Shandong Linglong Tire Co., Ltd. hosted its 2026 Winter Tire Experience in early February in Salzburg, Austria, bringing together nearly 40 dealers from across Europe. The immersive event combined performance testing, professional driving exercises, and strategic product discussions, reinforcing Linglong’s commitment to innovation, safety, and market expansion across the European region.
Event Overview and Driving Experience
The winter driving program was conducted at the Stegergut winter driving park, located at an altitude of 1,030 meters in the Salzburg mountain region. Known for its challenging terrain and professional training infrastructure, the park features varied handling courses, expansive dynamic zones, and circular tracks designed for advanced winter driving simulations.
Participants covered over 120 kilometers under the supervision of experienced instructors, using Toyota GR Yaris and GR Supra training vehicles. Embracing the event’s motto, “one more slide,” the exercises focused heavily on controlled sliding techniques, enhancing vehicle stability, traction control, and overall driving confidence undr winter conditions.
Product Showcase: Sport Master Winter Tire
All training vehicles were equipped with Linglong’s latest Sport Master Winter tire in size 225/40 R18 92W. Notably, this is the first Linglong tire developed in Germany and manufactured exclusively in Europe, reflecting the company’s strategic focus on localized innovation and production.
The Sport Master Winter tire earned a “good” rating from the respected German automotive publication Auto Motor und Sport in autumn last year, reinforcing its performance credibility in demanding European winter conditions.
Strategic Engagement and Brand Positioning
In addition to the driving sessions, Linglong hosted a dedicated workshop to present its latest product portfolio and upcoming marketing campaigns. The event also featured networking activities, including a horse-drawn sleigh ride through the snowy alpine landscape and a traditional mountain cabin gathering, strengthening relationships within its European dealer network.
Beyond experiential marketing, Linglong reiterated its broader mission of prioritizing user safety, reliability, and performance. The company emphasized its commitment to advanced tire technology, rigorous quality control, and continuous customer feedback integration to enhance driving experiences worldwide.
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