One new product to be built at the Cambodia plant will be Doublestar's purpose-built electric-vehicle (EV) tire for the U.S. market, which is being designed initially in the six most popular sizes.
"The EV tire is different than a normal tire," Deng said. "We use a special compound to make the tire lighter to save electricity. And, the second is the noise — EV tire noise must be much lower to make a better experience for the drivers."
The tire, she said, is very popular in the Chinese market, and Doublestar expects the North American version to do the same when released.
"The EV market in China, right now, is bigger than the traditional (internal combustion engine) car," she said. "More than 50% is EV tire."
She explained that because most of China's population lives, works and travels near large city centers, they don't have the same long-distance travel concerns that have slowed U.S. adoption.
Doublestar has sold tires in the U.S. since 2010.
"So, we have many great dealers in the U.S., and so also they are excited, too, for us to come back stronger in the market," Joshua Liu, overseas channel director for Doublestar, said.
"We believe our products speak for themselves, and we are 100% sure — very confident — that we will perform well in the U.S. market," Liu said. "We understand the U.S. market is very well developed and requires a high-quality tire. So, we are happy to be a good player in this market again."
Doublestar's through-channel is progressing, he said, explaining that there are really two channels in the U.S. now for both the Doublestar brand and private-label brands the company produces.
The company has been going through an evolution since 2014, when it decided to replace its aging production with "smart" enterprises. In 2020, the firm started implementing a full-modernization strategy, based on the ecological, high tech, localization and digitalization.
Doublestar is considered the world's 29th largest tire maker, based on 2021 revenue of $1.16 billion.
Cambodia is not only an ideal country to build tires for the U.S., it is also much closer to the raw materials, Deng said.
"We have three industries," she said. "First is tire business, second is smart equipment. The third is green tire recycling, which means we take back used tires and break them down for the carbon black, the oil and the steel. We will make full use of the wasted tire."