On a roll: More gumballs, aggressive sales blitz for Taiwan’s CST Tires

posted August 29, 2019 at 09:00 pm
by  Lester Dizon
What began as a bicycle tire making company has morphed into a diversified mini-conglomerate. CST Tires now ranks as the world’s eight largest tire producer whose products include gumballs for a wide range of vehicles.

For the uninitiated, “CST” stands for “Cheng Shin Tire” and we realized that we’ve been using the bicycle tires made by this company. Cheng Shin Rubber Industry Co. was established in 1967 in Yuanlin City, Changhua County, Taiwan, by Luo Jye and began as a producer of bicycle tires. We learned that after penetrating the world market with their bicycle tires, Cheng Shin expanded into tires for motor vehicles including motorcycles, passenger cars, sport utility vehicles (SUVs), light commercial vehicles (LCVs), trucks and buses.

CST Tires
CST Tires has become a $3.8-billion company, employing at least 20,000 workers with presence in 150 countries.
8th Largest Tire Maker

We were impressed to learn further that Maxxis Tires, which has now become popular as a motorcycle, scooter, automobile and SUV tire brand, is a wholly owned subsidiary of Cheng Shin and that the company had worldwide revenue of over $3.85 Billion in 2015. Today, CST is the 8th largest tire manufacturer in the world, covering a wide range of market segments including tires for motorcycles, auto, truck, all-terrain, industrial, agricultural, and lawn and garden. With markets in 150 countries around the globe, CST employs a workforce of 20,000 people and utilizes world-class manufacturing procedures and highly efficient logistics to set the highest standards of excellence in its industry.

CST has expanded its manufacturing facilities from Taiwan to Xiamen, China where three factories are equipped with world-class manufacturing equipment, innovative technology, and a strong emphasis on increased quality, timely delivery, and improved customer satisfaction. CST factories comply with stringent international standards such as ISO 9001, E-Mark, and TS 16949, while attaining recognition from the US Department of Transportation (DOT) and International Organization for Standardization (ISO). CST was also bestowed with the “China Well Known Brand” award.

Innovation is Key

With this knowledge in hand, we eagerly attended the launch of CST’s new passenger car radial (PCR), SUV and 4×4 off-road tires for the Philippine market. CST Tires Director of Sales and Business Development, Jaybee Atanacio, emphasized it succinctly when he said, “Innovation is at the heart of CST. We are always on the lookout for new developments and changes in the Filipino’s tire usage and the country’s road conditions to improve the products and the services we offer. With the continuously rising demand for high-quality tires in the Philippines, we are glad to be part of the road stories of Filipino families and motorsports enthusiasts.”

Atanacio pointed out that some popular tire brands have become too expensive for the market while the quality of some “affordable” brands is questionable and not fit for the Philippine road conditions. “We found a large gap in the market between the high-priced, high-quality tires and the low-priced, low-quality tires for SUVs and pickups, which is now the largest automotive market segment”, he explained. “With a wide range of sizes and applications, CST tires are reasonably priced but with the quality, performance and durability of the more popular brands. We now have thousands of satisfied customers that have shifted to CST tires and the demand is increasing.” Anastacio said that this demand is the primary reason why they decided to introduce five new CST tire models – the Parkour PK01, Marquis MR61, Medallion MD A1, Sahara A/T II, and Sahara M/T II.

2019 CST Tire Products and Warranty

The Parkour PK01 is a versatile high-speed tire with an optimized tread pattern design that offers comfort, handling and road-holding performance in wet and dry conditions. The Marquis MR61 was designed for enhanced durability and lower rolling resistance for improved fuel mileage and a quiet ride experience. The Medallion MD A1 offers steady handling and longer tread life with its high-stiffness rib design and closed-shoulder groove design.

The Sahara A/T II is an all-terrain tire that features a reduced tread pattern void ratio, square profile design, flat contact patch and serrated edges that is ideal for long drives, heavy loads and optimum off-road performance.  The Sahara M/T II is a mud and terrain tire equipped with innovative sidewall armor and advanced 3D tread design for improved mud dispersal, maximized sidewall traction and high resistance to punctures especially in rocky driving conditions.

The CST Tire product launch was followed by a dealership fellowship night where the sellers and retailers were briefed with the performance and unique selling features of the five new tires and then feted to a memorable evening with CST Tire officials. “We shall be aggressively promoting CST Tire products around the country”, said Atanacio. “When the tires of your SUV or pickup or passenger car need to be replaced and you’re keeping a close eye on the budget, please consider these new offerings from CST Tire because we’re the only one that offers a long-term warranty on our tires. That’s how confident we are with the quality of CST Tire products.”

For more information about CST Tire’s latest products and promotions, please visit www.csttires.com.ph or drive to your favorite tire dealer and ask for CST tires.

Topics: CST Tires , Cheng Shin Tire , Cheng Shin Rubber Industry Co. , Taiwan
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