But Christine Zhang, CEO of NAMA Tires, is among ‘that’ 8 percent of women who made their way up the male-dominated industry of automobiles. She talks to TyreTrends about her experiences while blazing her way to the CEO chair of one of the top tyre companies in Southeast Asia.

Zhang joined the tyre industry right after graduating from university. She credits her Thai background for her inclination towards the tyre industry. She said, “We are Thai people. We have tyre blood. I believed it was better not to change to other business as one, it is a great industry, and two, the relationship with customers from different customers had already been set by others. The link was already established.” 

When asked about her secrets to becoming a CEO in this industry, Zhang laughs and describes her hectic schedule of working 14-16 hours a day, travel commitments and other work commitments she must fulfil while playing the part. She believes hard work and dedication is what is required to get to the top, regardless of gender or age. However, in all good conscience, she believes that women are more dedicated and are better at handling huge responsibilities as they are conditioned to do so from a very young age in society. She says that with the right education, they might even bring to the table a lot more than any man. 

Zhang walks the talk as NAMA currently boasts of having a 60 percent women workforce and further encourages more women to enter the company by providing more human care such as flexible work schedules, especially for pregnant and lactating women. 

NAMA Tires was founded in 1999, and during the 90s and early 2000s, the major change experienced by the company was the added production of radial tyres along with that of the bias tyres. With the company entering the Industry 4.0 automation revolution, Zhang believes that people no longer view Chinese products as merely economical products. The Chinese tyre-makers have also begun making intelligent tyres to keep up with trends and have begun gaining a reputation beyond their low-end OEM manufacturing. She further adds that nowadays, many US and China made tyres are made of similar quality raw materials. Even at the equipment level, many Chinese brands have raised their bar to global standards and are doing good globally, she confirms. 

Zhang credits her team and the company’s customers for the 22-year journey the company has led so far. But things have not come easy. Anti-dumping and anti-subsidy charges and trade barriers by the US have caused various bumps along the way. Zhang recollects setting up the production base in Southeast Asian countries like Thailand and Vietnam, three years before the duties were imposed, as one of the wisest decisions for the company. She says that the company is always prepared and will always adhere to the laws of vigilance and regulations. She adds that the Covid-19 period also led to a difficult time as most of the products are sold internationally. NAMA sought online meetings with customers and localisation of employees as an alternative during the difficult period.

The company currently has its production bases in Vietnam and Thailand and is looking to expand its setup to Europe and Cambodia to satisfy the increasing customer demand. Around 60 percent of the company’s products are sold to US wholesale and retail distributors. The remaining 40 percent is distributed among the regions of Asia, the Middle East and Africa. The company hopes to receive more sales from its upcoming online retail platform. With the EV mobility trend catching up, the company will be looking into the production of EV specific tyres in the coming years. “We always keep an eye out for the latest technologies in the tyre world and try to implement them as soon as possible. Currently, we have many exclusively designed tyres and other technologically advanced tyres, such as our run-flat tyres that can run 500 kilometres with zero pressure, and a wide range of tyre sizes.” (TT)

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The Yokohama Rubber Co., Ltd. has been selected as the official tyre supplier for the groundbreaking FIA Extreme H World Cup, the world's first hydrogen-powered motorsport series. The company will supply its GEOLANDAR brand of tyres for the championship, which is scheduled to commence next month in Saudi Arabia. The company will also continue to supply GEOLANDAR tyres for the Extreme E off-road electric vehicle series, which holds its final event on 4–5 October in Saudi Arabia.

Central to both the Extreme H and Extreme E series is a shared mission to advance sustainability and equality. The championships serve as dynamic platforms to promote environmental awareness and demonstrate cutting-edge technologies while also enforcing a strict mandate for gender parity by requiring each team to field one male and one female driver. The Extreme H series will feature eight international teams operating the Pioneer 25, a cutting-edge hydrogen fuel cell vehicle capable of generating 550 horsepower and accelerating from 0 to 100 kmph in 4.5 seconds. The global significance of this new championship is expected to draw a worldwide television audience across multiple continents.

As the predecessor to Extreme H, the Extreme E series utilised the high-performance all-electric Odyssey 21 vehicle. All teams competing in the new hydrogen series will also participate in this final Extreme E event, marking the conclusion of the electric championship as it transitions towards a hydrogen future.

In alignment with the environmental principles of these series, Yokohama Rubber will provide a specially developed prototype tyre based on its GEOLANDAR X-AT model. This tyre has been engineered with a significantly increased ratio of sustainable materials, comprising 38 percent renewable and recycled content. It has also been fortified with enhanced durability characteristics to withstand the unique demands of heavy hydrogen-powered and electric off-road racing vehicles.

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Hankook Tire is advancing its future mobility leadership through strategic open innovation and collaborative design projects. This effort was showcased at the company’s recent Design Innovation Day 2025, held at its Pangyo Technoplex headquarters. The event serves as a platform to present new solutions integrating sustainability, innovation and design while reinforcing partnerships with global technology leaders.

A major focus was the unveiling of two key outcomes from Hankook’s ongoing Design Innovation Project. The first was ‘Sustainable Concept Tyre’, an embodiment of the company’s ESG vision. Developed using advanced 3D printing technology, it is constructed from renewable and recycled materials. Its distinctive organic design was realised in collaboration with Harvestance using specialised engineering software.

The second reveal was the WheelBot 2, a multi-directional mobility platform developed with robotics startup CALMANTECH. This advanced robotic wheel system, equipped with tri-axial spherical tyres, demonstrates new possibilities for movement. Its potential was illustrated through a live demonstration of the PathCruizer, a two-seater pod concept powered by the WheelBot technology.

Beyond product reveals, the event highlighted Hankook’s commitment to knowledge sharing, featuring a presentation on 3D printing advancements from LG Electronics. These collaborations are central to Hankook’s strategy of strengthening its technology leadership. Since 2012, the company has partnered with world-renowned design universities and technology firms, consistently earning prestigious international design awards and solidifying the premium stature of its global brand.

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Indian tyre maker to pass full benefit of tax cuts to customers from 22 September

CEAT Limited said on Thursday it would reduce prices across its entire tyre range following the Indian government’s decision to cut goods and services tax (GST) rates on tyres, with the full benefit being passed on to customers.

The Mumbai-based tyre manufacturer said new prices would take effect from 22 September, covering commercial, agricultural, passenger vehicle and two-wheeler segments.

India’s 56th GST Council meeting approved significant reductions in tax rates for the tyre industry. GST on new pneumatic tyres was cut to 18% from 28%, whilst tractor tyres and tubes will attract a reduced rate of 5%.

“We thank the Government of India and the GST Council for their timely and progressive decision to rationalise tax rates in the tyre sector,” said Arnab Banerjee, Managing Director & CEO of CEAT Limited.

“The reduced GST slabs will greatly benefit the tyre industry and consumers alike. Not only will it lower the cost of owning and operating a vehicle for customers across various segments, but by making tyres more affordable to replace, it will also make our roads safer.”

Banerjee added the move would “spur formalisation and greater compliance, while also fostering sustainable growth in the sector.”

The GST rate cuts represent a significant policy shift for India’s automotive sector, where high taxation has been a longstanding concern for manufacturers and consumers.

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The Yokohama Rubber Co., Ltd. has been officially recognised as a DX Certified Business Operator by Japan's Ministry of Economy, Trade and Industry (METI). The designation, which was granted on 1 September 2025, identifies companies that are thoroughly prepared for digital transformation as outlined by the Digital Governance Code.

This certification acknowledges Yokohama Rubber's comprehensive strategy for digital transformation, which is built on three core objectives: advancing business strategy, contributing to sustainability and reinforcing its IT infrastructure. Central to this effort is the company's proprietary AI framework, HAICoLab (Humans and AI ColLaborate), which drives group-wide digital initiatives. These include improving productivity, innovating processes, developing digital talent and building a global cloud-based IT system. The certification confirms that the company's efforts not only meet METI's stringent criteria but also demonstrate appropriate disclosure of information to its stakeholders.

Moving forward, the company said it will continue to leverage data from its entire value chain to adapt to a dynamic business environment. The company aims to enhance customer value, pursue sustainable innovation and transform its corporate culture to strengthen its competitive position and ensure long-term growth.

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