A new joint venture created by two global tire makers will locate its headquarters in Atlanta — an emerging auto industry and logistics hub.
TireHub, a tire distribution joint venture between The Goodyear Tire & Rubber Co. (Nasdaq:GT) and Bridgestone Americas Inc., will provide U.S. tire dealers and retailers with passenger and light truck tires. TireHub will focus on meeting the burgeoning demand for larger rim diameter premium tires.
TireHub will lease 30,000 square feet at One Ravinia in central Perimeter, where it will employ about 150, Atlanta Business Chronicle has learned.
The Chronicle first reported on the project, codenamed Project Hawk, in March. At the time, a Goodyear spokeswoman characterized the planned Atlanta office as an "operations center."
Atlanta’s low-cost, yet skilled talent has attracted a host of corporate customer support, back-office and IT centers. The city’s central location and logistics infrastructure also makes it attractive for operations hubs.
TireHub will combine Goodyear’s company-owned wholesale distribution network with Bridgestone-owned Tire Wholesale Warehouse. The 50-50 joint venture initially will have more than 80 distribution centers and warehouse locations around the country.
At launch, TireHub will have the scale to reach the majority of retail locations in the U.S. daily. The new distribution company will complement both companies’ networks of existing third-party distributors and provide a distribution, warehousing, sales and delivery solution following completion of the transaction, expected in mid-year.
“It’s critical for U.S. tire dealers and retailers to be able to get the right tires on time to meet the needs and expectations of their customers," TJ Higgins, an executive with Bridgestone Americas said in a statement.
Sentury Tire gallery
China’s Sentury Tire eyes Georgia for $500 million U.S. manufacturing plant.
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Georgia has had success with tire manufacturers.
Last year, Gurgaon, India-based Apollo Tyres Ltd. relocated its North American headquarters to Atlanta from Metuchen, N.J.
In 2016, Chinese tire manufacturer Sentury Tire picked a site near the Kia Motors’ West Point, Ga., factory for its first U.S. manufacturing plant. The first phase of the Sentury Tire expansion would involve a more than $500 million investment and the creation of more than 600 jobs, sources said. When fully built-out, the investment could rise to $1 billion and the workforce would swell to “several thousand.”
In 2013, South Korea-based Hankook considered sites in West Point and Commerce, Ga. for a more than $800 million, 1,800-job factory. Hankook eventually put the plant in Clarksville, Tenn.