Iris
The journey began in 2004 when EURL SATEREX, an Algerian company specializing in electronic products, household appliances, and telephones, was founded. Fast forward more than fifteen years, and IRIS has emerged as a trailblazer in the electronics and consumer appliance industry, particularly reigning as the undisputed leader in the Television segment. The industrial cluster fostered by IRIS has diversified its operations and broadened its portfolio, spanning from household appliances to the electronics complex and venturing into the tire industry—a colossal and meticulously planned project, securing the top spot in Algeria and ranking third in Africa. IRIS TYRES is a monumental undertaking sprawling across 5.5 hectares in the Setif industrial zone. It boasts a 100% local production process, with an estimated capacity of 2 million light, commercial, and semi-heavy tires per year during the initial phase, with plans for a significant increase in production to reach 4.5 million tires per year in the second phase. The complex is a hub of cutting-edge technology, often referred to as an "Intelligent Factory." It incorporates a highly advanced information and management system (MES) and software to oversee all information flows, ensuring traceability and data and product reliability. The plant project has united several foreign technological partners, hailing from Germany, Italy, Finland, and the United States, to facilitate technology and know-how transfer. IRIS's product is an amalgamation of European technology and international-standard know-how. The design emphasizes comfort, high rolling resistance, superior vibration absorption, and reduced noise levels. Emphasizing quality and safety, IRIS has implemented over 320 control points for each tire. Their research and development laboratory conducts daily tests with highly sophisticated equipment to deliver tires that adhere to international standards and safety protocols. This extensive industrial hub has enlisted test drivers to evaluate tires on various terrains, covering aspects such as braking efficiency, noise, fuel consumption, wear, resistance at high speeds, and distance durability to ensure top-tier quality on a budget. IRIS TYRES successfully passed an audit of the quality management system and production conformity, earning certification from a European state body. In addition to indoor tests, the brand collaborates with various foreign organizations possessing test benches and specialized tracks for outdoor evaluations, including wet grip, noise, and rolling resistance. Recent tests conducted by specialized organizations in Finland and Germany have further validated the performance of IRIS tires.
