NEXEN TIRE opened a flagship brand shop in Bangkok on 23 June 2025, marking a major stride in its Southeast Asian growth. The store, in partnership with a distributor operating over 800 outlets, reflects a broader plan to support premium positioning amid rising regional demand.
NEXEN collaborated with a long-term Thai distributor to develop a modern, immersive showroom aligning with its global visual identity. The space emphasises consistency in layout, customer service and branding, designed to engage consumers at the critical point of purchase.
Passenger-car and light-truck (PCR/LTR) tyre demand across Southeast Asia is currently estimated at around 90 million units, with forecast growth of 3.7% annually. NEXEN aims to capture a larger share through strengthened retail infrastructure and heightened brand visibility in Thailand, Malaysia and Vietnam.
By late 2025, NEXEN plans to renovate over 80 retail sites in the region to enhance brand visibility and support local campaigns. It is also leveraging influencer partnerships and digital marketing to reach a younger, mobile-first audience — aligning with regional consumer trends.
The company is promoting high‑performance summer tyres and all‑terrain models, such as N’FERA SU4 and ROADIAN ATX, which suit Southeast Asia’s hot, humid conditions and varied road surfaces. These products are gaining traction among local drivers prioritising durability and performance.
CEO John Bosco Kim emphasised that the Southeast Asia entry forms a key part of a faster expansion phase aimed at securing premium branding not just in Europe and North America, but also in Southeast Asia, the Middle East, Latin America and Australia.
NEXEN’s strategy reflects broader tyre‑industry shifts where physical retail and digital engagement reinforce brand strength. Tailoring product ranges for local environments and investing in immersive showroom experiences help convert regional demand growth into brand equity. This signals a trend towards integrating offline presence with mobile‑focused outreach, especially in fast‑growing markets.
Tagged with: NEXEN TIRE, Bangkok flagship, Southeast Asia tyres, premium branding, PCR LTR market, N’FERA SU4, ROADIAN ATX
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