Brisa’s flagship tyre brand strengthens its international distributor network and unveils a renewed winter and all-season portfolio featuring EV-ready technologies.
Lassa Tyres, the flagship international brand of Brisa, has reinforced its global growth strategy by expanding partnerships with its international distributors and introducing five new tyre products at The Tire Cologne 2026 exhibition in Germany. The event brought together representatives from more than 20 distributor companies, highlighting the brand’s commitment to strengthening its international presence and accelerating growth across key export markets.
Operating in more than 80 countries through over 6,000 sales points, Lassa Tyres used the gathering to unveil a fully renewed winter and all-season tyre portfolio. The company introduced four new winter tyres and one all-season tyre, completing a comprehensive renewal of its winter product range across all major vehicle segments.
The new product lineup has been developed using ‘EV Ready’ and ‘NextGen’ technologies, addressing global trends such as the increasing adoption of electric vehicles and growing demand for larger wheel sizes. According to the company, the renewed portfolio now covers approximately 85% of Europe’s winter tyre market demand, with a particular focus on 18-inch and larger rim sizes.
Brisa CEO Vecih Yılmaz emphasized that sustainable international growth is built on strong partnerships and continuous investment in innovation. He noted that the company is expanding its product portfolio and strengthening its distribution network to better meet evolving customer expectations while enhancing the global appeal of the Lassa brand.
The expanded product range is expected to strengthen Lassa Tyres’ competitiveness in international markets by offering advanced performance, safety, and durability for passenger cars and commercial vehicles. The company’s continued investment in technology and product development reflects the increasing demand for tyres designed for both conventional and electric vehicles.
With the launch of its renewed portfolio and deeper collaboration with global distributors, Lassa Tyres is reinforcing its position as a leading international tyre brand. The latest expansion supports Brisa’s long-term vision of driving innovation, strengthening export markets, and delivering advanced tyre solutions to customers worldwide.