Sailun Uses Tire Cologne to Push Smart Performance Message

Sailun used this year’s The Tire Cologne in Germany to present a broad PCR and TBR tyre portfolio under its “Smart Performance” positioning. The showcase placed EcoPoint3 compound technology, electric vehicle fitments, winter products and commercial tyres alongside the Chinese manufacturer’s latest brand valuation and sustainability messaging.

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A stronger European-facing offer

The Tire Cologne, held from 9 to 11 June 2026, is positioned by the organisers as a B2B platform for tyre manufacturers, wholesalers, specialist retailers and service providers. For Sailun, the event provided a European stage to connect product claims with business growth, supply capability and brand perception.

Jane Liu, Chairlady of Sailun Group, said the company’s development had been shaped by its founding aim to “Make Great Tyres” by bringing scientific research to the road. She said EcoPoint3, based on a liquid-phase compounding process, remains a key part of the company’s technology direction.

Liu also linked the company’s product strategy to lower-carbon development, saying Sailun must focus on “safer, more comfortable, and more energy-efficient products and services” while supporting a more sustainable tyre industry.

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Brand value passes US$1 billion

Sailun said Brand Finance has valued the brand at US$1.239 billion for 2026. According to the company, that places Sailun tenth among global tyre brands and makes it the most valuable Chinese tyre brand in the ranking.

Lorenzo Coruzzi, Valuation and Strategy Director at Brand Finance, said Sailun’s brand value was “not only growing, it’s accelerating”. He said the reported 37% year-on-year increase was well above the brand’s compound annual growth rate since 2018.

The valuation gives Sailun a stronger narrative with European distributors and fleet-facing channels. It also reflects the wider shift in which mid-market manufacturers are competing not only on price, but on technology, assurance and supply reliability.

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EcoPoint3 remains central

Sailun placed its EcoPoint3 technology at the centre of the Cologne display. The company says the liquid-phase mixing process helps tailor rubber compounds while supporting gains in durability, performance and energy efficiency.

The technology has also appeared in previous Tyre News coverage. Tyre News recently reported that Bohnenkamp had added Sailun Pro EcoPoint³ truck tyres to its transport portfolio, alongside Rovelo and TURON products for fleet and trailer applications.

That matters because European tyre buyers are increasingly assessing lifecycle value. Rolling resistance, wet performance, mileage and supply security all influence purchasing decisions across retail, fleet and wholesale channels.

PCR range targets all-season and winter demand

Sailun used the Cologne stand to highlight the Atrezzo 4Seasons Ultra, an all-season passenger car tyre available in Europe since 2025. The tyre uses a directional V-shaped tread pattern designed to support wet drainage, snow traction and year-round stability.

The company also presented the Ice Blazer Alpine Evo2 as part of its winter range. Sailun says the tyre uses a high-silica compound and a tread pattern with 30% more sipes than the previous generation, supporting grip on snow, slush and ice.

Tyre News has also reported on Sailun’s recent winter tyre activity, including Arctic testing in Finnish Lapland with Nordic trade and media guests. That earlier coverage positioned the Alpine Evo2, Arctic 2 and Ice Blazer Spike as part of Sailun’s push to build confidence in cold-weather markets.

Supply and sustainability claims under scrutiny

Sailun said it expects production to begin at a new tyre plant in Egypt in the fourth quarter of 2026. The company says the location should allow a number of European freight hubs to be reached within five working days.

That supply claim is commercially important. Shorter lead times can influence wholesale confidence, especially where retailers and fleets want wider availability without carrying excessive stock.

Sustainability was also part of the presentation. Sailun cited its MSCI environmental, social and governance rating and Brand Finance sustainability perception work. Tyre News previously reported that Sailun’s 2024 Sustainability Report highlighted ISO 14001 and ISO 50001 certifications across seven operational factories, as well as green factory designations in China.

Why it matters

Sailun’s Cologne message was not simply about stand presence. It showed how the company is trying to move further into the European mainstream by combining price acceptance with product technology, sustainability assurance and expanded supply.

For tyre wholesalers, retailers and fleets, the key question will be whether Sailun can translate brand growth into consistent availability and independent product performance. The company’s next test in Europe will be proving that “Smart Performance” is visible not only in marketing, but in procurement, fitment and repeat purchase.

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Tagged with: Sailun tyres, Smart Performance, EcoPoint3, Tire Cologne, PCR tyres, TBR tyres, all-season tyres, winter tyres, EV tyres, tyre sustainability, Brand Finance, European tyre supply

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