In a candid interaction with Tyre Trends, freelance tyre testing specialist Juuli Raatikainen shares her views on the intricacies of tyre testing, the role of women in the industry, simulation and the road ahead, reports Nilesh Wadhwa.

“Women have been driving cars for decades, so why not be part of the tyre and automotive testing industry? I believe the bigger question and challenge is how the industry (tyre and automotive) can think beyond gender. The tyre testing industry is huge, but there are not many direct studies to learn about it and become part of it,” remarked Juuli Raatikainen, the 28-year-old test driver and mechanic who has been offering freelance services for tyre testing for the last four years.

INITIAL JOURNEY

It is no secret that tyre testing is not a widely known field. A simple internet search for the world’s top 10 racers or motorsport celebrities will return mostly male sports personalities.

For Raatikainen, the journey into tyre testing began as a test assistant in Lapland, Finland.

“I started my career as a test assistant. My passion for testing grew, and I was eager to learn more, working hard to gain knowledge. My efforts were noticed, and I received the necessary support. The decision to start my own company and operate as a freelancer was quite easy for me. In the first two years, I focused on gaining experience, testing time and learning as much as possible. I wanted to see tyre testing from different angles, companies and drivers. Today, I am happy to say that I have experience in tyre testing operations as a tyre mechanic, test assistant, instrumentation specialist and objective test driver. I am also engaged in testing tyres and vehicles for events and magazines,” she shared.

THE EVOLVING ROLE OF TYRE TESTING

Tyre testing has evolved over the years, from physical and mechanical assessments to indoor methods, including Tyre-in-the-Loop (TiL) testing, a form of hardware-in-the-loop (HiL) simulation. However, despite technological advancements, many tests still need to be conducted in real-world conditions to determine optimal solutions.

For example, a vehicle travelling in a sandy environment at a particular tyre pressure will have different braking times even at the same speed. The steering response, traction at different corners and slippage will also vary.

“I find simulators to be a good tool for all drivers and for hardware development. However, no one knows exactly how they will impact testing in the future. Many questions remain, and some conditions and types of tests cannot yet be simulated accurately. As a test driver, my main expertise is in winter testing. From my experience, winter conditions are particularly difficult to replicate artificially. Winter is a living, breathing element of nature, making it hard to forecast, as conditions can change very quickly,” she explained.

For tyre manufacturers, real-world testing is essential for finding the right conditions and weather. For instance, summer tyres cannot be tested in winter, nor can Nordic spike tyres be tested in warm conditions. “It is a challenge for companies to run tyre tests year-round and across different locations. Agility is key,” Raatikainen added.

Tyre testing falls into two main categories: objective and subjective. Objective testing relies on instruments to assess tyre performance, while subjective testing depends on the driver’s evaluation.

“As a freelancer, I work across different processes. Transparency with clients is my priority. It’s about what I do and how I do it. Trust is one of the key values I bring to the table,” she explained.

KEY LEARNINGS & TYRE SAFETY

As a test driver, Raatikainen has firsthand experience of how tyre choices impact performance and safety in different conditions.

“Statistics show that one of the most common mistakes drivers make is using the wrong type of tyres for their environment and weather conditions. When selecting tyres, it’s crucial to consider two key questions: Where will I be driving, and in what weather conditions? These simple considerations can significantly impact safety,” she added.

Most tyres have a wear indicator on the tread to signal when they need replacement, but these warnings are often ignored.

According to data from the Ministry of Road Transport & Highways (MoRTH), India recorded 461,312 road accidents in 2022, resulting in 155,781 fatal cases. Despite tyres having a significant influence on vehicular control, they are rarely cited as a primary cause of accidents.

When replacing tyres, it is also crucial to check their manufacturing date. Raatikainen emphasises that even a ‘new’ tyre must be evaluated based on its production date, as rubber degrades over time, regardless of use.

“Regularly checking tyre condition is just as important as choosing the right type. Ensure tyres have adequate tread depth, are free from cracks or bulges and are properly inflated. These simple maintenance habits can extend tyre life and improve safety,” she added.

FUTURE TRENDS IMPACTING THE TYRE INDUSTRY

New-age vehicles and tightening regulations are pushing industry players towards sustainability and reducing their carbon footprint.

For the tyre industry, environmentally friendly sourcing, production and materials remain key focus areas. From a tester’s perspective, what does the future hold?

“I am excited about advancements in simulation technology and their impact on the tyre industry. Another major trend is the growing emphasis on indoor testing for winter tyres, which addresses unpredictable weather challenges and helps distribute testing workloads more efficiently,” she said.

A third emerging trend is smart tyre technology.

“While modern vehicles are equipped with advanced systems, tyres have yet to integrate similar innovations. The questions of when this technology will arrive, how it will develop and what features it will bring are incredibly exciting. I look forward to seeing how smart tyres will enhance safety, performance and the driving experience,” Raatikainen concluded.

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TBC Corporation, one of North America’s largest marketers of automotive replacement tyres through wholesale and franchise operations, has elevated Greg Ortega to the role of Chief Purchasing Officer. The promotion places Ortega on the company’s executive team, where he will be responsible for global purchasing strategies and supplier relationships, reporting directly to President and CEO Don Byrd.

With a career at TBC spanning more than three decades beginning in 1996, Ortega brings over 30 years of experience in purchasing, merchandising, product marketing and sales. He most recently served as Group Vice President, overseeing consumer and commercial tyre procurement strategies while strengthening key supplier partnerships. His rise through progressive leadership roles underscores his long-standing impact on the organisation.

Ortega holds a bachelor’s degree from California State University, San Bernardino, as well as advanced degrees from the University of Notre Dame and Michigan State University. He also earned two professional certifications from the Institute for Supply Management: Certified Professional in Supplier Diversity and Certified Professional in Supply Management.

Byrd said, “Greg’s tenure at TBC has given him in-depth knowledge of our business and industry, and in his new role, he will continue to strengthen our company by leading our integrated, enterprise-wide approach to purchasing. Greg has served a critical role in shaping key relationships to support our competitive advantage and positioned us for long-term growth.”

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WACKER has announced a leadership change in its Polymers division, effective 1 May 2026. Maximilian Peter, a doctorate holder in chemical engineering and a company veteran since 2012, assumes the role of the head of Polymers division. His prior experience includes process development, Corporate Development and most recently Human Resources.

On the same date, outgoing Polymers head Peter Summo transitions to lead Sales & Distribution. Summo, who led the division for a decade, brings a business administration background and joined WACKER in 1995 after starting his career at Akzo Nobel. He has since served in multiple management roles.

Peter Summo

The restructuring places both executives in new senior positions, ensuring continuity in polymer operations while refreshing commercial leadership. Summo’s long tenure in the division gives way to Peter’s broader internal track record across engineering, strategy, and personnel functions.

Christian Hartel, CEO, WACKER, said, “With Maximilian Peter and Peter Summo, we are filling two key positions at WACKER with experienced colleagues who have already played a decisive role in using their expertise to shape the company. As head of the Polymers division, Maximilian Peter will continue to drive forward its regional expansion. Peter Summo will continue to forge ahead with WACKER’s market and customer focus and promote sales excellence throughout the company. I wish them both every success in their new roles and look forward to our continued collaboration going forward.”

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Himadri Speciality Chemical Ltd is positioning its tyre business as a key growth driver, backed by calibrated investment, product expansion and a long-term plan to scale operations across domestic and export markets.

The company’s re-entry into the tyre segment through the revival of Birla Tyres marks a strategic diversification beyond its core speciality chemicals and carbon materials business. In its first year of operations, the tyre division generated revenue of INR 1.87 billion, reflecting an early-stage but measured recovery.

Management has outlined an ambitious medium-term target to scale the business to around INR 30 billione in revenue over the next four years, signalling a significant ramp-up in capacity utilisation, distribution reach and product portfolio.

The investment strategy is deliberately phased. The company is prioritising product-market fit, channel expansion and brand repositioning before pursuing volume-led growth. It has already established a distribution base of 43 distributors and more than 1,000 dealers, providing a platform for scale.

“We are approaching the revival of our tyre business in a calibrated manner, focusing first on product-market fit, channel strength and brand positioning before scaling volumes,” said Anurag Choudhary, Chairman, Managing Director And Chief Executive.

At the product level, Himadri is strengthening its presence in agriculture and commercial vehicle segments, where brands such as KalaPatthar and Shaan+ are gaining traction. New launches, including AgriPlus and AgriWin tractor tyre series, are expected to support near-term growth.

Looking ahead, the company plans to expand into passenger car radial tyres, with commissioning targeted over the next 24 months. The strategy will focus on electric vehicle-specific tyres, leveraging Himadri’s expertise in carbon black chemistry to develop higher-performance products with improved durability and efficiency.

“Our objective is not merely to regain market presence, but to build a differentiated and competitive tyre business that can sustainably grow across domestic and select international markets,” Choudhary said.

Capacity expansion and production ramp-up will be aligned closely with demand visibility over the next 12–24 months. The company indicated that utilisation levels will increase progressively, supported by new product introductions across agriculture, mining and commercial vehicle segments.

Alongside manufacturing, Himadri is investing in process improvements and supply chain capabilities to ensure consistent quality as volumes scale. The broader objective is to build a differentiated tyre business rather than pursue rapid expansion at the cost of margins.

Management said the tyre division remains at an early stage but is expected to evolve into a meaningful contributor to overall growth in the coming years, complementing the company’s advanced materials and speciality chemicals portfolio.

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CEAT Limited reported a 23 percent year-on-year increase in consolidated revenue to INR 42.19 billion in the fourth quarter of the financial year ended 31 March  2026, with net profit of INR 2.44 billion and an EBITDA margin of 14.18 percent.

For the full year, the tyre maker posted consolidated revenue of INR 156.78 billion, up 18.6 percent, with net profit of INR 6.97 billion and an EBITDA margin of 13.16 percent.

CEAT Limited said the quarterly performance was supported by growth across segments, including its international business, despite geopolitical pressures.

Arnab Banerjee, Managing Director & Chief Executive, said: “FY26 has been a strong year where we delivered robust growth in top line as well as in bottom line. We crossed an important milestone of  INR 150 billion of revenue, accompanied by market share gains in replacement and OEMS. We successfully closed the CAMSO deal during the year.

“In Q4, we delivered high growth in all segments including international business, despite geopolitical tensions. Looking ahead, while there is a momentum on top line, we have short-term challenges on supply chain and costs due to steep increase raw material cost that we intent to mitigate through pricing and strong cost management. We intend to continue expanding our capacities in line with our growth plans.”

On a standalone basis, fourth-quarter revenue stood at INR 40.36 billion, up 18 percent year on year, with an EBITDA margin of 14.55 percent and net profit of INR 2.84 billion.

Kumar Subbiah, Chief Financial Officer, said: “In Q4, we improved operating margins by over 51 bps, driven by a sharper focus on operating efficiencies, scale and disciplined cost management. For the year, we delivered our highest-ever profit of INR 6.97 billion. “Our balance sheet continues to be strong and leverage ratios remain healthy to provide growth capital to the business. While gross debt has increased, we remain committed to maintaining a cautious leverage profile with adequate liquidity.

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