The event, held on July 21, 2026, showcased Lassa’s renewed winter and all-season tyre offerings, including four new winter and one all-season tyre, designed to meet evolving market demands. With a focus on higher rim sizes and electric vehicle compatibility, the new products address approximately 85% of winter market demand in Europe. Brisa CEO Vecih Yılmaz emphasized the importance of sustainable partnerships and the company’s commitment to enhancing its global presence through tailored business models.