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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Doublestar Tires recently participated in Automechanika Dubai, presenting a range of products tailored to the specific demands of the Middle Eastern automotive aftermarket.

The company highlighted steady growth in regional demand for high-performance, wear-resistant tyres, driven by high ambient temperatures, desert terrain, the popularity of sport utility vehicles, and the increasing adoption of new energy vehicles.

At the exhibition, Doublestar showcased several specialised products, including desert all-terrain tyres, tyres developed for new-energy vehicles, and its NdGold truck and bus radial range.

The W01, designed for desert all-terrain vehicles, features a distinctive shoulder pattern intended to improve driving stability and safety. According to the company, its bionic wolf-claw tread design increases grip by 15 per cent while reducing rolling resistance, supporting off-road performance in demanding conditions.

Doublestar also presented the EV97, a passenger-car radial tyre explicitly developed for new-energy vehicles. The tyre is designed to accommodate the high-torque start-up characteristics of electric cars and incorporates a high-density belt layer and a reinforced crown belt layer. Its non-porous tread design is intended to balance appearance with safety performance.

In the commercial vehicle segment, the company introduced its NdGold truck and bus radial tyres. These use an ultra-wear-resistant compound designed to extend service life in high-temperature environments and improve overall vehicle safety.

Doublestar said its focus on differentiated and cost-effective products reflects its emphasis on innovation and supports its ambitions for further growth in global tyre markets.

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Continental has been re-elected as co-chair of the Tire Industry Project until 2029, extending its leadership role in the global tyre industry’s main sustainability forum.

The company said it would continue to contribute resources and technical expertise, particularly in tyre and road wear particles, end-of-life tyres, sustainability assessment methods and supply chain transparency.

The Tire Industry Project (TIP) brings together leading tyre manufacturers to address environmental and sustainability challenges across the sector.

The German tyre company has been involved since TIP’s founding in 2005.

“We are honoured to have been re-elected as Co-Chair. TIP fosters collaboration within the tyre industry, and beyond, with academia and other partners,” said Christian Kötz, Head of Continental Tires and a member of the executive board of Continental AG.

“Founded 20 years ago, TIP brings together the largest tyre makers to tackle complex overarching sustainability challenges – such as advancing scientific understanding of tyre wear emissions.”

“Continental takes its sustainability responsibilities seriously. This includes our active involvement in industry-wide associations. TIP is ideally suited to reinforce Continental´s ambitious sustainability agenda,” Kötz added.

Dr Larisa Kryachkova, Executive Director of the Tire Industry Project, said Continental’s re-election reflected its long-standing engagement with the initiative.

“Continental has been committed to TIP since its foundation 20 years ago,” Kryachkova said. “Its re-election as Co-Chair is a testament to Continental’s strong expertise and spirit of cooperation.”

She said Continental would work alongside Bridgestone, Goodyear and Michelin, which together will help shape TIP’s strategic direction as co-chair companies.

Operating under the auspices of the World Business Council for Sustainable Development, the Tire Industry Project focuses on sustainability across the entire tyre lifecycle, from raw material sourcing and manufacturing to use and end-of-life management.

TIP brings together 10 leading tyre companies that collectively represent more than 60 percent of global tyre production capacity.

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The year 2025 marked a significant chapter for VMI Group as it celebrated 80 years of operation, highlighting a landmark achievement for the international manufacturing firm. The company, which began as a modest workshop in Gelderland, Netherlands, has evolved into a worldwide operation serving the tyre, rubber and related industries across multiple continents.

The anniversary year was structured around the theme ‘Around the World in 80 Years’, featuring a series of celebratory events at major global facilities. Activities commenced with a virtual gathering connecting the entire organisation on 1 April. This was followed by large-scale in-person events in key locations including Yantai, China; Stow, United States; Itatiaia, Brazil; Leszno, Poland; and Vadodara, India. A particular highlight was a Family Day in Epe, Netherlands, which drew participation from over 3,000 employees and their family members.

The extensive campaign served not only to highlight the company's global scale but also to honour the collective contributions of its workforce. The celebrations were framed as a tribute to the employees and their families whose efforts over eight decades have shaped the company's unique and inclusive culture.

Underpinning the anniversary recognition is the company's longstanding commitment to innovation. Throughout its history, VMI has emphasised research and development, driving its growth with a continuous pipeline of new products designed for its global customer base.

Adding to the year’s milestones, VMI also received a gold EcoVadis award in 2025. This recognition underscores its standing as a leader in sustainability and environmental responsibility within the manufacturing sector.

Harm Voortman, CEO, VMI, said, “VMI is a global business, but we are also truly local in every country where we operate. We pride ourselves on being professional, rigorous and always working to the highest standards but also welcoming, open and friendly to everyone.”

Mike Norman, Chief Commercial Officer, VMI, said, “This great milestone has been reached and VMI is already looking forward to new challenges, new achievements and more celebrations- with innovation as the key to success in the future, just as it has been for the past 80 years.”

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With a series of new product launches aimed at meeting diverse needs, CEAT aims to target new set of customers who are looking beyond just cost.

Mumbai-based RPG Group’s flagship company CEAT, one of India’s most recognisable tyre brands, is at the cusp of a transformation. From being known for durability and value-for-money tyres, the company is repositioning itself as a technology and sustainability leader – offering products that don’t just meet performance benchmarks but also embody environmental responsibility.

The company recently launched SecuraDrive CIRCL, a limited-edition road-ready tyre with up to 90 percent sustainable materials. This feat makes the company one of the few global players to have introduced sustainable tyre that is just not a concept but a ground reality.

For CEAT, the immediate priority is to educate consumers about sustainable tyres. With the launch of the SecuraDrive CIRCL, available in limited numbers (264 tyres), it is taking a deliberate step to spark conversations around eco-conscious choices.

Lakshmi Narayanan B, Chief Marketing Officer, CEAT Tyres, told Tyre Trends, “The first piece is customers becoming aware. This isn’t just a conceptual product – it absolutely matches the performance of a conventional tyre. The idea is to give consumers a clear-cut option and an opportunity to buy into the philosophy of sustainability.”

The company has introduced two variants for the CIRCL range – Circle 50 (50 percent sustainable content) and Circle 90 (90 percent sustainable content). The limited-edition approach, according to CEAT, is intentional. “We want consumers to make a conscious choice to understand the value of sustainability in a product they use daily,” he added.

The focus, then, is not only on selling a product but on creating a new mindset. As Lakshmi Narayanan B put it: “This is as much a product story as it is a brand story. We want consumers buying into it for the right reasons.”

FROM CONCEPT TO MANUFACTURING REALITY

While many companies experiment with prototypes or pilot runs, CEAT insists that its CIRCL tyres are not small-scale experiments. Instead, they are proof of manufacturing readiness at scale.

“When you can make 264 tyres using 90 percent sustainable content, you have the capability to scale it up to any number,” said Lakshmi Narayanan B, pointing to the three years of dedicated work on CIRCL within CEAT’s broader five-year innovation journey. “This is not a pilot run – it’s literally scale manufacturing. What you see today is the outcome of years of work,” shared Lakshmi Narayanan B.

The company has also leveraged its past innovations – such as run-flat tyres and CALM technology – to strengthen manufacturing processes. “Each innovation adds capability. Whether it is sourcing sustainable materials or manufacturing in a new way, we’re now confident of handling such things at scale,” he explained.

For CEAT, scale is not just about numbers but about readiness. “We have proven that sustainability and performance can co-exist. And when consumer interest builds, we are absolutely ready to scale this into mainstream adoption,” Lakshmi Narayanan B added.

EMBEDDING SUSTAINABILITY ACROSS VALUE CHAIN

The tyre major recognises that sustainability cannot be restricted to a single product line – it must cut across the entire value chain. Renji Issac, Senior Vice President – R&D and Technology, CEAT Tyres, pointed out that CIRCL is only the beginning. “All the learnings from this programme will flow into circular product development, extended producer responsibility (EPR) and end-of-life tyre management. Sustainability doesn’t stop at manufacturing – it extends to what happens after the product’s lifecycle,” said Issac.

This approach also means working closely with suppliers, including MSMEs and startups, to adopt new processes and materials. “Initially there was resistance; why should they change (suppliers)? But over time, they have seen the opportunity. Today, our entire supplier ecosystem is committing to our sustainability goals. It’s a challenge but also a transformation,” averred Lakshmi Narayanan B.

Issac added that part of CEAT’s role has been to handhold startups developing new materials, helping them scale their innovations into market-ready solutions. “Some of these materials come from startups, and it’s not just about us developing the product. We are helping them bring their products to market,” he explained.

This ecosystem development is crucial because CEAT believes that innovation is only as strong as its supply chain. “It’s not only about what we make in-house but how the entire chain contributes to sustainability,” said Lakshmi Narayanan B.

A STRUCTURED FIVE-YEAR ROADMAP

Looking ahead, CEAT is guided by a five-year roadmap that balances near-term launches with long-term capability building.

Issac explained that CEAT has developed “a very firm two-year plan on products that will hit the market. Beyond that, the next three years are about developing enabling technologies. For every product roadmap, there’s also a technology roadmap and a capability roadmap. This ensures we’re not just reacting to the market but anticipating it.”

This structured approach allows CEAT to introduce innovations faster while preparing for regulatory and consumer shifts globally.

Lakshmi Narayanan B stressed that the company wants to stay ahead of the curve. “Our intent is to be proactive, not reactive. Whether it’s a current trend or a future wave, we want to be in the right place at the right time,” he said.

The roadmap is part of CEAT’s larger R&D strategy, which has already delivered multiple first-to-market products in recent times. “Run-flat tyres, 21-inch ZR rated tyres, CALM technology and now the sustainable tyre – all of these are stepping stones in our long-term direction,” Lakshmi Narayanan B explained.

GLOBAL RELEVANCE WITH INDIAN CONSUMER FOCUS

Although CEAT operates in global markets, the company deliberately chose India as the first market for CIRCL. The rationale is clear: while European demand is often regulation-led, CEAT sees India as a consumer-driven opportunity.

“In Europe, sustainability is often about regulation. In India, we want it to be a conscious consumer choice. That’s why we launched here first – we know Indian consumers are asking these questions, especially EV owners and younger buyers. It’s an early adopter segment, but it will grow,” shared Lakshmi Narayanan B.

The CIRCL tyres will initially be available in 8–10 metros, targeting discerning consumers with compact SUVs and EVs. The company acknowledges that the products come at a premium but insists the value proposition lies in sustainability with uncompromised performance. “The promise is clear: sustainability and performance equal to any conventional tyre,” Lakshmi Narayanan B emphasised.

Looking forward, the company believes the CIRCL project positions it strongly for future regulatory shifts worldwide. “With capabilities like this, we can leapfrog in global markets when the time comes,” Lakshmi Narayanan B noted.

From CIRCL’s limited-edition launch to a broader five-year innovation pipeline, CEAT’s future focus revolves around three pillars:

1. Consumer-first sustainability – creating awareness and demand among discerning buyers, particularly EV owners.

2. Ecosystem transformation – enabling suppliers, startups and partners to align with CEAT’s sustainability vision.

3. Structured innovation roadmap – delivering near-term product launches while building long-term capabilities.

As Issac summed it up: “A sustainable tyre is also a low rolling resistance tyre. There’s no conflict between sustainability and performance. In fact, they move in the same direction.”

“It’s a long game, but we’re happy to take the first step. Future is always bright,” concluded Lakshmi Narayanan B.

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