Coker Group, which includes Coker Tire, Wheel Vintiques, Universal Vintage Tire, Phoenix Race Tires, Specialty Wheel and Roadster Wire Wheel, has announced a rebranding of the group name to reflect its forward-looking focus on the entirety of the automotive aftermarket including, but not limited to, the performance and restoration markets. The new name—Legendary Companies—is meant to represent the breadth and scope of its current market segments while providing Legendary Companies with greater opportunities for future expansion into new sectors.
“We’re proud to announce our rebranding of Coker Group as Legendary Companies,” said President and CEO Wade Kawasaki, “and excited for this chance to expand Legendary Companies into diverse markets while remaining true to our core consumers. 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,” he added.
This 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. 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, which has already expanded global sales and distribution. In addition, subsidiary company Wheel Vintiques recently expanded its product line to include modern wheel fitments and high-performance alloy wheels following the purchase of two performance aluminum wheel companies.