Whether you are selling toothpaste or tyres, you must first ensure that customers know your product exists and then convince them that your product is the best value!

The US tyre retailing, like other industries, will benefit from rising business activity as the economy recovers from the downturn resulting from the Covid-19 pandemic. Relatively high levels of consumer spending are anticipated to return this year, and demand for replacement tyres is projected to grow over the next five years in line with the overall economy. At present, the US tyre retailing industry comprises about 39,000 businesses with over USD 40 billion in annual sales. The global tyre sales are estimated to be approximately USD 270 billion in 2022.

The tyre retailing industry is highly competitive, as product choices are limited, and services needed by customers are often identical. Tyre dealers end up competing based on brand offering, service reputation, price, location and other incentives. 

Most tyre retailing is done through independent shops, both privately-owned small businesses and large corporations who own a chain of stores. Independent dealers can sell every line of tyres available, fulfilling customers' desire for choice. A few OEM-owned tyre shops, such as Bridgestone/Firestone and Goodyear stores, and auto dealers also try to sell replacement tyres. While privately-owned small outlets offer more personalised service, large chains benefit from marketing support, purchasing power, consumer financing options, and other benefits supplied by the corporate umbrella.

The trend seems to be that the number of purely independent small dealerships will decline. Consider the rising expenses just to stay up to date, including the tools, talent, training and technology required to continue to service increasingly sophisticated vehicles. The increasing pressure on small retailers is viewed as a natural evolution of any industry, forcing owners and managers to make necessary changes – and tough decisions – to survive and thrive. As a result, regional and national mega dealerships are continuing to expand their footprints through acquisition or starting new sites.

Marketing

The sustainability of every retailer depends on marketing. First, your customer needs to know that you exist, and for that, you need to advertise. There are many ways of advertising – direct mail, ads in print/audio/video and social media. Advertising costs money and the effectiveness of an ad campaign should be measured through the bottom-line result it generates. One 30-second TV ad during the American Super Bowl game in February 2022 cost each advertiser a cool USD 6.5 million! But considering that the ad reached 112.3 million TV viewers, it could be considered a good ad value. On the other hand, if a retailer spends even a dollar for an ad but does not reach a single potential buyer, it has cost too much!

While a well-designed website is a must, how do you ensure that your website pops up prominently when a potential customer is searching for the type of product or service you offer? Search engine optimisation (SEO) is the practice website owners need to use to rank higher in the search engine's ranking process and draw more traffic to their website. After you have the attention of potential customers, educate them about the value you offer and convince them that they would lose if they do not use your product or service.

One success story

Bruce T Halle opened his first Discount Tire store in 1960, renting an old building in Ann Arbor, Michigan and began as the sole employee with a six-tyre inventory. His founding principles – treat people with respect and fairness, care for those in need, always do what is right, work hard, be responsible and have fun – have helped the chain grow to be the largest independent tyre and wheel retailer in the US, operating more than 1,100 stores in 35 American states. The chain claims they will not be undersold and strives to deliver the lowest price on all tyres and wheels they carry. When a customer finds a lower price, they beat the competition's lower installed price and ensure that the customer gets the best deal. The chain works hard to provide unexpected experiences that delight their customers and thus keeps them coming back. All tyres sold come with FREE prorated coverage, meaning that the customer gets credit towards a new tyre when a tyre has become non-repairable due to a road hazard. Customers also get FREE lifetime rotation, balancing and repair. Additionally, they offer a customer-friendly tyre replacement programme called the Certificate for Repair, Refund or Replacement. With this certificate, when a tyre fails within three years of purchase due to a defect or a non-repairable road hazard damage and still has legal tread (3/32") remaining across the tyre, the customer gets a refund of the full purchase price, with the option to purchase the same new or comparable tyre at the refund price. With all these delighters, no wonder this tyre retailer has seen solid growth. 

Every retailer, no matter what it sells, must strive to delight the customer with 'extras'!

The future

The Covid-19 pandemic has caused supply chain issues and forced all industries to overhaul their information-technology systems for better customer service and inventory management. While this is an added cost of doing business, it could be offset through better productivity. Additionally, tyre OEMs and retailers need to be ready to tackle the upcoming market disruption – electric vehicles – which needs specialised tyres to begin with; moreover, these tyres are expected to wear faster due to higher battery weight and quicker acceleration of these vehicles. 

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Michelin has introduced the MICHELIN Primacy 5 in India, marking a pivotal development for the tyre manufacturer as it represents the first passenger car tyre produced locally by the company. This new premium offering is specifically engineered for sedans and sport utility vehicles, signifying an important progression in Michelin’s operational footprint within the Indian automotive market.

The latest tyre is designed to accommodate the varied powertrains present in the contemporary automotive landscape, serving internal combustion engine vehicles, hybrids and electric vehicles equally. Through the application of sophisticated tread pattern optimisation and next-generation rubber compounds, the Primacy 5 aims to provide a balance of enduring safety, ride comfort, responsive handling and enhanced energy efficiency.

Performance metrics for the new tyre demonstrate substantial advancements in safety and durability. Compared to its direct competitors, the Primacy 5 offers considerably shorter wet braking distances for both new and worn tyres, along with improved dry braking performance. It also provides an eight percent increase in overall mileage over its predecessor, the Primacy 4ST, achieved through the integration of EverTread and EverGrip technologies that sustain grip throughout the tyre’s lifespan. Additionally, the tyre sets a new standard for ride comfort with a nine percent better comfort score than rivals, attributed to a noise-attenuating tread pattern, while also delivering a six and a half percent improvement in energy efficiency.

Having received the Tyre of the Year 2025 accolade at the Tire Technology International Awards, the Primacy 5 is slated for commercial release starting August 2026. Upon launch, it will be accessible to customers through Michelin’s own retail network and a nationwide distribution channel of approximately 800 authorised dealers.

Shantanu Deshpande, Managing Director, Michelin India, said, “India’s premium mobility landscape is evolving rapidly with growing demand for high-performance, safe and sustainable tyre solutions across sedans, SUVs and electric vehicles. The launch of the Made-in-India MICHELIN Primacy 5 marks a significant milestone for Michelin in the country and reflects our commitment to delivering products that are tailored to the needs of Indian consumers. Manufactured in India for Indian drivers, the Primacy 5 has been developed and tested on the vehicles most driven in the country, benchmarked against leading competitors, and validated by an independent testing agency. By combining Michelin’s latest global tyre technologies with local manufacturing expertise, the Primacy 5 is uniquely positioned to meet the evolving expectations of Indian motorists for superior safety, longer tyre life, enhanced comfort, energy efficiency and everyday performance. India continues to be a key growth market for the Michelin Group, and as we expand our retail presence and strengthen our manufacturing and service ecosystem in the country, we remain committed to bringing world-class mobility solutions closer to our customers while contributing to India's manufacturing ambitions.”

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VMI has secured the prestigious EcoVadis Platinum Medal, the highest possible distinction within the internationally recognised sustainability benchmark. This coveted recognition positions the Dutch company within the top one percent of all enterprises evaluated globally, a ranking determined by rigorous analysis of environmental practices, ethical conduct, labour and human rights standards and sustainable procurement policies.

This year’s Platinum accolade represents a significant advancement from the Gold rating VMI earned in 2025, underscoring a dedicated trajectory of enhanced corporate responsibility. The upgraded status highlights the organisation’s persistent drive to elevate its ecological and social governance benchmarks beyond its previous high standards.

The momentum behind this elevated rating stems from several key corporate initiatives launched over the past year. These include the institution of the enterprise-wide ‘We green it together’ programme, designed to empower diverse teams to achieve specific sustainability objectives, alongside the formal adoption of the VMI Sustainability Manifesto, which articulates long-term aspirations. The recent publication of the 2025 Sustainability Report further complements these efforts by transparently detailing the company’s measurable progress against its established targets.

Harm Voortman, President and CEO of VMI Group, said, “Receiving the EcoVadis Platinum Medal is a proud milestone for VMI and we share this medal with all our employees around the world. This recognition reflects the progress we have made in integrating sustainability into every aspect of our business. From designing more sustainable machines together with our customers to working closely with our suppliers, we continue to improve the sustainability of both our products and our operations. While we are proud to have progressed from Silver to Gold and now Platinum, we see this as a milestone in our journey to build a sustainable future.”

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Hankook Tire, the exclusive tyre supplier for the ABB FIA Formula E World Championship, played a central role in the season’s pivotal Japanese double-header. As the official race tyre for all competitors, the company’s iON Race compound was put to the test under extreme and shifting conditions during Rounds 14 and 15 of Season 12 at the 2026 TDK Tokyo E-Prix.

The weekend’s on-track action produced two dramatic winners. CUPRA KIRO’s Dan Ticktum snatched victory in Round 14 with a last-corner overtake on Jake Dennis, while Nick Cassidy completed the podium. The following day, Mahindra Racing’s Nyck de Vries claimed Round 15, finishing ahead of Cassidy and Dennis, who secured second and third respectively. The entire paddock also observed a period of remembrance for the late Cyril Blais.

The 2.575-kilometre temporary circuit, featuring 18 corners and situated around Tokyo Big Sight, hosted its first-ever night races, drastically altering track conditions from practice to competition. Unstable weather compounded the challenge, with a Sunday thunderstorm cancelling Free Practice 3 and leaving a damp, drying surface for Round 15 that demanded constant adaptation in tyre warm-up and strategy.

Throughout the weekend, Hankook’s iON Race tyre demonstrated reliability across the evolving grip levels and temperature swings. Following the Tokyo results, Dennis retains the championship lead with 146 points, narrowly ahead of Mitch Evans and Pascal Wehrlein. The title battle remains fiercely contested and will be resolved at the season-ending Hankook London E-Prix double-header on 15–16 August.

Manfred Sandbichler, Senior Director, Hankook Motorsport, said, “Bringing Formula E night racing to Tokyo for the first time made this a distinctive weekend and one of the more unusual tyre assignments of our season. The contrast between afternoon running and the 20:05 races shaped how teams prepared for both events, and the iON Race managed that transition and the changing weather conditions well, delivering consistent and predictable performance as the circuit cooled through the evening.”

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Tegeta Green Planet recently contributed to the ‘Circular Future’ green camp, an environmental education initiative organised by CENN and funded by the European Union. The camp, which hosted 23 teenagers from the Adjara and Kakheti regions, was designed to deepen ecological understanding, advocate for waste-free systems, and inspire long-term behavioural change among the next generation.

Throughout the week-long gathering, young attendees engaged with forward-thinking methods for minimising refuse, prolonging product life cycles and improving separation and recovery processes. Interactive workshops translated abstract circular economy theories into tangible daily actions, equipping participants with the know-how to conserve materials and shrink their personal environmental toll.

A noteworthy component of the programme occurred on 22 July, when a specialised seminar titled ‘Circular Economy: Waste Reduction and Recycling for Public Health’ was convened. Co-hosted by Tegeta Green Planet, the UNDP and the Waste Management Business Association, the seminar examined the intersection of ecological integrity and human well-being, illustrating how robust recycling systems directly benefit community health outcomes.

Closing the day’s agenda, Tegeta Green Planet’s Director, Shalva Akhvlediani, offered an in-depth look at the Extended Producer Responsibility model currently unfolding in Georgia. He traced the journey of end-of-life vehicle components – from used tyres and spent lubricants to depleted batteries – through collection, transport and reprocessing channels. Akhvlediani also highlighted his organisation’s network of over 350 domestic producers and importers, stressing that youth education remains a cornerstone of their mission. The floor was then opened for a lively exchange, where students posed probing questions, debated local environmental dilemmas and floated their own grassroots suggestions, reinforcing the message that responsible resource use begins with informed individual choices.

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