Kenda will exhibit new products specially designed for the European market to underpin its commitment to quality, the manufacturer states. Each of its latest products “use European requirements as a benchmark,” it added, “and have a clear focus on safety.” Its most important exhibit will be the latest Kenda ultra-high performance Emera A1 summer tyre, which is designed to produce excellent handling on dry and wet roads with outstanding braking performance. The manufacturer will also shine a spotlight on its latest winter tyres; the Komendo Winter for vans and the Wintergen 2 for cars. Each of these new-generation products has been developed with the intention of achieving “a breakthrough into Europe’s quality segment by offering products for the European market,” Kenda stated.
In Essen, Kenda’s vice president Che-Yen Yang and the entire export team from Taiwan hope to impress visitors in person. Its stand will reflect the company’s “core values,” it said: “commercial activities based on honesty and reliability coupled with a desire for constant betterment.” Yang and company also stated the desire to forge new partnerships – in particular, though not exclusively, in Germany and its neighbouring countries.
Kenda Rubber Industrial Co Europe GmbH, the manufacturer’s central hub for its European activities, is based in Übersee, Upper Bavaria. Its market specialists based here, in the heart of Europe, are initiating and managing new measures tailored to European requirements, Kenda said. In recent months, Kenda has further expanded its European sales network in cooperation with Grupo Total Neumatico in Spain, Gruppo Sirio in Italy, Theocarakis SA in Greece and MPSA Groupe MASSA in France. Kenda states that the motivation and goals of these groups are “consistent with those of Kenda”: to establish a long-term, trust-based partnership and gain market shares by supplying products that meet the needs and expectations of European customers.
Michael Andre, Kenda’s European marketing & sales manager for automotive tyres, is confident that its activities in Essen will help to further the brand’s European penetration: “With our ambitions, our achievements to date and our focus on Europe, we are on the right track. We have positioned ourselves well!”
Kenda added that it intends to use its stand at Reifen (3B36 in Hall 3) to further strengthen trust in its products.