PRINX EUROPE RENEWS STRATEGIC PARTNERSHIP WITH KÜKE REIFENGROSSHANDEL

PRINX Europe and Küke Reifengroßhandel have officially renewed their strategic partnership for the AUSTONE brand in the German market. As part of the agreement, Küke Reifengroßhandel receives the exclusive distribution rights for Austone tyres in Germany.

With the renewed cooperation, the two companies are opening a new chapter based on exclusivity, a strengthened distribution structure, clearly defined market positioning, and a sustainable growth strategy for Germany.

In advance, PRINX Europe had focused on further developing and structuring its own distribution organization in Germany, thereby creating a stable operational foundation for long-term expansion. This was followed by a three-day strategy workshop bringing together the teams of PRINX Europe and Küke: exclusive market access strategies were defined, sales approaches aligned, and the joint marketing and sales strategy for 2026 developed.

During the workshop, Ari Salah, Marketing Manager at PRINX Europe, presented the planned marketing activities. Fleet Manager Helmut Haak had elaborated the sales strategies, product segmentation and positioning in detail in order to optimally align the economic objectives and product strengths with the requirements of the German market. The structured exchange between the two companies resulted in a clearly defined roadmap for the exclusive further development of the AUSTONE brand from 2026 onwards.

For André Küke, Managing Director of the tyre wholesaler, the exclusivity agreement represents an important strategic step:
“With PRINX Europe and the AUSTONE brand, we are taking a decisive step in our strategic development in the German market. The exclusive partnership is a clear commitment to further growth and to a long-term investment in the brand.”

Differentiation In An Increasingly Competitive Environment

At the same time, he emphasizes the importance of clear product positioning in an increasingly competitive environment:
“AUSTONE stands for product quality that clearly differentiates itself from many other Asian brands in the market. This reliability is crucial for our customers. It matches our claim to distribute only products that we stand behind one hundred percent.”

The exclusive distribution structure is intended to massively strengthen AUSTONE’s presence in Germany.
“The exclusive cooperation enables us to reactivate existing customers, win new partners and sustainably strengthen our position in the German tyre market. Together with PRINX Europe, we want to establish AUSTONE as a long-term key player,” André Küke continues.

From PRINX Europe’s perspective, the agreement represents an important milestone within the European growth strategy. Managing Director Thomas Wohlgemuth emphasizes the strategic preparation of the partnership:
“In recent months, we have worked intensively on strengthening and structuring our distribution organization in Germany. Granting the exclusive rights to Küke Reifengroßhandel is the logical next step in our long-term strategy. The three-day workshop in January clearly demonstrated the strong content-related and strategic alignment of both teams and confirmed that we are well prepared to take AUSTONE to the next level in this important market.”

Participation in Thailand underlines the depth of the exclusive partnership

The close cooperation was underlined last week by André Küke’s participation in the event “PRINX Reveal 2026”. As one of the key European partners and invited guests, he was on site in Thailand. He visited the production facilities, took part in the official brand presentation and participated in strategic discussions on the future direction of PRINX Chengshan and its brand portfolio. His participation illustrates the depth of the exclusive partnership and the shared commitment to long-term development.

Küke Reifengroßhandel is one of the established tyre wholesalers in Germany and has a structured distribution organization as well as extensive market experience. By combining the international brand strength of PRINX Chengshan with the local expertise and exclusive distribution rights of Küke, a new phase of cooperation is now beginning – with a clearly defined sales strategy, coordinated marketing plans for 2026 and a shared long-term vision for the German market.