Hercules putting its muscle into ag tire industry

HUNTERSVILLE, N.C.—It seems you're never too old to plow into the agricultural segment.

Hercules Tire & Rubber Co.—celebrating its 70th year in 2022—has expanded into the ag market with the March 1 launch of the Ag-Trac RT 45 radial R-1W, specifically designed for four-wheel drive and mechanical front-wheel drive tractors.

The brand, owned by Huntersville-based American Tire Distributors Inc., initially will debut in 10 SKUs, covering rim diameters between 28 and 46 inches.

Marshall Gillespie, Hercules Tire's manager of commercial and specialty proprietary brands, said the tire will be priced within the value tier of the growing ag segment.

The product will be part of the Hercules Flex program, he said, giving dealers another incentive to earn dollars back. Though the end of March, Hercules Flex dealers can earn up to $40 per tire by adding this product to their portfolio.

"The value for our customers is creating a one stop shop for them," Gillespie told Tire Business. "This new step into the ag segment is just part of that strategy."

He said the goal is to provide dealers "that versatility in that portfolio, a full breath and depth of commercial products in the Hercules name."

Gillespie said Hercules determined that the ag market was ripe for a new product.

"Demand is higher than ever, and it seems like supply cannot keep up with that demand," he said. "So we think this is a perfect time for us to step into this market and provide our customers with this value-tiered option."

The Ag-Trac 45 radial R-1W features a deeper tread depth than the standard R-1 ag tire, which Gillespie said "give farmers more versatility across different applications on their farm."

Among the tire's other attributes are:

• Mud diffusers, to help to break mud and debris free from the tire, providing optimal pulling power;
• Multi-angle lugs that help improve handling and minimizes vibration, offering a smooth ride between fields;
• An optimized footprint, bolstered by the strong flexible casing that helps lower soil compaction; and
• The 20-percent deeper tread than the typical R1 design, providing low slip, improved traction and long tire life.

The new product has a limited protection policy, guarding the consumer against defects in workmanship or material for 60 months from the date of purchase.

In addition, the tire has a stubble and field-hazard warranty. In the event a Hercules radial ag (R-1W) tire becomes unserviceable due to field hazard or stubble damage within 36 months from date of purchase, the tire will be replaced on a prorated basis.

"We believe that will bring strong value to both dealers and the farmers, to believe in the product and show that Hercules stands behind any of the product segments we deal with in the industry."

In addition, should the tire become unserviceable due to a flaw in workmanship or materials, Hercules will replace it free during the first 10 percent of tread life or 12 months.

Hercules did not disclose the Ag-Trac's manufacturer or country/countries of origin. Gillespie said 75 percent of Hercules products are made in the U.S., and that the firm works with "a wide range of manufacturers in the U.S. and abroad.

"For the past 70 years, we continue to partner with manufacturers who will bring quality and value to our customers and our dealers," he said.

It's been quite a year already for Hercules. The company has rebranded its two main brands—Hercules Tires and Ironman Tires—in three areas: Brand identity, brand position and product innovation.

The Hercules identity rebrand features an updated look, with new typography, colors and an updated graphic of the Strongman logo. Hercules has retained its "Ride on our Strength" tagline, with the changes updating the brand "as passionate, dependable partner that consumers can trust to conquer the trail ahead," according to ATD.

The Ironman brand features new typography and colors, along with updated Ironman icon and tagline, "Tires to Trust," designed to position Ironman as a brand that offers customers a "no second-guessing, trusted way to get back on the road."

The move into the agricultural sector comes five years after Hercules branched into the specialty commercial tire sector, covering a range of products for skid steers to radial OTR.

Gillespie said the brand has no timetable for further ag products or expansion of the Ag-Trac RT 45 radial line.

He said Hercules "will continue to listen to dealer feedback as we move forward and address needs as they come."