Peter Taylor OBE, tyre industry veteran with vast experience in new tyre and recycling markets around the world, is a former Director of the International Tyre Manufacturers’ Association (ITMA Europe), Secretary General of the UK Tyre Recovery Association (TRA) and Vice President of the European Tyre Recycling Association (ETRA). Taylor, a prolific writer on industry matters, spoke to Tyre Trends on TRA’s role in sustainability drive.

Please elaborate on TRA’s (Tyre Recovery Association, UK) operations in the recovery process and further handling of recovered tyres

The TRA is a UK industry-wide association of ELT collectors and recyclers founded almost two decades ago when it has to be said interest in tyre recycling and its potential was a great deal less than it is today.

The ‘driver’ behind the push to beneficially recycle much more of our waste was undoubtedly the EU Landfill Directive which required that by 2006 almost all of our end-of-life tyres both here, in the UK and across Europe be appropriately reused or recycled. Here in the UK, we have largely met this requirement though like other countries, sometimes imperfectly.

The underlying concept behind the Landfill Directive was the notion of Producer Responsibility. This, however, was never clearly defined. In many countries the ‘producer’ was rather imperfectly defined as the ‘manufacturer’ of the product whereas elsewhere such as here in the UK, our government opted for the concept of shared PR, thus placing an onus on everyone in the recovery chain from manufacturer and importer through distributor and retailer to consumers, collectors and recyclers. This broader UK approach helped us build on our existing infrastructure and evolve a wider market-based approach to tyre recycling. That said, no ELT recovery programme is wholly effective in eliminating bad practices but we believe that a more effective monitoring pinch point in the recovery chain is not where our new tyres are first introduced into a market, but where they are ultimately removed from a wheel, i.e., the ‘pull’ rather than the ‘push’ approach. Almost from the outset we, as an association, set out to build a credible best practice approach to ELT recycling which would have broad industry support, we named this the TRA Responsible Recycler Scheme (RRS). All full TRA members subscribe to this and are required to be regularly audited for compliance and today, I am pleased to say that some three-quarters of all UK ELT’s are responsibly handled by our members supported by most retailers and manufacturers. As a purely voluntary approach to recycling, we are proud of this, in purely tonnage terms alone, we are the largest single recovery initiative almost anywhere in the world.

So, what now? ELT recovery markets everywhere are in flux as new markets for ELT-derived materials evolve as we exit the very undesirable trade in baled-tyre exports which undermined market stability here in Europe and well beyond.

In moving forward our challenge and great opportunity will be to better valorise ELT-derived materials by better exploiting their great intrinsic worth. As important a concept producer responsibility is, we should avoid being totally captivated by it at the cost of ignoring the simple principles of the waste hierarchy.

Our old tyres are more than a convenient fuel but potentially full of market opportunity for the very many other products derived from processes such as granulation and for very significant emerging technologies like pyrolysis and its by-products. This must be our direction of travel.

How much of a competitive edge you have in the market, compared with other recyclers?

We are of course an industry association and not an individual business but our propositions, and those of our members are simple, they are:

Best Practice – Legal Compliance – Customer Confidence

Here in the UK the concept of ‘Duty of Care’ is underpinned in law and potentially applies to every player in the recovery chain which is one more reason we enjoy such a large measure of cross-industry support.

Your view on how huge is the potential of tyre recycling sector in future?

We believe that the potential for tyre recycling everywhere is exponential, we are simply at the foothills of the possible as just a glance back at the waste hierarchy pyramid demonstrates all too clearly. Countries only have to compare their own current performances against the valorisation objectives of the pyramid. However, getting there is not simple. To do so will require entrepreneurship, investment and market confidence, elements which some of the more rigid approaches to ELT recycling will struggle to engage with. Recycling is not an acronym for convenient ‘disposal’ but a journey into ever greater resource efficiency.

On the challenges you face, including whether you get any support from government environmental agencies

The way in which we handle our ELT arisings here in the UK is often dubbed the ‘free market’ approach but this is very misleading. A better description of our approach would be ‘market-based with strong regulatory underpinning’. Our environmental laws are strict though not always as business friendly as we would like them to be. Good regulation should not just be about managing compliance but of providing a basis for market stability and the best possible conditions for market growth. I hope we will slowly get there and one of our prime duties is to engage proactively with the government and other regulators to help them adapt to this mindset.

In all of this however, it is all too easy to point the finger of responsibility at those who rule us, some of the responsibility is ours too and it was with this in mind when we first launched our Responsible Recycler Scheme all those years ago now. We chose to lead, rather than wait to be led and to help mould our futures rather than be made the reluctant captives of often inappropriate official policies and initiatives. The choice was ours as much as it will be yours in India and in very many other parts of the world.

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Smithers, a renowned provider of testing, consulting, information and compliance services, has announced that its proving ground at Treadwell Research Park in Pearsall, Texas, has achieved ISO 17025 accreditation.

Operated on behalf of Discount Tyre, the facility’s accredited scope currently covers wet grip testing and tyre buffing, with plans to expand accreditation to include rolling resistance and pass-by-noise testing. The site boasts diverse paved and off-road test surfaces for comprehensive tyre performance validation. Additionally, it complies with UNECE Regulation No. 117 for Wet Grip and Pass-by Noise standards. This accreditation underscores Smithers' commitment to delivering high-quality testing services in the tyre industry.

Sean Connolly, Director of Test Track Operations at Smithers Winter Test Centre/Pearsall Test Track, said, “The tyre industry is currently focused on a variety of sustainability initiatives, such as reducing the rate of tread wear to extend the life of the tyre. Understanding tyre performance at varying levels of tread wear is critical for tyre manufacturers looking to get the most out of their designs.”

Jim Popio, PhD, Vice President, Smithers Materials Science and Engineering Division, North America, said, “We’re incredibly proud that our existing processes and procedures meet the rigorous requirements of ISO 17025 accreditation. Accurate data, on time, is central of the Smithers promise on a global scale, and we strive to go above and beyond our clients’ expectations with exceptional service as well.”

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Michelin, a leading tyre technology company, has launched its first Michelin Experience Store in India, in partnership with Bharat Tyres. The facility spread across 25,000 sqft is located in Adgaon on the Mumbai-Agra highway, Nashik and is Michelin’s largest store in the country.

It is designed not only to provide a premium experience, but also showcases the company’s global legacy through the Michelin Wall. Customers will also be to experience the Heritage Wall that visualise the heritage of both Michelin and its local dealership partner.

The Michelin Experience Store also has a Display Zone that showcases Michelin’s innovations in electric mobility, materials science and environmental responsibility.

The dealership also includes service areas for cars and trucks, PPF coating, precision wheel alignment, advanced balancing services, innovative puncture repair solutions, professional car detailing and a wide array of car accessories. 

Shantanu Deshpande, Managing Director, Michelin India, said, “We are proud to unveil Michelin’s first Experience Centre in India. The sole purpose of this store is to go beyond traditional tyre retail and provide customers an immersive experience of the brand, of our dealer partners and of the technological prowess of our tyre solutions that are safe and sustainable. Nashik, a key hub with growing premium vehicle ownership, is the first of many such centres that will further strengthen our footprint in the western region while providing state-of-the-art experience and services to evolving customers.”

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Radar Tyres, the flagship brand of Omni United, has appointed Sami Jauhojärvi, Olympic gold medallist and one of Finland’s most celebrated cross-country skiers, as its official brand ambassador.

Jauhojärvi's sporting excellence – built on resilience, performance and a profound connection with nature – mirrors Radar Tyres' commitment to delivering premium-quality tyres across all seasons and terrains at accessible prices. The brand's comprehensive range includes Summer, All Season, Winter and specialist Ice tyres, designed to meet diverse driving needs with reliable performance.

This collaboration represents a strategic alignment as Radar Tyres expands its European and UK presence. Jauhojärvi will serve as brand ambassador, featuring in marketing campaigns, digital initiatives and local events while sharing his expertise to support Radar Tyres' mission of making high-performance tyres available to all drivers.

G S Sareen, Founder and CEO of Omni United, said, “We’re excited to welcome Sami to the Radar family. Sami’s authenticity, credibility and strong connection with his audience make him an ideal partner for us. He embodies the spirit of perseverance and performance – the same qualities we build into every Radar tyre. As we continue to grow our brand across Europe, partnerships like this play a key role in building deeper connections with consumers. We’re excited to build on this momentum with more such collaborations in the near future.”

Jauhojärvi said, “I am thrilled to represent Radar Tyres, a brand that has a remarkable mission to make premium quality and performance accessible to all and also has deep-rooted values of giving back to society via various initiatives it has undertaken over the years such as supporting breast cancer research. I’m sincerely surprised about the performance and silence of my Radar Tyres and happy to deliver this feedback to all the people.”

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Kenda Tires is celebrating Dan ‘The Flying Dutchman’ Vanden Heuvel's nomination to the Off-Road Motorsports Hall of Fame's Class of 2025, recognising his legendary 49-year career as both a champion racer and community leader.

Since entering his first race at age 15 in 1977 at Crandon International Raceway, Vanden Heuvel has become one of off-road racing's most respected figures. His aggressive driving style earned him 20+ Pro-Class wins, five Crandon World Championships and a PRO-2 title. As owner of Flying Dutchman Racing, he mentored numerous drivers including his son Mikey, who secured Kenda Tires' historic first PRO-2 victory.

Beyond competition, Vanden Heuvel's greatest impact comes from his tireless community work. He co-founded the Midwest Off-Road Racing Association, created the Short Course Kart Series for young racers and established the MORR Injured Driver Fund with his wife Nancy. His hands-on approach – from building tracks to mentoring drivers – has shaped generations of off-road enthusiasts.

Now as Kenda Tires' Product Display Manager, Vanden Heuvel continues supporting the sport, assisting drivers across multiple series while representing Kenda at events nationwide. His dedication embodies the brand's values of community and passion for motorsports.

The formal induction ceremony will be held on 2 November 2025 in Las Vegas. This honour celebrates not just Vanden Heuvel's remarkable racing achievements but his enduring legacy as an ambassador who has profoundly influenced off-road culture.

Brandon Stotsenburg, VP of Automotive Division, Kenda Tires USA, said, “Dan is more than a legend – he is a mentor, a servant-leader and the beating heart of the off-road community. He helped deliver Kenda’s first PRO championship and still shows up for others every single weekend. We are honoured to have him represent Kenda and even more proud to call him family.”

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