It's back to the future Sears relaunches Roadhandler brand after 12-year lull

摘要

HOFFMAN ESTATES, ///.—One of America's best known tire brands is returning to the market after a 12-year hiatus. Sears Automotive, a business unit of Sears Holdings Co., has relaunched the Roadhandler tire brand. The company began selling the Roadhandler Touring by Hankook—the first of three Roadhandler-branded models to be offered—on Nov. 23, the day after Thanksgiving, traditionally Sears Automotive's strongest selling day. The introduction was what executives called a "soft launch."