Ascenso Tyres Core Values

Our values are what guide us in the way we do business. These values help us create long-term relationships with our associates and build win-win partnerships.

We call our core values framework: ‘ORANGE’. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. Orange is also the colour of fall and harvest.

  • O - Ownership
  • R - Respect
  • A - Agility
  • N - Never Give Up
  • G - Go getter, Go together
  • E - Empathetic
The attributes and association with each value of ORANGE framework are:


  • Take initiative
  • Accountability of results
  • Strive for the highest quality
  • ‘My organisation’


  • Respond using appropriate words
  • Express at appropriate times
  • Accept diversity
  • Governance & compliance


  • Create value
  • Continuous customer engagement
  • Respond to change
  • Continuous improvement

Never Give Up

  • Believe in yourself
  • Accept failures
  • Nurture your dreams

Go getter, Go together

  • Eager to learn
  • Be proactive
  • Generate solutions


  • Promote high commitment
  • Listen, don’t not just hear
  • Accept differences
  • Appreciate all
  • Recognise efforts