Retread tyres in Malaysia are unfairly blamed for road accidents. While the tyres enjoy a pristine reputation in export markets, the notoriety within the local market stems from the lack of ability to differentiate them from low-cost and low-quality tyres that fail to comply with performance standards owing to overloading, maintenance and misapplication.

A total of 1.35 million lives are lost each year in road accidents, according to data from the Ministry of Transport Malaysia. Another data set from Statista highlighted that the South Asian country witnessed 545,000 road accidents in 2022, an increase from the previous year data of 370,000.

A large portion of these accidents involve commercial vehicles and the blame is also shared by retread tyres. A recent news report highlighted rising concerns within the Malaysian parliament to ban the use of retread tyres of commercial vehicles citing safety norms.

The situation seems ironic as the Malaysian retread industry enjoys a pristine reputation in export markets. Yet, the notoriety of retread tyres on home turf might be seen as ‘collateral damage’.

Speaking to Tyre Trends exclusively on why retread tyres remain a scapegoat for road accidents, Tyre Retreading Manufacturers Association of Malaysia (TRMAM) President Edmund Wong said, “Retread tyres are often unfairly blamed for road accidents because the public struggles to differentiate them from low-cost, low-quality tyres that fail due to poor maintenance, overloading and misapplication. Many people mistakenly associate tyre debris, especially when it reveals exposed steel cords, with retreads. However, this type of failure is more commonly linked to cheap, substandard tyres rather than retreads, which, when properly maintained and used correctly, can be as safe as new tyres. The focus on retreads allows the real issues such as inadequate tyres maintenance and overloading to remain overlooked.”

IMPROVING ROAD SAFETY

Malaysia has a higher road fatality rate compared to ASEAN peers like Singapore, largely due to motorcycle-related deaths, which make up over 65 percent of fatalities.

Malaysia’s road safety goals have reportedly fallen short despite setting out clear targets. In 2014, the government aspired to reduce road fatalities by 50 percent by 2020 as part of its alignment with United Nations’ Decade of Action for Road Safety 2011-2020. The initiative was a failure and the same target was reiterated in Malaysia Road Safety Plan 2022-2030.

Current figures also raise questions over the supposed success of the target. Commenting on ways that could make the reduction target a reality, Wong noted, “To reduce road fatalities by 50 percent by 2030, Malaysia should enforce traffic laws strictly, including penalties for speeding and disobeying traffic lights, while expanding automated systems like speed and red-light cameras. Enhancing road infrastructure with safety audits, smart technology and dedicated motorcycle lanes is essential.”

“Malaysia can adopt best practices, such as dedicated motorcycle lanes, public education campaigns and improved road infrastructure, while learning from Singapore’s success in enforcement, infrastructure and safety culture. Public awareness campaigns should target risky behaviours including running red lights and promote defensive driving. Protecting vulnerable road users, especially motorcyclists and pedestrians, through improved infrastructure and safety regulations is also crucial,” he added.

Alluding to why stringent safety campaigns or regulatory measures are not undertaken to reduce motorbike fatalities, he noted, “The lack of stringent safety campaigns or regulatory measures targeting motorbike users in Malaysia is due to several factors. Firstly, motorbikes are a vital mode of transport for many due to affordability and accessibility, especially in rural areas, making stricter regulations politically sensitive. Secondly, enforcement of existing laws such as helmet use and licensing is inconsistent, particularly in rural regions, allowing unsafe practices to persist. Thirdly, cultural factors like risk-taking behaviour, resistance to change and low awareness of safety risks hinder the adoption of safer practices. Lastly, limited resources, both financial and infrastructural, result in insufficient investment in targeted campaigns and dedicated motorcycle lanes, leaving riders vulnerable.”

CLOSING GAPS

Wong iterated that to improve road safety and support the retreading industry in Malaysia, several regulatory gaps and enforcement lapses need to be addressed. One significant issue is the inconsistent enforcement of tyre standards, especially for imported new tyres.

While Malaysia requires that imported tyres have certifications like the E-mark, DOT or MS, these standards can sometimes fail to verify the genuineness and reliability of the tyres, leading to concerns about the quality and safety of some imports. This lack of stringent checks on tyres authenticity puts road users at risk and undermines confidence in tyre safety.

Additionally, there is a gap in regulations requiring regular tyre maintenance checks, particularly for retread tyres. Without mandatory inspections for tread depth, pressure and overall tyre condition, vehicles, especially commercial fleets, are at higher risk of tyre-related accidents.

Another issue is the weak enforcement of penalties for overloading and the misapplication of tyres such as using retreads in unsuitable conditions. Overloading vehicles puts excessive stress on tyres, increasing the likelihood of tyre failure, and stricter penalties are needed to deter this dangerous practice.

There is limited education on the benefits of retreads and how to use them safely, which affects their acceptance and proper usage. Implementing campaigns that highlight the safety, environmental and economic benefits of retreads could help improve perceptions and encourage safer practices.

Moreover, government procurement policies should prioritise retread tyres for public transportation fleets, encouraging their use across sectors and providing a market boost to the retreading industry.

Lastly, there is a lack of clear regulations on tyre end-of-life management including guidelines for recycling and disposal. Establishing clear regulations for the responsible management of worn-out tyre, including retreads, would support the circular economy and further promote the sustainability of the retreading industry.

Addressing these regulatory gaps and enforcement lapses would not only improve road safety but also foster the growth of a reliable, safe and sustainable retreading industry in Malaysia.

REPUTATION REVIVAL

The shadow of malignance over the local retread industry is daunting, especially considering its stellar reputation abroad. A methodical plan is urgently needed to change the prevailing perception.

Commenting on how the industry can leverage its foreign reputation to promote retreads domestically, Wong explained, “Malaysia can leverage its reputation in the global retreading industry to promote retreads domestically by focusing on education, policy support and sustainability initiatives.”

“Firstly, educating the public about the benefits of retreads, such as safety, environmental advantages and cost-effectiveness, can shift perceptions. Secondly, incentivising businesses to adopt retread tyres would not only increase its usage but also align with sustainability practices. Retreads significantly reduce waste by reusing tyre casings, contributing to lower carbon footprints and less landfill waste. Offering tax breaks, rebates or financial incentives to businesses that adopt retreads can encourage the adoption of this eco-friendly practice, benefiting both companies and the environment,” he added.

He also noted that Malaysia has a well-established certification system with Malaysian Standard 224 (MS 224), which sets high-quality standards for retread tyres. This national standard ensures that domestically produced retreads meet rigorous safety and quality requirements, reinforcing consumer confidence and helping local manufacturers maintain global competitiveness. By promoting this certification and its benefits, Malaysia can further build trust in its retreading industry and drive domestic demand for high-quality retreads.

He also noted that partnerships with universities, research institutions and organisations such as the Malaysian Rubber Board (MRB) could play a pivotal role in establishing Malaysia as a hub for innovation in tyre retreading. These collaborations would enable research and development focused on improving the quality, safety and efficiency of retread tyre, which could enhance their appeal domestically and internationally.

“The Malaysian Rubber Board has extensive expertise in rubber technology and the development of new rubber compounds, which are crucial for retreading. By working with these organisations, Malaysia could explore advanced rubber materials and improve the durability and performance of retread tyres. MRB’s research could focus on optimising the rubber used in tyre retreading, enhancing its resilience and performance under various road conditions, thus improving the overall safety of retreads. Universities and research institutions bring additional expertise in materials science, engineering and sustainability and can help address any technical gaps in the retreading process. They could collaborate with retreading companies, fleet operators and tyre manufacturers to develop new retreading technologies, better tyre monitoring systems and more efficient processes,” explained Wong.

He added, “These partnerships could also produce credible, science-backed data on the reliability and safety of retread tyre, helping to build public trust and dispel misconceptions about retreads.”

FILLING DATA GAPS

The lack of local data to validate the reliability and safety of both retread and new tyres in Malaysia stems from several key factors, according to Wong.

“Primarily, there is a significant gap in research due to the lack of collaboration between tyre manufacturers, retreaders, fleet operators, research institutions and government agencies. Without cooperation among these stakeholders, there is little incentive or infrastructure to collect and analyse tyre failure data in the local context. This leads to a situation where tyre failure research is outdated or non-existent, leaving the industry to rely on studies from other countries such as US, which may be many years old and not reflective of current tyre technology or local conditions,” noted Wong.

He added, “This problem is not unique to Malaysia; many countries face similar challenges in gathering and sharing tyre-related data. For example, tyre debris reports and studies on tyre failures tend to be infrequent and may not accurately capture the complexities of modern tyre usage, road conditions or fleet operations. To address this gap, a collaborative effort among different stakeholders, both local and international, could be instrumental.”

Collaborations could fund and conduct comprehensive studies on tyres performance under local conditions. By sharing data and expertise, these stakeholders can develop a more accurate understanding of the causes of tyre failures, improve maintenance practices and promote better safety standards for both new and retread tyres.

Additionally, international partnerships could allow for access to global tyre failure databases and new research, enabling Malaysia to adopt best practices from countries like US, Japan or the EU, where more tyre safety research is available.

Establishing a framework for ongoing research and data sharing with regular updates and reports would help fill the data gap and improve tyre safety standards locally. This collaborative approach could ultimately lead to the development of localised tyre safety standards, improved regulations and more informed decision-making by all stakeholders involved.

NEW LEARNING

According to Wong, Malaysia can learn important lessons from countries like Japan and UK, where retread tyres are promoted effectively for their cost-efficiency and environmental benefits. Both Japan and the UK have robust local manufacturing industries for new, high-quality tyres, which ensure a consistent supply of durable tyre casings for retreading.

This industrial advantage helps protect the respective retreading industries by ensuring the availability of reliable casings that meet safety and performance requirements. Japan enforces stringent standards for both new and retread tyres through the Japanese Industrial Standards (JIS) such as JIS D 4202, which defines specifications for automobile tyres. These regulations ensure high-quality tyre production and maintenance, supporting a thriving retreading ecosystem.

Similarly, UK relies on the ‘E’ mark certification system, which aligns with European safety and performance regulations. The ‘E’ mark, prominently displayed on compliant tyres, indicates that a tyre has undergone rigorous testing and meets safety standards. This harmonised approach in UK ensures that only certified-quality tyres are used, reducing risks and building trust in retread tyres.

In Malaysia, the absence of a local new tyre manufacturing industry for trucks presents a challenge. The reliance on imported new tyres, coupled with the fact that Malaysia’s new tyre standard (MS 1394) is not compulsory, allows low-cost and lower-quality imports to flood the market.

These tyres often produce casings unsuitable for retreading, which undermines the retreading industry. To address these issues, Malaysia could make MS 1394 mandatory for new tyres, ensuring better-quality casings and fostering trust in retreads.

Additionally, promoting awareness of retreads’ economic and environmental benefits, strengthening enforcement of Malaysian Standard 224 (MS 224) for retread quality and offering incentives for their adoption could help the industry grow.

Technology, such as tyre monitoring systems, can play a significant role in addressing concerns about retread tyres and improving road safety. These systems provide real-time data on tyre pressure, temperature, tread depth and overall tyre health, helping to ensure that all tyres, including retreads, are properly maintained.

By monitoring tyre performance, these systems can detect early signs of wear, overloading or misapplication, reducing the risk of tyre failure. This not only enhances the safety of retread tyre but also helps prevent accidents caused by poor tyre maintenance or low-quality tyres, leading to a change in perception.

For the second consecutive year, Trelleborg Tires has earned the prestigious title of Best Agriculture Tyre at the 22^nd Visão Agro Brazil Awards. This 2025 accolade, presented during a ceremony in Ribeirão Preto, highlights the company’s dedicated role in advancing Brazilian agribusiness through technological leadership and a commitment to sustainable practices. The award was received on behalf of the company by Fábio Metidieri, Agri Sales Director for Yokohama TWS Brasil.

Central to this achievement is Trelleborg’s ongoing innovation, particularly the expansion of its ProgressiveTraction technology within the TM tyre series. This engineering, featured in models from the row-crop TM600 to the high-horsepower TM1000, utilises a dual-edge lug design. The tread operates progressively on the soil to enhance traction, promote self-cleaning and minimise vibration. The resulting benefits include improved operational efficiency, increased tyre durability and superior soil protection, directly supporting farmers’ goals for greater productivity and environmental stewardship.

The company’s deep roots in Brazil, supported by a specialised local team, rigorous field testing and strong manufacturer partnerships, ensure its solutions are finely tuned to regional demands. This local infrastructure allows for responsive technical service and keeps product development closely connected to the practical challenges faced by the agricultural sector. The Visão Agro Brazil Awards, judged by a panel of industry executives and researchers, serve as a recognised benchmark for innovation and performance, making this recognition a significant testament to Trelleborg Tires’ impact on the country’s farming landscape.

Metidieri said, “Receiving this award at such a prestigious event once again reinforces our commitment to Brazilian agriculture. Our goal is to keep advancing in technology and field performance, ensuring that every Trelleborg tyre delivers real value – helping farmers operate more efficiently, sustainably and profitably. This award reflects the trust placed in our team and our products by professionals throughout the sector. It strengthens our commitment to delivering technologies that address local challenges and help shape the future of Brazilian farming.”

India’s tyre retail industry is undergoing a dramatic makeover, moving far beyond the cluttered workshops and transactional buying of the past. Fuelled by rising demand for premium vehicles, digital-first customers and stronger export momentum, tyre makers are transforming retail spaces into sleek, immersive experience centres. What was once a routine utility purchase is rapidly evolving into a premium, advisory-led mobility experience designed for a new generation of motorists.

India’s tyre retail scene is shifting gears, leaving behind the era of crowded workshops and impersonal counters. In their place, manufacturers are rolling out sleek, thoughtfully designed, tech-powered spaces that echo the luxury of high-end car showrooms. What started as a few bold pilots in big cities has quickly become the go-to playbook for tyre brands eager to win over a new generation of savvy, comfort-loving, digital-first customers.

From urban to rural areas, this transformation reveals a profound change in how Indians approach mobility. Today’s motorists – especially those behind the wheel of SUVs, luxury sedans and electric cars – want more than just a tyre swap. They crave expert advice, a polished atmosphere and a shopping experience that reflects the elegance of their vehicles. Once a utilitarian afterthought, tyre retail is now emerging as a coveted part of the automotive journey.

Strong OEMs and replacement demand in both domestic and export markets underpin the transition.

In FY 24-25, tyre exports from India surged by nine percent year-on-year to INR 251 billion, according to data released by the Ministry of Commerce. With an estimated annual turnover of INR 1 trillion and exports exceeding INR 250 billion, the Indian tyre industry stands out as one of the few manufacturing sectors in the country with a high export-to-turnover ratio.

Though tyre exports have hit a speed bump due to higher US tariffs on select categories of Indian tyres compared to those of competing nations, the long-term prospects for the Indian tyre industry remain strong. According to a joint report by ATMA and PwC India titled ‘Viksit Bharat 2047: Vision and Roadmap for the Indian Tyre Industry’, India’s tyre production volumes are projected to grow nearly fourfold by 2047, while industry revenues are expected to expand almost 12 times to about INR 13 trillion.

Against this backdrop, tyre makers are modernising aggressively to retain customers and build a more profound emotional affinity. The broad shift is visible in how retailers are reinventing their spaces. Lounges with crafted lighting, upholstered seating, minimalist décor and large digital walls are replacing traditional steel racks and dusty counters. Informational murals and heritage display trace decades of tyre innovation, strengthening brand storytelling. Stores increasingly feature curated experience zones where customers can explore tyre technologies, EV-compatible profiles, eco-friendly materials and performance characteristics through visual displays and interactive tools.

A clear sign of this trend is the rise of personalised, advisory-led engagement, replacing the old dependence on technicians. Retailers now profile driving habits, terrain usage, daily distance and vehicle type to recommend tyres customised to each consumer’s pattern. This service-led model is shifting the customer’s mindset from price-first decision-making to long-term value evaluation.

The new premium outlets are designed to deliver a lifestyle-driven, hospitality-grade experience rather than a traditional tyre shop visit. Customers receive personalised mobility recommendations tailored to their vehicle, driving style and needs, supported by smart service innovations like intelligent product selection, quick-fit services and digital scheduling. The space also acts as a community hub for driving enthusiasts, creating a connected ecosystem around the brand. With lounge-style comfort, immersive storytelling and specialised tyre and service packages for luxury and performance vehicles, the outlet blends convenience, premium care and brand-centric offerings into an elevated customer experience.

“Customer experience at the point of sale is another branding exercise poised to change buyer characteristics. Multi-brand outlets often commoditise the tyre-buying experience. That’s why companies are launching exclusive brand outlets with curated customer experiences. Over the next decade, new delivery models will emerge,” said Kavan Mukhtyar, Partner and Leader – Automotive, PwC India.

Apollo Tyres articulates this change as a move towards lifestyle-led retailing. Its new super-premium outlets have been built not as showrooms but as emotionally resonant spaces.

Udyan Ghai, Group Head of Marketing at Apollo Tyres, explained that the company’s new retail architecture is anchored in long-term strategic priorities: “Our move to a lifestyle-led, immersive tyre retail format is driven by our own desire for premiumisation and category leadership. We are looking at elevating tyre retail in India by setting new benchmarks and shifting from commodity selling to a premium, lifestyle-driven experience.”

He said the brand aims to ‘emotionally engage with customers, offer tailored solutions, build a community of driving enthusiasts and tap into premium segments – all while delivering a differentiated, modern retail experience’.

Ghai believes retail ambience plays a decisive role in influencing perception. “A relaxed and well-designed lounge signals comfort, trust and premium value,” he said, adding that such environments elevate tyres from a mundane requirement to a core element of vehicle care and identity.

Digital transparency, he believes, is the second pillar of modern tyre retail. “Digital systems ensure transparency and help demystify tyre selection – tread patterns, speed ratings, durability and fitment. Consumers feel less dependent on a technician’s word and more in control, which boosts their confidence and perceived fairness,” Ghai said.

Customers today are inundated with choices, and digital systems, he said, turn tyre buying into an ‘informed, personalised decision’, comparable to selecting a smartphone, a pair of performance shoes or even a detailed insurance plan. According to Ghai, this new retail model is ‘a strategic investment in the future of mobility retail’, designed to be scalable and to support community-building events, workshops and enthusiast interactions. As India moves towards EVs and connected cars, he said these premium outlets will provide EV-focused tyre expertise, interactive digital tools and personalised recommendations that appeal to younger, digitally savvy motorists.

CEAT shares a similar philosophy. Its national retail revamp focuses heavily on digital immersion, consistent messaging and design-led layouts. Lakshminarayanan B, the company’s Chief Marketing Officer, said the modernised CEAT Shoppes are fundamentally reshaping the category.

“The modern layouts and digital integration in CEAT Shoppes are revolutionising the tyre-buying experience, making it more experiential and customer-centric,” he said, adding that these updated outlets elevate the experience, build trust through uniform communication and drive decisions by reducing ambiguity around features and value.

Lakshminarayanan highlighted CEAT’s attempt to harmonise customer experience across demographics: “The approach in urban markets through premium stores, product offerings and services is to create access and aspiration for premium customers. The same is replicated in upcountry markets also.”

The CEAT Executive said the company is building for a future where personalisation will be the defining characteristic of tyre retail. “CEAT is focused to drive the future of tyre retail through end-to-end personalisation,” he said.

As experiential retail takes hold, service portfolios inside tyre stores are expanding faster than ever. Advanced wheel balancing, laser-driven alignment systems, nitrogen inflation, premium alloy wheel installations, EV-oriented tyre consultations, digital appointment scheduling and real-time tyre-health diagnostics are now standard. Many outlets also provide car detailing, interior cleaning, ceramic coating, PPF application, brake checks, battery inspections and multi-point vehicle health reports, making them full-fledged mobility centres.

Global players have pushed the envelope even further. Michelin’s 25,000-square-foot Experience Store in Nashik features a heritage wall and innovation displays showcasing electric mobility, materials science and environmental responsibility. It houses precision wheel-alignment bays, detailing studios, and accessory galleries. “We are proud to unveil Michelin’s first Experience Centre in India. The sole purpose of this store is to go beyond traditional tyre retail and provide customers with an immersive experience of the brand,” said Shantanu Deshpande, Managing Director of Michelin India.

Continental Tyres is also strengthening India’s premium retail ecosystem through its CPD outlets, which include ambient lounges, diagnostic equipment, premium alloy wheels and digitally enabled guidance. “With our new CPD store in Indore, we bring Continental’s promise of safety, innovation and comfort closer to Madhya Pradesh’s clients,” said Samir Gupta, Managing Director of Continental Tyres India. He added that the brand’s ‘In the Market, For the Market’ approach is central to its retail expansion strategy.

Even in rural markets, tyre retail is becoming more formalised, structured and service-oriented. JK Tyre’s ‘Steel Wheels’ format is targeted at towns with populations under 100,000 and offers standardised layouts, value-added services, best-in-market pricing and instant claim facilities. “Our Rural expansion programme will help us reach the interiors of the real Bharat that is economically vibrant but often underserved. We are not just building retail points; we are also enabling entrepreneurship and access,” said Managing Director Anshuman Singhania.

Together, these developments mark a decisive shift in how tyre brands engage customers. Tyre stores are increasingly functioning as lifestyle environments, designed for comfort, informed decision-making, personalisation, transparency and community. The industry is moving away from a product-first mindset to a customer-experience-led philosophy.

As premium cars, SUVs and EVs become mainstream, and as younger motorists prioritise digital empowerment and ambience, tyre retailers are aligning with these new expectations. India’s tyre makers are building a retail landscape where experiential engagement, technology integration, service breadth and emotional connection define long-term brand success.

For an industry long anchored in grease, metal and functionality, the transformation is profound. Tyre retail in India is no longer just about fitment; it is becoming a premium mobility experience, curated for a generation that demands clarity, comfort and an elevated relationship with every aspect of vehicle ownership.

Kumho Tire will establish its first European manufacturing plant in Poland’s Opole region as the South Korean company seeks to expand its position in one of the world’s largest tyre markets.

The group said the factory is scheduled to begin initial operations in August 2028, subject to investment approval and licensing. Kumho plans to produce 6m units annually in the first phase and expand capacity in line with demand. Total planned investment is USD 587 million.

Kumho has spent recent years evaluating multiple European locations, including Poland, based on logistics, labour availability, infrastructure, market access and investment incentives. The company said Opole was selected as the optimal site owing to supply-chain stability within the EU and the region’s supportive operating conditions.

Europe accounts for about a quarter of global tyre consumption and is home to several major automotive manufacturers. The region represented roughly 26.6 per cent of Kumho’s sales last year. The company has previously relied on exports to serve European customers, which it said limited its competitiveness in the market.

The new plant is intended to strengthen Kumho’s ability to supply high-value-added products, including high-performance and larger-diameter tyres, to European vehicle makers.

Kumho currently operates eight production sites across South Korea, China, the US and Vietnam, with combined annual output of 65 millionunits. The Polish plant will complete what the company describes as a production network spanning Asia, Europe and North America.

Jung Il-taek, Kumho Tire’s Chief Executive, said: “The European market occupies a very important strategic position in the global tire industry,” adding that “Kumho Tire will go beyond simple exports and dramatically enhance premium brand value by strengthening quality and service competitiveness through local European production and supply.”

Tyre Stewardship Australia has appointed David Fraser as its new chair, succeeding David Spear after nine years in the role during a period of regulatory and industry change in the country’s tyre-recycling sector.

Spear’s departure closes what the organisation described as a challenging yet incredibly important chapter for its efforts to advance circular outcomes for Australia’s end-of-life tyres. TSA, an industry body backed by government and sector participants, oversees the national stewardship scheme and promotes recycling and re-use pathways for waste tyres, an area facing increasing scrutiny under Australia’s environmental and product-stewardship policies.

In a statement, TSA said it “thank[s] him for his unwavering support and dedication to driving circular outcomes for Australia’s end-of-life tyres”.

Fraser, a TSA director since 2023, brings experience in governance and compliance. He joins at a time when Australian states are tightening environmental standards and seeking to reduce landfill through higher recycling targets. TSA said Fraser has “deep understanding of our strategy, our challenges and the opportunities ahead”.

The organisation added: “We look forward to his leadership as TSA enters its next chapter.”

TSA also expressed appreciation to Spear “for your contribution and support of our mission”, and welcomed Fraser, saying it is “excited and ready for what lies ahead”.