Mary has over 20 years experience as the editor of our Malaysian sister magazine, The Tyreman. Based in Kuala Lumpur, she writes articles for us on the Malaysian and other South East Asian markets.
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XBRI tyres are distributed by Hiap Yoon Tyres, a subsidiary of Highclass Group.
Since its inception, XBRI, the main brand of Sunset Tires Corporation, has been committed to building a super-high cost-effective safety tyre brand with the best possible relationship between quality and price. In South America as a whole, after nearly 15 years of steady growth, due to its ‘king of cost performance’ product features, it is accepted by the majority of users and has become a preferred brand for purchasing.
The XBRI brand was born in Brazil, which has the largest population in South America, with more than 200 million people. XBRI has become the most famous and popular tyre brand in the region. Most parts of South America are not rich. In addition to the pursuit of quality and safety, people have to consider price factors when buying tyres, which is why XBRI is so popular. This is because the Sunset Tires Corporation has always positioned itself in the economy sector of the market.
XBRI also attaches great importance to product differentiation. In order to meet the different needs of the vast number of users, it has established its own perfect procurement system. The products include car tyres, truck tyres, light trucks and 4X4 tyres, inner tubes, rims and engine oil, and many more. To meet the one-stop procurement needs of customers, the company has its own contract manufacturers in China, South Korea, Thailand, Myanmar, and Vietnam, just to name a few, in order to create diversified products to meet different market requirements. At present, the company is actively exploring new high-quality contract manufacturers and plans to have XBRI production bases in Europe in the future to meet the needs of more different users.
Sunset Tires Corporation Limited Deputy General Manager of Asian-Pacific Area Jeffny Liu says it is pragmatic and will proceed according to actual needs. “We are Brazilians in Brazil, Colombians in Colombia, and Mexicans in Mexico. In Malaysia, we must adapt to local conditions, adapt to the times, and vary from person to person, thus creating a Malaysian brand that is most suitable for Malaysia.”
XBRI attaches great importance to the cultivation of the market and is responsible to the user and to society in general. In markets in which they have operated before, they will spontaneously set up a public welfare enterprise for tyre recycling and provide after-sales renovation services. The company would not forget to make their due contribution to environmental renovation, waste pollution changes and environmental protection.
“This is also a very important reason why we can reach a cooperation with XBRI Malaysia distributor Highclass Group. Highclass Group has its own retread tyre factory and has been working hard to change the environmental problems brought about by the industry. It serves users better and is responsible towards society. In this way, we believe that the XBRI brand under the operation of Highclass Group could bring XBRI family-like care, reassurance and warmth to every user in Malaysia, and we can work together as a long-term development cause to bring the most favoured driving experience to Malaysians,” said Liu.
It is said that XBRI has become a rising star in the global tyre market. In order to promote XBRI's globalisation strategy and provide brand awareness, the company has been increasing its investment in various football tournaments around the world. In recent years, the company has invested in a number of football events, including the 2018 FIFA Russia World Prequalification, which has received extensive attention. The flexible control and speed of football itself are very consistent with the tyre characteristics represented by XBRI brand tyres, which makes XBRI brand popular with a wide range of football fans, many of whom are also fans of the Brazil national team.
“We believe that the XBRI brand will eventually bring good news to Malaysians and be loved by them due to the brand’s safety qualities, good price, social responsibility and service-oriented brand responsibility, as well as an association with the speed and control of football, thus making Malaysia an important outlet for XBRI to expand within Southeast Asia and the rest of the world,” Highclass Group Executive Director Desmond Kew commented.
Backed by more than 30 years of experience, Highclass Group of companies shares unique competencies by bringing together specialised expertise to spark innovation of tyre solutions from commercial fleets to private vehicles. XBRI tyres are distributed by Hiap Yoon Tyres, a subsidiary of Highclass Group.
精工集团是首屈一指的轮胎专家，至今有逾30年的丰富经验。该集团公司汇集轮胎领域专才，打造创新的轮胎解决方案，带来从商业车队到私人车队的革新，而这成了该公司得天独厚的竞争优势。XBRI轮胎由精工集团子公司Hiap Yoon 轮胎公司负责分销。
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