NEXEN TIRE has inaugurated a new flagship brand shop in Bangkok, Thailand, marking a key step in its strategic push to establish a premium presence across Southeast Asia’s fast-growing automotive markets. The move is part of a broader plan to strengthen global competitiveness while tapping into the region’s significant demand for passenger car and light truck (PCR and LTR) tires.
The flagship location was developed in partnership with a long-time Thai distributor that operates an extensive retail network of over 800 outlets across the country. The newly redesigned store offers a sleek, modern experience that reflects NEXEN TIRE’s global branding standards, from store aesthetics to customer service. The aim is to provide a unified, immersive brand encounter that resonates with local consumers.
Southeast Asia’s annual tire demand is estimated at 90 million units, with a projected 3.7% growth rate, making it a vital part of NEXEN TIRE’s international growth strategy. In response to this opportunity, the company is stepping up its retail infrastructure and visibility across the region, especially in markets like Thailand, Malaysia, and Vietnam.
By the end of 2025, NEXEN TIRE plans to refresh more than 80 retail locations across Southeast Asia to strengthen its premium brand identity and support targeted marketing initiatives. The company is also embracing digital platforms, using influencer partnerships and mobile-first campaigns to connect with younger, tech-savvy consumers.
To meet the region’s demanding driving conditions—characterized by hot, humid weather and rugged terrain, Nexen is focusing on high-performance summer Nexen tires and all-terrain models. Flagship offerings such as the N’FERA SU4 and ROADIAN ATX are gaining popularity for their blend of durability and performance.
John Bosco (Hyeon Suk) Kim, CEO of NEXEN TIRE, noted that the expansion into Southeast Asia is a milestone in the company’s global growth efforts. He stated that while the brand has followed a phased approach aligned with production and long-term planning, it is now entering a period of accelerated development. The vision includes establishing a strong premium brand presence not only in established markets like Europe and North America but also in emerging regions such as Southeast Asia, the Middle East, Latin America, and Australia.
NEXEN TIRE’s continued investments in Southeast Asia reflect its confidence in the region’s long-term potential and its ambition to become one of the world’s most respected tire brands.