Best Choice: New brand, New factory
Founded in 1995 and based in Beijing Best Choice International Trade Co. Ltd. quickly established strategic business relationships with domestic tyre manufacturers eager to market their products internationally. Over the years, this has led to the development of a loyal customer base. Consequently, Best Choice reports that it has the developed the ability to source quality tyres at very advantageous prices. All this culminated in the launch of a new private brand at the recent Autopromotec exhibition.
Tyres & Accessories spoke to Andro Yan the export manager at Best Choice about the launch of the new private brand, which is called Mazzini. “Currently the brand is awaiting ratification of its ‘S’ mark, which is expected in July, we will then begin a powerful marketing campaign throughout Europe. Initially available in 35 sizes from 15 up to 18 inches the company will be seeking a completely new network of European tyre distributors for the Mazzini brand.” The Mazzini range is already selling successfully in several countries, including the USA and Africa, where the tyres are promoted as a top quality budget brand with a middle brand profile.
“To complement what we confidently predict will be a high demand for the Mazzini, the company is investing several million US dollars in a new tyre production plant, with a preliminary capacity for 5 million pieces,” continued Yan. “Construction began in April of this year and the new factory is scheduled to become operational in January 2012. This new factory will enable us to manufacture Mazzini tyres up to 24 inches incorporating 19, 20, 22 and 24-inch sizes. The range of the brand will eventually expand to 65 sizes. Besides this, Best Choice will also set up production lines for 4×4, SUV, P-metric, van, winter and light truck tyres primarily for the export market.”
As well as their own brands, which includes the Sunew range of high performance tyres and the new Mazzini brand, Best Choice offers a full portfolio of tyres from over 40 leading Chinese manufacturers.