News

AB Tyres, the exclusive distributor of the Falken brand in Portugal, recently organized a series of technical and commercial training sessions for partners within the AB Partner program. Held in four different sessions across the country, these events aimed to strengthen relationships with industry professionals, deepen product knowledge of the Japanese brand, and facilitate the exchange of best practices and real-world experiences.

The sessions featured the participation of two international representatives from Falken Europe: Yuri Perez, Country Manager, and José Turjillo, Tech Engineer & TBR Business Development. Their involvement highlights the continued commitment of the brand, part of the Japanese group Sumitomo Rubber Industries—one of the world’s largest tire manufacturers—to the Portuguese market.

Throughout the training, special attention was given to the evolution of Falken’s product range, with a particular focus on its latest innovations, including the FK820 tread, Wildpeak R/T01, Ziex ZE320, and the e.Ziex, the latter developed specifically for the electric vehicle segment. In addition, various commercial and positioning strategies were discussed to help boost sales and improve end-customer advisory services.

According to Filipe Bandeira, Managing Director of AB Tyres, "These training sessions are a key part of our differentiation strategy. We believe that combining technical knowledge with the sharing of real-life experiences among professionals is the best way to strengthen our relationships with partners and ensure everyone has the tools they need to confidently represent a premium brand like Falken.”

With this initiative, the Portuguese tire distributor—part of the Alves Bandeira Group—once again reaffirms its commitment to the continuous development and empowerment of its partners.