Deldo: ZC Rubber now making Superia tyre brand

(l-r): Deldo CEO Philip Delcroix, ZC Rubber chairman Shen Jinrong, Deldo president Jos Delcroix

Private labels are a core business for wholesaler Deldo Autobanden NV, and currently it offers six ranges. One of these is Superia, and Deldo shares that it recently entered into a manufacturing agreement with ZC Rubber – the 10th largest tyre maker in the world according to’s latest ranking. ZC Rubber will produce a full line of high performance, UHP, SUV and light commercial truck patterns under the Superia brand name for Deldo.

“ZC Rubber is the Michelin of the Chinese tyre industry,” states chief executive officer Philip Delcroix. “And there is no doubt we are by far the expert in Chinese tyres in Europe. So, it makes sense to partner up. We are very proud that they’ve chosen us to increase their footprint here. And even more so, that it will be with a Deldo label.”

According to Deldo, the new Superia line-up is designed and engineered in line with ZC Rubber’s quality standards, and this means drivers can look forward to extremely high mileage from their tyres. “Recently, an independent European test in winter and all seasons, ranked the ZC product best in class amongst all-seasons,” Delcroix continues. “Outperforming the well-known European premium brands in all the test areas. I’m convinced Superia will be a game changer in the longer run. It will make the customer that still has his doubts on Chinese tyres, feel safe and secure. Superia still is a budget brand in price, but it sets a new standard in quality.”

“First reaction from the market is very promising,” adds commercial director Tom Van Dyck. “And when we finalise the winter and all-season programme – both will be ready for the 2019/2020 season – our Superia dealers will have an offer that’s hard to beat. Deldo has always been a frontrunner in budget and Chinese products. With the new Superia it once again confirms that status: service and quality at the best conditions. We don’t have OEM ambitions yet, but we should have with this product!”

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