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Cooper Tire, Kenda Rubber to end marketing, distribution agreement

The marketing and distribution arrangement between Cooper Tire & Rubber Co. and American Kenda Rubber Industrial will end May 1. As of then, Kenda Rubber will be responsible for its sales and marketing, distribution and customer service, announced the companies in a press release.

Since November 2004, Cooper has been the exclusive marketer of Kenda radial passenger and light truck tires in the United States and Canada. The agreement granted Cooper exclusive rights to market, sell and distribute Kenda’s radial passenger and radial light truck tires.

It was a mutual agreement between both parties to end the arrangement, says Phil Caris, vice president of sales and marketing at Cooper.

“While the results of the joint venture were positive,” he noted, “it was agreed that a new approach would be beneficial in pursuing each company’s brand strategy. We have been very happy with our relationship with Kenda. As we begin to look into the future, we felt this strategy put both companies in a better position in this tough economic environment.”

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