Shanghai CAS Show

In 2018, we made our first appearance at the Shanghai CAS Show. It was also our first time moving beyond the familiar wheel and tire industry exhibitions to attend a broader automotive aftermarket event, connecting more directly with car owners and modification enthusiasts. This different setting gave us an opportunity to reconsider our products and brand from the owners’ perspective.

At the show, we introduced our first monoblock forged wheels and presented the process behind them, expanding our product exploration from casting into forging. For a company with years of manufacturing experience, this opened a new direction. It also prompted us to consider how different manufacturing methods and designs could translate into choices that better suited owners’ needs.

Conversations with customers helped us recognize the gap between thinking as a factory and operating as a brand. We were accustomed to approaching products through manufacturing processes, production and delivery. At the show, other questions became more immediate: which designs people liked, how wheels complemented their cars and why they chose a particular brand. We began to understand that developing our brand also required a clear product direction, a distinctive style and the ability to keep listening to and communicating with owners.

Looking back, the 2018 CAS Show captured our exploration of a new product category and the beginnings of a change in how we approached the brand. We did not yet have all the answers, but those conversations helped us recognize what we still needed to learn and laid the groundwork for our later transition toward brand development. Thank you to the customers and enthusiasts who visited our stand and shared their thoughts. You helped us see where we needed to go next.