Turkish tyre maker Brisa reports having “reinforced its pioneering position in the market” in 2024 despite challenging conditions. The Sabancı Holding and Bridgestone Corporation subsidiary attributes its growth in international markets under the Lassa brand to operational efficiency, strategic investments, and innovative products and services.
Brisa, the joint venture company of Bridgestone Corporation and Turkey’s Sabanci Holding operates plants in Izmit and Aksaray / Turkey and produces PSR, LT, TBR, AG and OTR group tyres under Bridgestone and Lassa brands. The Brisa footprint also includes an R&D center that delivers more than 100 new products a year. One of these is the Revola, a summer comfort tyre that is already leading the Lassa summer PSR line up.
Not so long ago the word ‘inflation’ typically drew thoughts to tyre pressure, at least in our line of work. But the other inflation has made an unwelcome comeback and is eating away at our purchasing power. Over in Turkey, the rate of inflation hit 72% in 2022 and made its presence known in Brisa’s financial results for the year. But against this backdrop of growing Turkish Lira weakness, the tyre maker had a good year.
The Goodyear Tire & Rubber Company has appointed ex-Brisa and Bridgestone executive Hakan Bayman as president of Goodyear’s consumer tyre business in Europe, effective 1 July 2020. Bayman will be based in Brussels and report directly to Chris Delaney, president Goodyear EMEA.
Lassa Tyres has reported that the brand has grown international exports by 60 per cent during the last five years. Top countries, where Lassa Tyres were sold during 2018 include Egypt, Italy, Germany, Austria, Ukraine and Morocco.
Consumers are increasingly likely to research their tyres online pre-purchase, regardless of whether they complete an e-commerce transaction. Peer review website Tyre Reviews has therefore become an influential destination in the car tyre market: discussing Tyre Reviews’s audience, owner, Jonathan Benson, states that 94 per cent of Tyre Reviews visitors are engaged in the tyre buying process, with its users predominantly “high earning, well educated, male automotive enthusiasts looking for the best possible product for their vehicle.” In 2017, the site delivered 25 million pageviews to tyre buyers, and claims to have influenced around “one-sixth of UK tyre sales.”
The world’s best-known kickboxing promoter Glory returned to Rotterdam Ahoy Saturday 9 December 2017 for an end-of-year event. Lassa Tyres, exclusively imported by S&H Tyres in the Benelux, was one of the sponsors.
Halit Şensoy, international markets director at Brisa Bridgestone Sabanci for the past six and a half years, has been appointed consultant to the chief executive officer, OEM business. This appointment took effect 3 October, and as of that day his former position was taken on by Ertan Kurt, who is now responsible for the Lassa tyre brand’s sales and marketing at an international level.
Lassa Tyres recently launched its first store in Portugal with the aim of expanding the brand’s presence all over the country. Lassa Tyres’ first flagship store in Portugal is Quim Dos Pneus in Aramar and was inaugurated on 2 July 2016. Spread over an area of 22 m2, Quim Dos Pneus is with well-equipped one-stop solution for car owners encompassing all tyre related services.
RH Claydon, one of the UK’s leading independent specialist tyre wholesalers, believes its wide range of brands and fitments within its extensive truck tyre portfolio meets the needs and requirements of its customers within the light and heavy bus and truck tyre market. This selection encompasses “premier” to “value” ends of the marketplace, sales & marketing director at the wholesaler, John Parker told Tyres & Accessories, with the brands Annaite, Basoon, Infinity, Lassa and Windpower. The wholesaler has recently extended its delivery reach in one of the more remote regions of the UK, launching a delivery service in Devon and Cornwall.
Following the pre-launch of its first global TV campaign in December in 2015, Lassa Tyres’ main global TV ad campaign starts began airing during the weekend of 20-21 February 2016. Under the brand motto, “the tyre that never tires”, Lassa Tyres’ first global TV campaign aims to reinforce Lassa Tyres’ brand values, while also capitalising on its sponsorship links with FC Barcelona. Lassa’s 30 second ad campaign on Eurosport available is in more than 54 countries and lasts until May 2016.
Lassa Tyres recently surprised the FC Barcelona Lassa teams with “holiday gift tyres”. According to the company, from now on the global talent of FC Barcelona Lassa Teams will be “under the protection of Lassa Tyres, whose durability and strong construction is approved by TUV SUD and is globally recognized”.
Lassa Tyres has launched its first global TV advertising campaign on Eurosport. The 20-second commercial will air across 54 European countries starting from 1 December for a period of one month. It will be followed by the main advertisement campaign which will start as of January 2016 and last till May 2016.
Brisa’s Lassa Tyres brand has launched new social media channels to follow its recently refreshed website. The brand now has Twitter and Instagram feeds, as well as a consolidated Facebook profile.
Lassa Tyres has signed a an endorsement agreement with Barcelona midfielder and Turkish National Football Team captain Arda Turan on a two-year contract. The news follows the earlier partnership agreement between FC Barcelona and Lassa making Lassa the main partner of all the indoor sports (which includes basketball, handball, futsal and roller hockey teams) as well as official partner of the Football Club for the next four seasons until 30 June 2019.
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