NEWS

Strengthening presence through localised product offerings, expanded logistics infrastructure, and strategic sports marketing

NEXEN TYRE, a leading global tyre manufacturer, has officially launched the ROADIAN ATX in the Australian market, responding to the country’s strong demand for high-inch tyres fitted to SUVs and pickup trucks.

Purpose-built for both on- and off-road driving, the ROADIAN ATX is optimised for Australia’s diverse conditions – from desert highways and mountain passes to unsealed outback tracks and coastal roads. The tyre features a wide contact patch and advanced rubber compound to maximise mileage and tread life.

Off-road performance is enhanced by technologies such as 3D kerf design for superior wet grip and Three-Peak Mountain Snowflake (3PMSF) certification, demonstrating reliable performance in snowy conditions. Additional features, including stone ejectors and side biters, help reduce gravel retention and improve traction on rocky terrain – giving Australian drivers greater durability and confidence in demanding environments.

The launch of the ROADIAN ATX forms part of NEXEN TIRE’s broader strategy to meet the growing preference for larger vehicles in Australia. The tyre is currently supplied as OE (Original Equipment) for Jeep models including the Wrangler and Gladiator, further highlighting NEXEN’s global credibility and technological leadership.

To support its growth, NEXEN TIRE is expanding its logistics and sales network nationwide. Following the establishment of distribution centres in New South Wales (2023) and Victoria (2024), the company will open a new logistics hub in the second half of 2025. These investments aim to improve delivery efficiency and customer service across the eastern economic corridor, including Sydney, Melbourne and Brisbane.

NEXEN TIRE is also amplifying its visibility through strategic sports marketing. Since October 2024, the company has been the official sponsor of Sydney FC, a leading A-League club. The partnership has significantly strengthened brand awareness through LED signage, stadium displays and virtual advertising during nationally broadcast matches and international streaming on Paramount+.

The company also engages directly with fans through Sydney FC’s digital channels, including social media activations and newsletter placements, fostering stronger connections with Australian consumers.

“The ROADIAN ATX reflects our commitment to understanding and meeting the unique needs of the Australian market,” said John Bosco (Hyeon Suk) Kim, CEO of NEXEN TIRE. “We will continue to strengthen our local presence through product localisation, strategic partnerships and an enhanced logistics framework.”