Leon Chen Takes Senior Europe Role as Hubtrac Targets PCR Growth

Hubtrac has appointed Leon Chen as vice president and sales director for Europe, with responsibility for PCR planning and development and for supporting the company’s global brand strategy and product upgrade. The move underlines Hubtrac’s effort to strengthen its European PCR presence as it continues to build distributor relationships and expand its regional profile.

A broader European brief

Chen will oversee planning and development for Hubtrac’s PCR operation, including its market approach, brand positioning and wider business upgrade. The appointment follows Hubtrac’s recent focus on building a stronger European profile through product launches, distributor relationships and localised supply activity. Tyre industry coverage said Chen would be responsible for the company’s PCR business planning and international brand work in the new role.

For tyre wholesalers and retail partners, the development matters because Hubtrac is moving from a mainly commercial vehicle identity towards a broader market offer. Passenger car tyres require a different route to market, where brand confidence, label performance, range depth and replacement availability all influence buying decisions.

Building on recent product activity

The appointment comes after Hubtrac used Autopromotec 2025 in Bologna to present 10 new tread patterns for Europe. Tyre News previously reported that the showcase marked the brand’s largest European display to date and doubled its footprint compared with Tire Cologne 2024. The same report highlighted regional research and development support in Germany, manufacturing links with Serbia and Thailand, and efforts to strengthen service and warehousing in key EU markets.

Recent Tyre News coverage of Hubtrac’s TBR 2.0 platform also placed the company’s European plans in a wider supply-chain context. Hubtrac said it was preparing 24 new truck and bus radial SKUs in 2026, with production expected at its Serbian manufacturing base. That story pointed to a continuing effort to move from trade fair visibility towards tested, available and supported tyre supply.

Distributor relationships remain central

Hubtrac’s European progress has also been tied to distributor partnerships. In Italy, the company has worked with Group Magri, with Hubtrac global managing director Ali Guo describing Italy as “one of our most important markets in Europe”. Guo said the cooperation with Group Magri had delivered results and would help raise Hubtrac’s profile in the market.

That distributor-led model is likely to remain important as Hubtrac builds its PCR presence. Passenger car tyre growth depends not only on product range, but also on local sales support, retailer confidence and stock availability. European buyers are still cautious about newer brands unless service, warranty and logistics are clearly established.

Why the PCR move matters

Hubtrac’s move into a more structured PCR strategy places the brand in a crowded part of the European tyre market. Established manufacturers already compete heavily across summer, winter and all-season categories, while several Asian brands are also strengthening their European teams and product portfolios.

Chen’s appointment gives Hubtrac a named senior lead for that task. The more important test will be how quickly the company can convert management structure into practical market traction. For the trade, that means clear range coverage, transparent labelling, consistent supply and credible distributor support.

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Tagged with: Hubtrac, Leon Chen, passenger car tyres, PCR tyres, European tyre market, tyre wholesale, tyre retail, tyre distribution, Hubtrac Europe, tyre brand strategy, replacement tyres, tyre manufacturing

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