Uniroyal Tire

What Uniroyal Tire does

Uniroyal Tire is a privately held subsidiary brand of Michelin North America, Inc., headquartered in Greenville, South Carolina. Founded in 1892, it designs and sells replacement tires in the United States, with related brand operations in Canada and Mexico. The portfolio is organized around three sub-brand lines — Tiger Paw (passenger/CUV/minivan all-season touring), Power Paw (ultra-high-performance all-season), and Laredo (highway-terrain and all-terrain for SUVs and pickup trucks). Its technical differentiation is concentrated in tire engineering rather than software: Tru-Last Technology manages stress distribution within the tire footprint to extend even treadwear, with internal testing claiming at least 20% longer life than predecessor products; NailGard self-sealing technology mitigates small-puncture flats; and the Power Paw A/S carries a 45,000-mile treadwear warranty.

Name

Uniroyal Tire

Legal name

Uniroyal Tire (brand owned by Michelin North America, Inc.)

Website

https://uniroyaltires.com

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

11–50 employees

Short description

Uniroyal Tire is a private subsidiary brand of Michelin North America that manufactures and distributes value-tier replacement tires for passenger cars, CUVs, minivans, SUVs, and pickup trucks in the U.S., Canada, and Mexico via independent dealers, warehouse clubs, and OEM dealerships.

Ownership category

akta.pro rank

Product category

Automotive Tires

NAICS

Tire Manufacturing (32621), Tire Manufacturing (except Retreading) (326211), Tire and Tube Merchant Wholesalers (42313), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Tires & Inner Tubes (3011), Wholesale-Motor Vehicle Supplies & New Parts (5013), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Passenger Car Tires Manufacturing (IMANAKAA)

akta.pro secondary industries

Off-the-Road (OTR) & Heavy Equipment Tires Manufacturing (IMANAKAD), Retail Tire Sales & Installation (Consumer) (TLAKADAA), Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH), Tires, wheels & related supplies distribution (CRAOANAD)

Keywords

• Passenger car tires
• Light truck tires
• All-season tires
• SUV pickup tires
• Commercial vehicle tires

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Tire Sales: Uniroyal generates revenue through the sale of tires across multiple vehicle categories including passenger cars, SUVs, light trucks, minivans, and commercial vehicles. Products are sold through independent dealer networks and automotive dealerships.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Uniroyal Tire manufactures and distributes affordable, dependable all-season tires for passenger cars, CUVs, minivans, SUVs, light trucks, and commercial vehicles. Its portfolio includes the Tiger Paw Touring A/S and Power Paw A/S for passenger vehicles, and the Laredo HT and Laredo AT for SUVs and pickup trucks, sold exclusively through independent tire dealers, warehouse clubs, and OEM automotive dealerships across the United States.

Product overview

Uniroyal Tire offers a focused portfolio of affordable, dependable tires for passenger vehicles and light trucks. The product lineup centers on two main vehicle categories: Car, CUV & Minivan tires (featuring Tiger Paw Touring A/S and Power Paw A/S), and SUV & Pickup Truck tires (featuring Laredo HT and Laredo AT). All products emphasize value, reliability, and all-season performance. The brand, with roots dating to 1892, positions itself as a trusted name in tires backed by industry-leading warranties.

Differentiator

Problem solved

Functional benefit

Brands

• Tiger Paw: Tire line offering quiet, comfortable rides for passenger cars, minivans, CUVs and SUVs. Includes Tiger Paw Touring All-Season.
• Laredo
• Power Paw

Products and services

• Tiger Paw Touring A/S All-season touring tire for passenger cars, minivans, CUVs and SUVs, offering quiet, comfortable rides with dependability and traction in various weather conditions.
• Power Paw A/S Ultra-high-performance all-season tire offering long-lasting treadlife for everyday drivers, featuring Tru-Last Technology and backed by a 45,000-mile warranty.
• Laredo HT All-season highway terrain tire for light trucks and SUVs, featuring tough tread and all-season grip for drivers who need durability and reliability.
• Laredo AT All-terrain tire for light trucks and SUVs, part of the Laredo family of tires, designed for drivers who want tough tread and all-season grip for varied driving conditions.

Quantifiable outcome

• 45,000-mile treadwear warranty on Power Paw A/S tires
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Breast Cancer Awareness OrganizationsminorGTM or Marketing Partner · 1 October 2024Uniroyal participates in Breast Cancer Awareness Month by illuminating the Giant Uniroyal Tire in Allen Park, Michigan in pink during October, serving as a beacon of hope for the cause.
• World Wildlife Fund (WWF)coreStrategic or Co-development Partner · 1 October 2018Uniroyal partners with WWF for wild tiger conservation through annual October campaigns. For every set of 4 tires purchased, Michelin North America donates $20 to WWF's Tx2 effort to double wild tiger populations. Michelin commits minimum $150,000 annually. Customers receive WWF/Uniroyal co-branded Save the Tiger kit including plush tiger, decal, species card, and tote bag. Partnership inspired by Uniroyal's iconic Tiger Paw tire line branding.
• Participating Uniroyal Dealers (Soccer Program)minorChannel Partner/ Reseller/ DistributorAnnual community program where participating dealers donate soccer equipment and/or funds to local youth soccer organizations. Dealers provide free soccer gear (balls, gel therapy packs, first aid kits) to families via certificates, plus $50 MasterCard rebate on October tire purchases.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toyo Tires: Value-to-performance tier tire maker with strong light truck, SUV, and passenger car presence. Comparable because Toyo targets the same cost-conscious enthusiast and everyday-driver segments as Uniroyal, with overlapping UHP and all-season products.
• Cooper Tire: Value-tier passenger and light truck tire manufacturer (now part of Goodyear). Highly comparable because Cooper competes head-to-head with Uniroyal in the affordable all-season segment through similar dealer and warehouse club channels.
• Kumho Tire: Korean tire manufacturer with broad passenger, SUV, and light truck offerings in the affordable tier. Comparable to Uniroyal on price, channel strategy (independent dealers, warehouse clubs), and target customer.
• Hankook Tire: Korean tire maker with growing North American manufacturing footprint and value-tier positioning. Comparable because Hankook directly competes with Uniroyal in passenger car, SUV, and light truck segments at similar price points.
• Firestone: Bridgestone-owned passenger and light truck tire brand with strong US dealer presence. Comparable as a mass-market tire brand competing in similar replacement channels and value/performance tier as Uniroyal.
• Falken Tire: Sumitomo Rubber-owned brand positioned in the value and UHP tier for passenger and light truck tires. Comparable to Uniroyal on pricing, channel mix (independent dealers, warehouse clubs), and target consumer.
• General Tire: Continental-owned brand positioned in the value/affordable tier for passenger, SUV, and light truck tires. Directly comparable to Uniroyal on price point, channel mix, and target customer (cost-conscious everyday drivers).
• BFGoodrich: Sibling Michelin North America brand focused on passenger, light truck, and performance tires in a similar value-to-mid tier. Comparable because both are Michelin-owned brands selling through overlapping US dealer networks with similar customer demographics and price positioning.
• Yokohama Tire: Japanese tire maker with broad passenger, SUV, and light truck offerings in the affordable-to-mid tier. Comparable because Yokohama competes in similar replacement channels and price points as Uniroyal across all-season and all-terrain segments.

Broad incumbents

• Goodyear: Largest US tire manufacturer with a broad portfolio spanning premium, value, and commercial categories. Comparable to Uniroyal at the value-segment overlap, but Goodyear operates at a much larger scale across premium tiers and commercial/OE channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/uniroyaltires
• LinkedInlinkedin.com/company/uniroyal-tires

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Uniroyal Tire