ATC Claims Name Change

American Tire Corporation is no more. In a statement placed on its now defunct website, the importer said it was changing its name to Colorado Tire Corp. In March, ATC lost its federal appeal of a trademark infringement case brought by American Tire Distributors. The mega-distributor claimed ATC’s name and logo “constitutes use in commerce that is likely to cause confusion and mistake and to deceive consumers as to the source or origin of defendants’ products or defendants’ business.”

The lower court’s order to ATC to vacate its name and logo was issued in August 2008. In its statement, the former ATC said: “In order to consolidate our corporate identity behind our company’s most recognizable and valuable asset, i.e., the Colorado brand OTR tires, which have been extensively approved and recognized by various users in different countries, the Board of Directors of American Tire Corporation has determined to change our corporate name to Colorado Tire Corporation.

“Any existing and ongoing contracts/agreements/authorizations between any company and American Tire Corporation shall be reentered with Colorado Tire Corporation by the end of June 30, 2009, or otherwise will be deemed invalid.” Other than posting the statement, the company disabled its website at www.americantire.us, and said a new site “will be announced separately.” (Tire Review/Akron)