Lassa Tyres Shifts Strategy with Renewed Winter Portfolio in Cologne

Under the backdrop of The Tire Cologne, Lassa Tyres convened distributors from over 20 countries to unveil a major product overhaul. The brand, a flagship of Türkiye's Brisa, is pivoting its global strategy toward electric vehicle compatibility and larger rim sizes to capture shifting demand across European markets.

Today, 10:40· Corp and Tech· 638 reads

Lassa Tyres Shifts Strategy with Renewed Winter Portfolio in Cologne

The expansion introduces four winter models and one all-season product, effectively renewing the brand’s entire winter range. These additions are engineered with 'NextGen' and 'EV-ready' technologies, targeting a market segment increasingly dominated by high-rim-size vehicles. According to the company, this updated lineup now covers approximately 85% of the total European winter tyre demand.

Brisa CEO Vecih Yılmaz emphasized that the company’s international growth relies on business models tailored to regional requirements rather than a one-size-fits-all approach. By strengthening its network of over 6,000 global points of sale, Lassa aims to deepen its market penetration. The gathering in Cologne served to solidify these partnerships, signaling a transition toward a more specialized, technology-driven product ecosystem as the company enters the upcoming season.

Lassa Tyres Shifts Strategy with Renewed Winter Portfolio in Cologne

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