RMA rebrands itself as U.S. Tyre Manufacturers Association.
After 102 years as a rubber industry association, the Rubber Manufacturers Association, has rebranded itself as the U.S. Tyre Manufacturers Association (USTMA).
The USTMA unveiled its new name and logo May 23, along with a newly designed website, www.USTyres.org.
Among other things, the new website will feature economic impact figures about the U.S. tyre industry, as well as a video telling the story of the industry through the words of industry leaders, according to USTMA President and CEO Anne Forristall Luke.
Also, the USTMA will have new social media channels through Facebook and Twitter, Ms. Luke said.
The association has represented only tyre manufacturers since 2010, when the Elastomer Products Division split off to form the Association for Rubber Product Manufacturers (ARPM), based in Indianapolis.
According to Ms. Luke, the rebranding is a major part of telling the tyre industry’s story.
“Rebranding is not just a matter of changing your name,” she said. “It is creating a systematic communications platform that says what you stand for.”
When Ms. Luke joined the association in January 2016, she said he performed a great deal of research into the tyre industry. In that research, she said, she found a fascinating and underappreciated story about a vital industry.
“I really feel this is a great opportunity to tell the world who we really are,” she said.
The economic impact of the U.S. tyre manufacturing industry, according to Ms. Luke, is a prime indicator of its importance.