An emerging player in the tyre industry, Prinx has a solid foundation in tyre manufacture and the B2B market. Now striving to create a new brand image that connect directly with the consumer, especially EV owners, a re-branding project was enacted in 2021, along with strategies to touch base with the EV consumers.
challenge
Created a lifestyle line of products to approach young generation, the emerging new car-buyers in China, who are establishing their position in the society while yearning to stay young at heart. The products shall be competitive in their own category, while creating added-value for the tyre consumers.
approach
A set of research was conducted to understand the lifestyle of such consumers, in order to develop products that meet their practical and emotional needs, while imbedding spec numbers and knowledge of tyres.
