Toyo Tire Corporation is restructuring its European operations by establishing a new sales headquarters, Toyo Tire Sales and Marketing Europe (TSE), in Serbia, beginning January 2025.
The reorganisation will consolidate existing European sales subsidiaries and transfer management functions from Toyo Tire Holdings of Europe GmbH in Germany to the new Serbian HQ. This move aligns with Toyo Tire's global growth strategy, aiming to streamline operations, enhance customer satisfaction, and strengthen the TOYO TIRES brand in Europe and globally.
As part of this restructuring, management functions currently held by Toyo Tire Holdings of Europe GmbH (TTHE), based in Germany, will be transferred to the new Serbian headquarters by the end of 2025. Sales subsidiaries under TTHE—Toyo Tire Deutschland GmbH, Toyo Tire Benelux B.V., Toyo Tire Italia S.p.A., and Toyo Tyre (UK) Ltd.—will cease their business activities starting January 2025, with operations consolidated under the Serbian HQ.
It is reported that Toyo Tire's European headquarters has 56 employees. In terms of sales subsidiaries, 9 employees in Germany, 11 in Benelux, 28 in Italy, and 17 in the UK, a total of 121 employees were affected.
As part of the global growth strategy in the mid-term management plan "Mid-Term '21 Plan", Toyo Tire established a new R&D center in Germany (November 2019) as a foothold and established a new plant in the Republic of Serbia (July 2022), supplementing the production and supply of high value-added products while focusing on rebuild the supply system for the European and North American markets.
The reorganisation will see Toyo Tire combining production, sales, and R&D functions in Serbia, enhancing its ability to respond flexibly to market demands. Some R&D operations from the German centre will also transition to a new R&D facility planned for the Serbian factory site.
Toyo Tire said the integration will further strengthen its business management foundation in Europe and develop its business flexibly and quickly.
With its new Serbian sales hub, Toyo Tire is positioning itself to better meet European market needs while continuing to support its core North American market. Toyo Tire's commitment to flexibility, innovation, and customer-centric solutions underscores its ambition to become a global leader in the tyre industry, with a sharpened focus on growth in Europe.
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