Sentaida International Inc. has a new name: Sentury Tire Americas. The change was made by the subsidiary's parent company, Qingdao Sentury Tire Co. Ltd.
Sentury Tire Americas, based in Miami, Fla., heads up the company's North, Central and South American sales and marketing operations.
"The primary reason for the name change is to better communicate our company and brand to our distributors and dealers," says Max Wee, director of sales for Sentury Tire Americas. "The new name reflects our transformation to a global tire company.
"The Sentury Tire name is part of our worldwide brand strategy. It is already utilized as the corporate brand in other countries."
Sentury Tire Americas' growth in the United States has been due to the popularity of the company's Delinte and Landsail brands, according to Wee.
"Tire dealers like the quality of our products and our ability to manufacture both mainstream and performance tires in many sizes, and we have outstanding fill rates."
