Prinx targets all-weather segment with 2 rolls-outs

LAS VEGAS—Prinx Chengshan Tire North America Inc. is targeting the growing all-weather tire segment on two fronts, announcing the launch of the Prinx-branded HiSeason 4S and the Fortune-branded Climaflex 4S.

"It's two unique tread designs—two separate tires," Ken Coltrane, vice president of marketing and product development, said. "That's how we're building these brands; as completely separate brands."

The Los Angeles-based company went so far as to hire separate marketing firms to promote each brand.

"It's a big investment to have two rather large agencies, but we feel it's crucial for brand awareness," Samuel Felberbaum, president, said.

Prinx Chengshan Tire North America is a subsidiary of Rongcheng, China-based Prinx Chengshan Tire Co. Ltd. The firm sources most of its North American products from a factory in Chonburi, Thailand, and goes to market with the Austone, Chengshan, Fortune and Prinx brand names.

Prinx promotes itself as a value- tier replacement option with a vast product catalog across both passenger and commercial segments.

The Prinx HiSeason 4S is designed for year-round use by touring sedans and CUVs, vehicles like the Toyota Corolla and RAV4. The tire features the 3-Peak Mountain Snowflake (3PMS) for snow driving and a 70,000-mile limited treadwear warranty.

Prinx said the unique profile design results in driving stability and excellent wet-braking. Sipe density is aimed at creating resistance to aquaplaning, the company said, and the lugs offer a "snow plow" element in extreme conditions.

The Climaflex 4S carries the 3PMS and the Mud and Snow (M+S) qualifications. The tire was designed for touring vehicles and CUVs, like the Nissan Versa, Honda CRV, Kia Forte, Toyota Corolla and Ford Escape. The tire carries a 70,000-mile limited treadwear warranty.

The tire features the "Fortune Four" tread pattern, which the company said enhances aesthetics without sacrificing performance.

Prinx plans to launch 66 SKUs of both products throughout the year in three phases.

“We’re a value-tier tire, but we design our tires with the features and benefits to be a first replacement option,” Coltrane said, adding “if not the first, certainly the second” replacement.

“Once consumers get our tires on their vehicles and have a good experience, the next time they come back because it was a good value and will continue to be one.”

Felberbaum said that as the average age of a vehicle rises—it’s currently 12.5 years—there will be more opportunities for sales.

“Cars are on the road longer, and that will give us many opportunities,” he said.

Prinx is a broad-line supplier of passenger, light truck and TBR products.

“A retailer/distributor can take the full line on if they choose and have a consistent name that they can promote to their customer—all with the same quality control standards,” he said.

The company sells by container load, so it’s advantageous to have a large portfolio and multiple brands for dealers to sell, he said.“There’s gonna be more and more of that until eventually every product line will be like that,” Felberbaum said. “It’s two unique lines and brands, and they both bring a lot of value.”

Prinx is working toward “optimizing” inventory for the U.S. market, which includes filling a new warehouse in Thailand with inventory. Coltrane said it will reduce order time by as much 30 days. 

“If we can do that, that means our dealers won’t have to carry as much inventory,” he said. “And it will reduce their carrying costs.”

Coltrane said filling the warehouse will take some time because volume has been “very good,” and product is shipping as soon as it's ready.

“We will build up that inventory where we’ve probably got 45 to 60 days’ worth of forecasted needs for the U.S. market,” Coltrane said.

Looking ahead, Felberbaum said the firm plans to introduce an updated line of all-terrain products under both the Fortune and Prinx banners in July.