The European tyre and rubber industry has welcomed the European Parliament’s vote on the EU Deforestation Regulation (EUDR), describing it as a step towards greater clarity in sustainability efforts.

The sector has been actively addressing the Regulation’s objectives even before its formal proposal, notably through its involvement in the Global Platform for Sustainable Natural Rubber (GPSNR).

“Clear timelines and practical guidance are essential for our industry to comply effectively with the EUDR,” said Adam McCarthy, Secretary General of ETRMA. “We are eager to continue working with EU policymakers to find solutions that benefit the entire supply chain.”

In light of the extended implementation timeline, the industry plans to enhance its systems to ensure compliance. Key measures include expanding the mapping of smallholder farmers to cover a broader supply base, providing them with necessary support, and refining Annex I of the Regulation to avoid any unintended impact on circular economy practices.

The European Tyre and Rubber Manufacturers’ Association (ETRMA) reaffirmed its commitment to embedding sustainable practices across the natural rubber supply chain. The association also pledged to support the sector’s competitiveness while ensuring a smooth transition to meet the Regulation’s requirements.

This initiative underscores the industry’s long-term dedication to promoting sustainability while aligning with the EU’s environmental goals.

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Citira has taken another significant step towards becoming the leading tyre management provider in Northern Europe by acquiring Dekkservice Kvinesdal, marking its first service point acquisition in Norway. The well-regarded tyre shop has built a strong reputation since its establishment in 2000, serving both passenger car and heavy vehicle customers with consistent high-quality service and personal relationships.

Under the new arrangement, Dekkservice Kvinesdal will maintain its operations with the same team at the same location, ensuring continuity for its valued customers. The team will continue managing daily operations while gaining access to Citira's resources for continued development. Ivar Røyseland will become a co-owner of Citira as part of this strategic partnership that combines local expertise with broader organisational support.

David Boman, CEO, Citira, said, “It is a pleasure to welcome Ivar and the Dekkservice team to Citira. They have established a well-run tyre shop with a longstanding reputation in the industry as a trusted tyre service point, which has truly impressed us. The combination of strong expertise and local customer relationships makes them an ideal partner, and we are proud that they have chosen to join us. This marks an important first step as we pursue our ambition to build a nation-wide service network in Norway.”

Røyseland said, “When we started Dekkservice Kvinesdal, our goal was to build a tyre shop that customers could trust for timely and high-quality service. After more than 25 years, I am incredibly proud of the relationships we have built with customers and the team we have become. Joining Citira will now allow us to focus fully on further developing the business while leveraging the resources of a larger organisation, and it is exciting to do so as their first service point in Norway.”

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Recreatives Industries, the company behind the iconic MAX 6x6 Amphibious All-Terrain Vehicles, has unveiled a new proprietary tyre engineered specifically for its platforms. The TerraTread, available initially in a 23x11-8 size for the MAX 2 model, represents the largest original equipment tyre ever offered for that vehicle. Its expanded 23-inch diameter on an eight-inch rim provides increased ground clearance and a noticeably smoother ride. The design also delivers superior traction across diverse surfaces and enhances performance in water. According to the company, this new tyre substantially broadens the capabilities of both current and older MAX 2 vehicles while ensuring proper fit and boosting amphibious functionality.

Beyond the MAX 2 application, Recreatives Industries is developing a larger 25x12-10 TerraTread version intended for its MAX 4 and Buffalo Truck models. This larger tyre will utilise a 10-inch rim to preserve essential sidewall flexibility while improving flotation, overall stability and rugged off-road performance. The development of this larger TerraTread is a key component of the company's strategic plan, which includes a structured reintroduction of the MAX 4 and Buffalo Truck vehicles targeted for the middle of 2026.

The introduction of the TerraTread line underscores the company’s commitment to expanding its range of proprietary accessories and performance enhancements. These upgrades not only improve vehicle capability but also contribute to increased per-unit revenue. By engineering exclusive components tailored to its own vehicles, Recreatives Industries is strengthening its vertical integration and cultivating a more comprehensive ecosystem around the MAX brand. Initial stock of the new TerraTread tyres is anticipated to arrive during July and August of 2026, at which point they will be made available through the company's dealer network and its online store.

Andrew Lapp, CEO, Recreatives Industries, said, “Our TerraTread tyres were designed to elevate what MAX can do. The 23-inch TerraTread transforms the MAX 2 with additional clearance, improved ride quality and aggressive all-terrain performance. At the same time, the 25-inch development supports our forward platform planning as we position MAX 4 and Buffalo for expanded availability.”

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Apollo Tyres Ltd has officially opened a dedicated outdoor tyre testing facility in Ivalo, Finland, marking a major advancement in its global product development capabilities. Initially announced several months ago, the site became fully operational in December 2025 and underscores the company’s ongoing commitment to engineering high-performance winter and all-season tyres for international markets.

The inauguration was led by Vice Chairman and Managing Director Neeraj Kanwar, alongside Chief Commercial Officer Benoit Rivallant and Chief Technology Officer Daniele Lorenzetti. Their presence highlighted the strategic importance of the facility, which was established through a long-term collaboration with UTAC, a globally respected automotive testing and certification organisation. This investment strengthens Apollo Tyres’ ability to lead in the areas of innovation, safety and precision engineering.

Designed to address the complex demands of contemporary tyre development, the facility features snow and ice tracks that simulate diverse real-world winter conditions. It is equipped with advanced data collection systems to assess critical performance parameters such as braking, handling, traction and stability. The bespoke infrastructure enables comprehensive evaluation of tyre behaviour in extreme cold weather environments.

With full control over its winter testing schedule, Apollo Tyres now enjoys greater operational independence and flexibility throughout the season. This autonomy allows for more consistent testing under varied climatic conditions, faster development cycles and improved responsiveness to engineering requirements. By consolidating its winter testing operations at a single advanced location, the company has enhanced both efficiency and cost management.

The new setup enables engineering teams to conduct uninterrupted testing, resulting in quicker validation of new products, greater repeatability in results and reduced logistical demands. These operational improvements support the delivery of winter and all-season tyres that meet rigorous standards of safety, durability and performance.

Developed in line with current technical and legal norms, the facility is also built to accommodate future regulatory changes. Its adaptable infrastructure ensures alignment with evolving testing protocols and certification standards, allowing Apollo Tyres to stay ahead of industry requirements. As expectations for winter mobility continue to grow, this facility positions the company to consistently meet the needs of customers, partners, and regulators in the years ahead.

Kanwar said, “This inauguration is more than the opening of a facility, it is a clear demonstration of Apollo Tyres’ commitment to innovation, safety and performance excellence. With this investment, we are strengthening our ability to develop tyres that perform reliably in the most demanding winter conditions while maintaining exceptional year-round versatility.”

Rivallant said, “This facility is a great asset within Apollo Tyres. It is more than a tyre test facility, as it gives us also the possibility to invite our customers to be part of and experience winter testing for themselves. This will strengthen their insights in tyre development and performance.”

Lorenzetti said, “The launch of our dedicated outdoor tyre testing facility is a major step forward for our R&D capabilities. It gives us highly consistent, real-world data, enabling faster validation and quicker speed to market. Most importantly, it strengthens our ability to continuously improve tyre performance, safety and sustainability – delivering better products to our customers, faster.”

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A recent nationwide survey commissioned by Bridgestone has explored the reasons behind UK motorists' loyalty to their local garages, revealing that the decision to return is driven by a blend of practical, personal and experiential factors. The research, which polled 2,000 drivers, indicates that while competitive pricing remains the primary reason for 48 percent of respondents, it is by no means the sole consideration.

The findings highlight the significant role of human connection in the automotive service industry. Some 35 percent of drivers are motivated by the personal relationships they develop with staff, demonstrating that a friendly face can be a powerful draw. This sense of familiarity is often deeply ingrained, with 29 percent of motorists citing family tradition as the reason for their continued custom. This suggests that loyalty can be multigenerational, passed down through habits formed over time.

Consumer priorities are also evolving to include broader ethical considerations. There is a growing segment of the market, measured at 26 percent, willing to support businesses that demonstrate a commitment to sustainability, with this group open to paying a premium for services from a garage that utilises green technology like solar power. This figure has shown an upward trend compared to 23 percent the previous year, signalling an increasing public interest in environmentally responsible practices.

Beyond these deeper values, the survey also uncovered that smaller comforts can influence choice. Some 30 percent of respondents would pay more for a pleasant waiting environment. In a lighter but telling detail, eight percent of motorists even admitted that the quality of the refreshments on offer plays a part in their decision-making process.

According to Drew Chapman, Consumer Sales Director for Bridgestone North Region, these results paint a picture of a more discerning driver, one who seeks value and a positive overall experience rather than simply the lowest price. In response to this shift, Bridgestone is actively supporting garages that align with this ethos through dedicated programmes. One such initiative, backed by more than GBP 1 million in investment, recognises retailers who excel in best practice and premium service delivery. The long-term goal is to accredit 150 sites across Europe, enhancing the customer journey while simultaneously reducing environmental impact. This work is part of a broader corporate commitment to creating value across several key areas, including energy, ecology and customer empowerment.

Chapman said, “It’s encouraging to see that motorists are increasingly looking for more than just the lowest price. At Bridgestone, we’ve always believed that true value is found in quality products and solutions, which provide superior levels of safety and longevity. It’s also interesting to see emotional factors such as trust, familiarity and even a good cup of coffee playing a part in the decision-making process. These small touches help define what makes a motorist return.”

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