Seven tyre lines for passenger cars and SUVs were developed by Prinx engineers with a clear focus on the European market. People in positions of authority follow ambitious goals with the new products as new flagship brand of the tyre manufacturer Prinx Chengshan: “We came to stay here and to play a crucial role in the European market”, says Michael Chu, General Manager, about his own expectations. A “significant” investment plan was already authorized for this plan according to his words. Advertising and marketing measures that are supposed to increase brand popularity – which is especially underdeveloped among end consumers – will play a key role in this plan.
The launching event in the Italian metropolis was aiming at this goal too. The new Prinx passenger car tyres were at the centre of attention of driving tests and presentations at “La Pista”, the former Alfa-Romeo premises. Both the location and the vehicle models from Mercedes and Tesla available for the practical tests gave an idea of the ambitious self-image of the brand. “The whole environment is excellent”, Thomas Wohlgemuth, Managing Director at Prinx Chengshan, Europe, confirms and he highlights the pioneering character of the event at the same time: “Prinx is a power that will have to be taken into consideration in the future, which is in line with our brand claim ‘Leave a mark‘.“
Continuous market launch
When looking at the range of products the ambitious and comprehensive strategy of the brand becomes obvious too. The seven announced tyre lines do not only cover a broad choice of vehicles of different classes but also the whole range of drive types – from combustion engine via hybrid to full electric vehicles.
The new Prinx range consists of already two dedicated EV tyres. The XLab Comfort EV (14 to 18 inches) as well as its UHP equivalent XNex Sport EV (18 to 21 inches) are already available in the market. The all-year option Quattura 4S (14 to 20 inches) is also already on offer. During the course of the year, the two summer tyres Aquila Pro (14 to 19 inches) and Aquila Rev (17 to 22 inches) will complement the catalogue, while the Winter Excelia (14 to 19 inches) will be available for the cold season. In the first quarter of 2024, finally the Vanea 4S (15 to 16 inches) will be launched as further all-year tread for vans in the market.
Technology components
According to people responsible for Prinx, the convincing performance features of the new tyres are based on two essential components. Thanks to a so-called Healtech Technology, the treads are to be especially well protected against tyre blow-outs and punctures. Added to this is the Silentech Technology, which – as the name already indicates – is supposed to considerably reduce the noise level of tyres and is, thus, meant to increase comfort. Furthermore, based on company information the benefit of both concepts was confirmed by several internal testing and controlling procedures.
The Inktech Technology is a further crucial element of the tyre. It is to lift the tyre to a higher level concerning optical aspects. Fine textures reflect or absorb light to a higher degree and provide the treads with a darker and high-quality outward appearance. As a consequence, people responsible at Prinx decided to position the tyres – located in the tier2 area concerning the price – concerning performance in the tier1 area.
Whether the new products will be able to meet the high requirements will be confirmed by the first test results of relevant magazines and automotive clubs as well as feedback from the market. All the activities regarding the new tyres and their start in the European market will be coordinated by the European headquarters of Prinx in Darmstadt. The people in positions of authority are definitely completely convinced of the quality of the tyres and act based on a clear strategy. Thus, the foundation for a successful market launch in Europe is already available in abundance.
