China Tyre Manufacturer Linglong Appoints IDEA Communication

Shandong Linglong Tire Co., Ltd. (Linglong), China’s third-largest tyre maker, has announced the appointment of IDEA Communication as its agency of record to handle its integrated communications and digital campaigns, in conjunction with the company’s product roll-out in overseas

Photo credit: Linglong sponsorship of Juventus and Wolfsburg Club.

Having built a strong reputation in China over the last three decades as a reliable and customer-focused tyre supplier, Linglong’s partnership with IDEA Communication will further advance the company’s agenda of sustainability and on-road safety. IDEA Communication is charged with handling the tyre manufacturer’s global communication duties, including media relations, digital marketing, messaging, crisis management, and social media campaigns.

Linglong is a leading Chinese tyre manufacturer founded in 1975, and has since expanded to Southeast Asia and Eastern Europe. Today, the company has manufacturing facilities in China, Thailand and Serbia, as well as R&D centres in Zhaoyuan, Shandong Province of China and North America. The company began construction of its second overseas manufacturing base in Zrenjanin, Serbia In March 2019, covering 136 hectares, in a bid to ramp up manufacturing capacity for its European expansion.

Photo credit: Linglong. Linglong’s donation of PPE goods to Serbia during Covid19, as part of the Group’s CSR initiative.

Linglong’s products are sold in over 180 countries, with its partners including leading automotive brands such as Geely Motors, General Motor, Hyundai, Nissan Motors and Volkswagen, construction equipment brands such as Doosan, Liugong and John Deere as well as truck manufacturers such as Sino Truck. Additionally, the company is the official global partner for Serie A football club Juventus, and established the Atlas Tire Drift Team in 2018. The team participated in the 2018 D1 Grand Prix (D1GP) China Series and 2020 D1GP in Japan, winning the championship in the latter.

IDEA Communication will be responsible for the company’s overall communications strategy and planning as part of its expansion into Europe, providing key expertise on public relations, corporate communications, media relations and digital marketing. Over the span of the retainer, IDEA Communication will conceptualize an omni-channel external communication strategy to raise Linglong’s profile, and drive social advocacy with an engaging multi-pronged approach.

“IDEA Communication has a proven track record of success, working with companies in their growth and expansion phase delivering measurable results,” said Feng Wang, chairman of Linglong. “We are delighted to partner with IDEA and tap into the team’s understanding of digital media, knowledge of the automotive market, and story-telling prowess to elevate the Linglong experience to a new level and drive our next stage of growth in key markets.”

According to a report by ResearchAndMarkets, the global automotive tyre market is projected to reach $154.4 billion by 2027 from $112.16 billion in 2019. The rapid growth of the global automotive tyre market is driven by the burgeoning economies of China, India, Brazil and South Africa, and the rising middle classes therein. This has led to an increase in demand for automobiles, and significant growth in their manufacturing sectors. China has dominated this industry in the Asia-Pacific region thus far, with players like Linglong leading the charge forward for the global automotive tyre market.

“We are tremendously proud of including a major Chinese manufacturer and forward-looking brand like Linglong into our expanding client portfolio, and we are ready to gear up to drive full throttle ahead,” says Helena Ma, founder and managing director of IDEA Communication. “Shandong Linglong is a heritage Chinese manufacturing brand with a long track record of providing safe rides for Chinese drivers, and a reliable supplier for an extensive range of automotive vehicles. We look forward to partnering with a progressive company like Linglong to shape compelling contents that deliver social and economic impact.”