- Strengthening presence through localized product offerings, expanded logistics infrastructure, and strategic sports marketing
SEOUL, South Korea, August 18, 2025 – NEXEN TIRE, a leading global tire manufacturer, has officially launched the ‘ROADIAN ATX’ in the Australian market, intensifying its efforts to tap into the country’s robust demand for high-inch tires used on SUVs and pickup trucks.
Specifically engineered for both on- and off-road performance, the ROADIAN ATX is optimized for Australia’s diverse driving environments – from desert highways and mountainous terrain to unpaved outback trails and coastal roads. The tire features a wide contact patch and advanced rubber compound to maximize mileage and tread durability.
Key off-road technologies include a 3D kerf design for enhanced wet grip and Three-Peak Mountain Snowflake (3PMSF) certification, attesting to its superior performance in snowy conditions. Additional features such as stone ejectors and side biters help prevent gravel retention and improve traction on rocky surfaces, offering Australian drivers enhanced durability and confidence in challenging conditions.
The introduction of the ROADIAN ATX aligns with NEXEN TIRE’s broader strategy to cater to the growing preference for larger vehicles in Australia. The tire is currently supplied as OE (Original Equipment) for iconic Jeep models including the Wrangler and Gladiator, further underscoring the brand’s global credibility and technological leadership.
To support its expansion, NEXEN TIRE is reinforcing its logistics and sales network across Australia. Following the opening of distribution centers in New South Wales (2023) and Victoria (2024), the company plans to open an additional logistics hub in the second half of 2025. These investments aim to provide deliver efficiency and customer service across the eastern economic corridor, including Sydney, Melbourne, and Brisbane.
NEXEN TIRE is also amplifying its brand visibility through strategic sports marketing. Since October 2024, the company has served as the official sponsor of Sydney FC, a leading club in Australia’s A-League. The partnership has significantly elevated the brand’s profile through LED signage, stadium displays, and virtual advertising during national broadcast matches and global streaming via Paramount+.
Furthermore, NEXEN TIRE actively engages with local fans through Sydney FC’s digital channels, including social media campaigns and newsletter placements, fostering stronger connections with Australian consumers.
“The ROADIAN ATX reflects our commitment understanding and meeting the unique needs of the Australian market,” said John Bosco (Hyeon Suk) Kim, CEO of NEXEN TIRE. “We will continue to build a strong local presence through product localization, strategic partnerships, and an enhanced logistics framework.”
