In this MTD exclusive, Phang Wai Yeen, CEO of Giti Tire (USA) Ltd., details the next phase of the company's growth strategy.

MTD: Can you bring us up to speed on Giti Tire's performance so far in 2026? What have been some of the company's achievements and challenges?

Phang: I couldn’t be more excited about the energy and shared sense of purpose we’re experiencing across the global organization and especially here in North America. 2026 is a pivotal year for Giti Tire USA. We have continued to strengthen our position in the U.S. market while making significant progress toward our long-term strategic priorities. Most notably, we recently launched the Giti brand in the United States, expanding our market presence alongside GT Radial. We’re giving dealers access to a broader portfolio of products engineered specifically for American drivers.

Also of note, Brand Finance recently labeled Giti as the fastest-growing tire brand worldwide in 2026, with brand value increasing 38% to $1.5 billion. Additionally, the world’s fastest production car at 308.3 mph achieved the record on Giti branded tires.

We have also continued to invest in our Richburg, S.C., manufacturing and R&D operations, reinforcing our commitment to producing tires in the United States for the U.S. market. The ability to engineer, test and manufacture products under one roof remains a unique advantage and allows us to respond more quickly to market demands and customer feedback.

Like much of the industry, we continue to operate in a highly competitive environment influenced by pricing pressures, evolving consumer buying habits, tariffs and economic uncertainty. However, those challenges have also created opportunities for companies that can deliver consistent supply, dependable quality and strong value. We believe our investments in product development, manufacturing and dealer support position us well for sustainable growth.

MTD: What's your take on the state of replacement PLT tire demand? What are you hearing from your distributors and dealers?

Phang: The replacement passenger and light truck market has been softer than we would like and cost pressures on the industry and consumers are still present. Consumers are making purchasing decisions more carefully than they have in previous years. Dealers continue to tell us that value remains important, but value today means much more than simply finding the lowest price. Consumers are looking for confidence. They want products that deliver performance, durability, warranty protection and peace of mind. That is creating opportunities in segments such as all-terrain and all-weather tires, where drivers are seeking greater versatility and capability from their vehicles.

Our distributors and dealers are focused on maintaining inventory discipline while looking for brands that can provide dependable supply, strong product stories and programs that help close sales. The feedback we receive consistently reinforces the importance of having products that are engineered for U.S. driving conditions and backed by meaningful dealer support.

MTD: Giti recently reaffirmed its commitment to manufacturing tires in the U.S. What investments is the company making at the Richburg, plant? What sort of investment is the company making in its domestic R&D capabilities?

Phang: Richburg remains the cornerstone of our North American strategy. Our focus today is on continuing to strengthen the facility's manufacturing capabilities, improve operational efficiency and expand the products we can bring to market from South Carolina. Equally important is our ongoing investment in research and development. What makes Richburg unique is that our engineering, testing and manufacturing teams work side-by-side every day. That proximity creates a faster and more responsive development cycle, allowing us to move from concept to production more efficiently, while incorporating real-world feedback from dealers and consumers.

This integrated model benefits everyone involved. Dealers gain access to products specifically engineered for U.S. vehicles, roads and driving habits. Consumers receive tires that are developed with their needs in mind. And Giti gains the agility needed to compete in one of the world's most demanding tire markets.

Having the right manufacturing equipment and processes in place are obviously important. Having well-trained and motivated team members is the essential ingredient. This, I believe, is the secret to our success at the Richburg plant.

MTD: Giti Tire (USA) Ltd. produces both Giti-brand and GT Radial-brand products in Richburg. How do you position these brands within the market and in relation to each other?

Phang: Radial and Giti are complementary brands that allow us to serve a broader range of consumers and dealer needs. GT Radial has built a strong reputation in the U.S. market over more than three decades. It is a proven, trusted brand that delivers exceptional value, strong performance and broad market coverage. Many dealers know GT Radial well and have successfully grown their businesses with the brand.

The introduction of Giti in the United States represents the next phase of our growth strategy. Giti offers dealers a premium-quality option supported by advanced engineering, American manufacturing and comprehensive warranty programs. It allows us to participate in additional market segments while bringing greater awareness to the global Giti brand.

Both brands benefit from the same commitment to quality, engineering excellence and dealer support. Together, they provide dealers with more choices, more opportunities, and a stronger overall partnership.

MTD: In a recent MTD article, a Giti Tire executive said that tire dealers "are the key interface" between Giti and consumers. What investments is the company making in its distributor and dealer network, including the GT Radial Smart associate dealer program?

Phang: We firmly believe that dealers are at the center of our success. Regardless of how strong a product may be, the dealer remains the trusted advisor who ultimately helps consumers make informed purchasing decisions. That belief drives many of our investments. We continue to expand dealer training, product education, marketing support, point-of-sale materials, digital resources and consumer confidence programs that help dealers sell more effectively. Our objective is straightforward: make it easier for dealers to compete, easier for consumers to choose our products and easier for our distribution partners to do business with Giti.

MTD: What can we expect to see from Giti Tire during the rest of 2026 and into 2027?

Phang: You can expect continued investment, continued innovation and continued commitment to the North American market. We will continue expanding product offerings across both the Giti and GT Radial brands, with particular emphasis on high-growth segments that are important to dealers and consumers. We will also continue building awareness of the Giti brand in the United States through strategic marketing, dealer engagement and consumer outreach.

Richburg will remain central to our plans. We believe the combination of American engineering, American manufacturing and close collaboration between R&D and production creates a competitive advantage that cannot be replicated.

Most importantly, our focus remains long-term. We are building a business designed to support dealers, create value for consumers and strengthen our presence in North America for years to come. We are confident in the opportunities ahead and excited about the next chapter of growth for both Giti and GT Radial.