Casumina: Affirming Position in U.S. Market

Vietnamese tire and inner tube products are now exported to over 140 countries and territories, with the United States being the largest export market. The biggest exporter of Vietnamese tires to the U.S. is the Southern Rubber Industry Joint Stock Company (Casumina), one of Vietnam’s top manufacturers and exporters of tires and inner tubes.

To date, Casumina-branded tires and inner tubes for automobiles, motorcycles, electric vehicles and specialized vehicles have reached over 30 countries and territories

Proactively embracing digital technology, adopting smart manufacturing

Believing that innovation, advanced scientific and technological application and accelerated digital transformation are key to business breakthroughs, Casumina has always prioritized investment in the modernization and automation of its production lines while driving the comprehensive transition to the Smart Factory 4.0 model, deeply integrated with automation, big data and artificial intelligence into manufacturing. This model not only boosts productivity and product quality but also significantly reduces material waste, saves energy, optimizes production costs, and contributes positively to environmental protection. Moreover, the Smart Factory 4.0 model empowers Casumina to enhance its governance and control over its production processes, allowing it to respond more effectively to unpredictable changes in the global market.

In addition to manufacturing, Casumina has actively applied digital technology to management and marketing, effectively adopted digital solutions to operations and restructured its sales system using smart tools to create convenient digital applications for customers. For example, since 2006, Casumina has deployed an Enterprise Resource Planning (ERP) system and continuously improved it across the company's subsystems including financial management, production management, human resources management, sales management and ISO integration into this program. Casumina has also applied digital transformation to its PCR ADVENZA tire management system in production, sales and warranty. This method involves using QR codes to track product flows, control online payments and issue online nationwide warranty cards. The company has also enhanced e-commerce solutions to enable its customers to purchase Casumina products anytime, anywhere with just an internet-connected mobile device.

As one of Vietnam’s leading tire and inner tube manufacturers and exporters, Casumina has actively adopted scientific and technological applications and accelerated digital transformation across its business operations early on. By reducing the time to commercialize its new products, Casumina has significantly improved its capabilities and competitiveness, both domestically and internationally. Amid the complexity and volatility of the global rubber market, boosting innovation, speeding up digital transformation and applying Technology 4.0 to production, management and marketing are key for Casumina to maintain its position as a “leading manufacturer of tire and inner tubes in Southeast Asia.”

Casumina has consistently prioritized modernizing and automating its production lines

Boosting exports to the U.S.

To date, Casumina-branded tires and inner tubes for automobiles, motorcycles, electric vehicles and specialized vehicles have reached over 30 countries and territories, with the U.S. accounting for the largest market share. This clearly shows the premium quality of Casumina-branded tires and inner tubes as the U.S. is one of the biggest and most demanding tire markets in the world.

Each year, Casumina exports an average of 1.2-1.5 million steel-belted radial tires for cars and trucks to the US, earning about US$45 million of revenue, which accounts for 50-60% of the company’s total export value and roughly 25% of its total revenue. However, in early April 2025, U.S. President Donald Trump announced a 46% tariff on imports from Vietnam as part of a new global tariff framework (currently delayed by 90 days for negotiation), placing Vietnamese exporters to the U.S. including Casumina, on edge.

Undeterred by challenges, Casumina’s leadership took the initiative to negotiate with its U.S. partners and both sides eventually reached a mutually beneficial agreement and resumed exports in the third week of April 2025 with previously agreed volumes. Beyond expectations, the company also successfully negotiated an additional 600,000 tires and inner tubes, raising its total annual export volume to the U.S. to some 1.8-2.1 million products, marking a new chapter for Casumina-branded tires and inner tubes in the world’s leading economy.

Telling us about this special partner, General Director Nguyen Dinh Khoat emphasized that, as a leading tire and inner tube manufacturer in Vietnam, Casumina always actively seeks partners and expands its consumption market, especially through international cooperation under the so-called "mutual benefit cooperation" principle. In particular, Casumina holds U.S. partners in high regard for their professionalism and reliability, and more importantly, their continuously growing demand for tire and tube products in the U.S. market.

Despite having solidified its position in the U.S. market, Casumina still faces a lot of challenges, especially as the reciprocal tariff negotiations between Vietnam and the U.S. have yet to reach a final agreement. However, this obstacle has only further ignited Casumina’s ambition to conquer new heights and overcome new challenges.

He noted that, as Vietnam and the U.S. are actively carrying out many activities to celebrate their 30 years of diplomatic relations and two years of comprehensive strategic partnership, Casumina, as a leading tire and inner tube manufacturer in Vietnam, will continue to boost bilateral cooperation in this field. The company fully supports and stays ready to collaborate with U.S. partners in manufacturing and supplying tires and inner tubes, helping realize Casumina’s future development strategy. “Casumina always respects its U.S. partners, and international partners in general, applying strategic, long-term and sustainable cooperation to leverage business strengths and jointly generate benefits for their countries while strictly complying with Vietnamese laws and international regulations,” he affirmed.

By Van Luong, Vietnam Business Forum