A GLOBAL PLAYER TAMES AFRICA

Cooper Tire and Rubber Company, the world’s 9th largest tyre manufacturer with a turnover of 3.4 billion dollars (2011) is a trusted manufacturer in the automotive aftermarket, with nearly 100 years of experience in producing the highest quality product for all of life’s road trips.

The company, founded in 1914 with the head office based in Ohio, USA, has manufacturing facilities in the United States, Mexico, United Kingdom, Serbia and China with sales and distribution networks around the world.  There tyre range is broad, meeting and exceeding the demands of the world’s most dynamic markets.  Cooper Tire & Rubber Company is listed on the New York Stock Exchange and has more than 430 million Cooper tyres on vehicles around the world.

Cooper has a progressive approach to all aspects of the business with heavy investment in research and development.  The company recognises its responsibility to protect the environment by considering all aspects in the design of products and processes, preventing pollution, using energy and resources wisely, strictly controlling emissions and reducing waste.
 
This standout brand makes Passenger, SUV and 4x4 tyres for people - not just cars. It is this emotional connection with consumers that has made Coopertires a global leader in the industry.

Now Cooper Tire & Rubber Company is taming Africa, and it’s doing so with the same tenacity, precision and toughness as its tyres.

‘With our appointment as Coopertires SADC distributors we have put together an experienced team and we aim to elevate the Cooper brand to its rightful premium status,’ says Georg Schramm, Managing Director of Cooper Tyres South Africa.’

Georg explains:  “Historically in South Africa this brand has only been sold in all terrain and mud terrain variants.  We have expanded on the range to include passenger, SUV and speciality tyres to meet the needs of the discerning motorist.”

Cooper tyres are built for enthusiasts, for weekend off-roaders, ultimate explorers, comfort class customers, classic connoisseurs and speed freaks.

Schramm continues: “We recognise the importance of the retailing sector – consumers rely heavily on the expertise of the dealer to assist with the tyre purchase decision.  To ensure that consumers are given the right advice we have made education and product training a mainstay of our efforts.    We have concluded the first phase of product training to the dealer body and are structuring continuous follow up programmes.  These programmes will cover all aspects relative to products and technical training.

“We are also stepping up our promotional activity at both retail level as well as through magazine and on line advertising in order to re-establish the Cooper brand.  To this end we will dovetail our efforts with the humanitarian aspects of long standing brand ambassador, Kingsley Holgate.