Nexen Tire announced the opening of its first brand shops in Bahrain and Kuwait. Nexen said the brand shops represent a step in expanding its retail presence across emerging markets in the Middle East, South America, and Southeast Asia.
The Middle East has become a core market for Nexen Tire, ranking as the company’s third-largest region for overseas sales. Since establishing its Dubai branch in 2009, Nexen has expanded its local operations through partnerships with distributors and service providers.
Nexen Tire Brand Shops
Nexen Tire said it is increasing consumer engagement by applying consistent brand identity elements at local tire stores. The manufacturer said this approach standardizes signage, interior design, and displays. The company said this strategy offers a way to maintain flexibility to adapt to local markets.
In 2025, Nexen Tire introduced its brand identity at more than 130 stores worldwide. That brought the total number of branded stores to about 400 over the past four years. The company rolled out its branding in major European cities such as Frankfurt, Milan, Lyon, and London. It also opened 50 stores in Turkey, including Istanbul and Ankara.
Beyond Europe, Nexen expanded its branded presence in 12 stores across the Middle East and North Africa, 16 in South America—including Brazil, Argentina, and Colombia—and 13 in Southeast Asia, including Malaysia and Thailand. Each location was launched in partnership with regional distributors to ensure local market alignment.
Building Global Recognition Through Localization
“Our shop branding project serves as a strategic foundation for enhancing brand value in developed markets while unlocking growth potential in emerging economies,” said John Bosco (Hyeon Suk) Kim, CEO of Nexen. “We will continue to strengthen localized, customized marketing and build global partnerships, expanding customer touchpoints to further solidify our position in the global market.”
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