Hubtrac enters European car tyre market, shares leadership appointment

Leon Chen named vice president and sales director, Europe

Hubtrac recently appointed Leon Chen as vice president and sales director for Europe. In this role, he is fully responsible for the planning and development of Hubtrac’s PCR business, the company’s global brand strategy, and the strategic upgrade of its PCR business. He is committed to building Hubtrac into a global tyre brand with a comprehensive product portfolio and strong international competitiveness.

Mr. Chen brings more than 20 years of experience in the international tyre industry. He is among the first generation of senior Chinese tyre industry executives who have spent many years developing overseas markets, combining a global strategic perspective with extensive operational management expertise. Throughout his career, he has participated in the international market planning and expansion of several Chinese tyre manufacturers.

He previously served as deputy general manager of the Overseas Marketing Headquarters and sales director for Europe/CIS at Aeolus Tyre Co., Ltd., as well as Head of the Global Overseas OE Business Department. During his tenure, he led the comprehensive strategic development and market expansion of Aeolus Tyre in Europe. He also participated in the integration of the international TBR business among Aeolus, Yellow Sea Tyre, and Pirelli, gaining extensive experience in global channel development, international trade coordination, brand management, and team leadership. Here, Tyres & Accessories hears about Hubtrac’s long-term plans from Leon Chen.

Tyres & Accessories: Why has Hubtrac chosen this moment to enter the PCR market?

Leon Chen: Hubtrac’s decision to officially enter the PCR market at this stage is based on three key strategic considerations.

First, the global PCR market is entering a new phase of structural growth. As the penetration rate of new energy vehicles continues to increase, and with the gradual implementation of the latest EU Tyre Label Regulation and environmental regulations such as the European Union Deforestation Regulation (EUDR), market demand for PCR tyres featuring low rolling resistance, low noise, long tread life, and high environmental standards is growing rapidly. At the same time, traditional premium European brands remain largely focused on the high-margin premium segment, leaving significant opportunities in the upper mid-range PCR market, where products combining European standards, strong value for money, and reliable supply remain in high demand.

Second, Hubtrac has already established a solid technological and business foundation for its PCR operations. After years of technological development, the Group has built a mature PCR R&D system, extensive product development expertise, and large-scale manufacturing capabilities. Today, both the Thailand and Serbia manufacturing facilities are equipped with complete PCR production lines. The Serbia plant will serve as the company’s primary PCR manufacturing base for Europe, enabling production closer to market demand. Meanwhile, Hubtrac has already established a well-developed distribution network across multiple European countries, providing not only strong product capabilities but also the ability to bring products to market efficiently.

Third, PCR represents a key milestone in Hubtrac’s global brand strategy. Historically, Hubtrac has focused primarily on commercial and specialty tyre segments, including TBR, OTR, and AGR products. The addition of PCR will enable the company to evolve from a professional commercial tyre brand into a comprehensive global tyre brand offering a full range of products. At the same time, PCR will complement the existing TBR business, creating a dual-engine growth strategy that further strengthens business stability, improves resilience against market cycles, and supports long-term sustainable growth.

In addition, we have chosen The Tire Cologne 2026 as the platform to officially launch the Hubtrac PCR product line, allowing us to present our global PCR strategy and long-term development vision to customers and partners worldwide through one of the industry’s most influential international exhibitions.

T&A: What role does the PCR business play in Hubtrac’s overall strategy?

LC: PCR is not simply a complementary business for Hubtrac. It will become one of the company’s core growth engines within its global strategy.

Over the years, Hubtrac has built a solid foundation in commercial and specialty tyre segments, including TBR, OTR, and AGR, serving industries such as logistics, construction, and agriculture across Europe. The addition of PCR will further optimize the company’s business structure and support the next stage of the brand’s global development.

First, PCR will help diversify Hubtrac’s business portfolio and reduce reliance on any single product category. Compared with the TBR market, the PCR market offers a much larger vehicle population, higher replacement frequency, and more stable market demand, enhancing the company’s resilience against economic cycles while supporting more balanced and sustainable growth.

Second, PCR will become an important driver of future profitability. The PCR market is significantly larger, covers a broader range of applications, and generally offers a higher proportion of value-added products. As the product portfolio continues to expand, PCR is expected to make substantial contributions to sales volume, brand value, and overall profitability.

Third, PCR will further maximize the value of Hubtrac’s existing distribution network. Hubtrac has already established mature sales channels across most European markets. The introduction of PCR products will enable distributors to evolve from selling individual product categories to becoming full-range tyre solution providers, thereby strengthening customer loyalty and enhancing channel competitiveness.

Finally, PCR will serve as a key driver of Hubtrac’s brand transformation. Through the development of its PCR business, Hubtrac will complete its evolution from a professional commercial tyre brand into a comprehensive global tyre brand, further enhancing its international brand image and market influence.

T&A: Which markets will Hubtrac PCR prioritize, and why?

LC: Hubtrac has established a clear three-phase global development strategy for its PCR business.

During the first phase, our primary focus will be on the core European markets. These include Eastern Europe, Central Europe, and Western Europe. The initial product lineup will consist primarily of HP, UHP, All Season, and Commercial Van tyres, enabling us to rapidly establish distribution channels and brand presence throughout Europe’s key markets. Europe is one of the world’s most competitive PCR markets, with the highest regulatory standards, making it the ideal starting point for building our brand reputation and product credibility.

During the second phase, we will further expand our product portfolio while strengthening our presence in specialized market segments. Building on the initial product range, we will gradually introduce Winter, EV, AT, HT, and MT tyre lines, while placing particular emphasis on the Nordic winter tyre market. This will further enhance Hubtrac’s ability to provide comprehensive product coverage across different regions and driving conditions throughout Europe.

During the third phase, we will progressively expand into global markets. Leveraging the group’s global manufacturing capacity and multi-plant production network, we will gradually expand into key markets including the Middle East, Africa, South America, and North America, establishing a truly global PCR business footprint.

Through this phased and long-term approach, we aim to build a sustainable global PCR business.

“Europe is currently the most important strategic market for Hubtrac’s PCR business. Accordingly, every Hubtrac PCR product has been specifically developed with the needs of the European market as its primary focus.” – Leon Chen Hubtrac vice president and sales director for Europe

T&A: What major product categories will be included in the Hubtrac PCR portfolio?

LC: Hubtrac plans to gradually establish a comprehensive PCR product portfolio. During the first phase, we will launch four core product lines: summer HP, summer UHP, all season, commercial van.

The initial development plan covers approximately 200 sizes…In the future, we will continue to expand the portfolio by introducing Winter, EV, AT, HT, MT, and other product categories, creating a comprehensive PCR product matrix.

T&A: Will Hubtrac PCR focus more on passenger cars or on the SUV and high-performance segments?

LC: During the initial phase, Hubtrac PCR will primarily target the mainstream passenger car replacement market in Europe while also addressing demand in the SUV and high-performance segments. Our product portfolio will be centred on the HP, UHP, and all season series, with: The HP series focusing primarily on everyday passenger vehicles; The UHP series targeting high-performance and sports-oriented vehicles; SUV fitments being progressively expanded alongside these product lines. Through this balanced product strategy, we aim to cover the mainstream vehicle parc and core consumer demand across the European market.

T&A: How does Hubtrac balance performance and cost?

LC: Hubtrac consistently follows a philosophy of precision performance engineering, rather than simply adding more features or higher specifications. We achieve the optimal balance between performance and cost through four key approaches.

First, differentiated product positioning. Each product line is designed to meet specific market needs. For example, the HP series emphasizes comfort, the UHP series focuses on handling performance, and EV products prioritize low rolling resistance and wear resistance. By developing products according to their intended applications, we avoid unnecessary performance redundancy and ensure more targeted product development.

Second, regulatory compliance with a focus on core performance. All of our products fully comply with EU regulations and tyre labeling standards. At the same time, we concentrate on optimizing the performance characteristics that matter most to consumers, including wet grip, rolling resistance, and noise control, rather than adding non-essential features.

Third, platform-based and digital R&D. We utilize AI-assisted development together with advanced simulation technologies. Through virtual modelling of tyre structures, materials, and performance, we significantly shorten development cycles, reduce prototype costs, and improve overall R&D efficiency.

Fourth, a global supply chain and coordinated manufacturing. Leveraging our production facilities in Thailand and Serbia, we maximize advantages in tariffs, logistics, raw material sourcing, and economies of scale, thereby improving overall cost efficiency and market competitiveness across the supply chain.

Our objective is not to produce the lowest-priced tyres, but rather to deliver PCR products that offer genuine long-term value and outstanding cost-performance while meeting European standards.

T&A: Have Hubtrac PCR products been specifically developed for the European market?

LC: Yes. Europe is currently the most important strategic market for Hubtrac’s PCR business. Accordingly, every Hubtrac PCR product has been specifically developed with the needs of the European market as its primary focus.

In the future, the Serbia manufacturing facility will serve as Hubtrac’s primary PCR production base for Europe. From product architecture and performance tuning to regulatory compliance, every aspect of product development is designed around European market requirements.

At the same time, we place great importance on understanding local customer needs. Hubtrac remains committed to a customer-driven R&D philosophy. By continuously collecting feedback from customers across different countries, distribution channels, and vehicle applications, we continuously optimize product design and size planning.
Our objective is not simply to sell tyres in Europe, but to develop PCR products specifically designed for the European market.

Hubtrac executives chose The Tire Cologne 2026 as the platform to officially launch the Hubtrac PCR product line, allowing the team to present its global PCR strategy and long-term development vision to customers and partners worldwide (Photo: Chris Anthony/Tyre Industry Publications Ltd)

T&A: Have Hubtrac PCR products completed the relevant testing and certification required for the European market?

LC: The Hubtrac PCR project is currently in the planning and development stage, and the final products have not yet been officially launched.

However, it is important to emphasize that the technology platform, R&D system, and product architecture behind Hubtrac PCR have already undergone extensive validation in the European market.

The group’s existing PCR products have successfully obtained major European certifications, including:
• ECE R117
• EU Tyre Label compliance
• 3PMSF certification

These products have already entered stable mass production and commercial sales across Europe.

In addition, several products based on the same technology platform have participated in independent evaluations conducted by leading European organizations, including Auto Bild and ADAC, where they received highly positive assessments.

For example, in the 2026 Auto Bild Summer Tyre Test, products developed on this technology platform achieved industry-leading performance in key categories such as wet braking, further demonstrating our technological strength, safety performance, and suitability for the European market.

Therefore, although the Hubtrac PCR brand itself is still in the market introduction phase, the technology platform and R&D capabilities behind it have already established a solid competitive foundation for Europe.

T&A: How does Hubtrac view the future technological trends in the PCR industry?

LC: At Hubtrac, we believe the future development of the PCR industry can be summarized by four key themes:
• Safety
• Sustainability
• Smart Technologies
• Environmental Responsibility

Among these, safety will always remain the highest priority.

Regardless of how technology evolves, tyres will always be products directly related to driving safety. Therefore, future PCR technology will continue to focus on improving wet grip, high-speed stability, braking performance, and all-weather safety.

At the same time, the rapid development of new energy vehicles is driving the PCR industry into a new technological era.

Future EV tyres will place greater emphasis on:
• Lower rolling resistance
• Higher load-carrying capacity
• Reduced noise and improved ride comfort
• Enhanced wear resistance

These features are essential to accommodate the higher vehicle weight, greater torque output, and increased range requirements of electric vehicles.

In addition, environmental protection and low-carbon development are becoming increasingly important trends across the global tyre industry.

Regulations such as the EUDR, EU environmental legislation, and future carbon emission requirements are encouraging the industry to place greater emphasis on:
• Sustainable materials
• Green manufacturing
• Low-carbon supply chains
• Longer product life cycles

Going forward, Hubtrac will continue to advance its PCR product development around the principles of safety, environmental responsibility, and long-term sustainable development.

European manufacturing and warehousing

T&A: How does Hubtrac hope distributors will view its PCR products?

LC: We hope distributors will regard Hubtrac PCR as a long-term, reliable, and trustworthy business partner.

First, Hubtrac PCR will truly deliver “Made in Europe.” In the future, our core PCR products will be manufactured at our Serbia facility. This not only brings production closer to the European market, but also enhances customer confidence, regulatory compliance, and overall market acceptance.

Second, we are committed to building a highly efficient supply chain. Hubtrac plans to establish a central warehouse in Serbia, complemented by strategically located regional warehouses across Europe. This network will enable delivery within two to seven days throughout the European market, significantly improving supply efficiency while reducing logistics costs.

Third, we aim to help distributors improve capital efficiency.

Traditional intercontinental sourcing often involves lengthy ocean freight lead times and substantial advance payment requirements. Through a more flexible and efficient partnership model, Hubtrac seeks to reduce customers’ inventory levels and cash flow pressure while improving overall operational efficiency.
In addition, we will continue to provide:
• Technical product support
• Marketing support
• Channel development support
• Localized service support

Ultimately, we hope distributors will view Hubtrac PCR as: “One of the most reliable, flexible, and long-term-oriented PCR partners in the European market.”

T&A: What are Hubtrac primary car tyre sales and growth goals for the next three years?

LC: Over the next three years, Hubtrac PCR will follow a development strategy centred on steady growth and long-term market building.

Our planned sales targets for the European market are:
• Year 1: 400,000–600,000 tyres
• Year 2: 800,000–1,000,000 tyres
• Year 3: Targeting 1.5 million tyres

However, rather than focusing solely on sales volume, we place greater importance on building a solid long-term market foundation. During the first three years, we will concentrate on three strategic priorities.

First, establishing product reputation and market credibility. Through consistent product performance and long-term market validation, we aim to earn customers’ trust in the quality and overall competitiveness of Hubtrac PCR.

Second, building brand awareness across Europe. This includes channel development, brand promotion, and deeper engagement with local markets, gradually establishing a strong and lasting Hubtrac PCR brand presence throughout Europe.

Third, building a professional PCR operating system. This includes developing specialized sales teams, technical support capabilities, and long-term channel partnership models that will support sustainable future growth…

R&D capabilities

In pursuit of its European market goals, Hubtrac executives point to the support of a global R&D network and highly qualified technical team. “We have established a global R&D network spanning seven locations across China, Germany, and the United States, supported by more than 2,000 R&D professionals. Among them, 28 per cent are international experts, while 45 per cent hold master’s or doctoral degrees.

“We utilize internationally advanced tyre simulation technologies capable of performing multi-dimensional virtual analysis of tyre structures, materials, rolling resistance, wet performance, and noise characteristics before physical development begins, enabling a “virtual-first, precision development” approach.”

As a result, “The Group currently holds more than 1,500 authorized patents. We have developed proprietary technologies in key areas including low rolling resistance, superior wet grip, low noise, ride comfort, wear resistance, and durability.”