In his new role, Han will look after the company’s strategic direction and operations in the US and Canada and will provide support to the headquarters in Seoul for the company’s North American original equipment sales and the US-based technical centre in Richfield, Ohio.

Han will also provide direction on the company’s short- and long-term goals regarding operational and sales strategies.

Han is taking up new responsibilities while the whole global economy and the manufacturing industry are recovering from the pandemic impact. Han said his immediate priorities are fully understanding the North American market and getting to know the company’s customers in the United States.

“One of my priorities is to ensure our dealers that the company is supporting them in the best possible ways to navigate through the pandemic and thrive well beyond. The pandemic has also affected overall supply chain stability, causing some shortages as we assess variances in supply and demand. We will be focused on stabilising these variances to ensure quality products are delivered to customers in the time frames they need,” Han said.

Before accepting his new role as CEO, Han was Nexen Tire Corporation’s Global Marketing Vice President.

COVID 19 spread has turned the tyre business upside down. Priorities of manufacturers and end consumers have changed. Nexen Tire America is closely working with its customers to understand the requirements and support their business. “Obviously, the pandemic has affected all of our businesses from manufacturer to distributor to retail base, and we aim to be a resource of tools to help us all come out of this past year stronger than ever,” said Han.

Due to the pandemic digitalisation has got a further boost, and the company is focusing on offering digital resources. “Consumers are attentive on digital solutions to adhere to social distancing recommendations,” Han pointed out.

Brand strengthening

Han also worked as the president of Nexen Tire Italia for 7.5 years after working at Nexen Tire’s global headquarters in Korea from 2005-2011. Han has spent a considerable time of his career in the developing market. Now in the developed market, where the Nexen Tire brand is relatively young, Han will have a larger task strengthening its brand. “The Nexen brand has had time to mature in many parts of the Asian market, and by that, I mean there is higher brand awareness and brand loyalty amongst our customers. Nexen Tire is still a young brand here in the States, so we still have many opportunities to build our brand strength in this market,” explained Han.

Not only with the homegrown brands, but Nexen Tire also has competition from the Asian tyre companies, which are aggressively expanding their business in North America. Han said the company would continue building on its current strategies and relationships with the company dealer network to increase its market share in North America.

Research and Development, and customised solutions to meet the local demand play an important role in gaining the local market share. Nexen Tire has already established a global R&D network headed by its main R&D centre in Yangsan, Korea, along with its R&D facilities in the U.S., China, and Germany to develop future-oriented innovative products.

“While we have a legacy of strong partnerships with our Korean based R&D teams, Nexen Tire America has also developed an R&D centre in Ohio to focus on American and Canadian market R&D initiatives. This will ensure we are focused on North American market needs and we are prepared to meet these demands,” said Han.

This year, Nexen Tire aims to launch new products which are currently under development. It plans to announce details at the 2021 SEMA show.

Dealers are an integral part of the tyre business. Dealers are quite vocal and active in the developed nations compared to the developing countries. Nexen Tire will focus on strengthening its relationship with its dealers. “We currently have very strong relationships with our dealer base and will continue to strengthen these bonds in the future. Our strategies include being an integral partner to their growth in the ways of marketing, sales, customer service and product innovation.”

New Mobility

Connected, Autonomous, Shared, and Electric mobilities are going the course of the automotive and the tyre industry is no exception. Sensing the future trends, tyre companies are heavily investing from R&D to production and distribution to meet future mobility. Nexen Tire is currently and consistently analysing and researching potential opportunities in the EV space. “Electric cars and mobility services are the waves of the future, and Nexen strives to stay at the forefront of these trends,” said Han.

Last year in September, Nexen Tire announced it will supply tyres for a new model of the electric car maker Canoo, a US startup company.

Canoo plans to launch the world’s first subscription-based electric vehicle (EV) plans. Under its business model, Canoo will use a membership model to sell its EVs. The company unveiled its first EV model in 2019 and plans to launch it in 2022 commercially.

Nexen Tire will supply its Rodian GTX EV Tyre, an electric vehicle version of Nexen Tire’s all-season premium SUV tyre Roadian GTX which offers electric vehicles’ requirements as tyre safety, durability and low noise. “We are also researching technologies for smart tyres to ensure we meet market demands and the future of mobility,” said Han.

Nexen Tire has also formed a strategic partnership with Plug and Play, the world’s largest corporate innovation platform and startup accelerator, to pursue innovative collaborations in the tyre and mobility industries.

With this partnership, Nexen Tire will seek to partner with the next wave of the most promising technologies in the tyre and mobility industries. This should also enable Nexen Tire to realise its ‘open R&D’ philosophy, offering collaboration and partnerships, especially to firms in the tyre technology field, the company had said.

Talking on the challenges, Han thinks the challenges in business are relatively constant. He added that the Nexen Tire aims to ensure sales increase year over year in a very dynamic and changing environment, including tariffs, global pandemics, and oversupply. “We prepare ourselves for these obstacles and opportunities by remaining fluid and shifting with the market as it requires,” said Han.

Comments (0)

ADD COMMENT

Link Copied!

TyreSafe, UK’s charity dedicated to raising tyre safety awareness, has launched a new seasonal campaign warning British drivers that spring rainfall poses a hidden danger often overlooked after the harsh winter months. The initiative, named ‘Drip Drip Drop – ‘Little’ April Showers’, focuses on the rising threat of aquaplaning as more vehicles return to roads that remain treacherously slick from sudden downpours.

National data shows that poor tyre maintenance is a leading cause of fatal incidents, with three quarters of car tyre defects linked to neglect. Research further reveals that at 70 miles per hour (approximately 112 kmph), worn tyres add 27 metres to the standard wet stopping distance, an increase of nearly 30 percent compared to the Highway Code baseline.

Incorrect tyre pressure compounds the problem significantly. Underinflated tyres struggle to channel water away, overheat more quickly and extend braking distances, while overinflated tyres reduce the tyre’s contact patch and compromise grip. Spring’s fluctuating morning and evening temperatures make pressure changes especially common during April.

Even tyres above the legal minimum tread depth can fail in heavy rain. Continental Tyres’ research found that at 50 miles per hour, tyres with 1.6 mm of tread required 6.9 metres longer to stop than new tyres with 8 mm tread, whereas those with 3 mm added 2.7 metres. Light rain after dry spells mixes with oil and debris, creating conditions where worn or incorrectly inflated tyres lose all steering and braking control.

With bank holidays, leisure travel and outdoor activities increasing during longer daylight hours, TyreSafe urges motorists not to assume the worst weather has passed. April showers arrive without warning, and the combination of winter road grime and sudden rainfall can turn a routine journey into a dangerous aquaplaning event within seconds. TyreSafe urges road users to embrace the simple ACT protocol: regular checks of air pressure, condition and tread depth.

Stuart Lovatt, Chair of TyreSafe, said, “April showers might sound harmless, but when they hit busy roads and combine with worn or incorrectly inflated tyres, the consequences can be devastating. Aquaplaning can happen in seconds and without warning. The research is clear – poor tyre maintenance dramatically increases stopping distances in wet conditions. That’s why we’re urging road users to ACT: check your Air pressure, inspect the Condition and monitor your Tread. A few minutes of checks could prevent a lifetime of consequences.”

Comments (0)

ADD COMMENT

Link Copied!

Mitas has officially entered a three-year agreement with the National Tractor Pullers Association (NTPA), marking a significant commitment to one of North America’s most extreme motorsports. The partnership, set to run from 2026 through 2028, designates Mitas as the Official Agriculture Tire sponsor of the championship and Title Sponsor of the Mitas National Finals Pull-Off.

Tractor pulling represents a severe test of both raw power and engineering precision. Competitors pilot highly modified machines to drag a heavy sled down a dirt track, with resistance increasing incrementally until only the strongest and best-prepared vehicles remain. Success depends entirely on transferring massive horsepower to the ground under extreme conditions, where tire grip and consistency frequently determine the winner. The NTPA season includes over 60 events across United States, running from spring through early fall, with deep roots in the Midwest. As an official partner, Mitas will gain prominent visibility on and off the track while actively supporting the growth of the sport.

Central to this collaboration is the Mitas PowerPull tyre, a product specifically engineered for tractor pulling to convert raw engine output into winning performance. Designed to manage extreme torque and deliver maximum grip, the PowerPull functions as a slick tyre that permits teams to cut custom tread patterns based on track conditions and individual race strategy, providing a measurable competitive advantage.

The season will conclude with the Mitas National Finals Pull-Off, the championship’s premier event where the year’s top competitors vie for national titles. Scheduled for 18 and 19 September 2026, in Urbana, Ohio, the finals serve as the ultimate showcase of performance, innovation and passion. As title sponsor, Mitas deepens its connection to the pulling community by attaching its name to this marquee competition.

Roberta D’Agnano, Global Marketing Director Mitas at Yokohama TWS, said, “The collaboration with NTPA connects Mitas to two worlds where performance truly matters: tough daily work in the field and the most extreme competitive environments. Tractor pulling is the ultimate expression of what farmers face every day – delivering power to the ground, staying consistent under pressure and performing when limits are pushed.

“Performance isn’t just about winning on the track – it’s about delivering results when it counts most, whether in competition or on the farm. In tractor pulling, every component is tested to the extreme, just as it is in real agricultural operations. That’s why we feel a strong connection with this community. The NTPA community embodies passion, resilience and a nonstop drive to push boundaries; values that are core to the Mitas brand. We’re excited to be part of this world, learning from these extreme conditions and turning that knowledge into tyres that perform where it matters most for farmers and pullers alike.”

Comments (0)

ADD COMMENT

Link Copied!

Maxxis has officially unveiled the next generation of its widely used MaxxTerra rubber compound, engineered to deliver marked improvements in both durability and traction for performance mountain bike tyres. Responding to rider concerns about rising costs and the desire for longer-lasting equipment, the brand has focused on extending tyre lifespan without compromising the rolling efficiency that its products are known for.

Following extensive laboratory development, Maxxis engineers have achieved a reported 30 percent gain in tread wear and durability compared to the original MaxxTerra, alongside a 15 percent increase in traction. Crucially, these enhancements come without any sacrifice in rolling resistance, ensuring consistent performance from the first ride through many subsequent outings, thereby reducing the frequency of tyre changes and maximising trail time.

The updated compound is being introduced across the full range of Maxxis trail tyres in phases, with the first phase available immediately. The new generation is identifiable by packaging marked with a New MaxxTerra graphic, while the tyre’s tech badge now simply reads MaxxTerra, replacing the previous designation of 3C MaxxTerra.

Comments (0)

ADD COMMENT

Link Copied!

Tana is poised to deliver a compelling presence at IFAT 2026, scheduled for 4–7 May, where the central invitation for attendees is to Feel the Energy through live displays of high-performance machinery, recent innovations and advanced digital tools. This year’s exhibition focuses on how intelligent technology and powerful waste processing equipment can work together to achieve both efficiency and operational excellence.

Visitors can experience the TANA Hammerhead, a mobile shredder engineered for demanding waste environments with a focus on maximising uptime and productivity. On the first day of the show, Tana will also unveil an exciting new product, representing a major leap in waste management technology through innovative engineering and practical operational benefits. Live demonstrations of the TANA Shark shredder will take place daily at 10:30, 12:00, 14:30, and 16:00 at the stand of German distributor VENETO Schwenter GmbH (FS.911/1).

Another highlight is the Tana Wingman, a live digital operator assistant that improves visibility, safety and efficiency. It provides real-time machine data and a live hopper camera view on a tablet interface without needing cloud services or internet, keeping all data secure on site. This system enhances situational awareness during loading and feeding, helping operators react quickly to blockages or irregular material flow while reducing the need to leave the operating area.

Tana is also piloting an AI-driven proof of concept called the TanaConnect Smart Assistant, developed with spogen.ai, which enables hands-free, voice-activated interaction for operators and service teams. This assistant offers intuitive, context-aware access to machine information, reducing time spent searching manuals. At Stand 227 in Hall B5, Tana welcomes IFAT attendees to an interactive space where experts are available to discuss how these solutions can improve productivity and workflows, offering a firsthand look at the future of waste management technology.

Comments (0)

ADD COMMENT

Link Copied!