Trelleborg rebrands Elite and Premia ranges

Trelleborg Wheel Systems has launched a media and online campaign to promote the rebranding of its Elite XP and Premia tyre lines, Tire Review Reports. Called “high performing resilient tyres,” the new-look lines will feature the Trelleborg brand name and logo on the sidewall.

The Watts Premia has been manufactured by Trelleborg since it purchased the Watts Tyre Group in February 2011, and the Elite XP was a brand under the Bergougnan tyre line, which Trelleborg bought in January 1988. Trelleborg used the Bergougnan brand name through 2011. Both lines are solid industrial tyres for material handling applications.

“Trelleborg believes rebranding the Elite XP and Premia tyres is an important step in light of our branding strategy which will enhance the value and recognition of our offering,” said Andrea Tomaselli, TWS industrial tyre marketing director. “The rebranding will make it easier for our customers to identify the tyres as a premium Trelleborg product, continuing to bring value to our partners and customers.”

The communication campaign for the Trelleborg Elite XP and Trelleborg Premia tyres began in March with advertisements in leading industrial products and solutions media throughout Europe and the US, and can be seen on the Trelleborg Wheel Systems website.