Hoosier Racing Tire reveals new branding


Hoosier Racing Tire unveiled its new logo and future vision at the 2021 Performance Racing Industry (PRI) trade show. Founded in 1957 in South Bend, Indiana, Hoosier Racing Tire has grown to become one of the largest manufacturers of racing tires in the world. The iconic Hoosier brand purple color comes from the owner’s first racing car. Along with the renewed company logo, while the hue has been updated for modern consumers, purple remains the brand’s primary color, emblematic of Hoosier’s heritage of racing success. Likewise, the iconic letter “H” becomes the centerpiece of the new brand, continuing over 60 years of racing tire heritage.

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“The new branding is a key part of our ambitious growth plan and will accelerate our brand to the next level,” said Joerg Burfien, President and CEO of Hoosier Racing Tire. “Minor color and design updates to the iconic ‘H’ bring us in line with modern racing trends while maintaining ties to our heritage. Streamlining the overall appearance puts the brand’s modern innovations to the fore. We believe our customers have chosen and will continue to choose our tire solutions globally for benchmark performance. Our vision is to become, from concept to consumption, the fastest and most agile partner. Our new logo reflects this vision.

Over the course of its history, Hoosier has grown from a small town entrepreneurial company to an internationally renowned racing tire manufacturer with its own technology hub and a 300mph test wheel. As the brand continues to grow, it was important that the company logo represented both the legacy and the future vision of the brand. “I am really excited about the new look of our brand. Our logo has remained the same for 40 years. We are proud of our history and where we come from. The brand has also been adapted to our typical applications, ”said Paul Menting, vice president of sales and marketing.

Today, Hoosier Racing Tire is one of the largest manufacturers of racing tires in the world, producing over 1,000 different tire specifications. The company has its own state-of-the-art and fully integrated production facilities, recently adding a high-tech mixing plant, with sufficient capacity to produce not only for Hoosier Racing Tire, but also to have the capacity to produce. rubber for other entities. as well as a model sales and distribution network.


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