ANAHEIM, Calif.—Private and import brand marketer Greenball Corp. has revived the Centennial brand name—originally an associate brand of Dunlop Tire Corp. and in use by Goodyear until 2007.
Anaheim, Calif.-based Greenball said it has launched a line of all-terrain tires for light trucks, 4X4s and SUVs under the Centennial name.
Greenball applied for the Centennial trademark in April 2011 and received approval to use it in early June, according to information on the website trademarkia.com.
The marketer is launching the brand in five sizes of the Terra Commander line: LT235/85R16, LT245/75R16 and LT265/75R16; and P215/75R15 and P235/75R15.
Greenball has contracted its production from tire makers in China and Thailand but declined to identify which ones.
Goodyear marketed the Centennial brand until 2007, when it was phased out during a period when the tire maker opted to cut back its private and associate brand business and concentrate on its flag brands.
Centennial originally was a Dunlop Tire Corp. associate brand launched in 1975. It came into Goodyear's stable of brand names with Goodyear's purchase in 1999 of majority control of Sumitomo Rubber Industries Ltd.'s Dunlop businesses in North America and Europe.
The company let its claim on the brand lapse after it was phased out of use, a spokesman said.