Prinx Chengshan’s Fortune Tires and Austone Tires brands have launched new websites for the European tyre market. Online now at austone.tires and fortune.tires, the sites are designed to provide a better user experience with a modern, clear design and mobile optimisation, as well as a new tyre search facility. The content of the sites is now controlled from the European headquarters in Darmstadt.
Fortune Tires and Austone Tires are entering the Goodyear FIA European Truck Racing Championship. Starting in 2025, the two brands from tyre manufacturer Prinx Chengshan are main sponsors of Garret Trucksport. The sponsorship includes financial support for the team and a flat-rate tyre supply for the trucks. The three-year contract was officially signed on 28 April at a press event in London.
Following the news that Prinx Chengshan is recalling >500,000 tyres in North America, company representatives confirmed to Tyres & Accessories that the recall only relates to the USA and is not related to Europe or the European markets.
Up to around 541,600 Fortune and Prinx branded tyres are subject to recall in North America. According to information published by the National Highway Traffic Safety Administration, Prinx Chengshan Tire North America’s voluntary recall involves certain Fortune Tormenta and Prinx Hicountry light truck tyres sold in the Aftermarket. Documentation related to the recall indicates that the tyres are marked with a sidewall symbol they’re not entitled to in North America.
From the start of September 2024, tyre maker Prinx Chengshan has switched to exclusively using ‘EUDR-ready’ natural rubber. This changeover occurred several months ahead of the European Union’s official deadline of 30 December 2024 and ensures that Prinx Chengshan complies with all regional requirements.
In the UK, Prinx Chengshan is primarily represented in the truck tyre segment by the Fortune brand, with the company also marketing these products across other parts of Europe under the Austone name. While the flagship Prinx brand is exclusively associated with consumer tyres in our region, the manufacturer has now introduced a range of Prinx truck tyres in its domestic market. On 21 August, Prinx Chengshan held a major product launch event in Rongcheng, Shandong, where it unveiled the first high-end Prinx truck tyres for the Chinese market.
In addition to presenting a wide range of new products at The Tire Cologne, Prinx Europe will share details of its newly forged alliance with retreading specialist Marangoni. The company invites visitors to find out more at Hall 8, Stand C 038/D 039 between 4 and 6 June.
Prinx Europe’s Fortune brand is being distributed by Fagdekk, Point S’s Norwegian representative. The collaboration was launched at a gala dinner in Oslo last month. 225 guests from the industry met at the Clarion Congress and Hotel in Oslo on 6 February.
The Fortune brand is a relative newcomer in the UK commercial vehicle tyre market, but behind the range is one of China’s largest and fastest-growing tyre makers. Prinx Chengshan produces the entire Fortune truck tyre line-up in a state-of-the-art facility in Chonburi, Thailand, and recently invited distribution partners from the UK and Europe to see the technology behind this Industry 4.0 plant for themselves. This visit also served as an opportunity to forge stronger business ties as well as to present the latest products within the Fortune portfolio.
During a ceremony held in China on 6 March, TÜV SÜD Group acknowledged Prinx Chengshan with certification that will “serve as a milestone” to “accelerate” the tyre maker’s entry into the European market. The certification agency awarded Prinx Chengshan the VECTO-based (EU) 2017/2400 carbon dioxide emissions and fuel consumption certification for three commercial vehicle tyre models sold in Europe under the Fortune and Austone brand names – AR 603, TH 135 and TH 155.
In addition to manufacturing truck and passenger vehicle tyres – the former sold in the UK under the Fortune brand name and the latter as Fortune and Prinx tyres – Prinx Chengshan is staking its claim in the off-highway segment. So far, the company has restricted its activities in this area to China, where it has introduced OTR tyres for wide-body mining vehicles, smooth tyres for underground applications, and on-road mining crane tyres. It recently added to this portfolio with two further tyres for wide-body mining vehicles, the ET06 and ET07 in size 16.00R25.
Prinx Chengshan’s 2022 Environmental, Social and Governance Report (ESG Report) tells us that the company employs 6,144 people, manufactures tyres at plants in China and Thailand, and sells these in three main regions – China, North America and Europe. Its key brands are Prinx, Chengshan, Austone and Fortune.
The tyre industry has long been considered a high-energy consumption industry, and manufacturers based in China have therefore been profoundly impacted by their government’s carbon neutrality and carbon peaking policies. Prinx Chengshan comments that Shandong Province, where its factory in China is located, frequently issues guidance to aid qualitative development within the tyre industry.
From 1 June 2023, Huang Xiaolei will succeed Shi Futao as the chief financial officer of Prinx Chengshan Holdings Limited, the company behind the Prinx, Austone, Fortune and Chengshan tyre brands.
New for 2023, growing wholesaler International Tyres has taken on Blacklion Tyres and Fortune Tyres as exclusive additions to the company’s product portfolio.
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Prinx Chengshan
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