The Hubtrac tyre brand currently specializes in truck and bus radial (TBR) tyres, as well as other commercial and specialized products, positioned as a premium offering tailored for demanding markets. Key highlights include Hubtrac’s expansion in Europe, relocating its European headquarters and operations to Serbia in 2023 to position itself “at the heart of Europe.”
10 new European-designed tread patterns were unveiled in 2025 at Autopromotec and since then the company has formed partnerships with well-known distributors including Italy’s Magri Group and Ireland’s Midland Tyres. Moving forward, the brand is extending reach beyond Europe, including plans to offer Serbia-made tyres to the US market which were scheduled to start at the end of 2025.
In the February edition of Tyres & Accessories magazine, we interview Hubtrac global head of marketing Dr Edward Sean Yaliang Xu in order to learn more about the brand’s recent progress and plans for the future. Dr Xu began his career with doctoral research into the Chinese judiciary at a UK university. From there, he held a number of international executive roles in the petrochemical sector, which led to more than a decade in the tyre industry and ultimately to his newly appointed global marketing position.
Questions include: a walk through recent milestone; current brand and marketing priorities as well as plans for the future.
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