At a major launch event held in Istanbul, Turkey, Prometeon Tyre Group has announced the official introduction of is first Serie 02 Prometeon-branded tyres for the main European markets, as well as the UK and Turkey.
Major Rebranding Exercise for UK, European and Turkish Markets
At a major launch event held in Istanbul, Turkey, Prometeon Tyre Group has announced the official introduction of is first Serie 02 Prometeon-branded tyres for the main European markets, as well as the UK and Turkey.
The event can be considered unique in that it not only marked Prometeon’s debut as a product brand in Europe and Turkey, continuing the expansion that began with the production and distribution of Serie 02 tyres in Egypt earlier this year, for the African and Middle Eastern markets, but can be considered a milestone in the history of the global tyre industry in that it represents the first ever complete rebranding of a major tyre manufacturer’s product range.
The transition from Pirelli to the new product brand will be gradual in Europe, Turkey and the UK, with the new R02 line, developed for regional applications, set to be available starting from October.
Prometeon Tyre Group CEO, Roberto Righi, said: “The launch of the Prometeon-branded Serie 02 line marks the beginning of a new phase in the history of our company, and this event represents a crucial milestone on the way to launching our brand. In the coming years, the Group will undertake significant investments in both the industrial and commercial areas, with a clear objective: to offer products and services that are increasingly effective in responding to customer needs, according to a fully-fledged ‘business partnership’ approach based on mutual trust and respect.”
The New Prometeon R02 Range
With the launch of the Prometeon brand, the company has expended its 02 line with a new solution for regional applications: the R02 Proway and R02 Proway M1 lines, both bearing the Prometeon brand, with the latter being specifically designed for countries with high operational severity.
The R02 Proway M1 line is dedicated to the Turkish market, where the temperature and usage conditions are particularly stressful on tyres, requiring the use of enhanced compounds and reinforced structures.
The European line, on the other hand, strikes the perfect balance between mileage, durability and sustainability, ensuring that it satisfies the demands of the most exacting fleets seeking to optimise operating costs.
The new product line is available in three sizes: R02 315/70, R02 315/80, and R02 295/80. Compared to its predecessor, the Serie 01 line, the new Prometeon-branded Serie 02 tyres boast a 15% improvement in mileage performance, 15% improvement in durability, 20% more sustainability and a 20% improvement in retreadability, thereby offering an ideal solution for fleets aiming to optimise operating costs whilst also prioritising sustainability.
60 Years of Innovation at Izmit
The new Prometeon Serie 02 line will be manufactured at the Group’s established production site in Izmit, Turkey, which also houses one of the company’s Research and Development Centres, alongside those in Italy, Brazil and Egypt. The Izmit facility plays a strategic role in advancing the Group’s technology, sustainability and innovation, and was renovated and modernised in 2021.
Founded in 1960, the factory employs 2,000 people and has a production capacity of around 1.85 million tyres per year, making it the largest industrial tyre production centre in Turkey. More than 50% of its production is exported to 87 countries, primarily in Europe. Over the past seven years, Prometeon has invested more than 185 million euro in the Izmit factory.
Additionally, the production processes at the Izmit factory fulfil energy efficiency criteria aimed at reducing greenhouse gas emissions. In particular, the Turkish plant has obtained the ISO 50001 energy certification as well as the ISCC Plus certification from the International Sustainability and Carbon Certification (ISCC) organisation. With ISCC Plus Prometeon certifies that the materials it uses derive from bio-based, bio-circular and circular sources.
In line with Prometeon’s green strategy, which aims to reduce the environmental impact throughout the supply chain, from production to sales, the Serie 02 line is also inspired by environmental sustainability criteria. At the recent IAA Transportation event in Hannover, Germany, Prometeon unveiled the new Coach transport tyre, Prometeon C02 – the first Prometeon tyre with Class A rolling resistance – featuring 80% recycled and certified materials or materials sourced from renewable sources.
Photo Caption:
Prometeon CEO Roberto Righi at the launch of Prometeon’s 02 range of tyres in Istanbul, Turkey.
