As sustainability becomes central to the tyre industry’s evolution, the spotlight is now shifting from just recyclability and circularity to a newer, promising domain – bio-based materials. While global tyre manufacturers invest heavily in de-carbonisation strategies, companies like Shanghai Cheeshine Novel Materials Technology Co., Ltd. are at the forefront of pushing this transition further. With a growing portfolio of innovative, high-performance bio-based solutions, Cheeshine is betting on the increasing demand for greener alternatives. However, as industry adoption remains cautious, especially in replacing petroleum-derived materials, the road to mainstream acceptance of bio-based materials may still require both technological refinement and a stronger market-driven pull.

Sustainability, recyclability, circularity and renewable materials are the main keywords of the current tyre industry. Companies have invested millions in its efforts towards reaching sustainability goals and attaining a circular economy.

But there is also a new buzz word in town – bio-based raw materials. Cheeshine is confident that the tyre industry has developed an interest towards such materials in its quest towards a sustainable future.

Speaking exclusively to Tyre Trends, the company’s Director of Research and Development Centre, Hai Li, said, “Our goal is to support the rubber industry’s sustainable development. That’s why we’ve selected certain bio-based materials, and through modification, enhanced their properties to make them suitable for rubber applications. There’s growing demand for bio-based materials in tyres due to increased environmental awareness and the need for greener alternatives.”

Founded in 2005 in Shanghai, the company delivers different products and services to the rubber industry. Over more than a decade of growth, the company has expanded its footprint with factories and offices in Jiangsu Huai’an, Jiangsu Suzhou, Shandong Linyi, Hong Kong, Chongqing, Tianjin, India and France, serving a global customer base.

It maintains long-term collaboration with leading Chinese universities and in 2016 established the ‘Cheeshine Scholarship’ at the School of Polymer Materials, Qingdao University of Science and Technology to support innovation in research and development.

With strong research and development capabilities and large-scale production capacity, Cheeshine offers six core product categories including low rolling resistance silane, high-temperature resistant cross-linking agents, wet-skid resistant resins, adhesion promoters, special reinforcing fillers and environmentally friendly processing oils.

It currently holds 108 patents and several technologies for which it has filed PCTs. A standout example is its high dispersion precipitated silica by carbonisation, the precipitated silica via CO₂ substitution for sulfuric acid, a process that currently sets it apart as the only manufacturer with this capability.

MANUFACTURING PROWESS

The company focuses on the ‘magic triangle’, which, in the tyre industry, is referred to the balance between three critical performance factors viz-a-viz rolling resistance, wet grip and wear resistance.

Cheeshine Materials manufactures through its three factories in China and ships worldwide. Its research and development hubs are also located within the country. “We’re a research and development-driven company. Our largest development centre is in Suzhou with over 80 team members, most of whom hold master’s or doctoral degrees. We have a total of three R&D centres. Our teams work closely with clients to co-develop customised and high-performance solutions. We have two main production bases – one in Hua’an, Jiangsu Province, and another in Shandong Province,” said Li.

The company registered a turnover of USD 120 million in 2024 and serves a global base of over 500 customers. Within the tyre industry, it majorly works with the global top 10.

Li expressed pride in the company’s innovations and emphasised on the broad portfolio of rubber additives and sustainable materials. Claiming that the company has a strong market presence both in China and internationally, he provided an overview of the core offerings.

Under the category of bio-based products, Li highlighted a rubber processing oil derived from modified cashew nut shell oil, a product he claimed is manufactured in China only by his company. This oil not only improves compatibility with rubber compounds but also contributes to sustainability. Another innovation was the modified natural rubber (epoxidised NR), developed to serve as a bio-based alternative to synthetic SSBR, offering enhanced performance.

In terms of eco-friendly fillers, he pointed to the high-dispersion precipitated silica by carbonisation, which is more environmentally friendly than traditional sulfuric acid-derived silica and also improves dispersion in rubber compounds. He also mentioned a high-performance liquid rubber additive known for its excellent compatibility and market success.

For advanced functional additives, he cited the modified silane coupling agent, designed to replace TESPT and improve rolling resistance and silica dispersion and currently protected under a PCT patent. The company’s multi-functional cross-linking agent enhances durability and strength, while a line of environmentally friendly accelerators was developed to minimise environmental impact during vulcanisation.

The portfolio also includes speciality resins such as a tear-resistant resin for improved tyre durability and several wet skid-resistant resins, including AMS and modified AMS resin, hydrogenated resin, bio-based resin and modified C5/C9 resin, targeted at enhancing grip on wet surfaces. Additionally, the company produces various phenolic and formaldehyde resins for specific performance attributes like heat resistance and bonding, along with anti-reversion agents and silica dispersion agents that support high-performance compound development.

Among the company’s most cutting-edge innovations is a sulfur-free curing agent, an alternative that replaces traditional sulfur in rubber vulcanisation and enhance tyre ageing resistance and wear resistance while significantly boosting overall durability performance. This agent helps reduce tyre cracking over time and extend product life. Li noted that Cheeshine Materials is currently the only company globally manufacturing this agent and has secured a PCT patent for it.

When asked about the source of their materials, Li acknowledged that while many of the older products were petrochemical-based, the company is now strongly shifting towards bio-based alternatives including bio-oils, resins and natural rubber modifications, in alignment with the industry’s evolving sustainability goals.

MARKET TALK

While the company has a kitty of impressive offerings that might cater to the emerging and evolving demands of the tyre industry, replacing traditional materials completely is a matter that is to be taken up in the near future. Of all the raw materials that go into a tyre, replacing synthetic rubber seems to be a very vague concept for many.

Alluding to why the industry will choose modified natural rubber over SSBR, Li explained, “Modified natural rubber offers higher bio-based content, which supports sustainability goals. Through our proprietary modifications, we enhance its ageing, physical and dynamic properties, making it a strong alternative to synthetic rubber.”

Commenting on challenges, Li said, “Our main challenge is the constant push to develop better products and solutions. Innovation is an ongoing effort. We’re continually working to modify bio-based materials like lignin. Many projects are ongoing, focused on improving sustainability and performance. On the cost front, we aim to keep the cost of our new products on par with conventional ones while providing the added value of sustainability.”

Li described that the business is fairly balanced between domestic and international markets. In terms of global expansion, he mentioned that growth is being driven through a network of affiliates and distributors. The company already has team members based in Paris, Copenhagen and Mumbai and are actively engaging with international partners to access new markets.

In response to questions about the shifting dynamics in Europe, particularly with some local plants shutting down, Li noted that the company is continuing to expand its manufacturing capacity in China. He cited the country’s cost advantages and strong pool of research and development talent as key factors. Looking ahead, the company plans to strengthen its presence in Europe by hiring more local technical support staff to better serve the region.

As for establishing a manufacturing plant in Europe, Li shared that there are no immediate plans to do so. However, the company may consider this move in about two or three years, particularly after the full commissioning of the new domestic plant as part of a longer-term strategy to navigate tariffs and support local demand.

When asked about the future vision, Li stated that Cheeshine Materials’ ambition is to become a true pioneer of the unexplored territories in the rubber industry. The focus remains on leading innovation and continually expanding the company’s global influence.

Epsilon Carbon, one of India’s leading coal tar derivatives companies and India's only backward-integrated company with a dedicated source of raw materials, has appointed Munish Bakshi as Vice President – Marketing & Sales for Carbon Black business. This appointment aligns with the company’s plans to expand its Carbon Black business.

Bakshi brings with him two decades of experience working in the steel, paint and chemical industries. With a proven track record in driving strategic growth, market leadership and commercial excellence, he is expected to accelerate the company’s growth journey and create long-term value for customers and partners.

South Korean tyre maker posts USD 605m in sales, marking second consecutive quarterly record

NEXEN TIRE, the South Korean tyre manufacturer, reported record quarterly revenue of USD 605 million for the second quarter of 2025, driven by expanded European production capacity and strengthened sales in key markets, including the United States.

The company posted an operating profit of USD 32 million for the three months ended 30 June, maintaining stable margins despite headwinds from elevated raw material costs that emerged in late 2024.

The strong performance marked NEXEN TIRE’s second consecutive quarter of record revenue, underscoring its growth momentum amid continued uncertainty in the global automotive sector.

The revenue surge was primarily attributed to increased output following the completion of Phase 2 expansion at the company’s Czech Republic manufacturing facility, alongside targeted sales strategies tailored to regional markets.

NEXEN TIRE secured key supply volumes in advance, achieving what the company described as balanced growth across both original equipment manufacturer (OEM) and replacement tyre segments.

In the United States, sales continued to recover in the second quarter after experiencing a temporary decline in the latter half of 2024. The improvement was supported by the expansion of newly secured retail distribution channels.

The Asia-Pacific region also delivered strong results, with Australia and Japan achieving record sales volumes, backed by continued investment in distribution network development.

Operating margins remained under pressure from raw material cost inflation that began in late 2024, though the company noted that ocean freight costs provided some relief during the quarter. NEXEN TIRE expects profitability to improve in the second half of 2025 as key raw material costs have been trending downward since early this year.

The tyre maker has been building brand recognition through localised marketing campaigns across North America, Europe, the Middle East, and Asia-Pacific whilst expanding its retail presence through strategic partnerships with regional distributors.

In the first six months of 2025, NEXEN TIRE began supplying OEM tyres for 11 vehicle models, including the Hyundai NEXO, Kia EV4 and TASMAN, deepening its collaboration with global automakers, including premium brands.

The company said it would implement gradual price adjustments in the US market in response to recent tariff policy changes, whilst focusing on expanding its high-margin product portfolio and strategically reallocating global supply volumes to mitigate profitability risks.

“Despite persistent macroeconomic challenges, NEXEN TIRE achieved record-breaking sales for two consecutive quarters by maintaining balanced growth across both OE and RE segments,” said John Bosco (Hyeon Suk) Kim, chief executive of NEXEN TIRE. “We will continue to reinforce our global competitiveness through strategic partnerships and region-specific initiatives.”

The company maintains real-time monitoring of trade developments and flexible response mechanisms as bilateral trade negotiations continue to evolve.

Akron-based tyre maker taps Jan-Piet van Kesteren to drive regional growth strategy

Goodyear Tire & Rubber appointed Jan-Piet van Kesteren as managing director for Europe, the Middle East and Africa and chief sales officer for EMEA consumer operations, effective 1st  September.

Kesteren, who will report directly to chief executive Mark Stewart, joins from Dutch paints and coatings giant AkzoNobel, where he served as managing director for the EMEA region and sat on the company’s executive committee.

In his new role, van Kesteren will oversee Goodyear’s consumer business operations across Europe, the Middle East and Africa, whilst also managing regional governance to ensure strategic alignment across the geography.

The appointment comes as Goodyear seeks to strengthen its position in key European markets and drive profitable growth across the EMEA region’s consumer tyre business.

"Jan-Piet’s track record of leading large-scale businesses, developing high-performing teams and delivering strong commercial outcomes makes him a great fit for Goodyear,” said Stewart. “His strategic leadership will be key to advancing our EMEA agenda—driving growth in high-value segments, strengthening our distribution model, and executing with a sharp focus on the customer.”

Van Kesteren brings over two decades of international commercial leadership experience spanning the industrial and fast-moving consumer goods sectors. Before AkzoNobel, he spent 16 years at Anglo-Dutch consumer goods group Unilever, holding various senior leadership positions across the EMEA region.

In Europe’s fragmented but fiercely profitable tyre market, success is hard-won and short-lived. The continent offers scale, premium pricing and OEM proximity, but it also throws up formidable barriers in the form of legal complexity, consumer conservatism and entrenched legacy players. While many Asian tyre makers continue to struggle for relevance, international Sailun Group has quietly rewritten that script. Combining academic roots, machinery expertise and agile ownership, it has grown into a global force. Now, with rising brand visibility, the company is challenging old assumptions.    

Every tyre manufacturer from any nook and cranny of the world wants a piece of the European tyre market. The obvious reasons include higher profitability, consumer spending capacity and the lot. However, it’s easier said than done for entering such a varied and high-profile tyre economy.  Tyre manufactures from many Asian countries continue the struggle to penetrate the European tyre scene. And some have been steadfast and persistent enough to have finally commenced operations running in the continent.

International tyre major Sailun Group is one such company that has its presence in the European market for the over a decade. Tyre Trends caught up with Sailun Tyre Europe’s Director of Marketing, Stephan Cimbal, at a recent expo.

He noted that the European market is one of the largest and arguably the most complex tyre markets in the world. It’s not a single market but rather 40 individual ones, each with its own language, regulations and consumer behaviour. 

“Despite its fragmentation, Europe remains one of the most profitable regions thanks to its high price levels and concentration of major original equipment manufacturers. If you can succeed in Europe, chances are you’ll find success in other global markets as well,” he added.

When Sailun Tyre Europe began its European journey just over a decade ago, few in the industry could have predicted how swiftly the brand would rise. According to the executive, it ranks among the 10 most valuable tyre brands in the world today.

Cimbal recalls the group’s roots with quiet pride. “It all began a little more than 20 years ago in Qingdao, China. We were founded out of the Qingdao University of Science and Technology, a think tank for rubber technology with 30,000 students and 4,000 faculty members doing nothing but research on rubber,” he explained.

That academic foundation proved crucial. Sailun Group’s founder Yuan Zhongxue still is also a university professor whose role has always been to turn scientific research into real-world industrial solutions. One of his earliest achievements was the establishment of a machinery company, now known as Mesnac, which went on to become a major force in tyre manufacturing equipment.

A few years later, Sailun was born, initially, to serve China’s domestic market. “Success came quickly. The tyres were well received and demand just kept growing,” noted Cimbal.

That early success at home soon gave rise to ambition abroad. After a successful foray into North America, a relatively straightforward market by comparison due to its unified legislation, Sailun Group turned its sights on Europe.

“It was maybe 12 or 13 years ago when we entered Europe. We started the usual way by partnering with local distributors, shipping containers, building the brand from the ground up. The approach worked. For nearly a decade, we quietly expanded our footprint, growing year on year. Then, almost suddenly, the brand recognition soared. We started to appear in the top 10 of European tyre magazines. That was unimaginable just a few years ago,” Cimbal recalled.

The executive noted that currently its European operations are expanding. While the traditional import-distribution model continues to thrive, the group is now actively exploring original equipment partnerships and deeper regional integration with its partners.

Alluding to how did a relatively young company muscle its way into a fiercely competitive, brand-driven industry, Cimbal noted, “It was a combination of entrepreneurial ownership, cutting-edge technology and a deep-rooted respect for branding. We are privately owned. That means we can move fast. We also benefit from Mesnac’s machinery expertise and the scientific horsepower of our university roots. We take the brand very seriously. For us, it’s more than a name, it’s a mindset, a promise.”

STAYING COMPETITIVE

As the European tyre market shifts towards premiumisation and larger tyres with higher margins, many established brands are closing plants that once made smaller-size products. The move reflects a strategy to reduce volume while increasing profitability with a focus on 18-inch and above sizes.

Yet, Sailun Tyre Europe sees the market differently. “We don’t believe small cars or small tyres will vanish in a year or two. People will still use them for years and we see that as an opportunity,” said Cimbal.

The company positions itself as a full-range manufacturer. “We do tyres for small cars, medium cars, big cars, trucks, excavators, tractors etc. If an established brand sells at a price index of 100 and we offer similar performance at 70 or 75, it gives the consumer a sense of making a smart choice. They feel like they got the same quality for less; it’s a psychological win,” noted Cimbal.

Sustainability is another pillar of the company’s strategy. With modern factories, including its latest plant in Cambodia, which is just 18 months old, Sailun Tyre Europe can not only claim sustainability but also prove it. “That’s especially important for original equipment customers. If your sustainability processes aren’t in place, they won’t even talk to you,” said Cimbal.

While the manufacturer offers tyres across all segments, the strongest volumes remain in passenger cars. However, the company highlights its strength in truck tyres, citing nearly a decade of proven quality and performance. Its off-the-road tyre brand has also seen strong uptake in agriculture and construction, where reliability and brand trust are critical.

“It’s not about being cheap. We aim to be more affordable than traditional brands but still offer a high-value, reliable product. That’s attractive to farmers, construction firms and mining operators alike,” the spokesperson added.

On the evolving trend of tyres-as-a-service, the company isn’t actively engaged yet.

MARKETS IN VIEW

While the group has seen success in both North America and Europe, the two markets are vastly different in structure, regulation and consumer behaviour.

“In North America, the market is dominated by maybe five to 10 major wholesalers. In Europe, you’re dealing with hundreds. The difference isn’t just about distribution; it goes to the heart of how tyres are sold, marketed and perceived,” explained Cimbal.

Vehicle diversity plays a role too. “In North America, you generally see a lot of big trucks and a strong budget segment. But in Europe, the car types vary hugely. The complexity doesn’t end there. With 15 to 17 separate national regulations governing things like winter and summer tyres, the European landscape is a maze of legal requirements. The complexity of Europe is pretty unique,” added Cimbal.

Branding adds yet another layer as European consumers are heavily influenced by brands. They’re premium-oriented, very technology-conscious and pay close attention to the look, feel and messaging of a brand.

This awareness has shaped how Sailun Tyre Europe presents itself as it tries to appear smart, clean and modern.

Becoming a global brand is no simple task particularly for a company rooted in China. Commenting on how the group achieved this feat, Cimbal said, “It’s a tough, long journey from being a local brand in China to becoming a global one. You need a global framework, but you must also adapt the brand to local markets. European consumers don’t care what your brand looks like in China or the US; they want something that speaks to them directly.”

BRANDING EDGE

Back in the 1970s, Chinese manufacturers were often just copying European designs and not always doing it well, noted Cimbal. But that changed quickly. They moved from simply imitating to matching quality levels and then very rapidly to improving on them, doing it better, faster and cheaper. That’s the real secret behind the success.

According to him, it’s China’s ability to learn quickly and apply those lessons at scale that underpins its industrial momentum. In the tyre sector, evolution has brought performance, reliability and competitive pricing to global markets. But as the industry matures, product quality alone is no longer enough.

“Tyres are a branding game. The quality is there but others also make good tyres. For most consumers, all tyres look the same. That is why brand strategy is becoming critical for Chinese firms. Unless you’re a race driver or a tyre expert, you can’t easily tell one tyre from another. So brand becomes the key differentiator. It’s a shift already playing out in the automotive world and tyre makers will need to follow suit. We think we have the right tools and experience to manage it,” he contended.

As Chinese tyre manufacturers move from replication to innovation, a quiet transformation is underway. Across the board, Chinese manufacturers are no longer aiming to match European standards but working to surpass them.

This shift, Cimbal believes, is already beginning to reshape how Chinese-made products are viewed, particularly by younger consumers. “The next generation is growing up with products that are simply ‘Made in China’. They don’t question the quality. That label doesn’t carry the same doubts it used to,” he noted.

And in this high-speed race, brand perception could be just as critical as performance.

GEO-POLITICS AND SUPPLY

With a growing global footprint and an increasingly agile supply chain, Sailun Group is navigating a complex mix of political, economic and industry-specific challenges.

The group currently operates ten manufacturing plants in China along with facilities in Cambodia, Vietnam, Indonesia and Mexico, and a European plant is on the horizon, though the timeline remains uncertain.

The move to diversify production isn’t just political but strategic. As the European Union considers new anti-dumping tariffs on Chinese tyre imports, many Asian companies, including Sailun Group, are shifting capacity abroad. “You have to decentralise anyway for economic reasons. Now, with the threat of protective tariffs, it just makes even more sense. But it’s not a new strategy. The solutions are already in place,” explained Cimbal.

Despite growing geo-political friction, the company retains a high level of logistical flexibility. It can shift sourcing and supply routes quickly as needed.

In terms of product strategy, Sailun Tyre Europe remains committed to a balanced focus on both passenger car radial and truck and bus radial segments.

Surprisingly, the current economic downturn with inflation and cost-of-living pressures in regions like North America may actually benefit the brand. “We offer near-premium performance at a lower price. For consumers tightening their budgets, that’s a compelling proposition,” noted Cimbal.

 However, the tyre business remains layered with challenges. The industry, still largely traditional, is digitally underdeveloped. While tyres can be purchased online, the need for physical installation adds complexity but also presents upselling opportunities at dealerships and tyre outlets.

“Competition is among the most pressing concerns. The market is overcrowded with dozens of brands. Many of them are weak and some may vanish but no one is waiting for a new entrant. Earning a foothold requires a fight,” said Cimbal.

In a saturated European market, where demand has plateaued, the company sees growth through aggressive expansion. While legacy European manufacturers defend ageing infrastructure and close plants, Sailun Tyre Europe is building, growing and taking market share.

Commenting on the future of collaboration between companies, Cimbal noted, “There are simply too many brands and manufacturers in the market today. That can’t continue indefinitely. We will see more collaborations and mergers.”

As for growth, the company reports a sharp upward trajectory. “It depends on the market, but overall, we’ve seen a decent year-on-year growth. In some mature markets, even one digit is a big win. Elsewhere, higher two digits growth is possible, though those markets tend to be smaller. So it’s complex to quantify in a single figure,” contended Cimbal.