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SURE to Get Fierce, But is Dropping Private Line

(Akron/Tire Review) SURE Tire has added Goodyear’s new Fierce brand of performance tire to its product portfolio.

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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.

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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.”

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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.

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