China’s Triangle Tyre Group Co. Ltd. has established a joint venture with Oriente Triangle Latin America Inc., its Latin American distributor, to be its primary tire distributor in the U.S.

Triangle Tyre owns 70 percent of the new company, Triangle Tire North America L.L.C. (TTNA), which will work alongside it to develop a branding strategy for the tire maker’s North American products as the firm pushes forward in its efforts to become a global brand.

At a press conference during Automotive Aftermarket Industry Week in Las Vegas, Oriente Triangle CEO Gustavo Lima said his firm is honored to be Triangle’s partner in the U.S. market.

“The reason this has been done is because Triangle wants to assure customer service in North America, their market access for information, and testing and sizing information, and just information that the company needs to go forward,” he said. “They want efficient distribution and branding, which today is a major focus of Triangle.”

Source: tirebusiness.com