Giti Tire focuses on Latin America to expand its international market presence
The brand bets on top-of-the-line products to boost new business in the continent, also targeting the hybrid and electric vehicle tire segment.
Considered by Brand Finance® as the "fastest-growing tire brand in the world," Giti Tire aims to intensify its presence in the Brazilian market through the commercialization of technologically excellent products, such as the GitiControl P10, GitiSport S2, GitiSport GTR3 Powered by Sparco®, and its latest release, the GitiXcursion XT71. All of these were presented in July during a convention that brought together 35 commercial partners already operating in Latin America, a region considered strategic for the company.
With over 70 years of existence, Giti has continuously grown its business base by supplying Original Equipment tires for more than 675 models produced by major automakers. This has ensured excellent growth prospects while increasing the brand's presence in vehicles exported worldwide. In Latin America, the outlook is also optimistic. Giti tires are original equipment on vehicles such as the VW Polo, Ford Territory, and BYD Song Plus, available in various countries across the continent, including Brazil, Argentina, Colombia, and Mexico. "Just as it already happens in other continents, we want to strengthen the brand in South, Central, and Caribbean America, where we already have a network of reliable dealers and service centers doing an excellent job. In other words, we have excellent products and partners willing to grow with us," says Amy Yang, Sales Head of Latin America.
Electric Vehicles - Giti is also proud to be a protagonist in an important moment for the automotive industry, which has directly impacted the brand's valuation, making it surpass traditional tire manufacturers in growth percentage in the Brand Finance® ranking, even occupying the ninth position among the largest and strongest tire brands in the world. According to company estimates, one in ten vehicles produced in China by major automakers has Giti tires as original equipment; when it comes to electric vehicles, Giti is OE in one in seven models. "We are recognized for being able to meet the expectations of electric car manufacturers in the main and most advanced development center for these products. This factor has been contributing to boosting the Giti brand value each year," adds Amy.
Through collaborative partnerships, Giti has maintained its leadership in developing tires for electric vehicles, thus strengthening its position as a reliable partner for some of the world's most renowned automakers, such as Volkswagen, GM, Stellantis, Renault, Smart, Audi, BMW, Nissan, Jac Motors, Mercedes Benz, FAW, Hyundai, BYD, and Foton. Among end consumers, its reputation has also significantly progressed in the UK, Italy, and Germany. "Strengthening the brand in Latin America through products recognized in the most demanding markets is one of our main challenges. Giti wants to be part of the daily lives of Latin Americans, just as it already is in other parts of the world," highlights by Amy.
Technology and Innovation – One of the company's main strategic differentiators is the AdvanZtech, a revolutionary platform that integrates advanced elements of Safety, Noise, Durability, Fuel Economy, Smart Technology, and Precision Handling. This technological innovation sets Giti apart from its competitors, delivering unparalleled benefits to users. Under this platform the company develops a wide range of products, particularly successful in electric vehicle tires.
Among the numerous innovations already developed are: smart tires with RFID chips, self-sealing tires, silent foam tires, low rolling resistance tires, and tires made from sustainable materials, among others. Headquartered in Singapore and operating with five factories located in the United States, Indonesia, and China, Giti has commercial offices spread worldwide and over 70,000 points of sale, including in Latin America. Its commitment to quality control is evidenced by the IATF 16949:2016 accreditation and the ISO14001 Environmental Management System accreditation received by all its manufacturing units.
Distinguishing itself from other tire brands, Giti's focus on sustainability has also been recognized by Brand Finance®, whose Sustainability Perception Value of the brand rose three positions this year, moving from 10th to 7th place in this specific ranking. Dedicated to comprehensive sustainability, including in its production processes, Giti has set ambitious goals, such as using 100% sustainably sourced materials and achieving Net Zero Emissions manufacturing by 2050.
