NEXEN Tire has officially opened a new Southeast Asia flagship brand shop in Bangkok, Thailand. The manufacturer said this marks a milestone in its Southeast Asia growth strategy. The newly renovated brand shop was developed in collaboration with a leading Thai tire distributor, a NEXEN Tire partner for over a decade, the company said. The distributor operates a network of more than 800 retail outlets across Thailand.
With annual tire demand in Southeast Asia reaching approximately 90 million units for passenger car radial (PCR) and light truck radial (LTR) tires, and a projected annual growth rate of 3.7%, the region presents substantial long-term potential, NEXEN said. In response, NEXEN Tire said it is increasing its investment in the region. It will reinforce retail infrastructure and brand visibility, particularly in high-growth markets such as Thailand, Malaysia and Vietnam.
By the end of 2025, the company said it plans to renew over 80 key retail locations throughout Southeast Asia.
NEXEN Tire Southeast Asia Strategy Focuses on Digital and Product Fit
NEXEN Tire said it is also leveraging influencer collaborations and digital media to broaden its reach among younger consumers.
The company’s product strategy for the region focuses on high-performance summer tires and all-terrain models. Those options are tailored to Southeast Asia’s hot, humid and often rugged driving conditions, NEXEN said. Flagship products such as the N’FERA SU4 and ROADIAN ATX are gaining momentum among local drivers, it said.
Unified Brand Identity Across Global Markets
“Our expansion in Southeast Asia represents a pivotal step in NEXEN TIRE’s global growth journey,” said John Bosco (Hyeon Suk) Kim, CEO of NEXEN TIRE. “We are now entering a phase of acceleration. Our goal is to solidify our premium brand position not only in Europe and North America but across Southeast Asia, the Middle East, Latin America and Australia. We’ll do it through strong local partnerships and a unified brand experience.”
