Global electric vehicle (EV) adoption has accelerated significantly in recent years, with sales rising from over 3 million units in 2020 to more than 17 million in 2024. This rapid growth is shaping vehicle manufacturing and design as standards demanded by automakers and consumers continue to rise.
Earning a place in global automotive supply chains requires rigorous quality standards, and securing the trust for premium automakers can take years. Among the companies to have achieved this is NEXEN TIRE, a South Korean company supplying tires to global automakers including Porsche and BMW.
While manufacturers typically begin with mass-market brands before moving into premium segments, NEXEN TIRE targeted high-performance automakers early on. In 2013, NEXEN TIRE took an unconventional approach by forming a dedicated task force of core R&D personnel to pursue premium original equipment (OE) partnerships.
This strategy led to a key milestone in 2016, when the company began supplying OE tires for the Porsche Cayenne following several years of development and testing. The achievement marked a turning point for NEXEN TIRE, validating its competitiveness in the premium segment and helping drive its expansion in Europe and broader premium OE strategy.
