MELKSHAM, England (Dec. 1)—Cooper Tire & Rubber Co.'s Cooper-Avon Tyres Ltd. subsidiary is dropping "Avon" from its name, effective Jan. 1.
The Melksham-based company, which Cooper bought from Avon Rubber P.L.C. in 1997, will trade under the name Cooper Tire & Rubber Co. Europe Ltd. and use the new Cooper corporate logo.
The name change comes shortly after Cooper revamped its corporate image, signaling an evolution of the Cooper brand and the company as it develops its global presence.
"We are operating increasingly in a global market and we need to reflect this with the name and branding in our operations throughout Europe," said Ron Shield, vice president of European operations.
Cooper- and Avon-brand tires are made at the Melksham plant as well as in North America and Asia. They are distributed in Europe through affiliate distribution companies in Switzerland, Germany, France, Spain, and by independent distributors across the continent.
Tire Rack distributes Avon-brand tires in North America.