Meet the tire company accelerating innovation in EVs and premium vehicles

Global electric vehicle (EV) adoption has accelerated significantly in recent years, with sales rising from over 3 million units in 2020 to more than 17 million in 2024. This rapid growth is shaping vehicle manufacturing and design as standards demanded by automakers and consumers continue to rise.

Earning a place in global automotive supply chains requires rigorous quality standards, and securing the trust for premium automakers can take years. Among the companies to have achieved this is NEXEN TIRE, a South Korean company supplying tires to global automakers including Porsche and BMW.

Aiming for the top

While manufacturers typically begin with mass-market brands before moving into premium segments, NEXEN TIRE targeted high-performance automakers early on. In 2013, NEXEN TIRE took an unconventional approach by forming a dedicated task force of core R&D personnel to pursue premium original equipment (OE) partnerships.

This strategy led to a key milestone in 2016, when the company began supplying OE tires for the Porsche Cayenne following several years of development and testing. The achievement marked a turning point for NEXEN TIRE, validating its competitiveness in the premium segment and helping drive its expansion in Europe and broader premium OE strategy.

Building on continued investment in research, technology, and quality, NEXEN TIRE now provides OE tires for around 30 automotive brands across approximately 120 vehicle models, including a range of premium models such as the Porsche Panamera and Cayenne, as well as a growing number of electrified vehicles.

A European smart hub

In 2019, NEXEN TIRE strengthened its supply capabilities with the establishment of a strategic European production facility in the Czech city of Zatec. Purpose-built for the premium OE business with an investment of approximately EUR 900 million ($1 billion), the plant serves as a key hub with an annual production capacity of 10 million units.

The plant’s location places NEXEN TIRE at the heart of Europe’s automotive manufacturing belt, with approximately 30 car manufacturers within a 400-km (248-mi) radius. By reducing lead times and logistics costs compared to supplying from Asia, the facility enables faster, more flexible support for OE customers, strengthening the company’s supply competitiveness.

Automated logistics systems, including self-driving Laser Guided Vehicles (LGVs) and an Electric Monorail System (EMS), move materials around the facility, streamlining operations and improving workplace safety. Meanwhile, an ICT-based, real-time integrated control system manages data across the production cycle. In quality assurance, AI-based inspection systems using sensors and vision technology detect defects, with ongoing data analysis further improving consistency and production stability.

AI-driven innovation

A decade after securing its first premium OE partnership, NEXEN TIRE reached another milestone when its N’FERA Sport Ultra High Performance tire was selected for the new BMW iX3, reflecting NEXEN TIRE’s growing recognition among global automakers and its continued investment in R&D.

Throughout its research and development process, NEXEN TIRE applies AI and virtual development technologies, using AI-based performance prediction, big data analysis, and simulation tools to evaluate braking, handling, ride comfort, and noise. These capabilities support the company’s ‘One Tire Strategy,’ which aims to deliver consistent performance across all vehicle types, with its EV Root designation awarded to tires optimized for electric, hybrid, and internal combustion engine models.

In 2026, NEXEN TIRE also opened a winter tire testing center in Finland, a key hub for developing tires that meet European winter driving requirements. The facility enables real-world snow and ice testing and is supported by the company’s Virtual Brain Loop system, which integrates driving simulators with a global testing network. By combining virtual validation with physical testing, NEXEN TIRE is able to accelerate development while refining tire performance across a range of driving conditions.

Through AI-powered R&D, virtual development, and advanced manufacturing systems, NEXEN TIRE is further establishing itself in the premium OE market and helping shape future industry standards.

Discover high quality, high performance innovation and learn more about NEXEN TIRE here.