By Kap Maceda Aguila
TAIWAN-BASED tire maker Maxxis, distributed in over 170 countries, has been making a mark here in the Philippines through its products for light commercial vehicles, trucks and buses.
Jaybee B. Atanacio, product and sales manager at Maxxis Philippines, told BusinessWorld the brand is “primarily known in the Philippines only for [tires designed for] UV Express and light commercial vehicles.”
“But we want this image to change.”
After selling commercial tires exclusively for 15 years here, Maxxis sets its sights on “a more premium, secondary tier… competing against the likes of Yokohama, Dunlop and Goodyear.” This intent was conveyed with the launch of four tire models for passenger cars and sport-utility vehicles.
HP5 PREMITRA
This product takes its place as the marque’s high-end offering. “It’s a sport touring tire for full-sized sedans and sports cars. We are not locally popular in this category, but we have been in North America and Europe,” averred Mr. Atanacio. The HP5 Premitra promises traction even in high speeds, along with heightened performance on wet and dry roads.
ME3 MECOTRA
On the other end of the price spectrum is this low-rolling-resistance tire designed for “low-displacement [1.5-liters and below]” cars which themselves promise fuel efficiency.
“Compared to competitors. It has full silica. Natural rubber gives better grip and rolling resistance, but it compromises mileage. We add silica to enhance service life,” reported the official, and added that NST, for Nano Science Technology, “effectively binds silica to the tread, and Maxxis is one of only three manufacturers who can do this… and more affordably, too.”
HPM3 BRAVO
A highway terrain tire geared for SUVs, Mr. Atanacio said the HPM3 Bravo offers “comfort, silence, and effectiveness in water dissipation — particularly suited for our local conditions.” This is the Maxxis response to a market clamor for comfortable tires. “Normally, people who look for SUV tires do not look for a good ride, but with the Bravo, we’ve changed the profile so that it’s similar to a passenger car tire, but more durable.”
MT772 RAZR
“There’s a growing market popularity or preference for aggressive-looking off-road tires,” he revealed. “The Razr doesn’t only look the part but is tough as well.” Suited for pickups and SUVs, the model is highlighted by maximum tear resistance, long tread life, and leverages the brand’s expertise in designing and executing tires for mining equipment. Compared to its competitors, this tire is quieter and more durable, according to Maxxis.
AGGRESSIVE STRATEGY
Maxxis is serving notice of its foray into previously uncharted local territory with a big vow to consumers that its products will be “15% cheaper than… direct competitors,” said Mr. Atanacio. “I can feel that the market is ready for us now, and our competitors are actually also lowering their prices.” The company also is set to sustain its velocity. “We are looking at launching an additional four patterns in the next three years,” he continued.
Right now, Maxxis sees the demand in more off road-capable tires (particularly for SUVs), but this is expected to change as Philippine road conditions improve in the next few years. “The kind of asphalt and the kind of roads we have are getting better.”
As for the market, Filipino buyers are becoming more discriminating, with comfort in demand even in truck tires. “Before, they just didn’t care,” said Mr. Atanacio with a laugh. “On the whole, Filipinos are still price buyers though — but if they experience something bad about the tires they bought will never buy that brand again.”
EVOLVING WITH THE TIMES
“People who think Maxxis only copies technology are wrong,” declared the official. “We have research and development facilities in North America, China and Europe to look at and address different usage standards.
“The brand is becoming mature, and we are focused on three market demands. Anyone can just create new technology, but we are after overall performance — not just in one category.
“Designing or making a tire is an engineering compromise. If you make the sidewall stronger, the ride becomes bad; even good tread wear becomes difficult [to achieve]… The bottom line is overall performance while being cognizant of the three primary market considerations: safety, economy, and comfort,” Mr. Atanacio said.
