On the heels of the debut of its Celerate line, Keter Tire USA is expanding its popular NeoTerra passenger and light truck tire line, Rick Phillips, the company's CEO, said during this week’s Specialty Equipment Market Association (SEMA) Show.
“We’re adding a lot of new SKUs to the NeoTerra line – close to 200,” Phillips told MTD. “We’re filling in gaps” that exist within the line, which was launched in June 2020.
“NeoTerra is our broad-line offering.”
The Celerate line, which was unveiled last month, “has a different SKU mix” and will be expanded to include SUV and CUV fitments.
“We’re going to come up with more high-inch sizes in the Celerate line.”
After its full roll-out, the Celerate range will include eight distinct tread patterns and will encompass more than 250 SKUs. (Celerate products will initially be available in 140 SKUs when production starts during the second quarter of 2022.)
The NeoTerra line has been well-received by customers, according to Phillips. “We’re selling everything we can ship.”
Based in Franklin, Tenn., Keter Tire is selling through “20 or so” large wholesale distributors in the United States. “Our target is to do business with the best distributor in each market – with the best coverage, (who) represents our brand well.
“We have no intention of going direct to the consumer. Every tire we sell will go through distributors and dealers.”
