A Milestone Moment for the Brand
At this year's Tire Cologne exhibition, Sailun took the opportunity to showcase its "Smart Performance" product portfolio while also spotlighting a major achievement in its brand journey. On the opening day of the show, senior leadership from the company, including chairperson Jane Liu, highlighted Sailun's growing presence in the global market — both in terms of product innovation and brand strength.
The standout moment of the event came when Sailun hosted global brand valuation firm Brand Finance, which confirmed that Sailun's brand value has surpassed the one-billion-dollar mark for the first time. The figure, calculated at approximately $1.24 billion, places Sailun as the 10th most valuable tire brand worldwide and the most valuable Chinese tire brand in the industry.
Fastest-Growing Brand in the Tire Sector
What makes this milestone particularly notable is the pace of growth behind it. Sailun's brand value climbed by 37% compared to the previous year, making it one of the fastest-growing brands across the entire tire industry. According to Brand Finance's Valuation and Strategy Director, this year's increase runs at nearly three times the average annual growth rate the company has maintained since 2018, signalling an accelerating upward trajectory rather than steady, incremental progress.
Strong Sustainability Perception
Beyond financial valuation, Sailun also performed strongly in Brand Finance's sustainability perception study, ranking among the global top 10 tire brands for its Environmental, Social, and Governance (ESG) Composite Perception Score. In Germany specifically, the brand achieved the highest approval rating among its competitors when it came to perceived commitment to environmental responsibility.
The study also positioned Sailun as a trusted name in the "smart bargain" category — brands that consumers are genuinely willing to consider — with the company scoring highly on price acceptance, reinforcing its reputation for offering strong value for money.
Leadership Reflects on 24 Years of Growth
Speaking at the event, Sailun Group chairperson Jane Liu reflected on the company's founding mission to build high-quality tires grounded in scientific research, and looked back on more than two decades of consistent, stable growth. She pointed to the company's EcoPoint3 technology — built around a distinctive liquid-phase compounding process — as one of the defining innovations of that journey, a development so well regarded within the industry that it has earned the nickname "Liquid Gold."
Liu also emphasized that innovation and sustainability go hand in hand at Sailun, with the company continuously refining its environmental practices across the entire product lifecycle, from development and manufacturing through to real-world use. These efforts have contributed to Sailun earning an "AA" ESG rating from MSCI, alongside its strong sustainability perception score from Brand Finance.
Continued Investment and Expansion
The momentum on display at Tire Cologne comes alongside other significant moves by the company, including an expansion of its manufacturing investment in Egypt — a signal that Sailun's growth strategy extends beyond branding and into production capacity as it works to meet rising global demand.
What This Means for the Industry
Sailun's performance at Tire Cologne reflects a broader shift in the tire industry, where Chinese manufacturers are increasingly closing the gap with long-established global brands — not just on price, but on innovation, sustainability credentials, and brand trust. With a rapidly rising brand value, strong ESG perception, and continued investment in production capacity, Sailun appears well positioned to strengthen its standing among the world's leading tire manufacturers in the years ahead.