Miami, Fla.-based wholesaler Tire Group International LLC (TGI) has added four patterns in 36 sizes to its private label Cosmo brand.

The additions are ultra high performance (UHP), sport utility vehicle (SUV), SUV UHP and mud terrain (M/T) patterns.

The new patterns are designed to provide low noise, low rolling resistance and exceptional performance through “activated grip” technology.

TGI says it conducted in depth market research to identify model names that would resonate with today's millennial, female and Hispanic consumers. A national marketing campaign targeting these demographic groups will accompany the launch of these new products.

Chubby Nubby MT, named for its wide base and aggressive nubs, reinforced shoulders and heavy-duty sidewalls;

Kitty Kat SUV UHP, an asymmetric UHP pattern that has exceptional cornering and braking characteristics; and

"The addition of these new patterns will complement our current offering, while targeting three of the quickest growing consumer demographics in our business. We conducted extensive market research and found that consumers are more apt to remember a brand if they connect with it on a personal level; humor and self-image are at the top of the list."

Cosmo is positioning itself to raise the bar when it comes to marketing a product that for most people is viewed as foreign and an unappreciated necessity, according toGonzalez. "We want to make the tire buying experience memorable and fun for the consumer and our marketing will continually reinforce that!"

Enhanced by its partnership with Transportation Resources Partners (TRP) and its affiliates the Penske Corp. ( and McLarty Associates (, TGI carries over 30 brands of tires, covering the entire spectrum of the tire industry.

TGI also distributes its own private labels Astro, Cosmo, Duramas, Industar, Luna and Orion; and represents many other brands including MRF, Cooper, Mastercraft, Sumitomo, Achilles, GT Radial, Atturo, Kumho, Atlas, Dick Cepek, Kenda and Mickey Thompson.

TGI also carries several brands of tubes and various lines of automotive products. TGI also has access to millions of tires worldwide for direct shipment to any destination.

Balkrishna Industries Ltd. and OK Tire Stores Inc. are teaming up to sponsor Curling Canada, a long-established regional association that governs curling championships in that country.

“We want to build out our channels of distribution,” says Tim Chaney, Toyo Tire U.S.A. Corp’s vice president of marketing.

Schrader TPMS Solutions says its new EZ-Sensor GO tire pressure monitoring system sensor will be available during the second quarter of 2020.

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