Kumho Tires Will Adjust Its Capacity Structure and Expand Production in Phases
Recently, Yang Xun, Chairman of Kumho Tire China, gave an exclusive interview to Tire World Network. As a long-time figure in the tire industry, he provided insights into Kumho's "Return to the Peak" strategy from an operational perspective.
Capacity: Adjusting Structure, Finding Balance
Yang Xun first pointed out that the biggest pressure currently facing the company is not sales, but production. In the second half of this year, China's automobile exports have continued to grow, with annual sales expected to reach the global number one position. Kumho’s large-sized tires are in high demand across three key markets: original equipment, replacement, and exports.
In the near future, the company will begin adjusting its production capacity structure and expand production in phases.
Products: Leveraging China’s EV Industry Advantages
Yang Xun believes that China currently holds a clear advantage in the new energy vehicle (NEV) industry. This year, Kumho has formed partnerships with several leading automakers, resulting in rapid order growth. Large-sized tires and EV tires are set to be Kumho’s primary focus moving forward.
At the same time, Kumho has already established a presence in the rapidly growing smart tire sector.
Branding: More Lubrication, Less Friction
When discussing brand building, Yang Xun shared a vivid example with Tire World Network. During the Gulf War, the slogan "More Lubrication, Less Friction" from Unified Lubricants left a strong impression on him. He mentioned that the company effectively used advertisements on CCTV to capitalize on the zeitgeist of the time.
Today, we are in an era of digital intelligence, where live streaming and AI have become new trends. The challenge for the tire industry is how to use these new trends to quickly and cost-effectively reach consumers.
Kumho is actively exploring these opportunities, aiming to achieve a "shortcut" in retail.
