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.

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Tana Oy has announced the appointment of Allan Bartholin Jacobsen as its new Territory Business Manager, effective 1 September 2026. He will be responsible for advancing the company’s international sales efforts, specifically concentrating on enhancing partnerships with dealers, identifying new avenues for growth and providing dedicated support to customers within designated regions.

Bringing over three decades of expertise in international sales and business development, Jacobsen joins the Finnish company from Eggersmann GmbH, where he managed sales strategies for recycling equipment across Europe and international markets. His previous roles involved cultivating dealer networks, expanding into new territories and driving sales performance in regions spanning Scandinavia, UK, Ireland, Switzerland, Italy, Southeast Asia, Australia and New Zealand.

This strategic hire underscores Tana’s ongoing commitment to bolstering its commercial operations and global outreach. The company continues to rely on its international dealer network to ensure localised service, deep market understanding and sustained operational benefits for waste management and recycling clients worldwide.

Gerd Schreier, VP – Sales, Marketing & Channel Development, Tana Oy, said, “Allan’s extensive industry knowledge, international experience, and proven ability to develop strong dealer partnerships make him a valuable addition to Tana. His experience in building markets and supporting distributors fits well with our ambition to grow closer to customers and create long-term value through our global dealer network.”

Jacobsen said, “I am excited to join Tana and become part of a company with a strong reputation for robust, intelligent waste management solutions. I look forward to working with Tana’s customers and dealers to support their business and help turn waste into value.”

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Dunlop Tires North America (DTNA) has named Matt Futrelle as its new Associate Vice President for the Truck and Bus Radial (TBR) division, effective 1 August 2026. The executive will assume leadership over the company’s TBR operations, directing strategic planning and growth initiatives while reinforcing the organisation’s dedication to high-quality products and service across the North American market.

Futrelle joins the role with over two decades of experience within the automotive aftermarket sector, recognised for his capabilities in leadership, operational efficiency and commercial expansion. His professional history includes building effective teams, cultivating strong client partnerships and implementing strategic frameworks that produce consistent, long-term performance outcomes for the businesses he has served.

Darren Thomas, CEO and President, DTNA, said, “Matt's leadership experience, industry expertise and commitment to excellence make him an outstanding addition to our leadership team. We are confident that his vision and customer-focused approach will help accelerate our growth in the TBR business and strengthen our position in the marketplace.”

Futrelle said, "I couldn't be more excited to join the Dunlop Tires North America team. We see significant opportunities to increase our participation in the North American Commercial Truck Tyre market bringing even more value to our commercial tire dealer and fleet partners. I am also happy to be a part of expanding the iconic Dunlop brand across North America. The brand holds a special place for me because I have such great memories growing up racing on Dunlop motocross tyres."

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Myers Industries has agreed to sell its Myers Tire Supply North America business to Lion Equity Partners for USD 30 million, as the US manufacturer sharpens its focus on engineered materials and core industrial markets.

The transaction, which has been completed, is subject to customary post-closing adjustments for cash, debt, net working capital and transaction expenses. The definitive agreement will be filed with the Securities and Exchange Commission.

The divestment marks a step in Myers’ strategy to reposition itself as a manufacturer of engineered resin and composite products serving infrastructure, industrial, consumer, food and beverage, and vehicle markets.

Aaron Schapper, President and Chief Executive of Myers Industries, said: “The completion of this transaction is a defining step in our ongoing transformation. By sharpening our focus on our core specialty engineered products, we are better positioned to drive long-term growth and create value for our shareholders.

“We also want to recognise the important role Myers Tire Supply has played throughout our history,” he added. “We are grateful for the dedication of the MTS team and the trusted relationships they have built with customers and the rest of the Myers team over many decades. We believe the business is well positioned for its next phase of growth under Lion Equity Partners’ ownership.”

Jim Levitas, Managing Partner at Lion Equity, said: “Myers Tire Supply has built a highly trusted brand through decades of exceptional service and commitment to its customers. We are excited to partner with the team to carry this legacy forward and support the company in its next chapter of growth.”

KeyBanc acted as exclusive financial adviser to Myers, while Vorys, Sater, Seymour and Pease served as legal adviser.

Founded in 1933, Myers Tire Supply distributes tools, equipment and supplies for the tyre, wheel and under-vehicle service industry across North America. The business employs 233 people, including 77 at its headquarters in Akron, Ohio, with the remainder working in sales roles and at four distribution centres.

Lion Equity Partners, based in Denver, focuses on corporate divestitures and special situations, aiming to create value through operational improvements, organic growth and acquisitions.

Myers Industries, headquartered in Akron, Ohio, manufactures plastic and metal products for a range of end markets, including consumer, vehicle, food and beverage, industrial and infrastructure.

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PCBL Chemical Limited has appointed Rohit Maindwal as Chief & Executive Director – Specialty Blacks and designated him as a senior management personnel, effective 20 August, 2026.

Maindwal brings around 32 years of industry experience. He holds a BTech in chemical engineering from the National Institute of Technology, Warangal. His previous roles include positions at Reliance Industries Limited and JBF RAK LLC, where he most recently served as Senior Executive Vice-President at Reliance Industries Limited.

The company said the appointment is in a full-time capacity, with the term not separately specified.

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