For Tony and Joaquin Gonzalez, growing Cosmo Tires means more than just filling containers with quality tires. They also focus on building a brand around their tire dealers’ success. In this exclusive conversation, Tony Gonzalez, CEO of Tire Group International (TGI), and Joaquin Gonzalez, President of TGI, explain how their Cosmo Tires dealer support system evolves. Their strategy includes product development, streamlined logistics, and marketing programs that help partners succeed in local markets.
For example, the team has introduced key product launches like the Gripit XT, an aggressive A/T tire with Quiet Kat Technology, a feature that reduces road noise.
They also highlight The Kurrent, a new EV touring tire. It includes a 70,000-mile warranty and a treadwear indicator that shows remaining usable life.
These products reflect the Cosmo Tires mission to deliver high-quality tires that help tire dealers succeed. They also help dealers avoid complex inventory challenges.
Strategic Tools Behind the Cosmo Tires Dealer Support System
The strength of the Cosmo Tires dealer support system starts with operational strategy. Cosmo reduces SKU overload by designing tires that serve multiple vehicle segments. They expand warehouse capacity across the U.S. to improve availability. Cosmo also invests in grassroots events, motorsports sponsorships, and geofenced digital ads to boost local demand.
Joaquin personally handles all warranty claims. “I don’t tell anybody that I’m the president of the company,” he says. “But I make sure that they get treated just like I would want my sister, my mother or my father to be treated.”
A Brand Built for the Long Term
“We’re not here just to sell you a tire,” Joaquin says. “We want to build a brand.”
“If we build it with care, and we support it with heart, the rest takes care of itself,” Tony says.
This video is sponsored by Tire Group International.
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