Kumho enters new era in Atlanta headquarters

CASTRIES, St. Lucia—Kumho Tire North America is continuing to make giant strides in the assimilation of staff and overcoming problems at its new headquarters in Atlanta.

Kumho officials discussed the move and other significant changes at its annual tire dealer meeting, held in Castries, where 27 dealers from the U.S. and Canada were gathered.

“This is a very exciting event for us and a great opportunity to spend time with you, our customers from Canada and the U.S.,” said Harry Choi, president and CEO of Kumho Tire North America.

He emphasized Kumho's appreciation for its dealers' business and patience through its transitional period during the last year.

“Unfortunately, when a company makes great changes, the kind of changes that we have made and are still making, the first things customers notice is not the positives,” Choi said.

Dealers may have faced issues with calls not being returned in time, claims taking longer to process and personnel changes.

“But you have been patient, and we really thank you for that,” the executive said.

One of the biggest reasons for these growing pains is the move of Kumho's headquarters to Atlanta from Rancho Cucamonga, Calif., after 40 years in California.

Choi said the company is now moving into a new era.

Because of this transition, Kumho lost about 80 percent of its U.S. employees and had to build a new staff.

Jim Mayfield, executive vice president of marketing and sales for Kumho Tire U.S.A. Inc., said this change created a new energy, and current employees “want to prove something.”

A temporary company office was set up in Atlanta in June. S.B. Kim, general marketing manager, hired practically a new marketing team that trained in Rancho Cucamonga for one week before returning with Kim to Atlanta to begin work.

The rest of the company moved into a temporary office in Atlanta in August, before moving into its official headquarters at the beginning of November.

“I am excited about the changes we've seen,” Mayfield told dealers. “I'm excited about the changes that we will continue to see and evolve as Kumho becomes the type of supplier and partner that you need us to be with quality products that are modern and new, with the support from a group of people that is committed to servicing you and doing the things that you need us to do.”

The headquarters facility features an open environment, with glass offices and conference rooms, creating a transparent look.

“We have a lot of new faces and new blood at Kumho, a lot of enthusiasm to get started on this new stage of Kumho in the United States,” Mayfield said.

While there has been some skepticism over personnel changes, he said Kumho has received positive feedback, and the company can tell it has the right people on board.

“There's certainly over the past couple months have been customers that have been cautious about where we're headed and how fast we're getting there,” he said.

“And we've gone through ... a sharp learning curve,” Mayfield said, “but we're starting to see results of the changes we've made.

“The team that we have in Atlanta is motivated. It's just a group of folks who want to make a difference. This is brand new to them; there's no history with Kumho, but it's a new opportunity for each one of them.”

Mayfield noted Kumho has had a number of dealers at the annual meeting tell him they see and feel a difference with the new Kumho team.

Additionally, Kumho is adding sales team members so they have less time behind a windshield and more time in front of their customers to learn more about their businesses and understand how the tire manufacturer can support its dealers.

Mayfield estimated there will be more than 500 employees total in the U.S. between the company's headquarters, Kumho Americas Tech Center in Akron and a new plant in Macon, Ga.,which is scheduled to open in 2016, once everything is fully staffed.

At last year's dealer meeting, Kumho unveiled plans to launch six new products in 2015.

Mayfield recalls being “on the other side of the fence” and not being sure if the company could pull it off.

Prior to joining the Kumho team in June, the executive worked as senior director of product planning and technical services for Toyo Tire U.S.A. Corp.

“Well, Kumho launched six new products in 2015. Good quality, core products that are having an impact already,” he said.

Mayfield said many dealers are experiencing the results of those new offerings in their businesses, which filled some needs in Kumho's product portfolio.