South Korean tyre manufacturer Nexen Tire has opened a new flagship brand shop in Bangkok, marking a key milestone in the company’s strategic expansion across Southeast Asia’s rapidly growing automotive market.

The newly renovated store was developed in partnership with a leading Thai tyre distributor that has maintained a decade-long relationship with Nexen Tire and operates more than 800 retail outlets throughout Thailand. The flagship location features a modernised environment designed to showcase Nexen Tire’s global brand identity, with every aspect from layout to customer service aligned with the company’s visual standards and brand philosophy.

The move comes as Southeast Asia’s tyre market shows robust growth potential, with annual demand reaching approximately 90 million units for passenger car radial (PCR) and light truck radial (LTR) tyres and projected annual growth of 3.7%.

Nexen Tire is responding to this opportunity by accelerating its regional investment, particularly in high-growth markets such as Thailand, Malaysia, and Vietnam. The company plans to renew over 80 key retail locations across Southeast Asia by the end of 2025, creating a unified brand presence to support localised sales campaigns.

Recognising the region’s high digital engagement levels, Nexen Tire is also utilising influencer partnerships and digital media to reach younger, mobile-first consumers.

The company’s regional product strategy emphasises high-performance summer tyres and all-terrain models specifically designed for Southeast Asia’s hot, humid, and challenging driving conditions. Key products, including the N’FERA SU4 and ROADIAN ATX, are gaining traction among local motorists seeking durability and performance.

“Our expansion in Southeast Asia represents a pivotal step in NEXEN TIRE’s global growth journey,” said John Bosco (Hyeon Suk) Kim, chief executive of Nexen Tire. “While we’ve followed a carefully phased strategy aligned with production capacity and long-term vision, we are now entering a phase of acceleration. Our goal is to solidify our premium brand position not only in Europe and North America but across Southeast Asia, the Middle East, Latin America, and Australia through strong local partnerships and a unified brand experience.”

The investment demonstrates Nexen Tire’s long-term confidence in Southeast Asia as the company works towards becoming one of the world’s most recognised and trusted tyre brands.

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Dunlop (company name: Sumitomo Rubber Industries, Ltd.) has commenced supply of its Dunlop SP SPORT MAXX 060 and e. SPORT MAXX tyres as original equipment for Toyota Motor Corporation’s new C-HR+, an all-electric vehicle launched in Europe in December 2025. This BEV model combines a stylish design with an expansive cabin and achieves a greater driving range than previous versions through enhancements including modified battery cells.

The supplied tyres contribute directly to this improved range by utilising a new tread rubber compound that lowers rolling resistance. They also provide a quieter ride, a benefit of their optimised tread pattern design. In addition to delivering strong steering stability and wet grip performance, the tyres feature the proprietary Nano Black technology. This technique produces a deeper, richer black on the sidewalls, enhancing the visibility of the Dunlop branding and lending a more premium aesthetic to the vehicle.

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The Yokohama Rubber Co., Ltd. has expanded its established partnership with Mitsubishi Motors Corporation through the selection of its GEOLANDAR SUV tyre as original equipment for the newly launched 2026 Delica D:5 minivan. This latest generation of the vehicle, which debuted in Japan in January, features the tyre in size 255/55R18 98H. The collaboration builds upon a proven history, as the GEOLANDAR SUV was also fitted to the previous Delica D:5 model. For this new application, Yokohama engineers focused on refining the tyre’s performance, achieving enhancements in fuel economy and a reduction in external noise compared to the already well-regarded predecessor.

The GEOLANDAR SUV line is engineered primarily for modern minivans and on-road-focused SUVs, balancing the demand for everyday comfort and safety with versatile utility across diverse surfaces. Yokohama’s relationship with Mitsubishi extends beyond this single model, with the GEOLANDAR brand appearing on several vehicles in the automaker’s portfolio. Notably, the GEOLANDAR G94 model has been supplied in recent years for the Triton and Pajero Sport, underscoring a continued mutual confidence between the two companies.

This tyre supply agreement aligns with the comprehensive updates characterising the new Delica D:5. Mitsubishi has introduced refreshed exterior and interior styling while incorporating sophisticated all-wheel control technology and advanced driver-assistance systems. These improvements collectively elevate the distinctive dynamic character and driving capabilities for which the model is known, with Yokohama’s tyres contributing directly to its on-road performance and efficiency.

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The Yokohama Rubber Co., Ltd. has initiated original equipment supply of its GEOLANDAR X-CV tyres for Subaru’s new 2026 Solterra SUV-type battery electric vehicle (BEV), in North America, size 235/50R20 100V. For the Japanese market Solterra, the company continues to provide the ADVAN V61 model. This new GEOLANDAR X-CV is engineered as a modern highway terrain tyre that meets the M+S standard, emphasising high-speed capability and drivability alongside a balanced performance in safety, comfort, durability and fuel efficiency.

Developed through Yokohama’s AI-powered HAICoLab framework, which blends human creativity with artificial intelligence for advanced data processing, the tyre incorporates specific technologies for electric vehicles. This is signified by an ‘E+’ mark on the sidewall, indicating enhancements in durability, quietness and energy efficiency tailored to electrified vehicles.

This supply agreement aligns with the strategic goals outlined in Yokohama Transformation 2026, the company’s medium-term management plan running through 2026. A core initiative of this strategy is to increase the proportion of high-value-added tyre sales by expanding original equipment placement for key global brands. This includes actively promoting both the flagship ADVAN line and the GEOLANDAR series for SUVs and pickup trucks on new vehicles worldwide.

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Audi’s latest A6 will be equipped with Continental tyres as original equipment, offering drivers two specialised summer tyre options. Catering to efficiency-minded motorists, the Continental EcoContact 6 Q utilises a specific rubber compound and tread design to minimise rolling resistance and noise. This focus promotes lower energy consumption, extended driving range for electric vehicles and a quieter, more comfortable journey without sacrificing essential safety.

For those seeking a sportier driving experience, the high-performance Continental SportContact 7 is available. Its construction prioritises precise, athletic handling by delivering strong grip and short braking distances on both dry and wet pavement. The tyre is also engineered to provide reliable stability even at higher speeds. In recent independent testing, this model was recognised for its secure and well-balanced performance, earning high praise in critical safety categories like braking and control.

Beyond summer, Audi specifically recommends the Continental WinterContact TS 870 P for cold-weather mobility. This dedicated winter tyre features an innovative tread pattern and a compound that stays pliable in freezing temperatures. This combination is designed to ensure trustworthy traction, secure handling and shorter stopping distances on snow, ice and wet winter roads.

Together, these Continental options provide A6 owners with a tailored tyre portfolio, allowing them to choose based on their performance preferences for summer and ensuring prepared safety for winter conditions.

The tyres have been approved for the new Audi A6 in the following sizes in numerous countries:

EcoContact 6 Q Silent, 255/40 R20 101Y XL
EcoContact 6 Q Silent, 255/35 R21 101Y HL
SportContact 7 Silent, 255/40 R20 101Y XL
SportContact 7 Silent, 255/35 R21 101Y HL
WinterContact TS 870 P, 245/45 R19 102W
WinterContact TS 870 P, 255/40 R20 101W

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