Ascenso Tyres Core Values

Our values are what guide 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