Famous Tire Company Acquires Century-Old Tire Brand Vogue, Expanding Into High-End Tire Market

Recently, Sailun Tire's American company officially completed the acquisition of Vogue Tyre, a century-old American tire brand. This move is seen as an important step for Sailun to expand into the global high-end market, which is expected to enhance its brand influence and channel coverage capabilities.

Founded in 1914, Vogue Tyres has established a distinct identity in the high-end tire market with its unique "whitewall" and "gold stripe" designs. Over the years, it has provided original equipment tires for luxury car brands such as Cadillac and Lincoln. In recent years, Vogue has actively shifted towards the retail market and has expanded its sales channels through major national distributors like Discount Tire.

Sailun's collaboration with Vogue has lasted for over ten years. As Vogue's long-term manufacturing partner, Sailun has technical expertise in processes such as colored rubber durability, providing production support for its gold-edged and colored-edge tires. In June 2025, the two parties jointly launched the "Liquid Gold Colored Edge Tire" series in the Chinese market, attempting to combine aesthetic design with tire performance.

Greg Hassock, the president of Vogue, stated that joining Sailun will help the brand continue its tradition and expand its business capabilities. Peter Kossow, the CEO of Sailun North America, pointed out that the integration of resources between the two parties will bring more value to distributors and users.

Some industry observers believe that this acquisition reflects the gradual transformation of Chinese tire companies from OEM production to brand operation and high-end development. By adopting a gradual approach of cooperation followed by acquisition, Sailun has reduced cultural and management risks in the process of integrating international brands, providing a case study for the internationalization path of Chinese manufacturing enterprises.

Looking ahead, the effectiveness of brand synergy and market integration after the acquisition will require time to verify. The key challenge for Sailun will be how to effectively integrate technology and channels while maintaining the classic tone of Vogue. If successfully implemented, this move is expected to enhance the participation and influence of Chinese tire brands in the high-end market.