The bigger the tyre brand, the more important marketing becomes in order to communicate its values and its worth. With this in mind, the “marketing” tag collates all the latest marketing-related news and analysis into a single place. This reverse-chronological list of thousands of articles is your go-to source of tyre industry, marketing-related news and information.
Nexen Tire held its global partnership event, dubbed ‘Purple Summit 2025’ in Munich, Germany from 25 to 27 April. Since 2016, Nexen has used Purple Summit as “a key worldwide marketing platform” to communicate with “major partners from all over the world to share its long-term vision and collaborative roadmap”. This year’s event took place in Germany for the first time, after the company’s recent partnership with FC Bayern München.
Satty Nanuwa joins as national sales and partnership manager, to support the continued focus on client service and Shahnaz Alamgir becomes product and digital marketing manager.
Effective 1 January 2025, Sabrina Sabrina Kuehl was promoted to the role of Marketing & Product Development Director for Kenda Europe Automotive, with the organisation’s Automotive Leadership Team.
According to the company, the position of Marketing & Product Development Director is a newly created role within Kenda Europe, designed to meet growing demand for high-quality automotive tyres in the region.
The World Brand Lab has announced the 2024 “Top Ten Influential Chinese Tyre Brands”, which are ranked as Doublestar, Sailun, Linglong, Chaoyang (belonging to ZC Rubber), Double Coin, Celmo (belonging to Jiangsu General), Advance Tyre (belonging to Guizhou Tyre), Triangle, Cheng Shin, and Prinx Chengshan.
On 1 January 2025, Liqui Moly marketing director Peter Baumann is retiring after 39 years. His successor is Marco Esser, who was previously deputy marketing director.
Hankook Tyre UK was awarded the NTDA’s Industry Marketing Campaign of the Year award for its ‘Hankook Big Winter Giveaway’ consumer promotion, featuring a £20,000 Virgin holiday voucher. Hankook’s primary objective of the promotion was to increase brand awareness, focusing on delivering a variety of paid and organic marketing methods across its social channels and radio advertising to reach as many UK drivers as often as possible. The four-week promotional campaign consisted of twenty-five daily prizes of a £50 Virgin Gift Card and a final main prize of a £20,000 Virgin holiday voucher. Anyone was eligible to enter the prize draw, subject to the usual T&Cs; all they had to do was visit the Hankook.win website and enter their contact details.
Hankook is supporting this year’s Ballon d’Or award ceremony as an official sponsor. The Ballon d’Or is the most coveted recognition of outstanding performance and exceptional talent of male and female football players around the world. The 68th award ceremony will take place in the Théâtre du Châtelet in the heart of the French capital, Paris, on 28 October 2024.
Several Chinese research institutions recently jointly released the “2024 China Brand Influence Index Report”. In the report’s “Top 10 Tyre Brand Influence” list, Doublestar ranked first.
The Goodyear Tire & Rubber Company has appointed Mamatha Chamarthi senior vice president and chief digital officer. It also appointed Will Roland senior vice president and chief marketing officer. Both will report to chief executive officer and president Mark Stewart, from 1 August.
As of 1 July 2024, all Cosmo Tires will feature a new “cutting-edge” label design. According to the company, “these labels are more than just informative; they reflect Cosmo’s brand identity, merging visual appeal with practical information for the consumer.”
The latest Brand Finance data shows that Michelin is “the world’s most valuable and strongest tyre brand” followed by Bridgestone in second and with Continental rounding off the podium. However, Far Eastern brand value is rocketing, with Giti the fastest-growing tyre brand in the ranking, following a 19 per cent brand value increase. Similarly, Sailun, Linglong Tire and Sentury Tire accelerates off the back of an overseas demand surge.
Immediately following the conclusion of the 2023/24 season UEFA Europa League Final at the Aviva Stadium, Dublin, a somewhat unexpected 3-0 win for Gian Piero Gasperini’s Atalanta over Xabi Alonso’s otherwise undefeated Bayer Leverkusen team, official global sponsor Hankook Tire announced that it will extend its partnership with the competition and the lower tier Conference League, via its Laufenn brand, for a further three-year deal. The new deal extends to at least the end of the 2026/27 season the Korean tyre manufacturer’s relationship with the UEFA competitions, which debuted in 2012. The partnership is already the Europa League’s longest. Both the UEFA Europa League and the Conference League are expanding in the 2024/25 season, affording the Hankook and Laufenn brands increased exposure thanks to a revamped league phase. The showpiece event in Dublin offered a great spectacle on the European stage to Hankook, which has hosted corporate guests all around the continent as well as displayed its branding prominently across the continent as a result of its sponsorship deal this season.
Following the publication of our latest online branding research, we wanted to give readers access to how the calculations were made. So, here is Stobbs’ online branding methodology, here’s how they worked it all out. When it comes to the calculation of online prominence, brand mentions are identified by matching the content of the webpage HTML using ‘regular expressions’ (‘Regex’), a formulation which allows wildcard-based searching and is able to identify brand references within longer strings (such as the URL of the page).
Turbocharger manufacturing specialist Melett has bolstered its marketing team with the appointment of Jacqueline Barker as marketing assistant, to shore up company communications and develop positive customer relations. Barker, who has been with Melett for 4.5 years, moves into the team from the customer care department, where she focused on developing and maintaining relationships with Melett’s customers, and is therefore well placed in understanding ongoing demand and key customer requirements. In her new role, she will support the marketing department by assisting on creative campaign delivery and maximising engaging customer contact.
Linglong became the first Chinese tyremaker to start producing tyres in Europe when it opened the doors to its Serbia facility in February. Since then, the company has continued to expand its European operations and most recently appointed Wolf Fuder as Head of Marketing Europe based within the Linglong Germany GmbH operation.
If you would like the latest news from the Chinese tyre industry in Chinese, visit our partner site TyrepressChina.com. Or click below to continue on Tyrepress.
NTDA
Hankook
Linglong