ATF Tyres, one of India’s leading manufacturers of off-highway tyres, has announced the appointment of Rajesh Vyas as its new Vice President of Sales and Marketing. Vyas brings over 25 years of global experience to the role, having worked across diverse international markets to build high-performance sales teams and enhance distribution networks.

His professional background includes leadership roles in brand positioning and product portfolio expansion within competitive sectors. Prior to joining ATF, Vyas served as Vice President at Rubber King Tyre Group. He also held key positions at Balkrishna Industries Limited as Head of Mining Tyres for India and spent a decade at Apollo Tyres Ltd as Business Head for Off-Highway Tyres.

With the company working to expand its footprint in the agricultural, industrial and OTR segments worldwide, Vyas’s strategic leadership and commercial insight are expected to support ATF Tyres in delivering performance-driven solutions across multiple regions.

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Continental Tire has introduced a fresh and distinctive marketing figure known as the ‘Nod of Confidence’ ambassador to connect with drivers on a deeper level. This initiative is designed to encapsulate the precise moment a customer feels absolute certainty in their purchase decision, visually represented by a simple, affirming nod. It is a symbolic gesture that conveys the reassurance, trust and satisfaction associated with selecting a premium tyre brand.

For years, Continental has been regarded as the smart choice in the industry, a reputation built on a steadfast dedication to superior quality, advanced technology and dependable performance. The company consistently responds to market demands by engineering tyres that deliver exceptional comfort and peace of mind. Recognising that the process of buying tyres can often be complex and filled with uncertainty, this campaign targets the emotional journey of the consumer. It aims to capture that pivotal moment of clarity when a driver moves from questioning and comparing options to confidently confirming they have chosen the best solution for their vehicle and family.

This new ambassador is an extension of Continental's broader mission to simplify and enhance the tyre-buying experience. By blending cutting-edge tread innovations with customer-focused education and support, the brand continues to prioritise driver needs while reinforcing its leadership in the automotive industry.

Brian Beierwaltes, Head of Marketing US PLT, Continental Tire, said, “We understand that today’s consumers are looking for more than just a product, they’re looking for confidence. This creative idea brings our ‘Smart Choice in Tires’ philosophy to life in a simple, relatable way. That nod represents reassurance, expertise and the peace of mind that comes from selecting a brand that consistently delivers on performance, comfort and innovation.”

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GRI, a leading producer of speciality tyres from Sri Lanka, has named Eldo Verhaagen as its new Sales & Operations Director for Material Handling and Agriculture across the Benelux region. This strategic move underscores the company’s drive to enhance its regional footprint by reinforcing leadership, improving operational efficiency and strengthening relationships with local customers. Verhaagen’s arrival marks a continued push to expand GRI’s presence in both the material handling and agricultural sectors.

With extensive experience in the tyre and automotive fields, Verhaagen brings a proven background in guiding strategy, boosting commercial performance and refining operational processes. His familiarity with a broad range of tyre types – including those used in trucking, farming, construction and material handling – combined with a direct, customer-oriented working style, makes him well-suited to steer the region through its upcoming growth phase.

Verhaagen takes over from Herman Klumpenaar, whom GRI has thanked for his dedicated leadership and smooth handling of the leadership transition. The Benelux team is now set to collaborate closely with Verhaagen, aiming to sustain regional progress and ensure long-term, steady development.

Giorgio Gramegna, Director of Europe – Sales, Marketing and Distribution at GRI, said, “We thank Herman for his leadership and contribution over the years. We are pleased to welcome Eldo and are confident that his experience and market knowledge will further strengthen our presence and performance in the Benelux region.”

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Goodyear has unveiled The Vault, an innovative online marketplace designed to transform how the public interacts with its brand and 128-year heritage. This digital destination allows visitors to explore and acquire a thoughtfully assembled selection of historic artifacts, autographed collectibles, special-edition products and extraordinary experiences. Serving both as a platform for collectors and a dynamic archive, The Vault merges significant items from Goodyear's past with contemporary cultural partnerships and exclusive new merchandise.

The collection features compelling pieces such as a segment of the engine from the legendary Spirit of America Goodyear Blimp, one of the company's earliest tyres produced in 1899, tyres raced at the 2025 NASCAR Cup Series Championship and celebrity-signed goods. To celebrate the launch, a limited-time digital puzzle is being offered. Participants who successfully solve the riddle on the company website will be entered to receive one of 30 cryptex vaults filled with exclusive prizes. These rewards range from branded merchandise to the premier prize: a private flight on the famous Goodyear Blimp. The Vault is currently accessible, with plans to release new items and opportunities throughout the coming year.

Doug Grassian, Vice President, Global External Communications, Social Media and Partnerships, said, "There's nowhere else on the planet that you can buy a section of a Goodyear Blimp engine or one of the first tyres ever made. By opening The Vault, Goodyear is transforming its legacy into something tangible, collectible and meaningful."

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Nokian Tyres has unveiled a groundbreaking innovation in winter driving: the world’s first studded winter tyre capable of automatically adapting to temperature shifts. Named the Hakkapeliitta 01, this new product marks a significant milestone for the company, which originally invented the winter tyre in 1934 and introduced the legendary Hakkapeliitta line 90 years ago in 1936. This latest evolution fulfils a longstanding ambition to create a studded tyre that can respond dynamically to changing road conditions.

At the heart of this development is the patented Double Action Stud Technology, which enables what the company calls On-Demand Grip. This system allows the studs to automatically toggle between two modes depending on the temperature. When activated, the studs provide maximum safety and powerful traction on icy and snow-covered surfaces, offering drivers complete confidence in severe winter weather. Conversely, when the system deactivates, the tyre delivers precise handling on bare, dry roads while minimising road wear. This dual functionality ensures a stable and accurate driving experience, effectively addressing the primary concerns of studded tyre users: noise and surface wear.

The Hakkapeliitta 01 is engineered for passenger cars, crossovers and SUVs and carries both the Three-Peak Mountain Snowflake and Ice Grip certifications, underscoring its severe winter weather credentials. The technology represents the fruition of a visionary concept first proposed by the company in 2014. Since then, extensive global research and development have taken place, involving thousands of prototypes tested in diverse environments, from indoor laboratories to the company’s Arctic test centre in Finland and its facility in Spain.

The result is a tyre that delivers measurable improvements across several key areas. Compared to its predecessor, it reduces road wear by up to 30 percent. Safety has also been enhanced, with ice grip improved by up to 10 percent and wet grip by up to five percent. Furthermore, noise levels have been reduced by as much as one decibel, contributing to a quieter and more comfortable journey. In line with a commitment to sustainability, the tyre’s tread compound incorporates renewable materials, including natural rubber, bio resin and bio-based oils derived from sources like pine resin and canola oil.

The new product range will be available to consumers in the autumn of 2026, with primary markets in the Nordic countries and North America. Production will take place at the company’s factory in Nokia, Finland. A conference call is scheduled for today (2 March 2026) at 4:15 p.m. EET, during which company leadership and winter tyre specialists will present the new tyre and answer questions. A recording of the event will be accessible online for the following twelve months.

Paolo Pompei, President and CEO, Nokian Tyres, said, “The new Nokian Tyres Hakkapeliitta 01 represents one of our company’s biggest innovations since we introduced the first winter tyre more than 90 years ago. This new winter tyre achieves what was previously thought impossible: a studded tyre that responds to temperature changes to deliver ultimate safety while protecting the road.”

Mikko Liukkula, Nokian Tyres Development Manager who oversaw the tyre’s years-long evolution from concept to reality, said, “With the new Nokian Tyres Hakkapeliitta 01, we set out to rethink what a studded winter tyre can be. We didn’t want to compromise between superior ice grip and low road wear, which is a common trade-off in winter tyre development. Instead of a compromise, we developed a solution where grip adjusts automatically to the temperature, delivering maximum safety when it’s needed and more controlled, gentler road contact when it’s not. This helps drivers account for winter weather that is less predictable than ever, while navigating new regulations related to tyres’ impact on the road.”

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