SUCCESS STORY

Superior Tire & Rubber Corp

Aiming for Superior Culture

Superior Tire & Rubber Corp. is a leading designer and manufacturer of polyurethane and rubber industrial components for the material handling, construction, and agricultural industries. The company has approximately 360 employees at its headquarters in Warren, Pennsylvania. With a strong commitment to innovation and continuous improvement, the company developed its own Superior Production System (SPS) to drive operational excellence and foster a culture of accountability and growth across its manufacturing operations.

  • The Challenge

    Like many manufacturers navigating post-pandemic recovery, Superior Tire faced mounting challenges in attracting and retaining skilled employees. Leadership recognized that inconsistent onboarding, communication gaps, and uneven supervisory practices impacted production efficiency, scrap rates, and overall morale. The company needed a clearer understanding of its workplace culture and a strategy to align leadership behaviors with its SPS values, especially on the production floor where day-to-day operations directly influence business outcomes.

  • The Solution

    Superior partnered with NWIRC to conduct a Culture Assessment & Development plan – a comprehensive assessment that included anonymous employee surveys and interviews across departments and shifts, on-site observations of team dynamics and working conditions, review of onboarding processes and leadership perspectives, and a final report with actionable recommendations to improve culture and workforce retention. This process gave employees an opportunity to openly provide their perceptions and feedback, surfaced critical insights, and helped leadership identify gaps in communication, consistency, and team cohesion.

    Building on the assessment findings, Superior launched a customized Leadership Training program facilitated by NWIRC’s Culture Development team. The training focused on
    1) strengthening communication and leadership skills of supervisors, 2) reinforcing SPS values and creating a shared language across departments, and 3) developing a learning and development culture to support employee growth.

Metal Background

Client Success

The culture assessment and leadership training helped unify departments under the SPS framework and set the stage for future operational improvements, including potential reductions in scrap and more efficient production flow. While the measurable outcomes of this training have not yet been fully realized, participants in the first cohort shared positive feedback about the program’s structure, relevance, and value to their development. Most importantly, the company laid out the groundwork for a more consistent and empowered leadership team; one capable of onboarding, supporting, and retaining talent in alignment with Superior’s long-term growth goals.

Although the first cohort reinforced the importance of this work, the company had already committed to a multi-cohort strategy as part of its long-term leadership development plan. With a significant number of leadership-level employees across all shifts, the initiative was intentionally designed to establish a strong, shared foundation and extend structured development one level down throughout the organization. This multi-tiered approach aims to build consistent expectations, strengthen alignment, and support Superior’s broader operational and cultural objectives.

“The culture assessment gave our employees a voice and helped us see where we could better support our teams,” said Calynne Neff, Director of HR & EHS, Superior Tire & Rubber Corp. “The leadership training that followed was a game-changer—it gave our supervisors the tools to communicate more effectively, reinforce our SPS values, and create a more consistent experience across shifts. We’re already seeing the impact in morale and retention.”

Superior Tire is already seeing promising signs of momentum as its improvement initiatives take hold. Market share has grown with several key customers, and recent plant visits have generated positive feedback about the progress underway. The company has also recorded improvements in gross margin, a reduction in direct labor as a percentage of sales, and a meaningful decline in overtime. While the full financial impact of these efforts will continue to develop over time, these early indicators reflect a strengthening business and a solid foundation for continued operational and cultural advancement. Superior Tire’s commitment to continuous improvement and employee development has positioned them as an employer of choice and a resilient force in Pennsylvania’s manufacturing sector.

 

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