With a fresh onslaught of tyres for the luxury and premium performance vehicles, CEAT furthers its positioning in the PCR segment.

CEAT, the flagship company of the RPG Group, is targeting to be amongst the top 10 tyre makers globally and is outlining an ambitious growth strategy that looks to expand its product offerings across segments and the globe.

On 19 March 2025, CEAT expanded its SportDrive tyre series with the launch of new products targeted specifically for luxury and high-performance passenger vehicles. The idea, however, goes beyond just chasing volumes. The company launched Run-Flat tyres, which withstand punctures and can be safely driven at considerable speeds for up to 80 km before needing repair. This also made CEAT the first Indian tyre maker to roll out such a product in the country.

Furthermore, it has also introduced 21-inch ZR-rated tyres that are designed to handle speeds of up to 300 kmph while also being quieter due to the CALM technology, which utilises special foam inside the tyre.

The question is, what is CEAT looking to gain, given that the Indian premium luxury car market is just a fraction of total passenger vehicle sales?

For context, last year the luxury car segment crossed the 50,000-unit sales milestone for the first time in India. In total, the premium car market saw sales of around 51,200 units in CY2024, which was about six percent higher compared to 48,500 units sold last year. This translates to just about one percent of the total passenger vehicles sales in the country. In comparison, some of the Southeast Asian markets see luxury cars compromise about 5-6 percent of the total car sales, and for markets such as Taiwan, it has reached as high as 20 percent.

CEAT, however, believes that being present in the segment is important. Lakshmi Narayanan B, Chief Marketing Officer, CEAT, told Tyre Trends, “There are two main segments. One is the world of sport SUVs, which includes the 21-inch and larger tyres. Currently, this segment is dominated by imported vehicles, making it relatively small. However, our focus is on establishing our presence for brand stature. The second segment is the luxury ecosystem, where our SportDrive tyres cater specifically to high-end vehicles. This is also where the opportunity for run-flat tyres lies. While we are launching two specific sizes, we see significant potential for expansion.”

FOCUS ON R&D

CEAT has been investing significantly towards creating new patents. For instance, in FY2024, the company cumulatively filed 171 patents and spent around INR 1.73 billion in R&D expenditure.

Coming to the recently launched products, the tyre maker has been working on them for over three years. The company’s R&D Centre in Germany and India have worked in tandem to develop world-class products that can meet the needs of the Indian as well as global markets.

“We leverage European strengths while also utilising India’s manufacturing capabilities, which creates a great combination and a significant opportunity for us. Our priority is delivering value to the customer. As we continue expanding within this particular technology, we have introduced three specific deliverables. First, we have the 21-inch ZR-rated tyre, designed for both the Indian and European markets. The German market, especially the Autobahns, requires high-speed-rated tyres, and this offering allows us to cover the entire speed rating ecosystem essential for success there. Second, we have introduced Calm Technology. This technology expands our range into the existing SportDrive and SportDrive SUV segments, which we will continue to develop over time. Third, and most importantly for India, is our run-flat tyre. Our goal is to engage with consumers and provide more relevant value. As we monitor consumer adoption, we will explore opportunities for further expansion,” stated Narayanan B.

It is important to understand, as seen in global trends, that the Indian passenger vehicle segment’s shift towards SUVs is also driving demand for bigger tyre sizes. For instance, 16-inch tyres are becoming a common sight, while demand for 17-inch and 18-inch tyres are being demanded in the aftermarket segment.

But what about the recently introduced 21-inch tyres, where the demand in India remains miniscule?

“The 21-inch tyre has significant potential in Europe, particularly on Autobahns. However, cost advantages vary by region. In a competitive market with over 100 brands per country, success depends on positioning and perceived value rather than cost alone. In Italy, for example, our brand is well regarded due to historical trust in our products,” shared Narayanan B.

ENERGY-EFFICIENT & CALM TECHNOLOGY TYRES

Pollution, energy security and sustainability are pushing industries to embrace cleaner and efficient materials, processes, production and end-products.

In the automotive industry, this translates to automakers and suppliers adopting newer technologies, chemistries and improving efficiency. Electrification of vehicles is amongst one of the newer trends being seen as a significant way to cut down on carbon emissions.

CEAT on its part had introduced EnergyDrive tyre series, which was specially designed for electric vehicles. They not only provided better energy efficiency but also lower noise.

Renji Issac, Senior VP and Head of R&D and Technology, CEAT, explained, “We started with a dedicated product range for EVs called EnergyDrive. However, we realised that, over time, tyres for EVs and internal combustion engine (ICE) vehicles would converge. We have incorporated all our learnings from EV-specific tyre development into our standard product line, ensuring that our future tyres will be suitable for both EVs and ICE vehicles. This approach reduces manufacturing complexity while providing benefits such as extended tyre life, lower noise levels and improved durability for customers.”

Narayan B added that the company sees this trend not only in passenger cars but also scooter segment, especially in India, where electric two-wheelers is seeing significant uptick. “Our EnergyRide caters to two-wheelers, passenger cars and Winenergy supports commercial trucks and buses. We are the first company to offer a complete EV-centric platform across all vehicle categories,” he said.

Vishal Pawar, Senior Vice President – Global Sales & Supply Chain Head, CEAT, revealed that the company currently has around 25 percent market share in the electric two-wheeler segment.

“In the EV ecosystem, we are a leading player, both in OE (original equipment) fitments and the replacement market. However, many consumers do not distinguish between EV and ICE tyres when replacing them. Our marketing efforts include educating mechanics about the differences and best practices for EV tyres. For instance, the Tata Nexon EV was a significant starting point for EV adoption, and now we also supply tyres for the Tata Punch EV, incorporating Calm Technology and foam-based noise reduction. This is an evolving market, and we are positioning ourselves accordingly,” said Pawar.

Right from the start, CEAT worked upon identifying potential failure modes in early development and specifically tested the Calm Technology for such conditions. Issac explained that the adhesive and foam materials have been rigorously validated to withstand extreme conditions, including high-speed driving and water exposure.

“If a tyre requires repair, only a small portion of the foam needs to be removed, and this does not impact the performance. The Calm Technology tyre offers reduction of approximately six decibels in noise, which is a significant improvement. The noise perception is not linear in a vehicle, meaning each decibel reduction translates to a notable difference in actual experience,” said Issac.

Narayanan B added that the idea was to make “these tyres as close to conventional ones as possible, ensuring ease of use for consumers. We have rigorously tested them, and they are designed to deliver tangible value without requiring special treatment from users.”

CREATING AWARENESS

In India, most of the tyre purchase decisions in the aftermarket is heavily influenced by the tyre dealer partner. CEAT too believes that there is a lack of understanding amongst customers in India when it comes to selecting the right kind of tyre for their vehicles, especially in the passenger vehicle space.

For instance, if one asks an average consumer about the speed rating of the tyre, the ideal assumption is that a tyre which fits perfectly. The tyre speed rating is denoted as T, H, V, W, Y or Z – they basically indicate that they are designed to sustain a particular speed.

The company has introduced the ZR-rated tyres that cater to the increasing demand for high-performance vehicles in India, particularly performance-oriented SUVs and sedans that require tyres capable of handling speeds above 220–240 kmph.

The SportDrive SUV tyres feature a dual-layer high-denier nylon overlay to minimise tyre growth at high speeds, enhancing stability and grip, along with a high-denier polyester fabric for durability and the ability to withstand high torque. Available in larger sizes such as 315/40ZR21, 275/45ZR21 and 285/45ZR21, these tyres cater to the super-premium segment.

They have been tested on Germany’s Autobahns and are engineered to meet global standards while being optimised for Indian driving conditions.

CEAT sees export potential in markets such as Europe and Middle East where the demand for high-performance tyres, especially in the 21-inch segment, is quite high.

GROWTH OUTLOOK

CEAT has outlined its ambition of being the second largest tyre manufacturer in the Indian passenger car radial (PCR) segment.

For this, Narayanan B shared that the company is pursuing focus on both premium as well as mass-market segments.

“Our CrossDrive, Secura SUV and Mileage X5 tyres have been well received. Success will come from balancing premium offerings like SportDrive with high-volume products that cater to the broader market,” he shared.

But what about impact of the natural rubber shortage?

Issac shared that at present India witnesses almost 500,000 metric tonnes of natural rubber shortfall and relies on import. The country has a requirement of almost 1.3 million metric tonnes of natural rubber and growing but only around 800,000 metric tonnes is currently produced domestically.

“While initiatives like the INROADS programme aim to boost domestic production, substantial benefits will only be seen post-2030. Until then, securing supply remains a priority,” added Issac.

On the other hand, Narayanan B remains upbeat on the Indian automotive industry’s growth.

“While volume growth remains uncertain, value growth is evident. People are driving more, increasing tyre demand. Despite market fluctuations, we remain focused on moving towards a leadership position in the industry,” signed off an optimistic Narayanan B.

India’s Balkrishna Industries Ltd (BKT) has strengthened its original equipment (OE) business with three senior appointments across France and South America, as the off-highway tyre maker accelerates its 2030 growth strategy.

The company said the hires mark a further step in its plan to expand in priority markets and reinforce its position as a global OE partner through technical collaboration and deeper engagement with equipment manufacturers.

In France, BKT has appointed Rémi Morin as Brand Specification Manager. Morin, who has more than 12 years’ experience with a global OEM and a decade in smart farming, mobility and innovation, will lead the firm’s engagement with tractor dealers. BKT said the role is designed to align product development more closely with the needs of OEMs, dealers and end-users in a market where the company already has a strong aftermarket presence.

In South America, BKT has added Cadu Accica as Head OEM South America and Lincoln Sugimoto as OEM Technical Manager South America.

Accica brings 19 years of experience in the specialty tyre sector across Latin America, with a track record in business development, marketing and sales. He will oversee OE partnerships with a focus on customer proximity and long-term collaboration.

Sugimoto, an engineering and project management specialist with 15 years’ experience in the specialty tyre and material-handling industries, will provide technical support to OEMs in the region and drive innovation and operational efficiency.

“These appointments reflect our bold commitment to scaling our OE business worldwide — with Europe and South America being critical parts of that journey. Remi, Cadu, and Lincoln bring passion, expertise, and a shared belief in performance through partnership and innovation. Their arrival enhances our ability to engage with OEMs at the highest level and deliver long-term value across regions. We are building a team that will transform our strong ambitions into reality at a global level,” said Ludovic Revel, President Global OEM, BKT.

BKT said the latest hires follow recent additions to its OE teams across Europe, Africa and the Middle East. The company added that it is now positioned to expand its OE footprint across agricultural, industrial and OTR segments as part of its long-term strategic plan.

A Legacy of Trust: Abu Dhabi Tyre Company Since 1969.

For over fifty years, Abu Dhabi Tyre Company has been a key player in the UAE's tyre industry. Since 1969, the company has served as the authorised distributor for the globally recognised FIRESTONE brand, specialising in high-quality Truck and Bus Radial (TBR) Tyres.

The company’s slogan—"Whatever you drive, drive a Firestone"—underscores its commitment to quality and service, as well as its focus on the TBR market, where durability is a paramount concern.

New Leadership to Steer Future Growth

Abu Dhabi Tyre Company marks a significant milestone by appointing Dr Amr Anwar as General Manager, effective May 1, 2025. Dr Anwar brings extensive knowledge and a clear vision to the role. He earned a Doctor of Business Administration (DBA) and Master degree - MBA in Business Administration.

With this strong foundation, Dr Anwar is well-positioned to lead the company through its next phase of growth and operational development.

A Commitment to Operational Excellence and Market Presence

Upon assuming leadership, Dr Anwar outlined his strategy to strengthen customer relationships, with a particular focus on the commercial sector.

"I will relentlessly strengthen our operational excellence and expand our market dominance," declared Dr Anwar. "My mission is clear: every commercial fleet in the UAE will turn to Abu Dhabi Tyre Company for critical TBR solutions. We will not just honour the Firestone legacy—we will set new industry standards as indispensable partners."

Looking Ahead

As Abu Dhabi Tyre Company moves forward under new leadership, it remains committed to the principles of quality, service, and customer satisfaction that have defined it since its inception in 1969. The company stated, “We are confident that Dr. Anwar’s strategic leadership will solidify our position as the leading Firestone TBR distributor in the UAE and ensure our continued success for decades to come.”

Bridgestone India, a leading tyre manufacturer, has announced the appointment of Rajarshi Moitra as its new Managing Director, effective 1 January 2026. He currently serves as the Deputy Managing Director and succeeds Hiroshi Yoshizane, who has served as Managing Director since January 2024 and as Group President, Bridgestone Asia Pacific, India, China (BSAPIC) since May 2025.

Yoshizane will be promoted to Vice-President and Senior Officer of Bridgestone Corporation, effective 1 January 2026. He will continue to serve as BSAPIC Group President, Chairman of the Board of Bridgestone India and Vice Chairman of the Automotive Tyre Manufacturers’ Association.

In these roles, Yoshizane will provide strategic guidance to Bridgestone India and contribute to the growth of the industry.

Rajarshi Moitra, said, “I’m deeply honoured to take on the role of Managing Director and to continue supporting our teams at Bridgestone India, with whom I have worked so closely over the past few years. I look forward to continuing to work in alignment with Bridgestone’s essence and its unchanging mission of ‘Serving Society with Superior Quality’, as we serve our customers, OEM partners and communities at large.”

Hiroshi Yoshizane, said, “Bridgestone India has been an important part of Bridgestone’s growth journey globally, and it has been a privilege to work with such a passionate and capable team driving that progress. Together, we have strengthened our business operations, expanded our market presence, enhanced Safety & Quality, and planted important seeds for the future through initiatives in R&D, social contribution, and sustainability. The team’s strong commitment to serving customers and communities has created a solid foundation for continued success. As I continue my responsibilities as Group President of BSAPIC and Chairman of the Board of Bridgestone India, I look forward to supporting its continued growth under Rajarshi’s capable leadership.”

Moitra has over two decades of experience in Business Strategy, Profit Centre Management, Sales & Marketing and leading transformations. He joined Bridgestone India in 2019 to lead the Consumer business. He expanded his roles to include Consumer & Commercial Business, Solution Business, Logistics & Supply Chain Management. He became Executive Director – Sales & Marketing in June 2024 and Deputy Managing Director in May 2025.

Bridgestone India states that the new leadership structure will help it continue its transformation toward becoming a solutions company, guided by the ‘Bridgestone E8 Commitment.’

Albourgh Tyres, a brand owned by Heuver Group, has appointed Armando Lima Santos as Sales Manager for Latin America region. This strategic placement is in line with Albourgh Tyres’ global expansion plans after a successful introduction of the first tyre lines for truck and trailer on the European market during the last three years.

Santos brings over 17 years of experience and expertise in truck and OTR tyres and has been associated with major tyre companies like Goodyear, Bridgestone, Tiresur and Prinx Chengshan in the past. In his new role, he will focus on developing the Latin American market, a key step in strengthening Albourgh Tyres’ global presence.

Santos said, “LATAM will be a strategic engine to accelerate Albourgh’s worldwide relevance and reinforce Heuver’s international footprint – with stronger portfolio depth, proximity, scale and customer-centric execution. I’m excited to help build this together – developing long term partnerships in the region and capturing this huge potential with the Heuver family.”