Gaining momentum, Chengshan Tire launches a new brand image

Reprinted from NetEase Auto

On December 15-16, 2021, the “2021-2022 Pulin Chengshan Commercial Vehicle Replacement Sales Center Dealer Conference” was held in Sanya, Hainan. Dealers from all over the country and Pulin Chengshan witnessed the glorious moment of renewal of its Chengshan Tire brand and was awarded the “Top Ten Influential Brands of Chinese Tire” by the World Brand Laboratory. In recent years, Pulin Chengshan has implemented the four major development axes of “greening, intelligence, internationalization, and branding”. The release of the new image of the Chengshan brand is an important step for Pulin Chengshan to further implement the branding strategy and implement the national brand development path. Through systematic rebranding, it will further consolidate the leading position and influence of its Chengshan brand in the domestic commercial vehicle tires and passenger car tires.

Forge ahead and pass on the glory of domestic goods

As a well-known domestic tire brand, Chengshan Tire has two well-known brand images rich in historical imprints and the characteristics of the times.

In 1976, Chengshan Tire was born in Rongcheng, Shandong. On China's easternmost coastline in Rongcheng, there is a lighthouse that illuminates the way forward for those who work at sea. At the time, the development of the Chinese manufacturing industry was struggling. People in Chengshan worked hard and overcome difficulties with a brave, tenacious, and fortitude spirit, successively achieving innovative breakthroughs in materials, design, manufacturing processes, and performance in Chinese tire manufacturing. The inheritance of the Chengshan spirit, like a lighthouse, guided the struggle path of generations of Chengshan people — this is the origin and meaning of the lighthouse element in Chengshan's original brand image (pictured above). The bright red color of the Naruyama brand describes the confidence and pride of the nation that has existed since its inception.

Over the course of half a century, the spirit of generations of Chengshan strivers has come together to become a dazzling light on the way forward for China's manufacturing industry. In 2002, the Chengshan brand was awarded a well-known trademark in China; in 2009, the Chengshan brand image was successfully registered overseas (pictured above). As a representative of tires made in China, Chengshan Tire is accelerating its entry into the world market with a more international image.

Today, against the backdrop of the rise of major powers and the glory of domestic products, Chengshan Tire has been completely renewed and embarked on a new journey. The new brand logo (pictured above) continues the iconic Chinese red, and contains rich history and culture and a national spirit of constant struggle. The return of the lighthouse element represents Naruyama's unchanging original intention — the attitude of Naruyama's “steady hard worker”; the character of “brave, tenacious, and strong” that Chengshan has always cherished because of bravery without fear of wind and rain; because of his fortitude to make steel — the character of “brave, tenacious, and strong” that Chengshan has always cherished; the original intention of guarding the path of Chinese drivers has never changed!

The simple and loud slogan “Chinese Driver's Choice” represents the trust that Chinese drivers have placed in Chengshan over the past 45 years. It also explains that Chengshan Tire will continue to focus on the needs of Chinese drivers, continuously enrich and update its high-quality product matrix, carry out its value commitment to users and partners, and move forward with strivers in the new era belonging to China.

New manufacturing, new journey, Narayama, start again

In the 90s of the last century, China's first domestically produced radial tire independently developed and produced by Chengshan Pulin went offline, marking the advent of the “radial tire era” in China, and also heralded the firm determination of the company to “lead tire innovation.” Over the past 45 years, relying on Rongcheng's national enterprise technology center, Pulin Chengshan has successively introduced advanced international concepts and technologies such as green tire life cycle management, simulation design and dynamic research, and has carried out industry-university-research cooperation with institutions of higher learning such as Shanghai Jiaotong University and Qingdao University of Science and Technology. As of June 2021, it has obtained a total of 225 patents. Because of their unique advantages in energy efficiency, wear resistance, puncture resistance, stability and safety, Chengshan commercial vehicle tires have established long-term cooperation with many domestic commercial vehicle companies, leading the market share industry. At the same time, Naruyama is also actively developing the passenger car market. With its high-quality and high-performance products, it has been recognized by many passenger car drivers. Passenger car tire revenue achieved nearly 1 times growth in the first half of 2021, and achieved impressive growth performance in the face of slowing industry demand.

In recent years, Pulin Chengshan has actively implemented the four major development axes of “greening, intelligence, internationalization, and branding”. In the context of the dual carbon target, Pulin Chengshan has taken the lead in achieving 80% product greening; relying on the world's two intelligent production bases, R&D and production has been fully green and intelligent, ranking as a green supply chain management enterprise of the Ministry of Industry and Information Technology; in terms of terminal products and services, from high-performance commercial vehicles and passenger car tire products to intelligent tire services integrating big data technology, Pulin Chengshan has innovated and broken through time and time again to enable the sustainable development of green transportation in China.

In the future, with the in-depth implementation of Pulin Chengshan's branding strategy and the launch of the new layout of its four major brands, it will continue to explore the national brand development model in line with the characteristics of the times, develop differently, firmly implement the “four modernization” development strategy for new manufacturing, and continue to lead tire manufacturing in China.

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