Carlstar rebranding Carlisle tires

FRANKLIN, Tenn.—Some things just make sense. All you need is the perfect timing.

For Carlstar Group that perfect time in now.

Effective immediately, Carlisle tires are getting a sidewall makeover as the brand begins its transition to Carlstar.

And the move comes just about eight years after the company itself transitioned from CTP Transportation Products to Carlstar Group. Carlstar was a name that combined the rich history of the Carlstar brand with its growth potential.

"It was always envisioned and planned that The Carlstar Group would create a proprietary brand unique to the specialty tire space," the company said in a statement to Rubber News. "Carlstar today is a name widely recognized in the specialty tire sector, well known to customers and partners who appreciate the continued legacy of excellence of its products and services. We feel that the time is now to make this brand evolution."

Tires built for every segment Carlstar serves will bear the new branding, many as soon as this year. That said, the company does intend to maintain a portfolio of premier brands including—but not limited to—ITP, Cragar, Unique and Blackrock. The Carlstar brand evolution only affects Carlisle-branded tires.

In the months and years ahead, the Carlstar name will continue to be emphasized across all marketing platforms—social media, print and digital. Dealers and distributors have been informed about the changes, offered feedback and are preparing for the branding transition ahead with Carlstar's support.

"Their reception has been overwhelmingly positive with full support of this change. They understand that our brand promise is more than just the letters on the sidewall," Carlstar said. "The brand promise comes from the excellence delivered by the people, processes and facilities that they have trusted for over a century—and that is not changing."

What will be changing is the name on the tires' sidewalls. Beginning as early as this the fourth quarter of 2023, customers can expect to see the SKUs with the Carlstar branding. By 2026 more than 80 percent of the company's SKUs will have transitioned.

According to Carlstar, the most popular lines will see the rebranding first. It will start with high-speed trailer lines such as Radial Trail HD and powersports lines such as AT489 and All Trails. In the lawn and garden space, Turf Saver and Turf Master are likely to see early transitions to Carlstar branding.

The phased-in rebranding, Carlstar said, will allow customers associate the Carlisle and Carlstar brands. It's a multi-year effort that launches today behind a simple message: "Carlisle branded tires are now Carlstar."

"This multi-year timeline will give customers time to experience that the products made under the Carlstar brand are the same high-quality products they already know, made in the same facilities, produced and supported by the same people," Carlstar said.

The full timeline for the rollout, the company said, has been communicated to the aftermarket and OEM partners.

Franklin-headquartered Carlstar Group, formed in 2014 from the Specialty Tire and Wheel business of the Carlisle Group of companies, produces tires and wheels for the outdoor power equipment, powersports, specialty trailer, agriculture, construction and industrial markets. In addition to Carlstar, its brands include ITP, Cragar and Black Rock. It also manufactures Unique wheels and Marastar products.