The Brisa brand used The Tire Cologne to meet distributors from more than 20 companies and said its renewed lineup now covers about 85% of Europe’s winter market demand.
Lassa Tyres said it gathered international distributors in Cologne as it pushed a broader export-market growth strategy and rolled out a fully renewed winter and multi-season product range. The brand, which operates in more than 80 countries through over 6,000 sales points, introduced four new winter tyres and one all-season tyre alongside its extended summer lineup, completing what it described as a comprehensive renewal of its winter range across all segments. The company said the refreshed lineup is designed around higher rim sizes and rising electric-vehicle demand, using EV ready and NextGen technologies, and now covers roughly 85% of winter market demand across Europe with a focus on 18-inch-and-above sizes. Brisa CEO Vecih Yılmaz said the gathering at The Tire Cologne marked both a celebration of long-term partnerships and a sign that the company is entering the new season with a stronger winter portfolio and a shared global growth vision.