Eyeing to be the most preferred

Eyeing to be the most preferred

Maxxis Tyres, the largest two-wheeler tyre manufacturer and the ninth largest tyre company in the world, has its vision set to go higher in the global ranking and become one of the Top Five tyre manufactures by 2026, said Tsang-Chih Chu (Kurachi), Commercial Head, Maxxis Rubber India Pvt. Ltd, in this exclusive My Vision interview.

By Sharad matade

Maxxis has a vision to be a ‘Highly Respected, World class company.’ How do you define your vision and what efforts are being taken in this direction?

Globally, Maxxis Tyres is the largest two-wheeler tyre manufacturer and the ninth largest tyre company in the world. With our first India manufacturing plant in Sanand, Gujarat, we have already started delivering Made in India products in the Indian market.

Maxxis’s global vision is to become one of the Top Five tyre manufactures in the world by 2026.

Currently, India is undergoing a metamorphosis and the need for mobility is big. The tyre market for OE is projected to grow at a CAGR of 5.48% from 2016 to 2021 and will reach a market size of Rs. 2,074-2,423 billion by 2026. These indicators show huge scope for OEM’s to capitalise on the opportunity and hence our aim is to fortify India market and capture a market share of at least 15% of India’s two-wheeler tyre market within 5 years.

Presently, we work as an OEM partner for India’s most loved two-wheeler brand Honda Motorcycle and Scooter India Limited. Last year we announced a strategic partnership with HMSI to provide co-branded Maxxis tyres in both HMSI and Maxxis dealerships. We are exploring newer alliances with other OEM players and our endeavour is to become the most preferred partner of choice in the two-wheeler segment for both motorcycles and scooters in India.

Furthermore, the replacement market in India is quite big and offers great prospects for us. We are trying to create a robust infrastructure of dealers through which we can reach out to the potential customers. Within a short span of just over 12 months, we have grown our footprint in the market with over 1500 dealers and our target is to generate sales from the already on-boarded dealerships and continue new appointments at a steady pace.

Maxxis is strong in the Asian market and it is also narrowing its focus to expand in the European and the American markets. How do you evaluate the developed and developing market when it comes to technology, product offerings and marketing strategies?

Maxxis started its journey in the year 1967 as a manufacturer of bicycle tyres in Taiwan. Steadily it grew its presence to other countries and expanded its product portfolio with scooters, motorcycles, passenger cars, 4x4s, light trucks, trucks and buses, ATVs, lawn and garden products, race karts, industrial vehicles, and trailers. Today, Maxxis is the largest manufacturer of two-wheeler tyres in the world and also the fastest growing tyre company.

We have the expertise and technical know-how to develop the most comprehensive technology for both the developing and developed nations. Being one of the world’s most trusted tyre brands, we take pride in delivering high-quality tyre products to customers in 180 countries and employ more than 30,000+ people across the globe.

The product offerings and strategies depend on various geographical factors and terrains and with over 5 decades of rich industry experience we are nuanced to deal with any socio-economic and geographical condition.

For instance, in European markets and for a country like Russia there is a demand for snow tyres, hence the product development and technology vary. Similarly, tropical countries have different requirements like the tyres should be able to acclimatise extreme heat conditions.

The marketing strategies and product offering differ as developed countries are more price tolerant as compared to developing countries. Having said that, consumers from both markets still lay emphasis on technology and it’s increasing in the case of developing countries.

Compared to other markets that we operate in, Indian consumers is relatively more price sensitive. Today, however, the same consumers have also become aspirational and have become cautious of factors such as mileage, durability, longevity and advanced technology before making any purchase decision.

To strengthen their position, many Asian tyre companies are either setting up production plants or tech & R&D centres or both in the European market to have better proximity. DO you have any such plans of having a manufacturing facility or Tech & R&D centre in Europe?

Technology is integral to producing outstanding tyres and Maxxis continues to meet expectations with ongoing expansion of its research and development operations. Maxxis currently maintains five research facilities around the world, in Taiwan, China, the United States and the Netherlands. Maxxis’s 21 state-of-the-art manufacturing plants across the globe employ industry’s best talent who are involved in the production of world-class products for Maxxis, all over the world.

Additionally, our technical centres in US & Europe cater to the Western and European markets.

The global automotive world is getting aggressive on electrification of vehicles. How is Maxxis preparing for this disruptive technology?

Being one of the early adopters of technology globally, Maxxis Tyres’ preparedness for Electric Vehicles has already started. In Taiwan, we are at the forefront for e-scooters and have already built one complete ecosystem. Maxxis is a major supplier of tyres for Gogoro, an electric scooter and battery swapping infrastructure company in Taiwan. We also supply OE fitments to Niu, China’s largest electric scooter maker and the no.1 Smart Electric Scooter brand, globally.

Globally, we recently announced our partnership with German electric carmaker e.GO. The strategic partnership will see Maxxis create tyres for the manufacturer’s future models, using its considerable expertise and resources to deliver products that can ensure a smooth and safe ride for drivers of the innovative vehicles. Being an OE on the electric taxi implies Maxxis strong R&D infrastructure and the vision to create world-class futuristic products with rich experience in adapting to new technologies.

We know when electrification comes what kind of requirement will be sought, and we will be ready with the tyres. We already have successful products for EVs and can introduce our technology to the market and implement it very fast.

Who are your OE fitment customers and what are the emerging demands from OE players from tyre companies amid tightening rules on safety and Eco-friendly products?

Globally, Maxxis group serves as an original equipment supplier to leading auto giants in 4-Wheeler, 2-Wheeler, motorcycles, scooters, ATV’s and bicycles segments across 180 countries. In India, we are currently serving as an OEM tyre supplier to Honda (Two-wheelers), Maruti Suzuki, Mahindra, Tata and Jeep.¬

For the replacement market, a significant range of Maxxis tyres are suited for popular models such as Bajaj (Discover), Hero (HF-Deluxe, Splendor I-Smart, Glamour, Duet, Destini, Passion, Maestro), Honda (Activa, CB Shine, Aviator, Dream Yuga), Suzuki (Access, Hayate, Burgman), Mahindra (Gusto, Centuro), TVS (Jupiter, Wego , Star City ,Victor), Piaggio (Vespa), Yamaha (Ray, Fascino , Saluto) to name a few.

With increasing focus on safety and eco-friendly products, Maxxis has the highest quality product offering which is a combination of superior raw material and world-class technology. Being a truly global company, we are focusing on delivering consistency in our products across all countries be it quality, technology and safety.

With extensive investments in research and development, Maxxis has proficiency in making tyres for all segments. Through our comprehensive market analysis, we have developed the highest quality of tyres suitable for Indian roads. For instance, Maxxis tyres are made with high proportions of natural rubber which offers instant traction, better grip and ultimately superior safety, riding comfort and confidence.

Maxxis is in top ten tyre companies globally, and leading tyre companies’ product portfolio is driven by technology. How is Maxxis’ R&D wing working to elevate the company’s position?

Maxxis has its presence in 6 continents with 21 manufacturing plants and 5 R&D Centres worldwide and develops its diversified tyre products for customers across 180 countries.

Our robust R&D centres have created a benchmark in the industry for using the most advanced technology across all processes. Every Maxxis tyre is manufactured using the most advanced equipment, by personnel who display a dedication to quality at every level, from management to the factory floor. Maxxis products are tested both at our own facilities and at the world’s leading tyre test centres. Indian R&D teams collaborate with global R&D teams to ensure the same level of product excellence can be maintained and delivered to the end consumer.

Currently our state-of-the art manufacturing unit in Sanand has a capacity to produce around 20,000 tyres and 40,000 tubes per day. In 2018, we rolled out a large consignment of 1 million tyres from our Sanand facility for HMSI. We are scaling up our production capacity and have plans to come with 5 more plants in India which will also cater to the 4-wheeler tyre market. We are also testing tyres for the replacement market and soon will start testing for the 4-wheeler tyres.

What is the role of automation in the Maxxis’ plants across the globe?

Automation in today’s age is becoming the need of the hour, in every sector and especially in case of the automobile and related industries. Automation, use of advanced robotics and artificial intelligence helps in reduction of errors and the cost. Our partnership with SAP helps in streamlining the entire manufacturing process. Additionally, we take pride in saying that we are amongst the very few tyre manufacturers globally who uses the most advanced technology and innovation. Our most evolved and technologically progressive plant is in Shanghai where the whole production line can be made without lights.

What are the expansion plans and activities to enhance brand image?

Maxxis India inaugurated its first manufacturing facility in Sanand Gujarat in March 2018. With a vision to become India’s most preferred two-wheeler tyre company, we are steadily ramping up and in talks with some of India’s best two-wheeler manufacturers. Our target is to capture a market share of at least 15% of India’s two-wheeler tyre market within 5 years and become one of the top 5 tyre manufactures in the world by 2026. With this focused approach, we are strengthening our dealer base in India, with more than 1500 dealers at present.

We are also vary of the fact that women bike riders are not encouraged in India. Maxxis has partnered with Let’s Ryde for Women in Front initiative. As a company with a strong biking DNA, we believe that superior performance and safety go hand in hand. Through this initiative, we want to equip the women with relevant training and safety practices that will help them take the front seat and pave their own journey without any fear or hesitation.

Maxxis is the tyre for the next generation with a strong customer first approach. We have the highest quality product offering which is a combination of superior raw material and world-class technology. We have utmost confidence in the quality of all our products and hence are offering the best schemes and transparent claim resolution to our customers, including the industry-best 5+1 unconditional warranty with Maxxis 2-wheeler tyres. We want to offer our customers a seamless and easy replacement service which no other brand is offering right now. Our idea is to build customer trust and hence, we provide a hassle free ‘no questions asked’ replacement covering both manufacturing and non-manufacturing defects that cause the tyres to become unserviceable. This warranty is valid for five years from the date of manufacture. Another aspect that is unique to our policy is that we provide ‘free of cost’ tyre replacement covering both manufacturing and non-manufacturing defects, valid for 1 year from the date of purchase.


About The Author

Leave a reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Latest Issue

Newsletter Subscription

Recent Tweets

Subscribe To Our Newsletter

Join our mailing list to receive the latest news and updates from our team.

You have Successfully Subscribed!