At Autopromotec 2025, B&J Rocket announced the relaunch of its Jensen range of buffing blades as a value line under new manufacturing agreements and market focus.
B&J Rocket and Jensen
A well-known name in the retreading industry, Jensen is being reintroduced as a value line, representing a key shift in its positioning. According to B&J Rocket, the Jensen blades, which were previously manufactured in the US, will now be outsourced to Asia with the idea to offer a cost-effective alternative to customers without compromising on quality. “Our goal is to offer a more affordable option while maintaining control over the design and performance,” explained Humberto Karam, VP of Sales EMEA & Pacific at B&J Rocket.
The B&J Rocket will continue to serve as a premium product line, while Jensen is going to be a value-oriented line, with an emphasis on core designs. This dual-brand strategy allows B&J Rocket to be present in different market segments with its Jensen line while effectively responding to current economic pressures.
The relaunch of Jensen will begin in the US, with the company planning to further expand into several European markets, Karam explained. The range will not be as large-scale as B&J Rocket, however, it will still cover the most commonly purchased buffing blade designs.
“We are facing a fast-changing market landscape, and this move helps us diversify supply and stay competitive against brands from regions like South America and Asia,” Karam added.
