TOYO TIRES

With a turnover of around $3.5 Billion. The Toyo Tires group is one of the largest tire companies in the world. Founded in 1945, today Toyo Tires employs around 12.000 people and has a global footprint. From its headquarter in Itami, Japan, the company markets its products to more than 120 countries and regions around the world.

MOBILITY

With a range of tires optimised for European roads and weather conditions, Toyo Tires offers mobility, safety and comfort to millions of drivers. Three principal brands, Proxes, ultra high performance summer road tires, Observe winter tires and the Open County Off-road and 4x4 range have been supplemented in recent years with Celsius all-season tires. The latest addition to the line-up, allows motorists to select the most appropriate product for their needs.

SUSTAINABILITY

To reduce the impact of their products on the environment, Toyo Tires has consistently evolved their tire ranges to offer lower rolling resistance with each new product. Reducing  rolling resistance lowers fuel consumption leading to a reduction in carbon emissions of the vehicle.

Not only are the products developed with sustainably in focus, the production process is also considered. The new factory in Serbia has one of the largest Solar arrays in the country, providing it with renewable energy for the production of tires.

TOYO TIRES IN EUROPE

Europe is currently a smaller market for Toyo Tires, after Japan and the USA. Following the establishment of the new production facility in Serbia in 2022, the corporate structure evolved, and a holding company, Toyo Tire Holdings of Europe GmbH, now supervises the actions of the production and sales companies and associated daughter companies in Europe. The purpose of these changes was to allow the commercial companies to focus on improving the service to customers and developing the brand name in Europe to the same level the brand enjoys in other parts of the world.

COMPETENCES

The Japanese company's business is based on two core competencies - tires and automotive technology. Tires are the largest sector of the business. The development, production and marketing of high quality high-performance tires is responsible for over 90% of group turnover. The versatile product range of Toyo Tires includes a wide range of summer and winter tires for passenger cars, 4x4s, SUVs, vans, and light trucks.

BRAND PERSONALITY

The brand statement, Open Roads Await” encapsulates the company’s mission to create excitement and surprise with products that exceed expectations and enrich society. The brand is highlighting its spirit of challenge with a global advertisement featuring the message “Ignite your BLUE” where the concept of blue flames burning hotter are a metaphor for the personality of the brand. This concept is closely aligned with the drive to challenge themselves within sport climbing athletes.