The expansion introduces four winter models and one all-season product, effectively renewing the brand’s entire winter range. These additions are engineered with 'NextGen' and 'EV-ready' technologies, targeting a market segment increasingly dominated by high-rim-size vehicles. According to the company, this updated lineup now covers approximately 85% of the total European winter tyre demand.

Brisa CEO Vecih Yılmaz emphasized that the company’s international growth relies on business models tailored to regional requirements rather than a one-size-fits-all approach. By strengthening its network of over 6,000 global points of sale, Lassa aims to deepen its market penetration. The gathering in Cologne served to solidify these partnerships, signaling a transition toward a more specialized, technology-driven product ecosystem as the company enters the upcoming season.