CEO Phang Wai Yeen calls 2026 “a pivotal year” — the world’s fastest-growing tire brand bets on American manufacturing and dealer support.

Giti Tire (USA) Ltd. is experiencing a year of transformation. In an exclusive interview with Modern Tire Dealer, CEO Phang Wai Yeen outlined the next phase of the company’s growth strategy: the official launch of the Giti brand in the U.S. market, continued investment at its Richburg, South Carolina, manufacturing and R&D facility, and a deepened commitment to supporting dealers and distributors across the North American network.

Giti brand makes its U.S. debut.

Until now primarily known under the GT Radial banner in North America, Giti Tire is now launching its flagship brand directly into the U.S. market. According to Brand Finance, Giti was the world’s fastest-growing tire brand in 2026, with brand value rising 38% to $1.5 billion USD. The two brands — GT Radial for proven value and Giti for the premium segment — are positioned as complementary, giving dealers access to a broader product portfolio engineered specifically for North American drivers.

Richburg: the cornerstone of North American strategy

The Richburg, South Carolina, plant remains the foundation of Giti’s North American strategy. The unique integration of engineering, testing, and manufacturing under one roof enables faster development cycles and ongoing responsiveness to market needs. For Canadian GT Radial and Giti tire dealers, this approach translates into products specifically designed for North American road conditions, enhanced training programs, and targeted marketing support to help close sales more effectively.