PRINX – A new tire brand for a new generation

Darmstadt, Germany, 3^rd of April 2023 – The innovative product range from PRINX is aimed at a new generation of drivers who combine their modern and consumer-driven lifestyle with sustainable thinking. The premium tires have been developed specifically for the European market and cover all requirement types in the passenger car and SUV segment. In addition to high-quality models for petrol and diesel vehicles, PRINX stocks an extensive range of tires for vehicles with alternative motors. PRINX’s product range is available for wholesale from spring 2023.

PRINX is the new flagship brand of the renowned tire manufacturer PRINX Chengshan. The international and multiple award-winning family business was founded in China in 1976 and is listed on the stock exchange. The launch of a tire brand focusing on sustainability is the systematic continuation of the sustainability campaign that the company has been pursuing for years. The first tires from the PRINX range can be ordered in the spring of 2023.


Their basic philosophy on sustainability combines the tire brand PRINX with performance. The high level of quality is based on their pleasure in technological innovation and style. The refinements in design and technical details are unobtrusive but at the same time provide consistent, positive features throughout the entire range. From an extremely short braking distance to reduced consumption through to enhanced driving comfort or a more stylish look.

PRINX is primarily addressing young drivers from Generation Z and millennials with these features. They have a passion for discovery; it is self-evident that travel and consumption are an integral part of life. They are curious about and open-minded to technical innovations and view them as a chance for a better environment and world. The sustainable aspects of a product are an additional reason to buy.

The majority of the PRINX tires are manufactured in a state-of-the-art production plant in Thailand, which was opened in 2020. The technology used there saves up to 40% energy in the production process, among other factors. All tires comply with the highest technical standards, are certified and are also tested in Europe for quality assurance.

“The requirements for vehicles with alternative motors differ greatly from those for conventional tires” 

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Portfolio for European weather, tested in Europe

The PRINX models developed specifically for European weather conditions cover every requirement type. The tire portfolio delivers tires for those who prefer a sporty drive as well as short distance city drivers or owners of an electric vehicle. The subject of alternative drive types plays a major role. With 69 versions of tire for e-vehicles, the selection at PRINX is almost unrivalled in terms of scale from the very outset. “The requirements for vehicles with alternative motors differ greatly from those for conventional tires”, explains the CEO for Europe Thomas Wohlgemuth. “We can fall back here on the numerous years of experience in development and practice within our parent company. The competitive edge of the Chinese market in this case gives us a real advantage”.

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PRINX’s portfolio includes 6 models at the moment:

• Quattura 4S (All-weather tires from the high-performance segment for passenger cars/SUVs, 14 to 20 inches)

• Aquila Pro (High performance summer tires for passenger cars and SUVs, 14 to 19 inches)

• Aquila Rev (Ultra high performance summer tires for passenger cars and SUVs, 17 to 22 inches)

• Winter Excelia (Winter tires for passenger cars and SUVs, 14 to 19 inches)

• XLAB (Comfort-focused EV summer tires, for passenger cars and SUVs with partial and fully electric motor, 34 dimensions

• XNEX Sport (EV summer tires, for passenger cars and SUVs with partial and fully electric motor, 35 dimensions)

The new PRINX tires are available for wholesale throughout Europe from spring 2023.

Opening with the all-weather tires in conjunction with the tire models for e-vehicles.

“PRINX should be fun, evoke a good feeling for all stakeholders. And for end users with regard to the safety, style and sustainability of the tire; they would pay substantially more at other manufacturers for a tire in this quality bracket. And in retail sales”. 

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Attractive margins and dedicated experts

Thomas Wohlgemuth is relaxed about the pending roll-out. His marketing and sales team for Europe is made up of experienced experts, who have been active in the tire sector for many years. Placement at suitable distribution partners in European wholesale is in full swing. “We are counting on a solid margin for wholesale and retail despite the extremely high technological and aesthetic standards of our products”, states Wohlgemuth. “PRINX should be fun, evoke a good feeling for all stakeholders. And for end users with regard to the safety, style and sustainability of the tire; they would pay substantially more at other manufacturers for a tire in this quality bracket. And in retail sales”.