Linglong Showcases Off-Road Tires

Linglong Tire Americas Inc. chose a desert landscape with high, rugged rock formations to showcase its latest off-road tire portfolio.

The company’s first ride-and-drive event recently took place near Las Vegas, Nev.

Linglong Tire Americas celebrated the launch of its Atlas Priva and Leao R/T and X/T lines, which rolled out for the U.S. market nearly a year ago, by fitting them on a variety of Jeeps and putting them to the test at the Red Rock Canyon National Conservation Area.

The tires “have been engineered for the North American market by a North American team for different elements, whether it’s for warmer areas in the U.S. or a whole variety of climates,” Michelle Subranni, marketing manager, Linglong Tire Americas, said during the event.

The tires are manufactured in Thailand.

The Atlas Priva R/T and X/T – available in a variety of sizes fitting 16 to 22-inch wheels – deliver a variety of off-road benefits. 

The Priva R/T provides optimized grip in wet and snowy conditions, a “high-strength carcass” for protection and high mileage and open-shoulder grooves for high traction, according to Linglong Tire Americas officials.

The Priva X/T offers a “variable pitch sequencing design” that reduces road noise with “high-angled grooves” for effective water evacuation. 

The company’s Leao Lion Climber R/T and X/T – offered in a range of sizes fitting 16-inch to 22-inch rims – also offer multiple benefits for on- and off-road driving.

While the Lion Climber R/T features biting edges for high traction and a wide tread design, the Lion Climber X/T boasts wide lateral grooves and interlocked tread blocks for optimal durability.

Linglong Tire Americas also highlighted its broader off-road tire lines - Evoluxx, Crosswind and Greenmax R/T and X/T tires – during the ride-and-drive.

Positioning the company’s latest line-up for “everyday drivers and families,” Linglong Tire Americas officials say the firm’s top priority is building brand awareness and highlighting the off-road capabilities of Atlas and Leao brand tires."

We want our customers to be able to trust their tires,” said Subranni. “We want people to be able to come off the road and the busy city streets into a place like this (Red Rock) and feel secure with their tires.”

Linglong Tire Americas is “starting from the ground up” with its U.S. marketing efforts and the company is eyeing more tire options in expanded segments, as well as future ride-and-drive events for dealers.

"I look forward to building stronger, closer relationships with our current customers and dealers from a marketing standpoint, while working closely with our local sales team to support and help grow any new accounts we establish in the future,” said Subranni.

Linglong Tire Americas, established in 1975, operates five manufacturing plants in China with two under construction, plus two factories in Thailand and Serbia, and has plans for a plant in South America.

With several R&D centers around the globe, including its “heart of R&D development” in Akron, Ohio, the company aims to be among the top 10 tire manufacturers in the world by 2030, according to Jason Lee, regional sales manager, Linglong Tire Americas.

The company, which acquired the Atlas brand around 20 years ago and created the Leao brand in 2010, is positioning the two lines as its top products for the U.S. market.

"Though we produce tier-one and tier-two-quality tires, our prices are very cost-effective,” said Lee. “That’s part of our competitiveness in the market and we would like to let consumers, dealers and everyone know that.” 

While building a comprehensive sales strategy for North America around the two flagship lines, Lee said the distribution strategy for the Atlas and Leao brands includes collaborating with partner distributors such as TBC Corp., Tire Alliance Groupe and Mavis Tire Express Services Corp.

Adam Homan, Linglong Tire Americas' development engineer, said the characteristics of the company’s off-road tire lines are also intended to be eye-catching for “rugged off-roading enthusiasts. Our products validate the segment lines very well, and our objectives and performance targets for each X/T and R/T line really meet these niches.”

Homan, who has been with the company for under two years, said working together across teams helps drive growth for Linglong Tire Americas.

"It’s a very collaborative process of feedback on design and construction requirements. As our successive products continue, I hope more trust will happen within the echo of the North American market.”