Toyo Tire Corporation is restructuring its European operations by establishing a new sales headquarters, Toyo Tire Sales and Marketing Europe (TSE), in Serbia, beginning January 2025. The reorganisation will consolidate existing European sales subsidiaries and transfer management functions from Toyo Tire Holdings of Europe GmbH in Germany to the new Serbian HQ. This move aligns with Toyo Tire’s global growth strategy, aiming to streamline operations, enhance customer satisfaction, and strengthen the TOYO TIRES brand in Europe and globally.
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Toyo Tire Restructures European Operations with New Sales HQ in Serbia
Toyo Tire Corporation has announced the formation of a new European headquarters, Toyo Tire Sales and Marketing Europe (TSE), in the Republic of Serbia. This strategic move will centralise the company’s European sales operations and bolster its presence in the region as part of its global growth strategy. The new sales entity will begin operations in January 2025.
A Shift to Serbia
As part of this restructuring, management functions currently held by Toyo Tire Holdings of Europe GmbH (TTHE), based in Germany, will be transferred to the new Serbian headquarters by the end of 2025. Sales subsidiaries under TTHE—Toyo Tire Deutschland GmbH, Toyo Tire Benelux B.V., Toyo Tire Italia S.p.A., and Toyo Tyre (UK) Ltd.—will cease their business activities starting January 2025, with operations consolidated under the Serbian HQ.
The decision builds on Toyo Tire’s establishment of a new factory in Serbia in July 2022 and an R&D Centre in Germany in 2019, both integral to the company’s efforts to rebuild its supply system for the European market while focusing on high-value-added products for North America.
Consolidation of European Operations
The reorganisation will see Toyo Tire combining production, sales, and R&D functions in Serbia, enhancing its ability to respond flexibly to market demands. Some R&D operations from the German centre will also transition to a new R&D facility planned for the Serbian factory site.
By unifying its business structure across Europe, Toyo Tire aims to strengthen its management foundation in the region and develop its operations with greater agility. This consolidation is also intended to improve customer satisfaction and elevate the TOYO TIRES brand’s visibility in Europe and beyond.
A Step Towards Global Growth
The European restructuring is a key initiative under Toyo Tire’s “Mid-Term ’21 Plan,” which outlines strategies for global expansion. With its new Serbian sales hub, Toyo Tire is positioning itself to better meet European market needs while continuing to support its core North American market.
Toyo Tire’s commitment to flexibility, innovation, and customer-centric solutions underscores its ambition to become a global leader in the tyre industry, with a sharpened focus on growth in Europe.
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