Toyo Tire innovator Joe Jordan dies at 55

FALLBROOK, Calif.—Joe Jordan, a driving force behind key innovations at Toyo Tire U.S.A Corp. and a commentator for SRO America races, died Dec. 11 at age 55.

Jordan had a decades-long career in the tire industry, starting at Yokohama Tire Corp. and then moving on to Toyo from 1991 to 2000.

He opened a retail business in 2000, The Wheel Store, in San Diego, which he operated until returning to Toyo in 2008 as national sales manager for performance tires for three years.

He later worked as director of merchandising for Dealer Tire in Cleveland from 2016-18, before retiring to focus on his first love—racing.

"For the automotive industry, this is tremendous loss. Why? Because it isn't often that an individual changes a company. It isn't often that an individual changes an industry. It isn't often, but it isn't never," Steve French, a friend and former colleague, said in statement he prepared.

"Great companies are built, occasionally, from specific individuals' passion, vision and relentless drive. Joe Jordan was one of those people."

French, former UHP sales manager for Toyo U.S.A., said Jordan changed the tire industry by convincing others of the importance of the import-tuner market.

"Jordan understood what the market needed, and he was willing to hang his job, his career and his future on it," French wrote.

"Joe Jordan's passion for high-performance vehicles and racing helped shape Toyo Tires into the company and brand it is today," said Mike Graber, vice president of sales, Toyo U.S.A.

"In the '90s, he was the driving force behind key products including the Proxes FZ4 and Proxes S/T as well as size expansions that included 17- to 22-inch sizes for sports compacts and SUV tires. Those sizes put Toyo Tires on the map in both segments.

"As a racer, an enthusiast and former tire dealer, he brought the voice of the market and the customer that is so important in development. Joe was also responsible for creating a UHP-focused sales and training team to support customers in the growing segment.

Jordan was a former racer who competed in Sports Car Club of America, Firestone Firehawk, Speedvision Cup, and Speed World Challenge series, according to SRO Motorsports America.

"Joe Jordan touched so many lives. He was quick to find common interests with anyone he met and turned those into friendships throughout the paddock," Greg Gill, president and CEO of SRO Motorsports America, said.

"Our prayers and thoughts go out to Joe's family."

Jordan is survived by his wife Janice, daughter Jahna and son Joey, who competes in the TC America series.