CASTRIES, St. Lucia—Kumho Tire North America went through plenty of growing pains in 2015 when it moved its headquarters from Rancho Cucamonga, Calif., to Atlanta, needing to replace 80 percent of its staff in the process.
Harry Choi, Kumho Tire North America president and CEO, said its dealers' patience is being rewarded with new products, market inquires, factories, marketing and more.
Kumho has been working on this new era for quite a while, Choi said at the company's annual dealer meeting in December. Through all the planning, he kept repeating: “Cha-Cha-Cha. Cha-Cha-Cha stands for challenge, change and chance.”
According to the executive, Kumho challenged itself to reinvent its brand in North America and then made the changes necessary to begin the new era. It gave itself a chance for a fresh start to be a better company and a better partner to its customers.
“It means today our goal is to be better than we were yesterday,” said Jim Mayfield, executive vice president of marketing and sales for Kumho Tire U.S.A. Inc.
“It means tomorrow our goal is to be better than we were today. And every day, as we start the day, our goal is to be better. To get better, it means you're not where you want to be yet, and we're not where we want to be yet.”
The shift has set the ground work for Kumho's future in North America.
“2015 has been a year to kind of set the foundation of the new era for Kumho Tire,” Mayfield said.
“In 2016, we've got to grow our market share.”