Nankang introduces new products and ‘brand’ new chapter at Reifen

On its Hall Three stand and during an evening event at Essen’s central Mövenpick Hotel, Nankang unveiled its new logo at Reifen 2012 alongside two new products. The Taiwanese company’s staff also presented the array of new lines it has recently introduced, in addition to previewing its latest asymmetric tyre, the AS-2, which is in the “final evaluation” stage of its development. Manufactured in Taiwan (“14,000 pieces per day”) and China (“25,000 pieces per day”), Nankang turned over 461 million euros in 2011, and with 40 per cent of its sales, Nankang said that Europe is by far its biggest market (comparing favourably with 18 per cent in North America and 15 per cent in Asia). The company also presented its comparative sales figures in Europe over the past five years, which showed a dip from 120 million euros in 2007 to a nadir of 97 million in 2009 – having ascended significantly in 2010, the figure now stands at 184 million euros in 2011. The company also noted the growing demand for its winter tyres in Europe, which has climbed from 0.336 million in 2008 to 1.215 million in 2011. It is, according to the company, “the main line we are focusing on.”

Nankang talked about its current lines in Essen, including the SL-6 touring winter tyre, the FT-9 4×4 tyre – dubbed the “Mud Terrain Terminator” – and the Roadiac WF-1 motorcycle tyre. But the two tyres that Alex Hsu, from the Marketing section of the company’s Export department, presented during the evening presentation were the Eco-2 – a PCR tyre he described as particularly “suitable for the European market” – and the latest winter tyre, the SV-55.

The Eco-2 is a passenger car tyre with four straight grooves to enhance water drainage and an added-silica tread to reduce rolling resistance. The tyre’s “main characteristic is increased rolling resistance,” said Hsu, while other features include “two-section lateral grooves on the shoulder, a shoulder rib pattern and central sub-grooves to reduce pattern deformation. The tyre, in size 175/65 R15, has achieved labelling ratings of CA (fuel efficiency and wet grip) according to Hsu, while the majority of its sizes are rated CB, according to the company’s predictions. It is available in 40-65 series between 15” and 19”.

The winter tyre, the SV-55 is “strong in handling and durability”, Hsu said. It also has four straight wide grooves with a 3D sipe design to improve braking on snow. It has a better load capacity and larger blocks on the shoulders for added durability. The tyre is available in 40-70 series between 16” and 20”.

New corporate identity

Sales manager of the Export department, Eric Shih presented the new Nangkang corporate identity and branding materials. The new brand consists of the logo typeface of ‘Nankang’ and the brand promise, ‘Free Your Way’. Nankang Tyre’s corporate logo has been used for over two decades, but facing the increasingly competitive global marketplace, the company said it was “charging forward with a new Corporate Identity System (CIS)”. The new CIS will serve as critical guidelines for global brand management, and more importantly as the foundation to fresh brand image of Nankang.

Shih said that the winding shape of the letter N represents a never-ending road, which symbolises Nankang Tyres’ “sustainable business philosophy, the ambition to become a world-class and global company, and the promise of always caring for customers. The smooth and even appearance of the elements in the logo reinforces the ideas of reliability and trustworthiness.”

Continuing further in this vein, Nankang’s new CIS consists of mainly red and black, with red expressing “the passion, vitality, and caring for customers”. The black meanwhile represents “reliability, trustworthiness, and professionalism”, according to the manufacturer. 

Shih said that the company has been “encouraged by the awards” it has received recently to pursue its branding goals – the company was rewarded a place among the “Best Taiwan Brands” earlier in the year. He concluded that Nagkang would be demonstrating the new CIS through different channels, commenting that it would seek to enhance brand recognition through its European partnerships. Shih demonstrated its point of sale Nankang branding with signage at reception desks and other prominent dealer positions. It is also presenting its brand in growing motorsport channels, such as the European drifting scene, in which it supports teams sporting the Nankang brand on their livery.

The company concluded to partners present at the evening event that it believes “we should cooperate much closer” in order to “pursue steady growth” in the region.