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Our Brand

The Maxxis brand is both a vital asset and a source of pride for our 22,000 employees. Because customers are the best possible ambassadors for our brand, we're committed to providing the fine products and excellent service they demand.

Maxxis Brand Position

Brand Image MaxxisstandOur brand position summarises who we are as a company and allows us to differentiate Maxxis from our competition.

Our brand position: Maxxis is the tyre of choice. With a focus on advanced technology, we develop premium tyres that turn our lifelong customers' passions into performance.

As a brand, Maxxis is associated with winners, including Olympic athletes and world-record holders. We provide high-quality tyres that win in competition. Pushing the limits of technology, we give racers the traction they need. And the tyre that takes a talented athlete across the finish line is also available to everyday consumers, who find that our products enhance their lives, both at work and at play.

Targeting the Brand to the Maxxis Customer

With tyres for auto, bus, truck, bicycle, motorcycle, ATV, race kart, trailer, industrial and lawn & garden, Maxxis' product line encompasses a wide array of interests and needs. Our diverse group of offerings also allows us to focus on the young riders who become lifelong Maxxis customers. We know when a teenager rides Maxxis on a bicycle, ATV or motorcycle, that rider will choose Maxxis for years to come.

Advertising and Merchandising the Maxxis Brand

Because we are a global company, Maxxis advertises aggressively around the world. From billboards and displays to eye-catching ads in major magazines, the Maxxis brand is a strong international presence.

And as technology evolves, new avenues open to spread the word about Maxxis. We stay in step with the times, using the most advanced marketing strategies in our efforts to recruit new Maxxis customers.

Adding Brand Value through Efficiency and Seamless Cooperation

With its focus exclusively on tyres, Maxxis is able to deliver products efficiently in more than 170 countries. Our smooth operation is also made possible by the atmosphere of cooperation found at every level of our company.

This efficiency and cooperation add brand value - because they reflect the all-encompassing focus on quality our stakeholders expect.

Interbrand has assessed Maxxis' value as a global brand at $331-million U.S. dollars.