The new EMERA A1 – premium quality at an economy price
The first KENDA product launch event in Europe delighted customers and members of the press
Big entrance for the EMERA A1, plus a European first for KENDA: For the first time in our company’s history, a new product launch event was held on European soil for the official presentation of our new summer tire. Held over three days at the Misano World Circuit near Rimini, Italy, three groups of 116 international and Italian guests were each able to see the driving and safety-related qualities of the EMERA A1 for themselves. As if that were not enough, they were also given comprehensive and transparent information on our company’s other sales and development strategies.
The event was hosted by the KENDA Europe team with Sabrina Kühl (Key Account Manager) and Michael Andre (Marketing & Sales Manager), who were also responsible for the overall organisation of the event. Sabrina Kühl, in particular, put on a brilliant performance, constantly keeping track of everything and always available as a contact for questions, problems or requests from our guests.
The sales partners and media representatives were in a great mood as they each met up in the evening at the cosy beachfront Hotel Victoria Palace in Cattolica and were looking forward to the planned test runs the next day. On the first day, we welcomed an international group representing 12 countries, including Germany, Spain, France, Portugal, Ireland, Greece, the Czech Republic and Lithuania, which was picked up from Bologna airport by shuttle service. The two following days were reserved for our Italian distributor and retailer Gruppo Sirio and Palmeri Pneumatici.
After quickly checking into the hotel, they were welcomed by the KENDA team. Senior staff from Europe and overseas such as Pearl Chang (Assistant Vice-President of Sales Division), Tom Williams (Vice President Engineering), Frits van der Steege (Senior Project Manager KENDA Europe), James Lo (Sales Director of Radial Tire Division), Javier Lin (Member of Radial Tire Division) and Timothy Wu (Automotive Product Manager) arrived to accompany the official debut of the EMERA A1. First, Tom Williams explained the state of the global development strategies; Michael Andre (Marketing & Sales Manager KENDA) followed with a detailed presentation of the “Focus on Europe” strategy and reported on future marketing concepts. To finish off, Frits van der Steege presented the current state of development and even granted an exclusive look at the first prototypes of our new summer tire for compact class vehicles (entry performance level).
At the subsequent dinner and relaxed “chill-out” at the hotel bar, we were showered with praise from all sides for this transparent information policy, which builds on a trusting partnership with our customers.
The next day was straight back to business as the entire group set off to the Misano World Circuit kart track. “It was important for us to offer our sales partners and retailers as complete a picture of the new tire as possible, particularly with regard to the safety-relevant aspects in critical everyday situations”, says Michael Andre. “The track in Misano gave optimal conditions for simulating the necessary starting conditions.”
Our guests had the opportunity to put the EMERA A1 through its paces at four stations with four different challenges. We had a fleet of Fiat Abarths, VW Golfs and BMW 1 series test vehicles on hand.
Handling in tight curves: Here, we had the small, manoeuvrable Fiat Abarths at our disposal to tackle the tightly marked out wet and dry track. Visibly ambitious in mastering the curves, the participants were impressed by the safe handling and grip of our new summer tire. Up next was braking performance on wet roads. Quick evasive action, good responsiveness and a tire with strong wet grip during load changes is called for when sudden jets of water shoot upwards. Here, as well as during the subsequent wet test on the water-covered circular track, the EMERA A1 admirably proved how well it can solve critical driving situations. This impression was also confirmed in the final comparison test with a well-known premium brand from the “test winner” category, in which the braking performance on curves was put under the microscope. And last but not least, the everyday suitability of the EMERA A1 was put to the test. The quietness and low rolling noise of the tire for the scenic drive along the Adriatic coast met with great approval during the “test drive”.
Both our international guests as well as our Italian sales partners and dealers were very impressed. Expectations were high from the start – not least because of the excellent test results of the independent Finnish organisation Test World in March of this year. The positive impression has now been more than confirmed. Our retailers have now realised that the premium quality EMERA A1 tires open up a new, additional customer base. Demanding customers who are not only price-sensitive but who also value top quality.
Michael Andre was more than satisfied in a first résumé: “This very first product launch on European soil has allowed us to consolidate the contact with local dealers and the media even more and further helped to establish the KENDA brand in the demanding European market. We very much wanted to convince our customers that the quality of our first product developed for Europe is of a premium standard – and this event shows we have managed it big time!”
A fond farewell took place three days later. “The great location, relaxed atmosphere and smooth execution of the event was a hit! And the verdict on the tires was unanimous from all sides: “Fantastico!”
So, all in all: first the Test World result and now the positive reactions from Misano: With its strong focus on safety – especially in wet conditions – the EMERA A1 is well on its way to conquering the European, and especially the German, market.
