During The Tire Cologne 2026, PRINX welcomed customers, distributors, media representatives and industry partners from across Europe to an exclusive evening event at KölnSKY, offering spectacular views over Cologne and creating the perfect setting for an evening dedicated to innovation, partnership and celebration.
The event marked the official European launch of the new PRINX XELERA EcoLine, a premium truck tyre developed specifically for long-haul transport operations. Produced in Thailand, the XELERA EcoLine combines high mileage, reliability, and efficiency with advanced technologies designed to meet the demands of modern fleet operators. The evening also celebrated two significant milestones for the company: the 50th anniversary of PRINX Chengshan and 10 years of successful growth and expansion of PRINX Europe, headquartered in Darmstadt, Germany.
A key highlight of the event was the presentation of the technologies behind the new XELERA product range. Guests were introduced to Matrix Technology, featuring an innovative five-belt carcass construction that enhances durability, stability, and load-carrying performance. The event also showcased InkTech Technology, which delivers precise and durable tyre marking while supporting optimised sidewall design and compound performance, as well as XChip, PRINX’s intelligent tyre management platform. The system provides real-time data on tyre pressure, temperature, mileage, tread depth, and load conditions, helping fleet operators improve efficiency, reduce downtime, and maximise tyre performance.
Representatives from PRINX’s international and European management teams presented the company’s future strategic direction and reaffirmed its commitment to innovation, research and development, and the successful market implementation of new technologies.
“The introduction of the XELERA EcoLine marks an important step in strengthening our presence in the European commercial vehicle sector. We remain committed to delivering innovative tyre solutions that help our customers improve performance, efficiency, and total operating costs,” said Leon Li, International Sales Manager.
Ari Salah, Marketing Manager Europe, highlighted the importance of strong partnerships and international collaboration: “Bringing together valued customers and business partners from across Europe, this evening provided an excellent opportunity to strengthen relationships, exchange ideas, and share the future direction of the PRINX brand and its commercial vehicle portfolio.”
As the sun set over Cologne, guests gathered on the outdoor terrace to celebrate both the 50th anniversary of PRINX Chengshan and a decade of PRINX Europe’s successful presence in the European market. The occasion provided an opportunity to reflect on the company’s journey since its foundation in 1976 and its transformation into a globally recognised tyre manufacturer. Against the backdrop of Cologne’s skyline, customers, partners, and media representatives joined the PRINX team in celebrating five decades of growth, technological advancement, and international success.
The evening concluded with networking, live entertainment, and an exclusive reception, creating a memorable atmosphere for customers, media representatives, and business partners while celebrating the launch of the XELERA EcoLine, the 50-year heritage of PRINX Chengshan, and ten years of PRINX Europe’s success in the European market.
