XCellent represents a specialized tire brand originally introduced to the U.S. market by Tire Brands America in 2020, now operated by China-based Crowntyre International, one of the leading players in the global tire industry since 2006. Born for off-road SUV enthusiasts, XCellent combines the technical expertise of engineers with over 200 years of combined tire industry experience to deliver aggressive and attractive groove designs with high mileage warranties.
The brand operates under strict quality control standards with annual production capacity of 12 million pieces, manufacturing primarily in Thailand through Jiangsu General Science Technology Co. Ltd.'s subsidiary, with additional facilities in China and the United States. XCellent specializes in comprehensive tire solutions for passenger cars, SUVs, light trucks, commercial vehicles, and specialty equipment, positioning itself as a Tier 2 quality product with Tier 3 pricing strategy.
XCellent's robust product portfolio includes the Roadbreaker A/T (All-Terrain) with 24 SKUs in 15-22 inch rim sizes, Roadbreaker M/T (Mud-Terrain) with 12 SKUs in 17-22 inch configurations, Roadbreaker R/T (Rugged-Terrain) featuring 31 SKUs in 17-22 inch sizes, and Roadbreaker X/T (Extreme All-Terrain) with large open voids and aggressive sidewall sculpture. Additional offerings include ST Trailer tires (14 SKUs in 13-16 inch sizes), UHP (Ultra High Performance) with 30 SKUs in 15-26 inch configurations, SUV lines (16 SKUs in 17-26 inch sizes), and limited radial truck/bus and specialty trailer tire selections.
Crowntyre's 2025 revival of the XCellent brand for North America focuses initially on the light truck/SUV market segment, emphasizing off-roading and overlanding sectors while maintaining the brand's commitment to providing super economy pricing without compromising adventure capabilities for drivers seeking reliable performance in challenging terrain conditions.