Growth Measured in Doors Opened, Not Just Tires Sold
A tire brand's reach is defined less by how good its product is on paper and more by how many places a customer can actually walk in and buy it. On that measure, Sailun has had an unusually active stretch. Within a matter of months, the company has signed a major retail distribution deal in Germany, opened a co-branded service network in Indonesia, and taken an equity stake in a fast-growing Australian tire retailer. Each move targets a different kind of gap in the company's distribution map, and together they show a company treating distribution expansion as seriously as product development.
Germany: 500 New Doors Through ATU
In July 2026, Sailun Group signed a strategic partnership with ATU, the Mobivia-owned retail and workshop network, bringing Sailun car, SUV and van tires into more than 500 branches across Germany. The deal gives Sailun access to one of Europe's largest independent tire and service networks in a single agreement, rather than building out distribution branch by branch.
The significance of this deal goes beyond the number of locations. ATU combines physical workshops with retail stores and online ordering, meaning a customer can research and buy a Sailun tire digitally, then have it fitted at a local branch. In the replacement tire business, that matters a great deal: many purchasing decisions happen when a driver is already at a workshop for an inspection, a repair, or a seasonal changeover, not when actively shopping for a new brand. Being present at that moment, inside a trusted German workshop chain, gives Sailun a route to customers who might otherwise default to a more familiar name.
Germany is also a market where Sailun has been working for years to build technical credibility, through certifications, motorsport sponsorships, and football partnerships. The ATU deal converts that credibility into shelf space and fitting-bay access at scale.
Indonesia: A Co-Branded Network With Bosch Car Service
In August 2026, Sailun Tires and Bosch Car Service held the grand opening of their co-branded store in Indonesia, marking a new stage in the two companies' partnership. The launch was attended by senior leadership from both sides, including XMOTORS, the authorized general distributor of Bosch Car Service in Indonesia, and members of Sailun's Asia Overseas Region management.
This partnership works differently from a standard retail listing. Rather than simply placing Sailun tires on a shelf inside an existing chain, the co-branded format pairs Sailun directly with Bosch Car Service's reputation for vehicle maintenance and repair, positioning Sailun tires as part of a trusted, technically credible service experience rather than a separate retail purchase. For a market where Sailun already operates a major manufacturing plant, this kind of integrated retail and service presence helps convert local production capacity into local brand trust at the point of sale.
Australia: Buying Into Distribution Rather Than Just Signing for It
Not every distribution move takes the form of a supply agreement. In mid-2025, Sailun invested five million US dollars in Australia's Mobile Tire Shop, securing an 11.09 percent stake in the business as part of a national expansion plan. Unlike a standard distributor contract, an equity stake gives Sailun a direct financial interest in how successfully its products are sold and serviced in the Australian market, aligning incentives between manufacturer and retailer more closely than a conventional supply relationship.
Mobile Tire Shop's business model, bringing fitting and service directly to customers rather than requiring a workshop visit, also reflects a broader shift in how tires are bought and installed. A stake in this kind of business gives Sailun a foothold in a distribution format that traditional dealership networks do not fully cover.
A Pattern Across Three Very Different Deals
Looked at together, these three partnerships are not variations on the same agreement. Each one solves a different distribution problem.
- ATU in Germany delivers scale: over 500 branches added in a single agreement, inside one of Europe's most competitive replacement tire markets.
- Bosch Car Service in Indonesia delivers credibility: a co-branded format that ties Sailun to an established name in vehicle servicing, reinforcing trust at the point of sale.
- The Mobile Tire Shop stake in Australia delivers alignment: a direct financial interest in a modern, mobile-first distribution model, rather than a standard supply contract.
Taken together, these deals suggest a company that is not simply looking for any distributor willing to carry its tires, but is selecting partners for the specific strategic gap each one fills, whether that is sheer reach, brand credibility, or exposure to newer retail formats.
Why This Matters Beyond the Headlines
Distribution partnerships rarely generate the same attention as a new product launch or a motorsport sponsorship, but they often matter more to a brand's actual growth. A tire, however well engineered, only sells where a customer can find it, trust the point of sale, and get it fitted without friction. Sailun's recent run of distributor agreements addresses all three of those requirements at once, and across three different markets on three different continents.
For distributors and fleet buyers watching Sailun's trajectory, this pattern of partnership building, alongside the company's manufacturing expansion, original equipment wins, and rising brand value, points toward a manufacturer building the infrastructure of a genuinely global brand, not just the marketing of one.