- Building Premium Brand Positioning Through Flagship Branding at Major Retail Locations Across Southeast Asia
- Targeting Southeast Asia's 90-Million-Unit Annual Market for Passenger Car and Light Truck Market as Part of a Broader Global Competitiveness Strategy
SEOUL, South Korea, June 23, 2025 – NEXEN TIRE, a leading global tire manufacturer, has officially opened a new flagship brand shop in Bangkok, Thailand, making a significant milestone in its Southeast Asia growth strategy. This move reflects the company’s commitment to bolstering its premium brand positioning across one of the world’s most dynamic automotive markets.
This newly renovated brand shop was developed in collaboration with a leading Thai tire distributor, which has been a NEXEN TIRE partner for over a decade and operates a robust network of more than 800 retail outlets across the country. The new store offers a modern, immersive environment designed to communicate NEXEN TIRE’s global brand identity. Every element – from the shop’s layout to its customer service experience – has been aligned with the company’s visual identity and brand philosophy, ensuring consistency and deeper brand engagement at the point of sale.
With annual tire demand in Southeast Asia reaching approximately 90 million units for PCR and LTR, and a projected annual growth rate of 3.7%, the region presents substantial long-term potential. In response, NEXEN TIRE is accelerating its investment in the region by reinforcing retail infrastructure and brand visibility, particularly in high-growth markets such as Thailand, Malaysia, and Vietnam.
By the end of 2025, the company plans to renew over 80 key retail locations throughout Southeast Asia to create a unified brand presence and support localized sales campaigns. Recognizing the region’s high levels of digital engagement, NEXEN TIRE is also leveraging influencer collaborations and digital media to broaden its reach among younger, mobile-first consumers.
The company’s product strategy for the region focuses on high-performance summer tires and all-terrain models tailored to Southeast Asia’s hot, humid, and often rugged driving conditions. Flagship products such as the N’FERA SU4 and ROADIAN ATX are gaining momentum among local drivers seeking durability and performance.
“Our expansion in Southeast Asia represents a pivotal step in NEXEN TIRE’s global growth journey,” said John Bosco (Hyeon Suk) Kim, CEO of NEXEN TIRE. “While we’ve followed a carefully phased strategy aligned with production capacity and long-term vision, we are now entering a phase of acceleration. Our goal is to solidify our premium brand position not only in Europe and North America but across Southeast Asia, the Middle East, Latin America, and Australia through strong local partnerships and a unified brand experience.”
NEXEN TIRE’s continued investment in Southeast Asia signals its long-term confidence in the region and its vision to become one of the world’s most recognized and trusted tire brands.