|25 June, 2018

Al Masaood launches Lassa Tyres in the UAE

Turkey's leading brand caters to customers seeking cost-effective & reliable tyres

Al Masaood launches Lassa Tyres in the UAE

Abu Dhabi - Al Masaood Tyres, Batteries and Accessories Division (TBA), part of Al Masaood Group, a highly-diversified group of companies and an icon in the UAE’s automotive industry, launched Lassa tyres in the UAE. 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 & Africa since the early 1970s.

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. 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.

Commenting on this milestone, 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.”

Ahmed Rahma added: “At Al Masaood, 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.”

Mete Ekin, Regional Managing Director, Bridgestone Middle East & Africa FZE, 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. 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.”

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 square meters facility, Lassa tyres are available in over more than 60 countries and hundreds of distributors worldwide.


About Al Masaood TBA

Al Masaood Tyres, Batteries & Accessories Division is distributor of the full Bridgestone Tyres range for cars, trucks, industrial, agricultural and earth mover vehicles in Abu Dhabi. Also, through its association with Total France the Division has established a chain of ROCs "Rapid oil change centres", which also offers tyre change and brake replacement. It has been awarded Gulf Cooperation Council Distributor of the Year from the Bridgestone Corporation on many occasions. Sales and distribution is achieved through an appointed dealer network which is supported by the Division's own showrooms in Abu Dhabi, Al Ain and the western region. A centralized warehousing and logistics operation ensures that products are always available to the dealers. Dealer staff training is of paramount importance and regular training programs are conducted at the Division training school to ensure excellence and customer satisfaction.

For more information about our products, services and commitment to sustainable mobility, visit
www.masaood.com, You can also follow us on Instagram, Twitter and LinkedIn.

About Lassa Tyres

The foundations of Lassa, which has now celebrated its 41st anniversary in the tyre business as Turkey’s leading established brand, were laid back in 1974. Founded by the Sabancı Group of Companies and partners, Lassa was renamed Brisa ten years after starting production in 1978, after becoming a joint venture partner with Japanese giant Bridgestone Corporation. Today Lassa tyre are produced with Brisa’s latest technology and Research and Development studies.

The world goes around Lassa tyres. Lassa, continuing its growth day by day in the tyre sector, exports its expertise and experience on the roads in Turkey to the entire world, to mainly European countries, thus contributing to the country’s economy. Produced by Brisa, which has one of the world’s largest factories with its 361.000 m2 surface area, Lassa provides consumers with the quality of Lassa tyre in over 60 countries and through hundreds of distributors.


For more information:

Orient Planet PR & Marketing Communications

Abu Dhabi, United Arab Emirates

Tel: 00971 2 4418995

Email : media@orientplanet.com

Website: www.orientplanet.com

Marwa Kaabour

Group Marketing & Corporate Communications Manager

Tel: +971 2 201 7955

Email: marwa_kaabour@masaood.com

© Press Release 2018

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