Al Masaood Tyres, Batteries and Accessories Division (TBA), part of Al Masaood Group, has launched Lassa tyres in the UAE.

Al Masaood Group is a highly-diversified group of companies and an icon in the UAE’s automotive industry.

The appointment of Al Masaood as the local distributor of Lassa tyres follows a long-standing partnership the group has established with Bridgestone Middle East and Africa (MEA) since the early 1970s, said a statement from the company.

Car owners seeking excellent value for money without the risk of compromising safety can now benefit from the entry of Lassa tyres into the market, it said.

Producing high quality tyres approved by independent test institutes, Lassa caters to drivers who require both safety and performance and expect maximum value for their money in their choice, it added.

Ahmed Rahma Al Masaood, vice chairman of Al Masaood Group, said: “Demand for reliable and genuine tyres has been a major concern in the UAE as some car owners opt for inexpensive and low-grade quality tyres to save on cost, without understanding the impact such products have on car efficiency and road safety.”

“Adding Lassa tyres to our portfolio of leading automotive brands is in line with our continuing efforts to expand our offerings in the country following international standards in the sector,” he said.

“At our company, we believe that customer satisfaction and trust are earned through reliable products that caters to multiple segments and commitment to excellence in services. Our leading position in the automotive industry of Abu Dhabi, Al Ain and the western region enabled us to become a strategic partner for Lassa brand in the UAE,” he added.

Mete Ekin, regional managing director, Bridgestone Middle East and Africa, said: “We are happy to announce the new partnership with Brisa and to bring Lassa tyres to the UAE with the support of our long-standing partner Al Masood TBA.”

“MEA is a highly competitive region for tyre manufacturers, and I attribute the success of any tyre here to an immense understanding of customers’ needs and challenges in a high-temperature climate,” he said.

“Mobility is essential to everyday life today, and making it convenient and comfortable contributes to a better society. This is what we work towards and aim for through our work in this region and through our new partnership with Brisa,” he added.

The Lassa Tyres brand has been gaining traction across Europe and is the ‘Official Tyre Partner’ of world-renowned sports club FC Barcelona. The tyres are being produced for more than 40 years in Turkey and are continuously being enhanced through Brisa’s technology and research and development works.

Produced from one of the world’s largest manufacturing plant, covering 261,000-sq-m facility, Lassa tyres are available in over more than 60 countries and hundreds of distributors worldwide, it stated. – TradeArabia News Service