Cooper Tire develops in the commercial vehicle market (Photos)
In November, Cooper Tire's first domestic flagship store for the Dean brand—specializing in truck and bus tires—officially opened at the Shanghai CIMC Vehicle Equipment Logistics Park. The new store, operated by the St. Lunbao Tire Sales Store, is a dedicated distribution center focused on Dean Tire products. It aims to cater primarily to mid- to high-end passenger car and commercial vehicle customers.
Amidst the current challenging economic environment, Cooper seeks to introduce advanced dealership models from abroad to offer more competitive product combinations and services to the domestic market. This move reflects the company’s commitment to enhancing customer experience and building long-term value.
At the opening ceremony, Alex Koi, General Manager of Cooper Tire China, cut the ribbon, marking the official launch of the Dean brand's flagship store for passenger and commercial vehicle tires.
Unlike the well-established presence of passenger car tire brands, fewer commercial vehicle tire manufacturers have established image stores in China. Cooper’s decision to open a branded store is aimed at capturing the high-end commercial vehicle market through superior service and expertise.
Currently, many commercial vehicle operators in China lack proper knowledge about tire maintenance, leading to inefficient usage. According to data, while commercial tires can last up to 1 million kilometers abroad, they often only reach 100,000 kilometers in China. Road conditions, along with improper use and management, are major contributing factors.
To address this, Cooper has launched its flagship store with the goal of improving tire efficiency through professional services. Technical staff are present at the store to educate customers on proper tire selection, usage, and retreading methods.
Cooper also offers a full range of services, including pre-sale guidance and meticulous after-sales support. Every product is regularly tracked, and all sold tires are fully documented. Additionally, Cooper sends professionals directly to logistics bases to perform tire replacements and air pressure repairs on-site.
Gu Sili, General Manager of Cooper Tire China, emphasizes that in today’s market, low-price competition is not the answer. Companies should focus on delivering greater value through product quality, innovation, and exceptional service.
The newly opened store features products from Cooper Chengshan (Shandong) Tire Co., Ltd., a joint venture between Cooper and Shandong Chengshan, established in early 2006. The store showcases Dean Tire, which was launched in May this year, as well as other specialized tires designed for road and mining applications.
As a new brand entering the Chinese market, Dean's initial three products target medium- to long-haul users. These include the A100, suitable for all wheel positions on trucks and passenger cars; the A220, designed for all wheel positions on trucks; and the D240, intended for drive wheels.
Developed by Cooper’s U.S. R&D headquarters, these tires are tailored to meet the specific needs of Chinese road conditions and user habits. They excel in mileage, comfort, safety, and durability.
The A100 reduces rolling resistance through advanced rubber compounds and tread design, offering excellent fuel efficiency. The A220 and D240 feature innovative designs that significantly enhance traction. For instance, the A220 uses a block-like striped pattern combined with steel reinforcement, while the D240 employs an oriented block pattern with varying groove widths and a unique “V†tread design for superior wet-road performance.
Si Si Li stated that Cooper remains committed to providing safer, more comfortable driving experiences, longer mileage, lower fuel consumption, and extended service life for Chinese users.
Cooper Tire has a strong racing heritage, having participated in motorsports since 1950. The company has supplied tires for over 150 events worldwide. Since entering the Chinese market in 2006, it has continued to support motorsport events. This year, the Dean brand was officially launched at the first station of the 6th National Truck Contest in Xiamen, where it performed exceptionally as the sole designated tire supplier.
Miao Sili believes that extreme racing conditions are the best way to test tire performance. By showcasing its products in competitions, Cooper aims to demonstrate their superiority and apply the technologies gained from motorsports to civilian tire manufacturing.
With its emphasis on quality and service, Cooper has earned growing recognition in the market. Since the launch of Dean Tire in May, sales have far exceeded expectations.
Despite these achievements, Miao Sili sees significant potential in the Chinese commercial vehicle market. Cooper is currently developing a series of strategies for further market expansion and plans to announce them in the near future.
Cooper Tire is currently the eighth-largest tire company globally and the second-largest in North America. It specializes in the replacement tire market and offers a wide range of products, including passenger car, commercial vehicle, motorcycle, and racing tires. In April 2006, Cooper officially entered the Chinese market and now operates two joint ventures in Shandong and Kunshan.
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