Kenda has announced a major shift in its European operations at The Tire Cologne 2024, unveiling a newly integrated Specialty business unit and a focused strategy to expand across the DACH region. The move brings together Kenda’s Automotive, Bicycle, and Specialty segments under one unified brand while establishing a central logistics hub and developing EV-ready products tailored for Europe.
Kenda’s Specialty business unit is built on the full integration of STARCO, a Danish company known for its tyre and wheel solutions across agricultural, trailer, and utility markets. The integration, effective from June 2024, consolidates Kenda’s presence in Europe under one brand identity, streamlining product offerings and support across multiple segments.
Germany, Austria, and Switzerland are the initial targets of Kenda’s expanded aftermarket strategy. The region is seen as a gateway for further growth, with investments aimed at improving delivery capabilities, distributor support, and local availability. Kenda is also leveraging STARCO’s existing European footprint to enhance its service responsiveness and inventory management.
Kenda is launching a central warehouse for European operations, enabling:
The logistics overhaul is supported by an expanded distributor network, designed to offer customers across Europe greater flexibility and supply reliability.
Kenda introduced four new automotive tyres at the show, developed specifically for European roads at its Technical Centre in Germany. The company also confirmed ongoing work on an all-season EV tyre for compact SUVs and passenger vehicles—a key step in aligning with Europe’s accelerating EV transition.
Kenda Europe Specialty continues to manufacture components in the UK, Croatia, and China, including steel and plastic wheels and PU tyres. This vertical integration supports custom production runs while maintaining strict quality control.
Kenda’s strategy reflects a wider trend among global tyre manufacturers to regionalise operations for greater supply chain resilience and customer proximity. The focus on EV tyre development aligns with growing demand in Europe, while the consolidation of STARCO indicates a shift toward full-service mobility solutions in the off-road and utility sectors. By streamlining logistics and product development in Europe, Kenda positions itself to better serve OEM and aftermarket needs in a dynamic regulatory and consumer landscape.
Tagged with: Kenda Europe, STARCO integration, EV tyres, DACH tyre market, aftermarket tyre distribution, European tyre logistics, specialty tyres, tyre warehousing
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