Page 21 - CTB N12 - 2015-04

INTERVIEW
first we need an R&D centre. We need to learn how customers use tyres and how to improve new tyres. We will use our R&D centre to retread various brands and compare. This is a long term strategy for us and we need time to implement it.
CTB
What are your aims with regards to brand positioning?
RL
We have set up a strategy for developing our position in the European truck market but we do need time to change peoples’ minds, to arrange more tests etc. Overall, though the media is awakening to the Westlake brand and we are working hard to promote it. Overall we are looking to achieve a position in the middle of the Tier 2 suppliers.
Westlake Expands in Latin America
ZC Rubber, the manufacturer of the Westlake brand of truck tyres is expanding rapidly world wide, and has announced new store and subsidiary openings in Mexico and Brazil respectively.
The second new Westlake flagship store in Mexico recently opened after months of preparation. Vice president of ZC Rubber Guorong Ge attended the opening ceremony and hosted a meeting with the local Westlake dealer on the same day.
Guorong Ge brings an in-depth analysis of the current development situation in the tyre industry. In his opinion, 2015 is the year of challenges and opportunities because of various factors. The global economic slowdown, slower economic growth in China, the long term low prices of raw materials, the fall in crude prices and exchange-rate devaluation are the affecting
factors, which brings ZC Rubber challenges in global markets. Mexico is one of the most important markets for ZC Rubber around the world and Ge expressed his gratitude to all dealers for their support. Meanwhile, the company also announced the establishment of its ZC Rubber Brazil Importation and Exportation (ZC Brazil).
The new company is located in San Paulo, the largest city and the economic centre of Brazil. According to Guorong Ge, the new subsidiar y will focus on the support to local distribution
channels, the development of new products for the local market, and after sales service for the South American market.
ZC Brazil is the second overseas subsidiary of ZC Rubber following the establishment of ZC Rubber America for the North American market.
Gourong Ge with some of Westlake’s Mexican dealers.