“Sustainability” is the word of the 10’s that will surely last well into the 20’s. But how far is the tyre industry on the path to contributing to a sustainable future? I touched upon the matter a little bit in the last issue, where I compared game-changing product development efforts in the tyre industry to British Tobacco starting to advertise against smoking. While the point there was that it’s not likely we’ll see major tyre manufacturers entering the passenger drone manufacturing industry or similar engagements, while at the same time advertising against tyre usage, a similar point can be made from a sustainability perspective.

Because the fact is that tyre production consumes a massive amount of energy, and the products are a source of massive pollution all over the world. The microparticles shed by tyres on the road enter the ecological systems everywhere and impact nature in a way we might not be able to undo. So, sustainability efforts in the tyre industry must therefore focus on product development as much as on energy sources.

Emission management

The latest trend in emissions management is including third party emissions in the calculation, meaning the emissions from the entire supply chain involved in the production must be connected to the products put out. That makes a lot of sense but does pose challenges for controlling the facts when engaged in global supply chains. It surely requires that a supplier is able to measure its emissions in a reliable and proven way. Naturally, it’s a measure to prevent “emission shopping,” where countries will buy emission quotas from each other, so they can pollute more while the selling countries can pollute less – it blows the mind that it was at all possible in the first place, so the actions taken now make a lot of sense, even if it is a challenge to manage. Because it doesn’t matter much that a manufacturer only uses green energy to power its production units in Europe, where local emission requirements are very strict, if it sources materials produced using fossil energy sources from other countries.

On top of that, globalisation has provided another unsustainable factor to the mix: transportation. Earlier, manufacturers would source as many materials as possible locally, while only crossing borders to source products that were available inside its own. These days, the market is global. If a material or component is slightly cheaper on the other side of the planet, it will be sourced from there to ensure the lowest possible cost structure. But the irony in terms of environmental impact is that this often results in materials being shipping across the globe and finished products being shipped back to where the materials came from. It’s a complex analysis to get the full picture of the cradle-to-grave environmental impact of manufacturing these days, but it’s very likely that transportation emissions weigh heavier on the negative scale than they ever did before. That’s why local sourcing is as important to large manufacturers as basing production on renewable energy consumption.

Impact during life-cycle

The other element in the equation is at least as important as the sustainability of how the product was put into the world: the environmental impact of the product itself during its life cycle, and especially of the disposal at end-of-life. 10 years ago, the first big step in reducing the environmental impact of tyre usage was made introducing the REACH regulation in the EU. It stipulates restricted chemicals and very low limit values for “substances of very high concern,” which is an ever growing list of chemicals that manufacturers must actively stay updated on. Naturally, the regulation didn’t aim at tyres specifically, but it did mean that in order to supply tyres to the EU markets, all tyre manufacturers had to change the softening oils used in their rubber compounds, and to date it still poses a strategical challenge to many manufacturers to split production into conforming and non-conforming lines, as the cost of managing two systems can weigh heavier than the added material cost of the clean oils. Some still separate the lines, as product performance requirements in some non-EU markets are still easier met using the softening oils not permitted in the EU. It’s a difficult balance for manufacturers when environmental regulations not only make the product more costly to produce, but also increases the difficulty of staying competitive in the market in terms of performance parameters.

‘Green’ in name

Naturally, many manufacturers have been quick to take on the challenge and coin it in their marketing communication as if they are now suddenly “green” tyre manufacturers, and countless tyre brands pop up that have the word “green” in the name. But in reality, in terms of environmental impact, the changes implemented in the industry so far are only baby steps. Tyres can easily be made more durable while still offering the same levels of comfort and safety as they do now, in fact they can be improved on all parameters by using more innovative pattern designs and rubber compounds. Why isn’t it done, then?

The obvious explanation is that product pricing would increase drastically, and consumers in most parts of the world are not willing or able to pay more for their tyres, even knowing that they would last a lot longer than the ones they have bought before. Producing longer lasting tyres would also drastically increase the effectiveness of global production lines, reducing the quantity of energy consuming factories in a way that will have a real global impact for the environment. But, as consumers are not likely to support this with their wallets, the only way to get there is through regulation and legislation. And then maybe tyre manufacturers will start developing products they can call green without being accused of marketing ruses.

Intelligent tyres

Though we probably won’t see them all moving into the aforementioned passenger drone segment, we might see them moving towards developing products that will display no or almost no wear during the life cycle, potentially outlasting the vehicle they are fitted on from birth. I have seen innovative designs for intelligent tyres that can adjust the pattern and hardness to adapt to any surface and weather condition guided by AI, and maybe we will get there some day. Until then, tyres need to live longer than they do today. Not just to reduce particle pollution during use, but also to reduce the burden of disposing of worn out tyres, which is a massive challenge all over the world. Here’s hoping we’ll see some of the large manufacturers bring a truly sustainable agenda to the table soon, including both full supply chain emissions and product environmental impact from cradle to grave.

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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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