Would it work if the Kelly company made a premium tire?

I was told that Kelly tires are known as being a reasonably priced, medium -level quality tire brand-not the best but far from the worst.Would it make sense for them to branch out and,in addition to the tires they already are known for,create an exclusive class of premium quality tire.Maybe they could call it the ELITE,or ULTIMATE line;it would certainly be more expensive than their regular tire,but in quality it would be meant to compete with brands like Michelin.Would this work?