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Industry type:Transportation
Product model number:ESSN-1
award 3

Product aspect
ESSN-1 is the first asymmetrical winter tire of NANKANG Tire which appeals to safe handling and turning on icy ground with an external pattern design, which secures the stability of straight driving and comfort. The special fine mesh carved on the surface of patter blocks increases the degree of adhesion between the tire and the icy ground, which enhances gripping force.
The tread’s compound is formulated by Nano grade white smoke based anti-freezing rubber, mixed with natural environmentally protective hard shell powder as raw material. The abrasive force between the hard shell powder and the icy ground generates a rake-like powerful gripping performance that provides customers optimal driving security. By utilizing natural raw materials, better protecting road surfaces and extending the road’s life span, we can minimize environmental pollution.
ESSN-1 adopts environmental protective oil during production in compliance with EU Norms, and the added natural shell powder on the tread ensures that the worn dust turns out no pollution into the environment.
Marketing aspects
The new generation of ESSN-1 is focused on detours and hilly areas for sales strategy; an estimated 5% sales increase shall be obtained.
In order to strengthen the NANKANG brand in the transformation of both evolution and innovation, a task to rebuild the brand’s image has been undertaken since 2010 by employing Ogilvy & Mather Advertising as the marketing consultant; expected in Q4 2011, a brand new CIS image of NANKANG Tire shall be revealed to consumers.
NANKANG Tire shared the 2nd position in Japan’s imported tire market; the sales channels have been directed to: Auto parts specialty stores, tire stores, hypermarkets and gas stations, etc. As for sales performance, NANKANG Tire series products can be broadly seen in car owners remodeling photos as shared with various Japanese Car Remodeling Magazines.



We are proud of the sturdiness and durability of our tires, yet we still never cease to pursue excellence in both our R&D and manufacturing processes.
Nankang Rubber Tire has the heritage of longest history among tire brands in Taiwan. For 50 years, we persist in following our corporate motto of "Integrity, Pragmatism, and Innovation" in creating performance and growth. To cope with the increasingly discerning market demands, we strive aggressively towards our goals of “product innovation with R&D, differentiation from competition, product quality upgrading, customer satisfaction, after-sale service and professional management”, in order to offer more and more innovative safety products to all car drivers.


Nankang Rubber Tire Corp. LTD. is the first tire manufacturer in Taiwan; has more than a century experience on making tires since 1959. Nankang used to join venture with YOKOHAMA and always keeps working effort on developing tire technology and quality. Keeping pace with world top benchmark, Nankang tires are sold popular in more than 180 countries by producing stable excellent quality products, particularly in EU, Japan, the US and UAE markets. The firm has two plants which locate in Taiwan and China, majorly producing PCR , LTR (4x4) and MCR. Under Nankang operating principle, the company is not selling tires simply, but a safty driving journey.