Prinx to launch European range on former Alfa Romeo grounds in Milan

Prinx Chengshan will celebrate the European launch of its new flagship tyre brand Prinx next week in Milan. The brand’s tyres will be available for guests to try at La Pista, an historic racetrack located on the former grounds of Alfa Romeo. The three-day event will give delegates insights into Prinx’s brand strategy and market ambitions. Europe CEO Thomas Wohlgemuth is looking forward to the event and promises an entrance that will set out the manufacturer’s stall for its developing European business. “The entire setting is super. Prinx is a force to be reckoned with in the future, true to our brand claim ‘Leave a mark’”.

Given the scale of its entrance, it is clear that Prinx wants to communicate its desire to compete with established brands in the mature European tyre market. It says it wants its guests to get a close-up view of its design and performance, with track-based product testing the event’s centrepiece. Participants can test the entire Prinx range on the “La Pista” racetrack, which is steeped in the history of performance automotive design and motorsport. Prinx will fit its tyres to vehicles from Mercedes and Tesla, underscoring its own premium aspirations, and demonstrating that the tyre range enters the market prepared for ICE, hybrid and electric vehicles.

Prinx adds that the choice of this exclusive location reflects its “sustainable” brand value, since the architecture of the La Pista meeting area is realised according to strict environmental criteria.