Sailun aims to enter the top 3 largest tire manufacturers

Chinese Sailun, founded less than 25 years ago, has already entered the top ten largest tire manufacturers in the world and has even more ambitious plans for the coming years, as company chairman Liu Yanhua explained during a press conference at The Tire Cologne exhibition. 

"Our goal for 2028 is to enter the top three leaders in the global market by sales volume, and by 2032 we aim to fundamentally change the perception of our brand and our commercial performance to fully reach the level of premium brands," she noted. 

According to Liu, the company founded by Professor Yuan Zhongxue from Qingdao University of Science and Technology (QUST) plans not only to increase sales but also to contribute to the development of the entire industry. 

"We have a university behind us—professors and researchers whose main goal is not just to make money, which of course is necessary, but to elevate the entire industry to a new level through technological innovation," said Liu, adding that "one company cannot 'lift' the entire industry alone—we must work together, and this is precisely our mission."

Prior to becoming chairman, Liu served as the company's CFO for over ten years, and according to her, Sailun has always placed key emphasis on R&D. "We have invested huge sums into research and development," she said, "and I must admit that at the time, as CFO, I had serious doubts about it. I constantly worried about the amount of money being spent, fearing we might not achieve success or end up with no tangible results. It was our president who reassured me then, explaining that only innovation can truly set Sailun apart from competitors."

Liu adds that this strategy is fundamentally different from those seeking short-term gains. "Some competitors simply lower prices to increase sales volume, whereas we aim to create an ecosystem where distributors and dealers can share resources and genuinely improve their profitability, breaking free from the zero-margin trap that many sales channels currently face," she noted.

Sailun's key innovation at the moment is the liquid-phase rubber mixing technology EcoPoint3, which simultaneously improves tire grip, fuel efficiency, and durability. "Currently, most of our tires are offered at lower prices than they should be, considering their exceptional performance," emphasized Liu.

Regarding whether a hypothetical EcoPoint4 technology will be introduced, Liu noted that regardless of the name, innovations will continuously evolve, adapting to various usage scenarios and vehicle types, while also staying ahead of upcoming environmental regulations. "The speed of our innovation implementation far outpaces changes in legislation, and that is precisely why our solutions prove so successful," she pointed out. 

Sailun has a diversified brand portfolio, including brands such as Sailun, Maxam, Rovelo, Blackhawk, and Dynamo, for which the company is currently refining specialization. "We have many brands for different product lines, and we are reorganizing our offerings in specific markets," noted Liu. "Sailun will remain our key global brand, but, for example, in the off-the-road tire segment, Maxam has positioning and pricing even at a higher level."