Carlstar brand transition progressing well

When visiting the Agritechnica show earlier this month, we spotted tyres under the familiar Carlisle brand name, but these were few in number. More numerous were the Carstar products they shared stand space with – evidence that the brand evolution announced in July 2023 is going ahead smoothly.

By changing its primary brand to match the company name, Carlstar Group aims for greater coherence – but chief executive officer Jacob Thomas stresses that “the letters on the sidewall will change but everything else stays exactly the same.

Stephen Goodchild / Tyre Industry Publications Ltd

“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 tyres and wheels over the last 100 years will remain the same,” Thomas adds. “The Carlstar Group looks forward to continue delighting its partners and customers for the next 100 years.”

Two-pronged approach

The Carlstar Group says it has “meticulously prepared” for this naming transition to ensure its smooth and efficient implementation, with a dedicated team developing a comprehensive plan for every aspect of the rebranding journey. The brand transition will be executed through a two-pronged approach. First, marketing materials will undergo a multi-step transition. The transition for tyre sidewalls will then be phased in timing, prioritising high volume SKUs and taking customer considerations into account.