Italian Brand Eurogrip Sets Its Sights on Malaysia

Commercial Director Renato Zilli discusses the brand’s Malaysian expansion, performance-focused products and growing partnerships with Aprilia, BMW Motorrad and Moto Guzzi.

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Malaysia’s motorcycle tyre market is no stranger to competition. With plenty of established international and local brands already on the shelves, riders have no shortage of choices. From everyday commuters prioritizing longevity and durability to supersport riders demanding peak traction and precision handling, selecting the ideal tyres plays a defining role in overall riding performance.

For a relatively new player in the local market, standing out is no easy ride. However, Italian tyre manufacturer Eurogrip has its own plans to make a mark, focusing on performance, technology and products designed around different riding needs rather than competing on price alone.

Since making its Malaysian debut in 2024, the brand has focused heavily on adapting to local road and weather conditions while expanding its reach across multiple motorcycle categories. Looking well beyond everyday commuter needs, its growing lineup is built for riders who demand higher performance and versatility from their rubber.

In an exclusive chat with iMotorbike on the sidelines of the PETRONAS Grand Prix of Malaysia 2026 at Sepang International Circuit, Eurogrip Commercial Director Renato Zilli opened up about the brand’s Malaysian journey, the hurdles of engineering tyres for local road conditions, and what lies ahead for the company.

Understanding Malaysia’s Roads Was No Easy Task

Although Eurogrip began its international operations in late 2021, entering Malaysia presented a different set of challenges as the company expanded into Southeast Asia.

According to Renato, the brand quickly realised that Malaysia was a particularly demanding market when it came to motorcycle tyre performance.

“Looking back at our initial expectations, I would say we are slightly behind schedule in terms of market presence. However, we are extremely happy with the quality of our presence at this point,” he said.

One of the biggest learning curves was understanding how Malaysian road conditions affect tyre performance. It was not simply a matter of dealing with tropical weather, but also how road surfaces could change throughout the day.

Renato pointed out that tarmac can offer good grip under sunny conditions but become considerably more slippery when rain arrives, making it important for Eurogrip to consider different road conditions when developing its tyre compounds.

Rather than designing tyres for just one type of condition, Eurogrip focuses on developing versatile products that can handle varying weather and road surfaces.

This approach suits Malaysia’s diverse motorcycle market, where riders use their bikes for everything from daily commuting to long-distance touring and performance riding.

Beyond Daily Commuting

Eurogrip recognises that not every rider looks for the same thing in a tyre. While some prioritise durability and affordability, others are more concerned about grip, handling and overall performance.

“Of course, the commuting segment is the largest and most significant in terms of volume. These are people who use their motorcycles to travel from point A to point B, usually within urban environments, whether to get to work or go about their daily activities,” said Renato.

“However, commuting is only one part of the market. While it represents the largest share, we also want to reach riders who are looking for more than just durability and place greater importance on overall tyre performance,” he added.

This broader approach was reflected in the three models showcased during the event: the Protorq Max, Bee Wild and Trailhound Wild. Each is designed for different riding styles and applications, allowing Eurogrip to reach beyond the everyday commuter segment.

Rather than competing on price alone, the company aims to establish itself through product quality, performance and technology. Renato explained that Eurogrip benchmarks its products against established premium tyre manufacturers during development, using their leading offerings as references to ensure its own products remain competitive.

According to him, this strategy has supported the brand’s expansion in Malaysia, with growing recognition and encouraging feedback from local riders.

From Aftermarket Tyres to Major Motorcycle Brands

Eurogrip’s ambitions are not limited to selling tyres through the aftermarket. The company is also building relationships with established motorcycle manufacturers through original equipment manufacturer (OEM) partnerships.

One notable collaboration is with Aprilia, whose 457 range features Eurogrip tyres, including the Protorq Extreme. Renato highlighted the presence of both Aprilia and Eurogrip branding on these motorcycles as an important recognition of the tyre manufacturer’s capabilities.

The company has also secured partnerships with BMW Motorrad, supplying tyres for the new F 450 GS, F 450 R and F 450 RR. Another collaboration comes from Moto Guzzi, which has selected Eurogrip tyres for its newly introduced global model, the Trip 500.

However, getting its tyres onto new motorcycles is not as simple as securing a supply agreement. Renato explained that these partnerships involve extensive testing and co-development between Eurogrip and the respective motorcycle manufacturers.

Through these collaborations, Eurogrip gets to demonstrate its technical capabilities while developing tyres specifically suited to each motorcycle. It also represents an opportunity for the brand to strengthen its presence in more demanding motorcycle segments.

What’s Next for Eurogrip in Malaysia?

Moving forward, Eurogrip aims to widen its Malaysian market coverage across multiple segments, ranging from urban scooters to high-output sportbikes.

Renato also concluded by revealing that the B-Sport will soon complement the existing B-Connect in the scooter lineup, while Eurogrip continues to invest heavily in supersport tyres engineered for high traction and precise control

Supported by an expanding portfolio and growing collaborations with major motorcycle manufacturers, Eurogrip is positioned to bolster its domestic standing. While gaining ground against entrenched industry players requires long-term effort, the company intends to differentiate itself through technological innovation, consistent product evolution, and a deep understanding of rider demands across every category.