Prinx Chengshan targets European growth at dealer conference

Bangkok — Prinx Chengshan held its European dealer conference in Thailand earlier this month where it outlined plans to expand its presence in Europe.

During the event, the Chinese tire maker introduced a new brand slogan “future ready tires” for Europe, and detailed product and service initiatives aimed at the market.

Thomas Wohlgemuth, general manager of the company’s European business, said the brand will work with partners across R&D, production and sales and will “officially enter the European commercial vehicle tire market in 2026.”

Furthermore, xecutives presented a five-year product roadmap for both commercial vehicle and passenger car tires in Europe, as well as the company’s 2026 "claim policy," explained Prinx 11 Feb.

The policy, it said, is intended to align more closely with the European market's requirements and strengthen competitiveness in the region. 

Dealers also visited the company’s Thailand manufacturing facility, where management outlined its intelligent manufacturing processes and digital management systems.

With production bases in China, Thailand and Malaysia, Prinx stated that it has accelerated its shift “from a tire manufacturer to a globally leading industrial group,” adding that growth in Europe 'relied heavily' on the support of strategic partners.