The Carlstar Group plans to rebrand its existing Carlisle-branded products under the Carlstar name, making it the primary brand name for the company.
The company believes the change will provide "internal and external coherence, while maximizing the opportunity to promote a brand exclusive to the specialty tire and wheel space."
Jacob Thomas, CEO of the Carlstar Group, says, “While the impetus for our brand evolution was company strategy, what our valued customers and partners should know and will experience is that the execution of this transition was planned with partner and customer considerations taking primacy. 'Carlisle branded tires are now Carlstar' is our principal message regarding this change. And this simple phrase captures the entire essence of our brand evolution. The letters on the sidewall will change but everything else stays exactly the same. The people, the facilities, the processes, premier product quality and dependability, and our entire value proposition that has made us the preferred one-stop shop destination for specialty tires and wheels over the last 100 years will remain the same. The Carlstar Group looks forward to continue delighting its partners and customers for the next 100 years."
The company says it has planned for the transition with a comprehensive plan that covers the rebranding and customer and partner engagement. Marketing materials will use the theme 'Carlisle branded tires are now Carlstar.' Tire sidewalls will be phased in, but will take place in a single step. High-volume skus will be prioritized and customer considerations also taken into account, the company says.
