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Kenda targets German car tire market

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Crain News Service report

OLDENBURG, Germany (May 5, 2014) — Kenda Rubber Ind. Co, Ltd of Taiwan is increasing its presence in the European car tire business, focusing particularly on the German market.

The strategy is being led from Oldenburg, where Kenda Rubber Industrial Co. Europe G.m.b.H. has established its headquarters. Its strategy includes building up Kenda’s German and European distribution network and developing OE market opportunities.

Kenda tires have been available in France, Spain, the UK and Italy for a number of years. The company said it now wants to establish its products in Germany and in other European countries.

The German market is more demanding than many other European markets due to the requirements of its independent tire tests and its high-tech automotive industry, according to a Kenda statement.

In response to market requirements for high-speed properties, as well as handling and braking in wet conditions, Kenda has had its tires assessed at the MIRA test center in England and — for winter tires — at Test World in Finland.

“With these tests we have been able to optimize our product portfolio for German and European customers,” said Michael Andre, newly appointed marketing and sales manager at Kenda Rubber Industrial Co. Europe.

Kenda’s first product specifically developed for the European market, the UHP Vezda SP001 tire, is already on the horizon and will be launched in spring 2015, according to the tire maker.

In the coming months, European engineers also will be assessing other developments from Kenda during tests in Spain, the company’s statement added.


This report appeared on, the website of European Rubber Journal, a UK-based sister publication of Tire Business.

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