As e-commerce becomes more relevant and vehicle types change drastically, the younger generation may never go to the tyre shop.

Do you remember when you bought your first new tyres? Middle-aged people used to change their car tyres every four to six years. Do you think the younger generation who has never been to a shop will ever visit a dealer and change their car tyres? Probably never, but they have been able to acquire precise knowledge and enough experience to buy the best tyres. What innovations are there in the tyre trade? What will inspire the younger generation to be more aware and better informed?

If the airless tyres are widespread and cover a certain part of the market, do we need to go to the shop? We probably won’t! Or what will be the responsibility of the people when driverless autonomous cars become more popular? Let’s just think. We should keep in mind that many shops have at the same time a traditional car care service outside of tyres for main parts of internal combustion engine cars. The typical large car dealership generates 55 percent of its sales from tyres and related services and 44 percent from automotive services. We know that the market penetration of electric cars is increasing enormously, and essential systems for vehicles with internal combustion engines are missing. Do you think electric vehicles with no fuel system, complicated transmission or exhaust system pose no challenge for dealers and suppliers?

The way tyre retailers do business is changing dramatically; showroom design and product presentation cannot compensate for the overwhelming influence of e-commerce.

OEM sourcing never makes the manufacturer the market leader. Retail, consumer, and commercial sales account for nearly 80 percent of the global market. In this sense, as essential suppliers, manufacturers have always pushed dealers to favour points of sale that strengthen customer loyalty. The lighting of the product and, the showroom, the colours of the decoration allow customising the customer’s look. Showroom smell is also important, which is why some dealers prefer to keep a limited number of tyres in the showroom. Well-ventilated showrooms lead to better sales practices.

Customer trust begins with impressions from the parking lot even before entering the store. Clear and clean windows are always an advantage when the customer starts walking through the store. Worker and employee uniforms as image-bearers keep them customer-oriented. Customers always judge the seriousness and strengthen their loyalty.

These tips for tyre dealers are applied in whole or in part in different ways. However, as technology advances, expectations change dramatically. Today, with a simple touch on a tablet or smartphone screen, a basic operation of a dealer or wholesaler is done in seconds via e-commerce software.

Tyre retailers need to combine and enrich their current business with the latest software tools for inventory organisation, store management and e-commerce tools running on mobile devices.

If you look at all sectors and not just the trade, some customers see e-commerce as a contactless shopping option rather cautiously. However, every day it becomes standard in many ways. It’s trendy and admirable because everyone discusses or talks about what they bought online and how it was suitable, cheaper or quick with happy results. Online shopping is not always successful, and there are always dissatisfied customers. Yes, e-commerce is tough but popular and promoted on all social media platforms.

The incremental growth rate of e-commerce will remain the fastest-growing sales channel; it is already called the ‘online to offline platform – O2O – as new online marketing. Nearly one billion shoppers used e-commerce platforms to find and buy the best in 2020. In the industry, 55 percent of buyers research product lines online before purchasing, and around 15 percent of them are already shopping online today. To the extent that online sales channels can schedule appointments at the fitting station, the rate of online sales will increase. This is also the reason why people no longer have to go to a shop to buy tyres.

Online and custom e-commerce programmes are now integrated and include cloud-based web applications running on mobile phones, tablets, PCs, laptops and smartphones through various interface modules used at points of sale, order management, inventory, accounting and marketing and in particular, the e-commerce needs of retailers and wholesalers of all sizes.

Mobile phones are mainly used for online shopping, with a total share of 73 percent. When open, 56 percent of shoppers are happy to visit a store to check quality and shop on the mobile app for the best price and options via ‘Check price and availability.

Current e-commerce techniques are rapidly being restructured by combining physical and digital experiences online.

Retailers should be prepared for possible and repeated store closures. Customer preferences are direct online platforms that offer physical environments and integrate physical and digital experiences through a new generation of digital channels.

The latest trend is ‘live streaming selling’, which is already popular and being adopted by well-known retail giants. Current online retail programmes allow online shoppers to see a visual preview of exactly how the tyres will look on their vehicle with a simple click. Live streaming takes the guesswork from customers who don’t have face-to-face interaction with the product. This is solved with a real person showing you the tyres and answering your questions in real-time. Personal and unique interactions with consumers via social channels are also proliferating.

‘Live streaming selling’ is presently the latest point before augmented reality is streaming on retail shops. These two latest trends explain why the younger generation does not have to go to dealer retail shops to buy a new set of tyres. 

The coming energy crisis and war-related economic sanctions, together with the e-commerce appetite of major tyre brands, bring new days of disaster for tyre retailers.

Dealers around the world are usually second or third generation and have seen many disaster days in the past. Sales volumes have yet to fully recover to the pre-Covid level; on the other hand, soaring energy and fuel prices and unstoppable inflation rates are leading to new economic uncertainties, less travel and lower demand.

Due to the invasion of Ukraine, a further decline in demand is expected. The inevitable impact of economic costs will further slowdown economies. Sanctions on transactions and logistics will bring uncertainty. Toughest days are coming in world trade. Therefore, European production and small retailer activities will be very vulnerable.

Major tyre manufacturers have launched online retail programmes to sell passenger tyres directly to consumers. The programme is explained in response to changing consumer behaviour and the ongoing transition to e-commerce. They say the programme is bringing in additional customers for dealers rather than bypassing them. Under this programme, tyres are provided by the manufacturer while dealers remain as e-commerce partners and are paid for tyre fitting labour. The other big brand’s “Rolling Programs” covers sales and assembly at the address is built in.

Given that the new economic difficulties are weighing on everyone, we understand that the tyre retailing will always be in a good mood, except for the dealers.

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Pirelli is all set for the winter season with its winter tyre range that is renewed over the past two years. The newly launched Scorpion Winter 3 joins the P Zero Winter 2 for high-performance cars and the Cinturato Winter 3 for saloons and crossovers. The range is available with Pirelli Elect technology for electric vehicles. Independent tests by European organisations have placed Pirelli winter tyres at the front in safety-related areas, while the Cinturato All Season SF3 has recorded four victories and six additional podium finishes.

Winter tyres or suitable equipment are required from 15 November to 15 April. Most winter driving occurs on dry and wet roads. Below 7°C, winter compounds offer more grip than summer compounds, and the tread pattern helps counter aquaplaning and generate traction on snow. Sidewall markings indicate capability: M+S identifies a product for challenging surfaces, while 3PMSF certifies testing in harsh conditions. An appropriate winter driving style includes increased safety distance, avoiding sudden acceleration and reducing brake use in favour of engine braking.

The Cinturato Winter 3 took first place in the 2026 ADAC winter tyre test in size 225/50 R17 against 16 models, earning a highly recommended rating with the best wet score and the highest assessment for driving safety. It won the AvD test in size 225/45 R17 against 15 tyres with a very good rating. It also finished first in the Auto Bild comparison in size 205/55 R16 on a Volkswagen Golf against 14 tyres with an exemplary rating. Podium finishes followed in tests by Auto Express, Auto Bild Allrad and Tyre Reviews, giving six podium finishes in seven tests, including three victories.

The Scorpion Winter 3 debuted with a victory in the alVolante comparison in size 235/60 R18 on an Alfa Romeo Stelvio, ranking first among six winter tyres. Its wet performance, shortest braking distance, fastest lap time and progressive reactions set it apart. It was judged consistent and predictable on snow and balanced on dry roads.

In the annual Auto Bild super comparative test, the P Zero Winter 2 finished on the podium with an exemplary rating, thanks to precise driving behaviour in wet and dry conditions and braking performance on both surfaces. The Cinturato Winter 3, Scorpion Winter 3 and P Zero Winter 2 are available with Pirelli Elect technology on dedicated fitments for Europe's electric vehicle fleet. Elect addresses low rolling resistance for range, acoustic comfort, longer tyre life, grip for immediate torque and a reinforced structure for battery weight.

All-season tyres suit drivers mainly in urban areas covering up to 20,000 km per year without frequent heavy snowfall. Higher mileage, regular mountain travel or high-performance cars generally call for winter tyres. The Cinturato All Season SF3 carries the 3PMSF marking and has four victories in comparisons by Auto Zeitung, Reifentester, Auto Express and Que Choisir, plus six additional podium finishes. The new Scorpion All Season SF3 extends the approach to SUVs.

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Nokian Tyres will withdraw its sponsorship of the 2027 IIHF Ice Hockey World Championship should Russia be permitted to compete, the company has confirmed. The decision follows a Court of Arbitration for Sport (CAS) ruling that cleared Russian national teams to return to international ice hockey. Nokian Tyres stated that continuing the sponsorship under such circumstances would conflict with its values. Tiina Frazer, SVP of Brand, Marketing and Communications, explained that while the 2026 tournament cooperation proved highly successful, the company felt compelled to act on its principles regarding Russian participation.

The tyre manufacturer had been named an Official Sponsor for both the 2026 and 2027 IIHF Ice Hockey World Championships in late 2025. Its 2026 involvement included the ‘Carve the Corners’ contest, running from 6 February to 20 March, which offered fans in the United States and Canada a chance to win a trip to the tournament. The 2026 event, held from 15 to 31 May, featured 64 games with 16 top national teams competing for the title and stands as the world’s largest annual winter sports event.

Frazer said, “Our sponsorship agreement with the IIHF covers the 2026 and 2027 World Championships, and our cooperation around the 2026 tournament was very successful. However, under the current circumstances, continuing the sponsorship if Russia participates would not be aligned with our values. We have therefore decided to end our sponsorship of the 2027 World Championship should Russia be allowed to take part.”

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Sri Trang Agro-Industry Public Company Limited (STA), the world's largest fully integrated natural rubber company, has been honoured at the Intelligent Industry Awards 2026, an accolade bestowed by the National Science and Technology Development Agency (NSTDA). The award was formally received on 30 October 2026 at Bangkok's S31 Sukhumvit Hotel by Executive Director Vitchaphol Sincharoenkul, accompanied by Akarat Mattayangkul, Factory Manager of the Huai Nang Branch, and Poowanart Laoprasert, Factory Manager of the Loei Branch.

Three of the company's production sites earned recognition under the award. The Loei and Huai Nang branches in Trang Province were cited for their technically specified rubber (TSR) operations, while the Kanchanadit Branch in Surat Thani Province was acknowledged for latex production. Evaluators placed weight on technology deployments that yield demonstrable outcomes, alongside sustained organisational development spanning operational processes, personnel, energy and sustainability.

Research and development form a central pillar of STA's strategy, merging its natural rubber know-how with digital tools and artificial intelligence. Among its flagship efforts is the Sri Trang AI Machine (SAM), which harnesses AI to bolster analysis and decision-making in production. The company also runs an ‘AI Clinic’ that invites staff from every department to pitch ideas, exchange experiences and obtain expert advice on embedding AI in routine tasks, thereby streamlining workflows, aiding decisions and lifting operational efficiency while nurturing a culture of technological learning.

The accolade underscores STA's drive towards Industry 4.0 through digital adoption, automation, innovation, workforce development and prudent resource management. It represents a further milestone in Sri Trang Group's evolution, reinforcing its emphasis on technology, people and resource efficiency as it continues to champion the sustainable development of Thailand's rubber sector.

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Professor James Busfield of Queen Mary University of London has been awarded the prestigious IRCO Medal by the International Rubber Conference Organisation (IRCO) in recognition of his longstanding contribution to international rubber conferences. The honour was presented by IRCO Executive Chairman Michael Clayton at IRC 2026 in Aichi, Japan, immediately before Busfield delivered his plenary lecture. The IRCO Committee unanimously approved the award at its meeting in Bangkok on 2 December 2025.

His involvement with the organisation spans more than a decade, having represented the United Kingdom on the IRCO Committee since 2013. He chaired and organised IRC 2019 in London, attracting 550 delegates, and led the organisation of RubberCon events in Manchester in 2014 and Edinburgh in 2023, the latter welcoming over 310 participants from 26 countries. A frequent plenary and keynote speaker, he also regularly involves postgraduate students in these international gatherings, providing opportunities to showcase their research and build professional connections.

Left to right: Michael Clayton, Executive Chairman of IRCO; Professor James Busfield, Queen Mary University of London; and Professor Mikihito Takenaka, Congress Chair of IRC2026 AICHI and Professor at the Institute for Chemical Research, Kyoto University.

Beyond his international conference work, Busfield has headed the Elastomer Group at the Institute of Materials, Minerals and Mining (IOM3) since 1995. Under his leadership, the group has delivered more than 100 meetings and conferences for the rubber sector while introducing hybrid events to expand global accessibility. At Queen Mary, he serves as Professor of Materials, National Teaching Fellow, Deputy Head of School and Head of the UK's largest soft matter research group. His career began in automotive suspension engineering before he completed his doctorate under Professor Alan Thomas.

Busfield's research encompasses rubber friction, fatigue, fracture, recycling and smart materials, supported by more than 190 peer-reviewed publications and industrial collaborations with Bridgestone, Continental, Aston Martin F1 and Schlumberger. Elected a Fellow of the Royal Academy of Engineering in 2020, he has also received the Colwyn Medal (2009), the American Chemical Society Rubber Division's George Stafford Whitby Award (2021) and the IOM3 T B Marsden Medal (2024).

Michael Clayton, Executive Chairman of IRCO, said, “James never travels alone. At every conference he brings his students, and gives them the chance to present, to meet people and to begin their careers in our industry. He is incredibly generous with his time, and one of our industry's most engaging speakers. Professor Busfield is an incredibly worthy recipient of the IRCO Medal.”

Professor James Busfield said, “It is a great honour to receive the IRCO Medal. IRCO has coordinated the International Rubber Conference and RubberCon events for about 60 years, and I have been fortunate to have been a part of that community for about half of that time. I enjoy greatly participating in these conferences and value the opportunity to meet the global rubber experts, discuss with them new innovations and together help to move the discipline and our industry forward. My thanks are extended to all of those from the global rubber community who have worked to make our IRCO events so successful.”

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