WASHINGTON—After 102 years as the Rubber Manufacturers Association, one of the nation's oldest rubber industry association has rebranded itself as the U.S. Tire Manufacturers Association.
The USTMA officially unveiled its new name and logo May 23, along with a newly designed website, www.USTires.org.
Among other things, the new website will feature new economic impact figures about the U.S. tire industry, as well as a video telling the story of the industry through the words of industry leaders, according to USTMA President Anne Forristall Luke.
Also, the USTMA will have new social media channels through Facebook and Twitter, Luke said.
The association has represented only tire manufacturers since 2010, when the Elastomer Products Division split off to form the Association of Rubber Product Manufacturers.
Luke said the rebranding is a major part of telling the tire industry's story.
"Rebranding is not just a matter of changing your name," she said. "It is creating a systematic communications platform that says what you stand for."
When Luke first joined the association in January 2016, she performed a great deal of research into the tire industry. In that research, she said she found a fascinating and underappreciated story about a vital industry.
"I really feel this is a great opportunity to tell the world who we really are," she said.
The economic impact of the U.S. tire manufacturing industry, Luke said, is a prime indicator of its importance. It generates $148.4 billion annually and is responsible for more than 737,000 jobs within the U.S., according to the USTMA economic impact study.