We had an opportunity to interview Mr. Bing-Lin Wu, Marketing Head, MAXXIS India about their venture in the sub-continent and their aggressive indulgence in Two-Wheeler segment which is a major volumes market. We've seen MAXXIS tyres gaining huge popularity amongst Four-Wheeler consumers, specially amongst SUV owners and Off-Roading enthusiasts because of the robust quality and incredible grip on and off the tarmac. Let's see what he has to say...
Q.1 Tell us about Maxxis tyres, its origin and what does it aim to deliver?
Maxxis International was founded in 1967 as a manufacturer of bicycle tires in Taiwan. Maxxis grew steadily and eventually became the largest manufacturer of bicycle tyres in the world. With over 30,000+ employees worldwide and product distribution in approximately 180 countries, Maxxis operates in Taiwan, China, Thailand, Vietnam, The United States, Canada, Great Britain, Germany, Holland, Japan, India, Indonesia, and Dubai.
Maxxis Tyres started its operations in the India market in 2015 and this year marks 5th year of our operations here. The last 5 years gave us a good headway and we managed to establish our feet on the India map. We are fully committed to the government’s Make in India initiative and our key focus is to fulfil demand from the domestic market. The manufacturing plant in Sanand, Gujarat is the first step towards showcasing Maxxis’s full range appearance in the country.
We aim to become the most respected and trusted tyre company in India.
Q.2 How prominent is the Maxxis brand in India?
Maxxis is a globally trusted brand for over 5 decades and has been receiving remarkable response since we have entered the India market. We are one of the fastest growing tyre companies in India with a long-term vision to achieve a 15% market share by 2026 and set up 5 manufacturing plants. Today, we are working with some of the world’s largest two-wheeler manufacturers- Hero Moto Corp, Honda Motorcycles and Scooter India Limited, Yamaha Motor India and Suzuki Motorcycles.
The last five years have been extremely fruitful for us with respect to new product development, introduction of new technologies and OEM alliances.
Q.3 In the current scheme of things, due to the Pandemic, how is the tyre industry effected?
The world is facing the most unprecedented crisis with Covid-19 pandemic. The lockdown did create a challenging situation for the OEM’s and the ancillary industries as the production got disrupted. However, we resumed production operations on May 4, 2020 at our Sanand plant in Gujarat. Maxxis India plant resumed operations in a graded manner following all government protocols of social distancing, limited workforce, and other safety measures for the employees.
We have witnessed a spur in personal mobility with more and more people opting for two-wheelers, hence we foresee a steady movement for our business as well. Hopefully, the situation will improve in the coming months.
Q.4 Looking at the growing number of motorcycling enthusiasts in India, what all is Maxxis Tyres planning to offer?
India is one of the world’s fastest growing economy and its automotive industry is amongst the largest in the world. The two-wheeler segment is the leader of the Indian automobile market and India is in fact, the biggest and fastest growing 2-wheeler market. Currently, India is undergoing a metamorphosis and the need for mobility is big. The tyre market for OE is projected to grow at a CAGR of 5.48% from 2016 to 2021 and will reach a market size of Rs. 2,074-2,423 billion by 2026. These indicators show huge scope for OEM’s to capitalise on the opportunity and hence our aim is to fortify India market and capture a market share of at least 15% of India’s two-wheeler tyre market within 5 years.
We offer a diverse portfolio of products right from commuter segment tyres to performance tyres.
Our current portfolio covers ~82% of market’s users’ scenario and we plan to raise it more than 90% this year.
The various line-up of tyres for sports bike with different applications for road and weather conditions will be introduced in a very short time. We are evaluating the space of market for more product introduction.
We are also looking at some collaborations in the near future and will share details once it gets firmed up.
Q.5 Is Maxxis Tyres is quite a popular brand amongst 4-Wheeler communities, specially the large SUVs / Off-Roaders, is there a product which will cater to the 2-Wheel Touring and Off-Road riders too?
Maxxis is a globally renowed brand for off-roaders both in two-wheeler and four-wheeler segment. In India, while we import performance tyres for the 4 wheelers and manufacture off-roading tyres for the two-wheeler segment.
Extramaxx, is built using the world's strongest aramid fibre, the same fibre used for making bulletproof vests, leading to better control and minimizes the chances of punctures. Its Dual Compound Composition minimises rolling resistance while improving stability and tyre life. The unique ‘Carcass Breaker’ structure of Extramaxx makes it two times stronger than an ordinary tyre. Extramaxx comes with the dual-compound technology – the side compound on the rear tyre provides higher traction and better control during cornering while the central compound provides better mileage and fuel efficiency. The Super wide and flat tyre profile provides a larger contact patch, better grip, and handling at high speeds overall.
Q.6 Considering brands like Michelin, Pirelli and MRF rule a huge chunk of market-share, how is Maxxis Tyres planning to take up the market-share for itself.
We are one of the fastest-growing tyre companies in India with a long-term vision to achieve a 15% market share by 2026 and set up 5 manufacturing plants. Currently, we have used half of the land (106 acres) we got from the Gujarat government for the planned 60,000 units’ capacity. Owing to Covid-19 pandemic, we are carefully evaluating the situation this year and will take appropriate steps to realise our future, in the time to come.
Q.7 Quality of product and easy buying is becoming a trend and a need for 2-wheeler riding community as well, what is Maxxis Tyres planning to cater to the same?
As a responsible corporate we have left no stone unturned to ensure that all our dealer outlets are fully sanitised for customers to make a purchase. Our customers can easily click on the Maxxis dealer locator on our website. The dealer locator will advise them with the nearest dealership to minimise travel time.
Q.8 2-Wheeler consumer in India, because of the massive sales of budget bikes, has grown substantially over the years. The same consumer is also very price sensitive, what measures are we looking at to keep them served.
We understand that India is a highly price-sensitive market, and our commuter segment portfolio is priced at par with the industry. Our products are best suited to meet the Indian demographics and varied landscapes and hence customers are inclined towards Maxxis products. More so, our products in the RE market are also quite popular which highlights increased affinity for Maxxis brand amongst Indian customers.
Q.9 Safety for the rider is a big topic in today's time. How is Maxxis Tyres looking at this scenario and what all measures are being taken to promote the same?
Maxxis is a globally trusted brand for over 5 decades and the response has been phenomenal since inception. Our robust R&D centres have created a benchmark in the industry for using the most advanced technology across all processes. Every Maxxis tyre is manufactured using the most advanced equipment, by personnel who display a dedication to quality at every level, from management to the factory floor.
Maxxis products are tested both at our own facilities and at the world’s leading tyre test centres. Indian R&D teams collaborate with global R&D teams to ensure the same level of product excellence can be maintained and delivered to the end consumer.
Q-10 Is Maxxis Tyres India planning to indulge in 2-Wheeler Motorsports in the subcontinent as it is a growing genre for the last 5 years.
Maxxis Tyres time and again has proved its mettle in the most adventurous and deadliest rallies of the world. Since 2013, Maxxis Tyres has been a sponsor in Dakar Rally and became the lead sponsor and tyre provider to the Dutch team led by Tim Coronel in the 42nd edition of Dakar Rally 2020.
Maxxis’ advanced use of automation, robotics and artificial intelligence helps in reducing errors as well as cost which allows us to produce the world’s finest tyres. Our partnership with SAP helps in streamlining the entire manufacturing process. Additionally, we take pride in saying that we are amongst the very few tyre manufacturers globally who use the most advanced technology and innovation.
