2007.

“By partnering with Goodyear on this project SURE will offer an expanded range of sizes targeted at the fastest growing parts of our market – the tuner, high performance and LT/SUV segments,” said Pat McLaughlin, president of SURE Tire. “The designs, the price, the availability and the support materials will make this a powerful new program for SURE distributors.”

SURE said it will phase out the Essenza brand as the new Fierce tires become available. Some Fierce sizes are shipping now and the line should be completed by mid-year.