What Atturo Tire does

Atturo Tire is an independently-held US tire manufacturer founded in 2009 by Michael Mathis and headquartered in Waukegan, Illinois. The company designs and distributes a portfolio of 17+ SKUs spanning off-road (Trail Blade M/T, A/T, X/T, ATS, MTS, BOSS, H/T), street/performance (AZ600, AZ610, AZ800, AZ810, AZ850, AZ850DR, Artis LHP), commercial (CV400 Fleet), trailer (ST200, ST300), winter (AW730), and UTV/powersports (Trail Blade SXS) tire lines, with engineering features including 3-ply LT sidewalls, 3PMSF winter certification, oversized tread blocks, knife-blade sidewall patterns, and DOT-compliant drag-radial construction. Atturo is the only private-brand tire maker to have won three SEMA Global Media Awards and has earned racing-validated credibility through Nor-Cal Rock Racing, SCORE San Felipe 250, and King of the Hammers finishes.

The company sells through a three-tier distribution architecture: an authorized dealer network with co-op marketing support, its own e-commerce site with vehicle/size-based fitment and dealer locator, and third-party online retailers such as SimpleTire and Walmart. International distribution spans 30+ countries, and US logistics is anchored by three domestic distribution centers (California, Texas, Pennsylvania) established in 2021. Pricing follows a value-tier strategy that positions Atturo at materially lower price points than premium brands such as Michelin, with warranties up to 60,000 miles on touring models. The customer base is long-tail and consumer-end, covering off-road enthusiasts, light-truck owners, performance-vehicle drivers, SUV/CUV drivers, commercial van operators, trailer owners, and EV owners, with no disclosed large enterprise or OEM anchor accounts.

Name

Atturo Tire

Legal name

Atturo

Website

https://atturo.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Atturo Tire is a privately-held US tire manufacturer founded in 2009, designing and distributing off-road, performance, commercial, trailer, winter, and UTV tires through an authorized dealer network, direct website, and major online retailers across 30+ countries.

Ownership category

akta.pro rank

Product category

Automotive Tires

NAICS

Tire and Tube Merchant Wholesalers (42313)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

akta.pro secondary industry

Tires, wheels & related supplies distribution (CRAOANAD)

Keywords

• Off-road tires
• High-performance tires
• All-terrain tires
• Commercial van tires
• Trailer tires

Headquarters

HQ city

Waukegan

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel

Revenue model

1. Tire Sales: Atturo generates revenue through the sale of tires across multiple product lines including Trail Blade off-road series, AZ street/performance series, CV commercial van tires, ST trailer tires, and AW winter tires. Revenue is generated through authorized dealers and direct-to-consumer online sales.
2. Dealer Distribution: Atturo sells to authorized dealers who resell to end consumers. Dealers gain access to competitive margins, marketing support, and co-op marketing programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Atturo Tire designs, manufactures, and distributes a diversified portfolio of aftermarket tires spanning off-road (Trail Blade M/T, A/T, X/T, ATS, H/T, MTS, BOSS), street/performance (AZ600, AZ610, AZ800, AZ810, AZ850, AZ850DR, ARTIS), commercial van (CV 400), trailer (ST200, ST300), winter (AW730), and UTV/SxS segments. Tires are sold through an authorized dealer network, direct-to-consumer website sales, and major online retailers across 30+ countries.

Product overview

Atturo Tire is an independent tire manufacturer offering a diversified portfolio of high-performance, off-road, and commercial tires across multiple product lines. The company operates four main product categories: TRAIL BLADE (4x4/off-road tires including A/T, ATS, X/T, M/T, H/T, MTS, and BOSS variants), AZ (street/performance tires including AZ600, AZ610, AZ850, AZ850DR, AZ810, and ARTIS), TRAIL BLADE SXS (powersports/UTV tires), and WORK (commercial fleet tires including CV 400). Additional product lines include trailer tires (ST300) and winter tires (AW730). The products serve diverse segments from daily drivers to competition-proven off-road vehicles, with warranties ranging from 40,000 to 60,000 miles on applicable models.

Differentiator

Problem solved

Functional benefit

Brands

• TRAIL BLADE: Off-road tire series including M/T, A/T, X/T, ATS, H/T, MTS, and BOSS variants
• AZ
• WORK
• ST
• AW
• ARTIS
• SXS / Powersports

Products and services

• AZ600 Touring All-Season Tire Touring all-season tire for pickups, SUVs, CUVs, and cars with optimized tread pattern for superior grip at high speeds and long tread-life. Features high sipe and groove density for wet traction and grip on snow and ice, backed by a 60,000-mile warranty.
• AZ610 Comfort Touring Tire Comfort touring tire with solid center rib for responsive handling, four channels for water evacuation, and unique bevels on the inside tread block to reduce road noise. Backed by a 60,000-mile warranty.
• AZ850 Ultra-High-Performance Tire Ultra-high-performance tire with asymmetrical pattern for optimal contact patch. Features a solid center rib for directional stability and large outside tread blocks for increased cornering ability.
• AZ850DR Drag Radial Tire DOT-compliant drag radial tire designed for quarter-mile racing. Features extra-wide center for stability, oversized shoulder blocks for launch grip, and a tuned sidewall for spring-like launch while maintaining speed stability. Won the 2022 SEMA Global Media Award.
• AZ810 All-Weather High-Performance Tire High-performance all-weather tire designed for any vehicle, featuring confident braking, precision handling, and a noise-free journey. Asymmetric pattern provides confident control in rain, light snow, or sun, with a compound that stays flexible in changing temperatures and 3PMSF winter certification.
• ARTIS LHP Luxury High-Performance Tire Luxury high-performance tire featuring acoustic isolation for a quiet cabin and smooth, gliding ride. Designed for drivers who measure luxury in decibels and appreciate effortless handling.
• Trail Blade A/T All-Terrain Tire Durable all-terrain tire for work or play, suitable for daily drivers and weekend adventurers. Features strength, durability, all-terrain performance, 3 Peak Mountain Snowflake certification for winter performance, and wide channels with vacuum technology to evacuate water from the contact patch. Backed by a 50,000-mile warranty.
• Trail Blade ATS All-Terrain Sport Tire Designed as the most aggressive all-terrain tire available, featuring deep tread blocks, siping for control in any terrain, wide channels to flush away water, mud, and snow, three-dimensional sipes, tie bars between shoulder and center tread blocks for noise reduction, and a center rib for steering response. Backed by a 50,000-mile warranty.
• Trail Blade X/T Hybrid Off-Road Tire Hybrid tire combining MT (mud terrain) shoulder block and sidewall design with AT (all-terrain) center tread pattern. Offers the look of mud tires with street-tire manners. Backed by a 45,000-mile warranty.
• Trail Blade M/T Mud Terrain Tire Mud terrain tire with deep and aggressive tread pattern continuing into the sidewall for maximum grip in deep mud. LT sizes feature full 3-ply sidewalls for added strength.
• Trail Blade H/T Highway Terrain Tire Versatile highway tire with all-weather grip and all-terrain capability. Provides smooth, quiet ride on paved roads or dirt trails with 3PMSF winter certification. Backed by a 60,000-mile warranty for everyday driving and adventure.
• Trail Blade MTS Mud Terrain Sport Tire Mud terrain sport tire utilizing a unique four-lug center tread pattern modeled after a karambit knife style, with additional biting edges for digging through deep mud.
• Trail Blade BOSS Extreme Off-Road Tire Most aggressive off-road tire designed to dominate the toughest terrains, proven in the toughest off-road races in the world. Features knife blade sidewall pattern for gouge protection and traction when aired down, high void pattern with balanced tread and open areas for biting edges and debris ejection, split center block with center canal for water/debris flow, and oversized tread blocks for terrain crushing.
• CV 400 FLEET Commercial Van Tire Commercial tire designed for the Euro-C van segment, built for high-roof work vans with stable shoulder blocks to reduce sway when loaded, reinforced construction for heavy tools or cargo, and commercial-grade reliability.
• ST300 Trailer Tire Trailer tire engineered to handle heavy loads with ease while providing a smooth ride in all conditions. Features a center rib for straight tracking behind tow vehicle and better heat resistance than standard trailer tires.
• AW730 Winter Tire Dedicated winter tire with a specialized compound that stays soft in freezing temperatures. Designed for areas with black ice and severe winter conditions where plows are rare.
• Trail Blade BOSS SXS UTV Tire Side-by-side UTV tire designed for extreme off-road conditions with hammer-through-mud-and-rock-gardens capability. Features Trail Hazard Protection and aggressive tread for confidence in demanding terrain.
• Trail Blade X/T SXS UTV Tire Side-by-side UTV tire for mixed terrain including fast trails, light mud, and hardpack. Balances comfort and bite for year-round riding from dusty summers to snowy forest roads.

Quantifiable outcome

• 3 SEMA Global Media Awards (only private brand to achieve this)
• +6 more outcomes

Named customers1 record

Segments8 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Professional Fighters League (PFL)coreGTM or Marketing Partner · 26 March 2026Atturo is the Official Tire Partner of the Professional Fighters League for the 2025-2026 and 2026-2027 seasons. This high-profile sponsorship provides brand visibility across ESPN broadcasts and live events, reaching millions of MMA fans.
• Chicago CubsminorGTM or Marketing PartnerAtturo sponsors Chicago Cubs stolen bases for the third consecutive season, providing brand visibility during MLB games.
• Major League Baseball (MLB)coreGTM or Marketing PartnerOfficial sponsor for the 2025 MLB season, providing national brand exposure across baseball broadcasts and events.
• National Basketball Association (NBA)coreGTM or Marketing PartnerOfficial sponsor for the 2024-2025 NBA season, reaching basketball fans through national broadcasts and team partnerships.
• National Hockey League (NHL)coreGTM or Marketing PartnerOfficial sponsor for the 2024-2025 NHL season, reaching hockey fans across North American markets.
• PFL Athletes (Jason Jackson and Impa Kasanganay)minorGTM or Marketing PartnerBrand ambassadors representing Atturo Tire in the Professional Fighters League, wearing branded gear during events.
• Off-Road Racing Events (ERX, Buffalo Chip, Dirt City)minorGTM or Marketing PartnerSponsors off-road racing events and racers including Rory Navin and Joe Machier, demonstrating tire capabilities in extreme conditions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mickey Thompson Tires & Wheels: Mickey Thompson specializes in extreme off-road and drag tires (Baja MTZ, ET Street) with racing heritage powering dealer sell-through. Atturo's Trail Blade BOSS and AZ850DR compete head-to-head with Mickey Thompson in the same motorsports and SxS segments.
• Cooper Tire & Rubber Company: Cooper offers an analogous multi-segment portfolio (Discoverer AT3/MTP, Zeon, CS5) across passenger, light-truck, and commercial at value-versus-premium price points distributed through dealer and mass channels, mirroring Atturo's positioning strategy.
• Westlake Tire: Westlake competes directly in the value-tier replacement-tire segment through online retailers (SimpleTire, Walmart) and dealer networks with broader-coverage SKUs than Atturo, anchoring the lower-price end of the same shelf where Atturo sits.
• Falken Tire: Falken's Wildpeak A/T and M/T lines target the same lifted-truck and SUV all-terrain buyer as Atturo's Trail Blade A/T and M/T, and Falken builds enthusiast brand through motorsports sponsorships (off-road, drifting) similar to Atturo's racing-led marketing.
• General Tire: General Tire's Grabber AT3/MT and Spring/Summer lines target light-truck and performance buyers with dealer-channel distribution and motorsport sponsorships, offering a comparable price-quality mix to Atturo's Trail Blade and AZ series.
• Nitto Tire U.S.A. Nitto is a Toyo affiliate that built its brand around enthusiast off-road and UTV tires (Trail Grappler, Mud Grappler, Recon Grappler) sold through specialty dealers and lifestyle marketing. Atturo's Trail Blade series and SxS line directly compete with Nitto for the same lifted-truck and off-road buyer.
• Kumho Tire U.S.A. Kumho competes on a value-premium blend with strong presence in passenger performance and light-truck all-terrain (Road Venture AT52, Ecsta), distributed through dealers and online retailers like SimpleTire and Walmart—channels Atturo explicitly uses.
• Toyo Tire U.S.A. Toyo is a private-label-style specialty tire maker with comparable focus on performance, light-truck, and off-road enthusiast segments (e.g., Open Country A/T and M/T). Its product breadth, dealer-channel model, and racing-driven brand building closely mirror Atturo's strategy.
• Kenda Tire: Kenda distributes a similarly broad passenger, light-truck, trailer, and powersports lineup via dealer and online channels at value price points, overlapping Atturo on ST trailer, light-truck, and emerging powersports categories.

Broad incumbents

• Yokohama Tire Corporation: Yokohama is a broader incumbent with extensive OE and replacement passenger, performance, and light-truck coverage (Geolandar, ADVAN) via dealer and mass channels. Its scale and OEM relationships make it a market structure anchor against which smaller specialty brands like Atturo position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/atturotires
• Facebookfacebook.com/atturotires
• LinkedInlinkedin.com/company/atturo-tire

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atturo Tire