Tercelo Tire Group Co., Ltd., commonly known for its Tercelo Tires brand, is a prominent Chinese tire manufacturer specializing in passenger car tires (PCR), truck and bus radial tires (TBR), and special tires. Established in 2019 as part of the WZ Group's expansion into tire production, the company has quickly grown into a significant player in the global market. Headquartered in Qingdao, Shandong Province, Tercelo operates four production bases and boasts an annual capacity of 18 million PCR tires, 5.5 million TBR tires, and 80,000 special tires. The group owns several well-known brands, including Tercelo, Transmate, Superhawk, Yingba, Three-A, Rapid, and Aoteli. With certifications such as 3C, DOT, EU, and GCC, Tercelo exports to over 100 countries across North America, Latin America, Europe, Southeast Asia, the Middle East, Africa, and Oceania. Its commitment to innovation, sustainability, and intelligent manufacturing has earned it rankings like 45th in the 2024 Tire Business Global Top 75 and multiple industry awards.
Roots in China's Tire Industry (1975–2016)
The foundations of Tercelo Tires trace back to 1975 with the establishment of the Shandong Hawk factory, one of China's early tire manufacturing facilities. This plant focused on producing high-quality tires using advanced raw materials and technology, laying the groundwork for what would become a key asset in Tercelo's portfolio. Over the decades, the factory evolved, incorporating automated production processes and building a reputation for reliability in the domestic market.
By the 2010s, China's tire industry was booming, driven by rapid automotive growth and global demand. The WZ Group, a Fortune 500 state-owned enterprise (stock code: 600704.SH) and one of China's largest material suppliers, began diversifying from rubber raw materials into full tire production. Adhering to its philosophy of "no value, no sharing," WZ Group pursued mergers and acquisitions over six years to integrate upstream and downstream operations in the rubber-tire supply chain.
Formation and Early Expansion (2017–2020)
Tercelo's modern history began in December 2017 with WZ Group's supply chain cooperation with the Shandong Hawk factory, marking its entry into tire manufacturing. This partnership allowed WZ to leverage the factory's established infrastructure, founded in 1975, for enhanced production capabilities.
In December 2018, the Ogreen project was launched, focusing on green and low-carbon tire technologies to align with national sustainability goals. November 2019 was a pivotal month: WZ Group signed a strategic cooperation agreement with the Guangrao county government in Shandong Province, a hub known as "China's No. 1 Tire Village." This led to the official establishment of Tercelo Tire Group Co., Ltd. to manage the rubber and tire division.
Expansion accelerated in 2020. In April, Shandong New Hawk Tyre Co., Ltd. was formally established (formerly Shandong Hawk International Rubber Industry Co., Ltd.), specializing in giant radial mining tires, medium radial OTR tires, radial truck & bus tires, radial agricultural tires, and industrial tires, with an annual capacity exceeding 5 million sets. Equipped with world-class machinery from the US, Italy, Germany, and the Netherlands, the plant emphasized eco-friendly production.
July 2020 saw the founding of Saint Tour Tyre Co., Ltd. in Guangrao County, Dongying City, with an annual output of 1.8 million sets of all-steel radial truck tires. Targeting high-end markets, it focused on both domestic and international trade. In September, the supply chain project with Shengtai factory commenced, setting the stage for further acquisitions.
Acquisitions, Renaming, and Technological Advancements (2021–2023)
2021 was a year of significant growth and consolidation. In May, Tercelo acquired the Shengtai factory, establishing Tercelo Rubber Technology (Dongying) Co., Ltd. and Tercelo Tire (Qingzhou) Co., Ltd. The Dongying facility, located in Xishui Industrial Park, has an annual capacity of 2.2 million radial truck tires and 6 million high-performance radial tires, exporting to over 50 countries. The Qingzhou plant, covering over 700 acres in Qingzhou Economic Development Zone, was designed for 12 million sets of high-performance radial tires annually, with products certified under 3C, DOT, and ECE, targeting markets in Europe, America, and the Middle East.
Also in May 2021, the Shandong Tercelo Research Institute was founded in collaboration with Qingdao University of Science and Technology, Tsinghua University, and Jilin University. This R&D center has driven innovations like multi-dimensional nano-carbon technology, enhancing tire safety, fuel efficiency, wear resistance, and low heat generation.
In November 2021, Shandong Navigator Tyre Co., Ltd. was renamed to Shandong Tercelo Tire Group Co., Ltd. By April 2022, Tercelo International Co., Limited was established to handle global sales. In May 2022, the company was renamed Tercelo Tire Group Co., Ltd., solidifying its identity.
2023 brought further milestones. In May, the group was renamed again for branding consistency. November saw Tercelo sign a framework cooperation agreement with Siemens at the 6th China International Import Expo (CIIE) and host a global launch conference for the Tercelo brand and new PCR products.
Global Recognition and Innovation (2024–Present)
Tercelo's focus on intelligent manufacturing paid off in 2024. In March, it won the 2023 China Intelligent Manufacturing Best Practice award. Its 12.00R20 TRD63 tire received the 6th XIZHONG Award for Annual Heavy-Duty Transport Tire, and the TAMIR EV01 won for Annual EV Energy-Saving Tire. May marked the enablement of the Tercelo Intelligent Manufacturing Innovation Center.
July 2024 saw the TLS06A tire win the "2024 Digital Intelligent Transportation and Logistics Industry Innovative Application Technology Products" award. In August, Tercelo signed a strategic cooperation with TÜV Rheinland and ranked 45th in the Tire Business Global Top 75 with $680 million in 2023 sales. September brought the release of TBR tank series explosion-proof tires, and November featured the debut of its strongest OTR product lineup at the Shanghai Bauma Exhibition. December capped the year with a spectacular appearance at Automechanika Dubai.
Entering 2025, Tercelo continued its momentum. In March, it appeared at Tyrexpo Asia and won three awards at the 2025 ApexTire: "Tire Industry Leading Independent Brand," "Annual New Energy Passenger Car Tire (Tercelo TAMIR EV01)," and "Annual Safety and Wear-Resistant Truck Tire (Tercelo TLS06A)." May included debuts at AUTOPROMOTEC in Bologna, Italy, and the 15th China (Guangrao) International Rubber Tire & Auto Accessory Exhibition.
Today, Tercelo's R&D efforts emphasize green technologies, with ongoing investments in high-end intelligent manufacturing. The group aims to maintain leadership in supply chain management, industrial integration, and ecological organization, relying on WZ Group's resources.
Conclusion
From its origins in a 1975 factory to its 2019 formation as a dynamic group under WZ, Tercelo Tires has exemplified rapid growth through strategic acquisitions, technological innovation, and global outreach. With a strong emphasis on sustainability, quality, and market expansion, Tercelo is poised to become a world-famous tire manufacturer, contributing to China's prominence in the global tire industry while delivering high-value products to customers worldwide.