SHANGHAI—Tire industry veteran Don Mathis has established a private brand company, Atturo Tire Corp., targeted at an audience desiring a “premium quality, yet affordable performance tire.”
The Atturo-brand tires are being built in Taiwan by Federal Corp. The brand's first fitments—for sport-utility vehicles, crossovers and sport trucks—were launched recently at the China International Tire Expo in Shanghai.
“We really wanted to bring true performance within reach of the consumer,” Mathis said. “The performance segment has seen the new sizes, especially staggered fitments, reserved to either the largest major manufacturers or being copied by low-quality producers.
“Atturo will fit in the middle of the price range without sacrificing the quality demanded by the performance tire buyer.”
The company is launching its AZ800 line in 15 sizes, including 275/40R20 and 315/35R20 plus 255/50R19 and 285/45R19 for staggered fitments on performance SUVs.
Initially, Bland, Mo.-based Atturo is concentrating heavily on foreign markets, having established distribution sales offices for Australia—with Atturo Tyres Australia—and Europe and the Middle East—with Atturo Tyre Sales EME. The firm is looking for “qualified dealers” to handle other territories on an exclusive basis.
In the U.S. the company has signed distributors in Florida, Texas and the West Coast, and said negotiations are under way for the Northeast and other territories. Atturo will exhibit at this year's Specialty Equipment Market Association Show in Las Vegas.
Mathis had been with Sentaida International briefly after Sentaida bought his previous company, ZT Wholesale/ Zisser Tire, where he had worked for nine years. Among his endeavors at ZT Wholesale were the establishment of the Wanli ultra-high-performance tire brand and the creation of the Lexani and Diamondback brands.