Continental is increasing its use of recycled materials in tyre manufacturing, with more facilities now using polyester fabric made from recycled polyethylene terephthalate (PET) bottles. This initiative has raised the recycled content in several tyre lines by an average of thee percent. Depending on the tyre size, up to 15 PET bottles can be used in a single tyre, conserving valuable resources.

“Reduce, reuse, recycle – this trio is key to more sustainable tyres “, says Jorge Almeida, Head of Sustainability at Continental Tires.

“Reduce, reuse, recycle – this trio is key to more sustainable tyres. Wherever possible, we use recycled materials while maintaining our highest quality standards,” says Jorge Almeida, Head of Sustainability at Continental Tires. “Our polyester yarn made from recycled PET bottles is just as strong as conventional polyester yarn. This shows that sustainability, performance, and safety go hand in hand at Continental.

The company’s ContiRe.Tex technology, unveiled in late 2021, processes PET bottles that would otherwise go unrecycled. These bottles are spun into high-performance polyester yarn without intermediate chemical treatments, producing materials robust enough to meet the demands of tyre manufacturing.

Since 2022, this technology has been used on a limited scale at Continental’s tyre plants in Lousado, Portugal, and Otrokovice, Czech Republic. Recently, facilities in Korbach, Germany, and Sarreguemines, France, have also adopted recycled PET in series production.

Ambitious sustainability goals

The transition to sustainable materials aligns with Continental’s broader sustainability strategy. The company aims to increase the proportion of renewable and recycled materials in its tyres to over 40% by 2030. By then, all new car and light truck tyres are expected to feature high-performance polyester fibres made entirely from sustainable PET.

At present, an average passenger tyre contains 15–20 percent recycled and renewable materials. By 2050, Continental plans for all its new tyres to be made from 100 percent sustainable materials.

Turning waste into high-quality materials

Continental’s use of recycled PET is part of a broader effort to replace raw materials with sustainable alternatives. Textile fabrics made from recycled polyester enhance the strength, flexibility, and durability of tyres, with performance matching that of materials derived from crude oil.

In addition to recycled PET, Continental is exploring other sustainable materials, including bio-based and chemically recycled PET. Agricultural by-products, such as rice husk ash, rubber from dandelions and recycled rubber, are also being tested for future use.

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Superteam Wheels, a prominent Chinese manufacturer of carbon fibre bicycle wheelsets, has entered into a significant three-year strategic alliance with GCN Italia, the Italian arm of the internationally acclaimed cycling media outlet, Global Cycling Network (GCN). This initiative follows the brand's successful partnerships with GCN's French and Spanish channels established in 2025. By now collaborating with all three major GCN platforms serving France, Spain and Italy, Superteam Wheels is strategically reinforcing its presence within core European markets. This concerted effort represents a vital step in the company's broader plan to deepen its global footprint, particularly across Southern Europe.

Under the terms of this new partnership, Superteam Wheels intends to capitalise on GCN Italia's substantial regional influence across leading global social media networks such as YouTube, Facebook, Twitter and Instagram. The collaboration will drive comprehensive brand promotion and the development of co-created content tailored specifically for these platforms. The joint initiatives will focus on producing a diverse array of original material, which is set to include professional assessments of carbon fibre wheelsets designed for road and gravel cycling, authentic local riding experiences and thorough explorations of fundamental carbon fibre technologies.

The content strategy is designed to resonate with the unique perspectives and interests of Italian cycling enthusiasts, effectively demonstrating the technological expertise and intrinsic value of Superteam products. Ultimately, the partnership aims to not only bolster the brand's connection with this key audience but also to further ignite the passion for cycling among enthusiasts both within Southern Europe and across the global community.

Chris Zeng, Overseas Business Manager, Superteam Wheels, said, "Italy is the heart of global cycling, with profound heritage and discerning enthusiasts. GCN Italia is our key bridge to connect Superteam's Chinese carbon fibre expertise with local riders. Building on our 2025 partnerships with GCN France and Spain, this collaboration further strengthens our presence across Europe. We are committed to delivering high-performance, cost-effective wheelsets, enabling more cyclists to experience the exceptional performance of our carbon fibre technology and become part of the European cycling story.”

Dario Esposito, Business Director International, GCN Italia, said, "I hope this solution is appreciated by both parties and that we can expand our valuable partnership to GCN Italia.”

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Kumho Tire USA is set to intensify its commitment to the SUV and truck market by taking a prominent role in a series of off-road events throughout 2026. Following its successful appearances in 2024 and 2025, the company plans to use these gatherings as a platform to boost brand visibility, demonstrate the capabilities of its specialised Road Venture tyre line and forge stronger connections with off-road enthusiasts.

This strategy reflects a focused effort to engage with the growing community of SUV and truck owners. By participating directly in these enthusiast-driven events, the company creates a valuable opportunity to present its products firsthand. This approach allows Kumho to reinforce its standing as a premium alternative that balances exceptional quality and performance with affordability.

The 2026 tour is scheduled to commence at the Overland Expo SoCal in March. A newly designed 80-foot marketing truck and trailer will be the centrepiece of Kumho’s presence at various stops along the tour. This mobile exhibit will offer interactive displays, distribute branded merchandise and prominently feature the Road Venture lineup, which includes the RT, AT52 and MT71 models. Engineered for challenging terrain, this tyre series is recognised for its robustness, reliable performance and comprehensive warranty. Attendees will also have the chance to speak with company ambassadors on-site, who can provide personalised guidance to help drivers select the most suitable Road Venture tyre for their specific vehicle and driving needs.

Kumho Tire’s full 2026 off-road event schedule is listed below:

• Overland Expo SoCal: 14–15 March, Costa Mesa, Calif.
• Jeep Beach: 17–26 April, Daytona Beach, Fla.
• Overland Expo West: 15–17 May, Flagstaff, Ariz.
• Overland Expo PNW: 26–28 June, Redmond, Ore.
• New Jersey Jeep Invasion: 10–12 July, Wildwood, N.J.
• New Jersey Bronco Invasion: 17–19 July, Wildwood, N.J.
• The Smoky Mountain Bronco Stampede: 14–16 August, Pigeon Forge, Tenn.
• The Smoky Mountain Invasion: 20–22 August, Pigeon Forge, Tenn.
• Off-Road Expo: 3–4 October, Costa Mesa, Calif.

Ed Cho, CEO, Kumho Tire USA, said, "We are incredibly excited to bring our dedicated Road Venture product line directly to off-road enthusiasts at major events like Overland Expo and Jeep Beach in 2026. Building on our initial involvement since 2024, this year's expanded presence demonstrates our commitment to the segment and marks a significant milestone in Kumho Tire's strategy to strengthen connections with SUV and truck consumers."

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Hankook Tire has completed its first regular season as a partner of TGL Presented by SoFi Season 2, which wrapped up on 3 March 2026 at the SoFi Center in Florida. As the league’s first Official Tire Partner and a Founding Partner, the company integrated its global brand into the competition through stadium signage, broadcast graphics and television commercials. This visibility reached audiences in 150 countries, including North America, reinforcing Hankook’s premium image by blending its innovative technology with the world of sports.

The season drew substantial global attention by featuring 24 top PGA Tour players, such as Tiger Woods and Rory McIlroy, across six teams. From the opening match through the eighth, average viewership in US exceeded half a million, offering Hankook a powerful platform to project its dynamic brand identity. Following four months of competition that began in December, the top four teams advanced to the postseason. Boston Common Golf finished as the regular season leader, followed by Los Angeles Golf Club, Atlanta Drive GC and Jupiter Links GC.

The postseason semifinals begin 17 March 2026 with a doubleheader. In the first match, third-seeded Atlanta Drive GC takes on second-seeded Los Angeles Golf Club. Atlanta, the Inaugural Season Champion, finished the regular season with a 3-2 record, while LAGC secured its place with a win over NYGC. LAGC previously defeated Atlanta 7-3, setting up a competitive rematch. The second semifinal features fourth-seeded Jupiter Links GC against top-seeded Boston Common Golf. Both teams are seeking their first playoff victory after missing last year’s postseason. Their previous two meetings both extended to overtime, raising the stakes for this encounter.

Winners of the semifinals advance to a best-of-three final series on 23 and 24 March 2026 at the SoFi Center, competing for the SoFi Cup. Beyond TGL, Hankook continues to expand its global sports marketing presence through partnerships with the UEFA Europa League, UEFA Conference League, Borussia Dortmund and Al Ittihad. The company also reinforces its technological reputation as an official partner of the ABB FIA Formula E World Championship and the FIA World Rally Championship, strengthening its connection with customers worldwide and elevating its brand through elite motorsport platforms.

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Ainscough Crane Hire, UK’s largest crane hire business, has significantly deepened its collaboration with Michelin by placing its entire tyre management operation in the hands of Michelin’s Connected Solutions (CXS) division. What began in 2023 as an arrangement focused on the company’s truck tyres has now evolved into a comprehensive, long-term partnership covering the full spectrum of the operator’s fleet.

Operating from 30 sites nationwide, the agreement encompasses more than 350 Liebherr cranes, a substantial number of which are 16-wheelers, alongside 135 trucks and trailers and 199 support vans. Included within this are 40 Scania heavy goods vehicles dedicated to heavy haulage. CXS now coordinates the supply of roughly 1,000 tyres annually through a national network while also providing detailed sustainability reporting to support Ainscough’s environmental goals.

The extension of the partnership was reinforced by a successful benchmarking trial, which demonstrated that Michelin’s X Multi truck tyres delivered three times the lifespan of a leading competitor. These fitments now equip the majority of the haulage fleet. Michelin is also introducing its advanced X Crane 2 tyres across the heavy crane fleet as existing rubber is replaced. These tyres offer a new tread pattern for enhanced grip and braking, alongside a higher load capacity that permits an additional 800 kilogrammes per tyre at highway speeds. Certified testing also shows they are more than 13 percent more fuel-efficient than their main premium rival due to reduced rolling resistance.

Sustainability remains central to the arrangement. Ainsworth makes full use of Michelin’s multi-life tyre policy for its trucks and ballast trailers. Casings are regrooved once tread depth diminishes, then later retreaded at Michelin’s Remix facility in Stoke, with the option for further regrooving. The company’s Mercedes-Benz service vans are fitted with the adaptable Michelin Agilis CrossClimate tyre.

Supporting this comprehensive operation is Fraser Greer, Key Account Manager at CXS. Ainscough Crane Hire continues to serve a wide array of sectors including infrastructure, defence, energy and telecommunications, cementing its role as a key contributor to the UK’s built environment.

Chris Britton, Head of Operations Support, Ainscough Crane Hire, said, “Michelin has become our latest highly valued strategic supplier relationship. Being the number one operator in our field, we only go with trusted and number one brands as our suppliers. The fuel savings of GBP 130 per 10,000 km will save us GBP 100,000s across the lifetime of the machines and reduce their environmental impact. Likewise, the increased load factor of the fitments and the 20 percent improvement in braking distances really impressed us. It means safety margins will increase, and safety is at the heart of everything we do.

“As a business we aren’t looking for the cheapest deal, but the best value. We are receiving a world class service from Michelin. It has streamlined procurement and helped us forecast tyre costs better; it has delivered the right products in the right place ensuring maximum uptime for our cranes; we have a ‘best way of working’ when it comes to protocols and tyres being fitted at our sites; and we have full traceability of each tyre and an insight into its environmental impact.”

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