The Carlstar Group unveiled a brand evolution aimed at positioning the company for continued excellence and growth in the future.
Over the next few years, The Carlstar Group will be transitioning products carrying the Carlisle brand to the Carlstar brand, ensuring that its primary brand name reflects the company name—the company that designs, manufactures, sells, and supports the product. This strategic move provides internal and external coherence while maximizing the opportunity to promote a brand exclusive to the Specialty Tire and Wheel space.
Said Jacob Thomas, CEO, of the Carlstar Group, “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 Carlstar Group has meticulously prepared for this transition to ensure a smooth and efficient implementation. A dedicated team has developed a comprehensive plan for every aspect of the rebranding journey, engaging customers and partners in this process.
The brand transition will be executed through a two-pronged approach. The marketing materials will undergo a well-structured, multi-step transition, providing customers with a gradual and enduring experience leveraging the theme “Carlisle branded tires are now Carlstar”. The transition for the tire sidewalls will be phased in timing but will take place in a single step moving from Carlisle to Carlstar, prioritizing high-volume SKUs with customer considerations taken into account.
Building on a strong legacy, what remains unchanged are Carlstar’s core values, strong design and engineering capabilities, global manufacturing expertise, extensive distribution network, customer-centric team, and an unwavering commitment to being the leading specialty tire and wheel business.
The Carlstar Group is confident that this brand evolution will not only help reinforce its position as a premier specialty tire and wheel manufacturer but also strengthen the foundation for a bright future marked by innovation and expansion.