At this year’s Tire Cologne, Sailun presented an impressive showcase of its product portfolio, which is entirely dedicated to ‘Smart Performance’. Next to the proud presentation of Sailun’s impressive data on economics, brand perception and sustainability there was a wide-ranging exhibition of different tyres for electromobility, performance and customisation within the PCR range. A comprehensive display of the TBR range and the company’s sub-brands completed Sailun’s strong presentation.
Business Growth and Improved Brand Perception
For Sailun, taking part in this year’s Tire Cologne was a resounding success.
Jane Liu, Chairlady of Sailun Group, proudly announced Sailun Group’s latest developments. “Sailun was founded claiming to ‘Make Great Tyres’ by bringing scientific findings directly to the road. And today, we look back with pride on a 24-year history of continuous and stable growth, characterised by our commitment to developing ever-better tyres. An important milestone on this journey is Sailun’s groundbreaking EcoPoint3 technology, utilising the unique liquid-phase compounding process, whose sensational results have earned our application the nickname ‘Liquid Gold’,” explains Jane Liu. “We do consider innovation a key driver in the industry but we also take sustainability seriously, continuously optimising it throughout the entire product lifecycle, from development and production right through to use on the road. Our efforts are recognised by the MSCI ESG ‘AA’ rating and Brand Finance’s extremely strong Global ESG Composite Perception Score.”
“We are grateful for all these achievements, and at the same time they serve as a tremendous source of motivation as we are headed into the future, for all our valued 25,000 employees remain committed to continuing to ‘Make Great Tyres’.”
As Sailun continues to grow globally, Liu said the company’s focus remains on creating long-term value, not only for customers and partners, but also for the wider industry and society.
“Looking ahead, we must stay focused on the value we create for users by delivering safer, more comfortable, and more energy-efficient products and services. Through innovation, technology, quality, and green, low-carbon development, we can build a tyre industry that better respects nature, benefits people, and supports a stronger, more sustainable future.”
Brand Finance, the world’s leading brand valuation firm based in London, presented its unique brand value report, ranking the top global tyre brands. Sailun’s brand value has exceeded the magic threshold of one billion US dollars for the first time in 2026. Brand Finance calculates the brand value at US$1.239 billion: this makes Sailun the 10th most valuable tyre brand in the world, the most valuable Chinese tyre brand and, with a 37% increase on the previous year’s figure, one of the fastest-growing brands in the tyre industry.
“The brand value of Sailun is not only growing, it’s accelerating,” emphasises Lorenzo Coruzzi, Valuation and Strategy Director Brand Finance, the impressive growth. “This year’s plus 37% jump runs nearly three times the 13% Compound Annual Growth Rate Sailun has held since 2018, the curve is steepening.”
In the Brand Finance study on sustainability perception, Sailun achieved a high score in the Global ESG Composite Perception Score and ranks eighth in the global top ten of the tyre industry. In Germany as an example, Sailun achieved the highest overall approval rating among the selected competitors in terms of its perceived commitment to environmental sustainability.
Sailun will commence production at a further tyre plant in Egypt by quarter 4 of this year in order to respond even more effectively to the growing global demand for ‘Smart Performance’ tyres. A lot of European freight hubs can be reached within five workdays, significantly raising the availability of tyres.
Smart Performance through EcoPoint3-Technology
With its patented, unique EcoPoint3 technology Sailun breaks through the magic triangle of performance, durability and energy efficiency. This liquid phase chemical mixing process for filler and rubber revolutionised the manufacture of tyre material composites. Sailun’s proprietary technology offers the ultimate solution for tailor-made rubber compounds for the diverse needs of customers around the world. A significant result is comprehensive CO2 and energy savings, both during the production process and during product use. For customers driving our tyres EcoPoint3 allows a unique experience, they are smart about buying a technologically refined product, delivering outstanding performance at a very competitive price. Or as Sailun puts it – ‘Smart Performance’
The above-mentioned Brand Finance study demonstrates, that ‘Smart Performance’ is more than a marketing idea: Approximately 25% of customers questioned evaluated the Sailun brand as ‘Affordable, but of high value at a medium price’, clearly showing that Sailun tyres are perceived as products of accessible quality. Sailun turns out to be the trusted leader in the so-called ‘smart bargain’ zone, where potential customers would not refuse to consider the brand. Sailun scored eight out of ten in the Price Acceptance chapter, showing the brand is perceived as Great Value for Money.
Sailun’s PCR Programme Highlights
The Sailun Atrezzo 4Seasons Ultra was also showcased to industry professionals at Tire Cologne. This all-season tyre has been available on the European market since 2025. Thanks to a new tread design and groundbreaking EcoPoint³ technology, the 4Seasons Ultra delivers consistent performance across a range of temperatures and throughout the year. A small number of straight sipes maintain the stiffness of the tread blocks and ensure optimum performance in dry, wet and snowy conditions. The wide, V-shaped main tread pattern, combined with the opposing half-ribs, increases traction on snow and gives the tyre outstanding grip even in winter conditions. In addition, the wide, directional V-shaped main tread pattern ensures rapid water drainage from the tyre surface, shortens braking distances on wet roads and further enhances safety.
AUTO BILD (39/2025) awarded the Sailun Atrezzo 4Seasons Ultra (225/40 R18 98W) a “Good” rating in its all-season tyre test.
The Sailun Ice Blazer Alpine Evo2 is a prime example of Sailun’s comprehensive range of tyres and demonstrates the strengths of the brand’s winter tyres. It features an innovative tread pattern with large, stepped tread blocks on the shoulders, which give it outstanding handling characteristics and traction, even in deep snow. Its high-silica winter rubber compound ensures top performance and safe driving on ice and snow. The tread pattern in the centre of the tread has 30 per cent more sipes than the previous generation. This allows the Alpine Evo2 to grip any slippery road surface, whether snow, slush or ice.
The deep, V-shaped Hydrolink tread pattern converges towards the centre of the tread and effectively channels water away from the road surface via pronounced lateral grooves. And thanks to the use of Sailun’s latest, highly elastic, wear-resistant rubber compound in the tread, the Alpine EVO2 achieves a superb balance between mileage and energy efficiency.
In a tyre test, AUTO BILD (www.autobilde.de/reifentests) awarded the Sailun Ice Blazer Alpine Evo2 (245/45 R19 102W XL) the “AutoBild Approved” seal of approval, thereby recognising its strong performance in the areas of braking, handling and traction.
