FRANKFURT, Germany—China's biggest tire manufacturer, Zhongce Rubber (ZC Rubber), is looking to expand its presence and market share in Europe, and has taken the first step toward that vision with the opening of a new branch in Frankfurt.
The branch, Zhongce Europe GmbH (ZC Europe), is key to enhancing services in the European region, "one of the most important markets," according to a Sept. 6 news release.
Germany was chosen as the location for the new branch because it is a considered the "main economic power in Europe," ZC Rubber said.
"What's more, (Germany) has the strictest standards for tires," ZC Rubber said, "which will be a benefit if a brand is proved to be good in the German market."
The tire maker is developing a strategy to increase sales and cooperation with OEMs throughout Europe, a region which knows ZC Rubber mostly by its brands Westlake and Goodride.
"In the near future, we are preparing to launch more new product series to meet market-oriented demands," the company said. "ZC Rubber will try the best to differentiate from other Chinese competitors."
The German subsidiary is ZC Rubber's fourth overseas branch, after Thailand, Brazil and the U.S.