Chinese tyre group SAILUN continues to take off. According to Brand Finance, SAILUN continues to climb step by step in the rankings of the world’s strongest and most valuable international tyre brands in 2023 and is currently in 11th place (2022: 12th place as newcomer in the TOP 15). In addition, SAILUN rose to become the fastest-growing international tyre brand for the first time with a 6 percent increase. The brand value of the SAILUN brand, which was founded just 20 years ago, is also already over 700 million US dollars, an increase of over 50% in the last three years. For the first time, Brand Finance also lists SAILUN’s brand value in a total of 6 of the global brand rankings – including the largest tyre brands and the best brands from China. “Years of research and development and state-of-the-art tyres based on sustainable EcoPoint3 technology are just some of the reasons why we keep climbing up the rankings,” underlined Stephan Cimbal, Director Marketing SAILUN Europe, highlighting that “Brand Finance not only evaluates the status quo, but also the future potential of the brand based on current marketing and communication activities, which is of course a nice confirmation for us and at the same time a great incentive for the coming years.”
As an internationally recognized consulting firm, Brand Finance puts 5,000 of the world’s biggest brands to the test every year, evaluates brands from almost all industries and countries, and publishes around 100 rankings, statements and reports every year. The brand values are calculated, among other things, based on the question of what royalties a company would have to pay if it did not own the brand. In addition to the brand value, each of the 500 brands is assigned a brand rating. Modeled on credit ratings, this value provides a benchmark of a brand’s strengths, risks and potential compared to those of its competitors.
Since 2019, Brand Finance has also calculated SAILUN’s brand value for the fifth time in a row, and it has always gone up step by step for the Chinese tyre group. While many of the traditional manufacturers had to accept percentage losses and lost ground, SAILUN was once again able to further narrow the gap to the traditional brands placed in the TOP 10 and continue the positive trend that has been ongoing for years. The results of the current Brand Finance Report 2023 underline that SAILUN is one of the clear winners in several respects. Among other things, the innovative tyre generations based on EcoPoint3 technology have been able to contribute significantly to better business results worldwide and especially in Europe. “A strong brand like SAILUN will give us clear competitive advantages in the medium term and help us weather even economic downturns or disruptions in the tyre industry better than others,” Gareth Passmore, Senior Vice President Car and Truck Europe SAILUN commented on the performance. In addition, a strong brand helps to differentiate the company from international competitors and establish a sustainable brand identity in the tyre sector.
In 2022, after ten years of development, the SAILUN brand launched its EcoPoint3 tyre, a more sustainable and affordable solution for automakers as well. These tyres are manufactured using a more energy-efficient liquid-phase compounding technology that produces a tyre with lower rolling resistance, which significantly reduces energy or fuel consumption compared with competitors. The “Smart Forward” communications strategy around the 2022 launch generated widespread global media coverage and contributed in large part to the growth of SAILUN’s brand equity.
For 2023, SAILUN’s focus at all levels is now on continuing to successfully position itself for future challenges in the tyre sector, which is subject to permanent change. Independent experts expect sustainability trends in particular to have a significant impact on the sector in the coming years. “In this context, not only consumers but increasingly also global regulatory authorities are demanding that modern tyres be made of sustainable materials that have lower rolling resistance, save energy, last longer and can be recycled or reused at the end of their life cycle,” emphasized Stephan Cimbal, Director Marketing SAILUN Europe. “We are prepared for this and offer appropriate solutions