TyreSafe has entered into a partnership with RED Driver Training, one of the UK’s leading driving schools, as its first dedicated driving school supporter.

TyreSafe's goal to increase road safety, especially for new drivers starting their adventures as road users, has reached a major milestone with this partnership. In order to promote lifetime habits that lead to safer roads, TyreSafe hopes to increase its efforts to teach new drivers the value of tyre safety and maintenance by collaborating with RED.

By providing thorough driving instruction throughout the UK through a robust network of RED franchised driving instructors, RED Driver Training plays a crucial part in helping thousands of students annually get their driving licenses. RED offers advanced driving experiences in addition to training, such as their well-liked ‘skidpan’ sessions, which assist new drivers in successfully navigating hazardous situations. In order to guarantee that students have the information and abilities necessary to drive safely and responsibly, they also assist them with a dedicated theory and practical test preparation app.

Stuart Lovatt, Chair of TyreSafe, said “We are thrilled to partner with RED Driver Training, an organisation that shares our commitment to road safety and education. New drivers are at a crucial stage in forming safe driving habits, and through this partnership, we have an incredible opportunity to instil the importance of tyre safety from the very beginning of their journey on the roads. Together, we hope to create a generation of drivers who understand the vital role tyres play in road safety.”

Colin Paterson, Head of Marketing at RED Driver Training, said “At RED, our goal is to equip new drivers with the skills, confidence and knowledge to stay safe on the roads, and tyre safety is an integral part of that. Joining forces with TyreSafe allows us to enhance our offering and emphasise the critical role tyres play in keeping drivers and passengers safe. We’re proud to be TyreSafe’s first driving ‘school’ supporter and look forward to working together to make a real difference. Our ‘Learn to Drive with RED’ app makes us more than just a normal driving school, and in co-operation with TyreSafe, we are keen to explore the creation of collaborative video content and more.”

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For over a decade, Continental has served as the exclusive tyre supplier to Cemex in the UK, providing comprehensive solutions for the building materials leader's entire fleet. This partnership, initiated in 2011, began when Cemex selected retreaded tyres from Continental’s Bandvulc brand and became an early adopter of the ContiConnect digital monitoring system. Cemex, founded in 1906 and a major supplier of concrete, asphalt and aggregates, operates an extensive UK network of quarries and plants serviced by a large fleet of cement vehicles, dump trucks, trailers and ships.

The demanding environments at Cemex sites, featuring sharp rocks and uneven terrain, previously made tyre-related vehicle breakdowns a significant operational hurdle. By equipping the fleet with Continental’s premium new and retreaded tyres, the company has substantially enhanced vehicle safety, reduced downtime and improved overall fleet efficiency. According to Carl Milton, Cement Logistics Manager – UK at Cemex, this open-book relationship has yielded continuous benefits, from lowering driving costs to increasing vehicle durability and performance.

A cornerstone of this collaboration is the ContiConnect tyre pressure monitoring system. Sensors in the tyres provide real-time data on inflation and temperature, transmitting this information to cab displays and a web-based platform for fleet management. Nigel Ponton, UK Fleet Engineering Manager at Cemex, notes that the system does more than monitor deflation; it analyses heat transfer to predict imminent brake or wheel bearing failures, enabling proactive maintenance. Email alerts from the platform allow both the transport team and tyre providers to address issues in advance, supported by additional checks from Yard Reader stations at Cemex plants.

The partnership has deepened through joint innovation and testing. Milton highlights that the two companies have worked closely to optimise tyre designs for Cemex’s unique operational environments, achieving the best possible fuel economy. Cemex is frequently invited to trial new tyre models, providing feedback that directly contributes to the refinement and development of Continental’s product range. Pina Wallace of Continental concludes that this cooperative relationship is a perfect example of mutual success, where tailored solutions meet specific customer demands while invaluable feedback enhances product offerings. This synergy underscores Continental’s customer-centric approach and the tangible, shared value born from a deeply collaborative alliance.

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Firestone, a subsidiary of Bridgestone Americas (Bridgestone), has launched the next generation of its ultra-high-performance summer tyre, the Firehawk INDY 500 V2. This tyre builds upon its predecessor's legacy by incorporating advanced ENLITEN technology, marking its first use in a Firestone ultra-high-performance product. This integration aims to deliver a heightened driving experience while also focusing on sustainable performance and improved fuel efficiency through reduced rolling resistance.

Engineered specifically for sports cars and sedans, the tyre is offered in 65 sizes to accommodate wheel diameters from 16 to 20 inches. It is designed as a fitting match for popular performance models such as the Chevrolet Camaro, Ford Mustang, Dodge Charger and Challenger, Mazda Miata and Nissan 350Z/370Z. The design intent is to translate Firestone's storied IndyCar racing heritage into a tangible driving dynamic for everyday enthusiasts.

Significant technical enhancements define the new V2 model. A revised tread pattern and compound work together to provide sharper steering response and increased cornering stability, fostering a more connected feel between driver and road. Furthermore, the tyre's construction prioritises durability and all-weather capability. Its optimised contact patch and specialised groove design promote even wear for extended tread life while also efficiently channelling water away to maintain reliable wet-weather braking and handling.

This introduction continues the celebration of Firestone's 125th anniversary, reinforcing the brand's commitment to offering dependable, high-value performance. The Firehawk INDY 500 V2 is now available for purchase, presented as a balanced offering that seeks to unite responsive driving excitement with considerations for longevity and environmental efficiency.

Todd Chapman, Senior Manager – Product Strategy, Bridgestone Americas, said, “The new Firehawk INDY 500 V2 tyre is for enthusiasts who dream of the excitement that’s only found behind the wheel. Inspired by the iconic motorsport legacy at Firestone, the Firehawk INDY 500 V2 tyre is designed to deliver the sporty grip and responsive steering that can elevate every drive into an exhilarating adventure, whether on the road or on the circuit.”

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Capitalising on its role as the official ball of the Australian Open, Dunlop Tyres is launching a major pan-European campaign to align its tyre brand with the tournament’s elite sporting values. This new initiative will unfold across Warner Bros. Discovery platforms throughout the 2026 event (18 January – 1 February), leveraging the competition’s global prestige to enhance brand perception in key markets.

The campaign will achieve blanket coverage via extensive broadcasting on Eurosport and TNT Sports, reaching audiences in 46 countries. In territories such as Germany and Austria, this presence will be exclusive. As a sponsorship partner for the tournament’s broadcasts, Dunlop will consistently associate its brand with core attributes of precision, performance and reliability, effectively transferring these qualities from professional tennis to its automotive products.

Central to the strategy is high-visibility branding during premium match coverage. Sponsorship bumpers will feature in all live broadcasts, replays and highlight summaries across linear TV and streaming services like HBO Max and discovery+. This ensures continuous engagement with sports-focused audiences. Additional impact will be driven by integrating these bumpers into promotional trailers within other high-reach programming, amplifying awareness before and during the Grand Slam.

This activation underscores Dunlop’s century-long legacy in tennis, dating back to its early manufacture of tennis balls in the UK. By anchoring its campaign around the season’s first major tournament, Dunlop reinforces a deep commitment to the sport at every level. The partnership symbolises the brand’s dedication to quality and innovation, strengthening its international positioning through a revered and enduring sporting collaboration.

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Maxam Tyre Europe, a division of the globally ranked Sailun Group, has entered a strategic partnership with farming influencer Tom Pemberton, known for his popular Tom Pemberton Farm Life digital channels. This collaboration was unveiled at the prominent UK agricultural event, LAMMA Show 2026, where Maxam is presenting its expanding agricultural tyre line with its exclusive distributor, Kirkby Tyres.

Under this new alliance, Pemberton will equip some of his farm machinery with MAXAM agricultural tyres. He will then provide his substantial and dedicated following across the UK and Ireland with authentic, practical evaluations based on daily use. His credible voice, built through sharing genuine farm life insights, will offer his community a trusted look at the tyres' real-world performance, durability and innovative features.

This initiative allows Maxam to connect directly with the farming community through a respected peer. Pemberton’s experiential content will be featured across his own platforms as well as on Maxam’s official social media channels. The partnership is designed to enhance brand recognition and practically demonstrate the value of the MAXAM specialist tyre range to a core audience of agricultural professionals.

Pemberton said, “I’m pleased to be working with Maxam agricultural tyres. It’s a fast-growing brand, at the cutting edge of technology and with good people; we already spent some time on my family’s farm together. It’s a partnership that feels like a good fit and one that I’m looking forward to developing over time.”

Harry Wang, General Manager, Sailun Group Europe, said, "Maxam agricultural tyres have proven their performance for example in the test conducted by DLG (German Agricultural Society) and being OE partner of leading agricultural equipment manufacturers like CASE IH and New Holland. Now is the time to further develop the brand and spread the word within the farming community. We feel privileged that Tom has agreed to work with the Maxam brand – and we really like his style and share the same passion for farming.”

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