PRINX Europe and Küke Reifengroßhandel have officially renewed their strategic partnership for the AUSTONE brand in the German market. Under the agreement, Küke Reifengroßhandel has been granted exclusive distribution rights for AUSTONE tyres in Germany.
The Workshop
The partnership renewal was followed by a three-day strategy workshop bringing together the teams from PRINX Europe and Küke, during which both teams defined exclusive market access strategies, aligned sales approaches, and developed the joint marketing and sales strategy for 2026.
Ari Salah, Marketing Manager at PRINX Europe, presented the planned marketing activities. Sales strategies, product segmentation and positioning were elaborated in detail by Fleet Manager Helmut Haak to optimally align economic objectives and product strengths with the requirements of the German market. The structured exchange between the two companies resulted in a clearly defined roadmap for the exclusive development of the AUSTONE brand from 2026 onwards.
For André Küke, Managing Director of the wholesaler, the exclusive agreement marks an important strategic step: “With PRINX Europe and the AUSTONE brand, we are taking a decisive step in our strategic development within the German market. The exclusive partnership is a clear commitment to further growth and to a long-term investment in the brand.”
“The exclusive collaboration enables us to reactivate existing customers, win new partners and sustainably strengthen our position in the German tyre market. Together with PRINX Europe, we aim to establish AUSTONE as a long-term key player,” he added.
Thomas Wohlgemuth, Managing Director of PRINX Europe, highlighted the strategic preparation behind the partnership: “Over the past months, we have worked intensively on strengthening and structuring our sales organisation in Germany. Granting exclusive rights to Küke Reifengroßhandel is the logical next step in our long-term strategy. The three-day workshop in January clearly demonstrated the strong strategic alignment of both teams and confirmed that we are well prepared to take AUSTONE to the next level in this key market.”
