The Rubber Manufacturers Association is rebranding to reflect the group's role as the leading representative of the nation's tire industry.

The group announced Tuesday that it is changing its name to the U.S. Tire Manufacturers Association. The organization also rolled out a new website—UStires.org—reflecting the new brand.

"Our mobile society depends on tires—from the safety of our families on the road to the tire industry's significant contribution to our nation's economy," USTMA CEO Anne Forristall Luke said. "As part of our continued commitment to share the important role the tire industry plays in our country, we are excited to announce our relaunch as the U.S. Tire Manufacturers Association."

USTMA is a $7 million-revenue association that employs 17 staff, according to its most recent tax filings. As part of the rebranding, the group released figures showing that U.S. tire manufacturing is a nearly $149 billion industry responsible for more than 737,000 jobs.

"Our member companies are constantly in pursuit of making safer and more sustainable tires through technology and innovation," Luke added. "We believe it is important to carry a name that truly captures this mission."

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