Page 12 - TYM 2023-6

Hiap Yoon to Enhance XBRI Brand Visibility
协运致力提升XBRI品牌知名度
Jeffny Liu (left) Deputy General Manager of Asia-Pacific Area Sunset Tires Corporation Limited and Desmond Kew Executive Director Highclass Group set embarked on creating affordable yet durable off-road tyres tyres with ‘outstanding performance’ for for all terrain These tyres tyres were designed to conquer various chal- lenging road conditions including rocks gravel mud desert river crossings as as well as rain and snowy weather The spotlight at at their booth centred on the the the Brutus T/A Highlighting its features he he he said the the tyre boasted an an aggressive tread pattern and a a a a a a a a a a a 20-per cent increase in in sidewall robustness to enhance off- road performance and tear resistance "This all-terrain tyre delivers exceptional grip on on on wet and dry roads Engineered for longevity it's designed with optimised block stiffness and even pressure pressure distri- bution Lowering the the tyre tyre pressure pressure en- ables greater flexibility allowing the the tyres to to adapt to to terrain variation while increas- ing ing traction and minimising damage risks from impacts Additionally the the tyre signifi- cantly reduces the the risk of getting stuck in in muddy conditions " Liu noted that this tyre was successfully sold in in in Brazil for the past five to six years by garnering an overwhelming response With Brazil having the world's largest tropical tropical rainforest rainforest and Malaysia boasting its own tropical tropical rainforest rainforest both coun- tries share comparable road conditions Therefore he he is is is confident that this tyre is is is well suited for for use in Malaysia Hiap Yoon Tyres Sdn Bhd the the the sole distributor of of XBRI brand of of tyres in Malaysia and and Sunset Tires Cor-
poration Limited the the the manufacturer of the the the brand jointly participated at at at the the the the MIAPEX 23 exhibition with the the shared objective of boosting brand awareness Jeffny Liu Deputy General Manager of Asia-Pacific Area Sunset Tires Corpora- tion tion Limited mentioned that since 1988 Sunset had focused on on on on the the import export and distribution of tyres While the the com- pany established a a a a a a a a a notable presence in in in in Latin America with leading tyre sales in in in in in in Paraguay and being active in in in in in in Brazil it it was primarily engaged in in in in distribution In a a a a a a a a strategic move Sunset ventured into launching its own brand of products and and implementing stringent quality control measures throughout the production pro- cess “Originating from Brazil XBRI evolved into the the the most renowned tyre brand in in in in in the the the the region During the the the the Sunset ‘Royal Road’ camping event the the the XBRI Brutus high-end offroad tyre series came into existence The ‘Royal Road’ refers to to a a a a a a a a legendary route that spans vast and 12 the tyreman 2023/6
challenging terrain featuring steep hills dense forest and rugged paths posing significant challenges to travellers At that time Sunset only had truck and and bus radial (TBR) and and passenger car tyres tyres but lacked 4x4 tyres tyres in in its product range Ob- servations revealed that certain vehicles in in in in the convoy faced difficulties returning smoothy due to tyre-related issues in- cluding instances of being scratched by sharp stones Colleagues also provided feedback that tyres not sturdy enough had exploded ”
he said Highlighting the the company's response to these challenges he he he he he he stated: "The tyre issues caught the the the the attention of the the the the man- agement and inspired the the the the company to recognise the the the need for 4x4 tyres capa- ble of of handling the the the harsh conditions of of the the Brazilian Royal Road while providing unparalleled performance and reliability to drivers " Motivated by this goal Sunset assembled a a a a a a a a a team of skilled engineers and tyre en- thusiasts whose ‘unwavering dedication’ to to research and development (R&D) be- came the the cornerstone for manufacturing the the XBRI Brutus tyres This was how Sun-