Coker Group Rebrands With New Name: Legendary Companies | Performance Racing Industry
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Coker Group Rebrands With New Name: Legendary Companies
July 19, 2019
Coker Group and its group of companies have rebranded under the name “Legendary Companies” to better represent the depth and variety of the growing enthusiast car market.
Coker Group Rebrands With New Name: Legendary Companies

Coker Group and its group of companies have rebranded under the name Legendary Companies to better represent the depth and variety of the growing enthusiast car market, according to a published release.

Coker Group is the holding company comprised of manufacturers of wheels and tires including Coker Tire, Wheel Vintiques, Universal Vintage Tire, Phoenix Race Tires, Specialty Wheel and Roadster Wire Wheel.

The rebrand represents a major expansion in potential scope for Legendary Companies, particularly in the fast-growing performance vehicle and late-model aftermarket sectors. These sectors are expected to be major targets for Legendary Companies and its private equity firm partner Irving Place Capital in future acquisitions.

“We’re proud to announce our rebranding of Coker Group as Legendary Companies and excited for this chance to expand Legendary Companies into diverse markets while remaining true to our core consumers,” Coker Group President and CEO Wade Kawasaki said. “The naming was very intentional; we chose the word ‘Legendary’ because we see our diverse, vibrant enthusiast customer base as the real legends in our industry. Now with this change, we will be positioned to bring our direct to consumer expertise and global distribution model to enhance the efforts of the performance brands we personally use and admire.”

This announcement comes after several months of expansion for Legendary Companies, including subsidiary Coker Tire’s acquisition and integration of German-based classic and vintage car tire distributor, MOR.

For more information, visit legendarycompanies.com.