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.

Tom Pemberton never set out to build an audience. He set out to document a Tuesday, filming the quiet, unglamorous reality of running a working farm in Lytham St Annes, Lancashire. Years later, that instinct has turned him into one of the most recognised faces in British agriculture, the man behind Tom Pemberton Farm Life.

At the LAMMA Show 2026, that instinct collided with a very different kind of machine: the global manufacturing engine of Maxam Tyre Europe, a division of the Sailun Group. The result is a new partnership under which Pemberton will fit MAXAM agricultural tyres to his own machinery and share, unfiltered, how they perform. Harry Wang, General Manager of Sailun Group Europe, points to Maxam’s credentials – testing by DLG, the German Agricultural Society, and its role as an original equipment partner to CASE IH and New Holland – as the backdrop to the deal. “Now is the time to further develop the brand and spread the word within the farming community. We feel privileged that Tom has agreed to work with the Maxam brand – and we really like his style and share the same passion for farming,” he says.

FROM A PHONE IN A FIELD TO A FOLLOWING

For farming influencer Tom Pemberton, known for his popular Tom Pemberton Farm Life digital channels, none of it was planned. “I never expected any of this when I first started putting videos online. At the beginning, it was literally just me filming bits of day-to-day farm life and showing the reality of it, the good days, the bad days and everything in between. I think people connected with that because it wasn’t polished or overthought, it was just real,” Pemberton says.

That word, real, threads through almost everything he says about his career. He never sat down with a grand plan for what the channel might become; it began with picking up a phone and filming the day’s work, whatever that happened to be. What changed everything, he believes, was honesty. “I’ve never tried to make farming look perfect because the reality is it isn’t. Some days are brilliant, and some days are stressful, exhausting and frustrating, but that’s real life in agriculture, and people appreciate honesty,” he says.

What has surprised him most is not the loyalty of the farming audience but the appetite from everyone else – a public curiosity about where food comes from that goes far beyond agricultural circles. Social media, he believes, has thrown open the doors of a world that used to keep largely to itself. “Farming used to be quite a closed world in many ways, but now people are sharing ideas, machinery, problems and experiences instantly. It’s opened the industry up massively and given people a real insight into modern farming,” Pemberton says.

That openness has reshaped his own life too. He still describes himself, first and foremost, as a farmer, but one who has found himself combining the daily rhythm of the farm with content and with brand partnerships he says he genuinely believes in. Pemberton adds. “I’m passionate about the industry, and if I can help showcase farming in a positive way whilst having a bit of fun along the way, then that’s a pretty good position to be in.”

WHY TYRES MATTER MORE THAN PEOPLE THINK

It is against that backdrop that tyres, of all things, enter the story. To an outsider, a tyre might seem like the least glamorous component on any piece of farm machinery. Pemberton sees it very differently.

“People sometimes underestimate just how important tyres are on a modern farm. They’re one of those things that can make a massive difference to productivity, efficiency and downtime, especially with the size and weight of modern machinery now,” he says.

Reliability, for him, is measured in hours lost during the exact weeks of the year when there are no hours to spare. “When you’re in the middle of summer harvesting, or trying to beat the weather, the last thing you need is machinery standing still because of tyre issues. Downtime costs money and also adds stress and pressure at the busiest times of the year,” Pemberton says.

Over time, the YouTuber has also come to appreciate the quieter ways tyres shape a farm’s performance and its footprint, from traction and fuel consumption through to the condition of the soil itself. “The right tyre setup can genuinely improve how a machine performs in the field and on the road,” Pemberton says, and it is precisely that intersection of performance and technology that drew him toward Maxam in the first place.

HOW THE MAXAM RELATIONSHIP BEGAN

His account of how the relationship began is notably unsentimental about brand marketing and notably specific about people. What attracted him first, Pemberton says, was attitude rather than advertising – a willingness on Maxam’s part to work directly with farmers and to actually listen to the people using the tyres, day in and day out.

“From the first conversations, it felt like they genuinely cared about performance and real-world applications rather than just selling a product,” Pemberton says. Since then, running the tyres has only reinforced that impression, with build quality, traction and comfort standing out under the kind of workload modern machinery now routinely demands. “Farming conditions are tough, and tyres have to cope with a huge mix of road work, heavy loads and field work, so reliability is a massive thing for me,” he says.Above all, though, he returns to a single condition for any partnership: authenticity. “For me, it’s important that any partnership feels authentic and that I can honestly talk about the products I’m using on the farm, and that’s something that’s worked really well with Maxam. If I’m going to work with a brand and put my name to something, I want to properly understand the people behind it, the quality of the product and what goes into developing it,” Pemberton says.

He is candid about why that matters so much in farming specifically: farmers are practical people who can spot inauthenticity almost immediately, which means trust has to be earned through real experience rather than through marketing language.

THE FARM VISIT THAT SEALED IT

The turning point came when the Maxam team travelled to his farm in person, a moment Pemberton returns to with evident warmth.

“The real ice breaker for me was when the guys from Maxam came over to the farm to talk things through, see the place and meet me and my family. I genuinely felt like they would have happily gone straight to work on the farm that day. That made a real impression on me and showed they genuinely cared about the partnership,” Pemberton says. Learning more about the manufacturing and testing behind the tyres only deepened that confidence, revealing an engineering effort behind agricultural tyres he suspects most people never stop to consider.

Ask him about the specific technology that has impressed him most, and Pemberton points to a campaign Maxam has been running in UK under the banner ‘More Pull. Less Fuel’, which draws on the brand’s DLG test results. It is a bold promise, he acknowledges, tackling two problems that sit at the top of almost every farmer’s list simultaneously: productivity and fuel costs. “I was curious if they could really make that stretch of increasing productivity and saving fuel at the same time, a pain point for all farmers,” Pemberton says.

FIRST IMPRESSIONS FROM THE FIELD

As for how the tyres are performing on his own machinery, Pemberton is careful not to overstate an early verdict. “To be honest, we have just started, so it’s a bit early to give some in-depth analysis. But my gut feeling from the first weeks out on the fields is very good. No traction issues even in the muddy and ultra-wet areas,” Pemberton says, adding with the kind of dry humour familiar to anyone who follows his channel that the tyres look rather good on his Maxxum too.

SOIL, SUSTAINABILITY AND THE WEIGHT OF MODERN MACHINERY

Beneath the light-hearted asides sits a more serious concern that has come to define much of modern farming: what machinery does to the ground beneath it. Soil compaction and sustainability, Pemberton says, are now unavoidable topics in agriculture, and rightly so.

“The right tyres and pressures can make a huge difference when it comes to reducing compaction, improving flotation and protecting soil structure, especially with modern machinery becoming bigger and heavier every year. Healthy soil is everything in farming and once you damage it, it can take a long time to recover,” Pemberton says. It is a subject he has grown more attentive to over the years, one that now sits alongside traction and durability rather than behind them.

None of this, in Pemberton’s mind, can be judged from a spec sheet. “You can read specs and brochures all day long, but until a product is out working in proper conditions, carrying weight, travelling on the road and dealing with different weather and soil types, you don’t really know how it’s going to perform,” he says.

Farmers, Pemberton adds, listen to other farmers above almost anyone else, which is exactly why he tries to share honest, unvarnished feedback rather than polished endorsement. For Pemberton personally, the metrics that matter most over time are simple: reliability, durability and consistent performance. “Farming is hard enough without equipment letting you down,” he says.

STAYING TRUSTWORTHY WHILE WORKING WITH BRANDS

It is this instinct for honesty that also explains how Pemberton has managed to work with commercial partners without losing the trust of an audience built on authenticity in the first place. The answer, he suggests, is refreshingly uncomplicated: only work with brands you actually believe in. “My audience would spot straight away if I was promoting something just for the sake of it, and that’s never been what my content is about,” Pemberton says. Whatever machinery or products appear on his channel are there because he is genuinely using them and genuinely curious about how they perform, a distinction that matters enormously to viewers who have followed his farm through years of unscripted reality.

That trust, he says, has been reinforced rather than tested by how closely Maxam and Sailun have worked with him. It began, again, with that farm visit, and it has continued since. “They really listen. Like I said earlier, they came out to the farm, spent time with me and the team here, and didn’t just leave after a quick look around. For me, that says a lot. I already feel like I know the people behind the brand personally rather than it feeling like just another partnership. That’s the true ‘in real life’ view that makes all the difference. You don’t always get that. That’s the sort of thing that builds trust and makes partnerships feel genuine rather than just business,” Pemberton explains.

WHAT SUCCESS LOOKS LIKE FROM HERE

So what does success look like from here, for a partnership that is only just getting started? Pemberton’s answer is less about targets and more about continuity – the relationship staying genuine and mutually beneficial as it grows, with him continuing to show his audience how the tyres perform in real working conditions and giving honest feedback drawn from daily farming life, because that, he believes, is what people relate to most. He also wants to keep expanding the content itself, offering his audience more behind-the-scenes insight into modern farming, machinery and the challenges the industry faces.

From the partnership’s side, he sees success in terms of relationships that deepen over time rather than a single campaign that fades. Farming, he points out, is changing constantly, and social media is only becoming a bigger part of how the industry communicates. There is one particular ambition on his list that captures the curiosity running through the whole partnership: a visit to see Maxam’s factories in person, to understand, as he puts it, how they do their magic.

It is a fitting note to end on. For Pemberton, this was never going to be a partnership built on a logo stitched onto a jacket or a scripted line delivered to camera. It is built on the same principle that built his channel in the first place: show the real thing, and let people decide for themselves. For a company the size of Sailun, betting its Maxam brand’s UK farming credibility on that principle is a considerable act of trust. For Pemberton, it is simply how he has always worked.

In a significant move to revive its iconic legacy in India, Dunlop Tyres is accelerating expansion plans with a sharp focus on in-house manufacturing capacity for commercial vehicle tyres and strategic collaborations in the consumer segment.

Executive Director Sakchi Ruia outlines an ambitious roadmap that leverages the brand’s pioneering heritage, embraces electrification and targets value-driven growth across key segments amid a rapidly evolving Indian tyre market.

In the competitive landscape of the Indian tyre industry, few names carry the historical weight of Dunlop. As the pioneer of the pneumatic tyre globally and a foundational player in India since 1896, the brand is poised for a significant revival.

In an exclusive interaction with Tyre Trends, Sakchi Ruia, Executive Director of Dunlop Tyres, shared her vision for breathing new life into the iconic marque, focusing on capacity expansion, segment-specific growth and adaptation to emerging technologies such as electrification.

Ruia, an MBA from Columbia Business School who brings experience from McKinsey & Company, has been instrumental in steering Dunlop’s operations since joining in 2023. Her leadership emphasises leveraging the brand’s storied heritage while addressing modern market dynamics.

“Dunlop as we all know is the first tyre brand in the world, first pneumatic tyre brand and it has been very monumental in India as well. We have very big plans for the brand and are looking to really revive the brand here. We are exploring both greenfield and brownfield opportunities,” she reveals.

The company has already made inroads in the truck and bus radial (TBR) segment, with broader ambitions spanning multiple vehicle categories. This strategic revival comes at a time when India’s automotive sector is experiencing robust growth across consumer and commercial segments, driven by rising vehicle ownership and evolving consumer preferences.

NAVIGATING A COMPETITIVE LANDSCAPE

India’s tyre market is one of the most fiercely contested globally, with legacy domestic players, international entrants and new challengers vying for share.

When asked about competition, Ruia embraces it as a catalyst for progress. “I think competition is good, right? I think it takes the industry forward with the competition,” she notes.

“I think we see a lot of stakeholder development, ecosystem development. Like we see a lot of machine makers are now coming to India to manufacture. And that’s because of the whole pool of all the players combined,” she explains.

Dunlop, she emphasises, on the other hand, is no newcomer. “Dunlop is not a new player in the industry. It’s a legacy player, it’s seen the wave, it’s been there.” She highlights the ample room for growth in a market where demand has not yet outstripped supply.

“I think there’s a lot of space for a lot of players right now. It’s not a space where demand is far exceeding supply still. So I think there’s a lot of space for people to really make their mark,” she avers.

Ruia pointed to supportive policies favouring locally manufactured tyres as an opportunity for Indian players, including Dunlop, to flourish. The ecosystem, she believes, benefits the entire industry and enables established brands with heritage to differentiate themselves through quality and reliability.

ADDRESSING COST-CONSCIOUSNESS AND VALUE IN COMMERCIAL TYRES

On the other hand, coming to the commercial vehicle segment, which continues to remain highly cost-sensitive, Ruia argues that true value lies beyond upfront pricing.

Discussing the competitive nature of business and the acquisition cost for commercial vehicle customers, she observes, “I think what feeds drivers value in the commercial segment is cost per kilometre. So that really gives advantage to the value players. It’s about providing value-for-money; whoever’s manufacturing quality tyres really gets value.”

She notes that Indian customers in this segment are discerning. “India is a very quality-conscious market in that regard. Because they look at cost per kilometre, not just cost per tyre. They want tyres which run longer kilometres, give better mileage. I think there’s a lot of scope and space and the market itself filters out the players,” says Ruia.

On the concept of tyre-as-a-service or cost-per-kilometre models gaining traction among competitors, Ruia expresses keen interest.

“Cost per kilometre for sure, we work heavily in the commercial segment with the TBR. We really do see that the end-consumers are very supportive for this metric. And they really value the lifelong value of the tyre that they get, not just upfront cost. Tyre-as-a-service is very interesting; we haven’t explored it yet. But that’s something which I was also very interested to hear about today,” she says.

CAPACITY EXPANSION AND SEGMENT PRIORITIES

A cornerstone of Dunlop’s future strategy is establishing in-house manufacturing capacity, particularly for the commercial segment. Ruia confirms that plans are advancing, though details remain under wraps for now.

“I think once the announcement is there, everyone will know about it. It’s initial stages right now. We’re in discussions about really formalising and crystallising the plans,” she explains.

Furthermore, the company is already evaluating both greenfield and brownfield options, with timelines tied to ongoing discussions. In the interim, Dunlop maintains presence in two- and three-wheeler tyres through partners (Ludhiana-based Ralson India), a segment close to the brand’s heritage where it once held significant market share. “Two- and three-wheeler remains very close to Dunlop’s heart. We’ve always done well in this segment,” Ruia affirms.

Passenger car radial tyres (PCR) are on the longer-term horizon. “PCR tyres again is something which is in the pipeline, not in the foreseeable future. But eventually, yes, we’d want to get into that segment as well. It is growing. So, you know, let’s see how the plans evolve. Right now, our focus is the commercial segment,” the Dunlop executive says.

Ruia explains that collaboration opportunities in the consumer segment will complement in-house commercial production.

Outlining her top three priorities for the next 3–5 years, Ruia says, “I think the top thing that we’re looking for is to definitely have in-house capacity for commercial vehicle tyres. That’s one thing which is top of mind for us. We are also looking to explore good collaboration opportunities in the consumer segment. Because we’re going to be doing in-house manufacturing for the commercial segment. That’s going to be number two. And number three, I think we really, really want to focus on the new-age solutions.”

EMBRACING ELECTRIFICATION AND NEW-AGE TECHNOLOGIES

Electrification represents both a challenge and a major opportunity for the global automotive and allied industry. With trucks and buses increasingly shifting to electric powertrains, tyre requirements are evolving rapidly.

“I think, electrification is a very interesting and exciting opportunity for everyone across the board, consumer and commercial,” Ruia says.

“There are some unique requirements for tyres, such as lower rolling resistance, ability to handle higher instantaneous torque, reinformed sidewalls and lower noise due to the silent nature of EVs. Electric vehicles are going to be much heavier, less noisy and have high torque requirements. So tyres will also need to take shape accordingly,” Ruia says.

Key adaptations will include better sidewalls, enhanced load resistance and reduced noise levels. “I think the industry as a whole will develop tyres to meet those requirements. I don’t think it’s going to be an option for anyone (to not develop EV tyres). But we’ll all evolve to meet those requirements,” she says.

Ruia stressed that the tyre industry will align with government focus on EVs. “I think the government is also focusing a lot on EVs. And I think the tyre industry will flow with that demand,” she adds.

She mentions that new-age product development, particularly for EVs, forms a critical part of Dunlop’s forward-looking strategy.

As Dunlop moves to formalise its expansion plans, the focus remains on quality, heritage and innovation. Ruia’s pragmatic yet optimistic outlook underscores a brand ready to reclaim its position by combining legacy strengths with forward-thinking investments in capacity, partnerships and technology.

For the tyre industry, Dunlop’s revival signals not just renewed competition but also fresh momentum in expanding choices for consumers in India. With in-house manufacturing on the horizon and a clear emphasis on value-driven performance and electrification, the company is positioning itself for sustainable, long-term growth in one of the world’s most dynamic markets.

The Tire Society will hold its 45th Annual Conference and Business Meeting on Tire Science and Technology on 22–23 September at the University of Akron, as the industry turns its attention to digitalisation and data-led development.

The not-for-profit organisation said the event, themed “Reinventing the Tire: Digital Transformation, Data-Driven Advances, and Predictive Methods”, will bring together engineers, researchers and executives from manufacturers, suppliers, laboratories and universities across North America, Europe and Asia.

The two-day programme will feature presentations from invited speakers and researchers on developments in analytical, experimental, digital and computational science of tyres.

Young Gon Shin, Vice-President of Hyundai Motor Company’s MSV Chassis Engineering Design Group and chair of its Tire System Expert Committee, will deliver the opening keynote. His address, “Reinventing Tire Development for the SDV Era: Closing the Loop through Connected Data and Digital Twin Transformation,” will examine the impact of electrification and software-defined vehicles on tyre development.

Across five technical sessions, nearly 20 presentations will cover topics including tyre models for vehicle simulation, physics-based modelling, durability and rolling resistance, lifecycle analysis, and emerging technologies such as tyre sensors and hydroplaning detection.

The programme will also include two plenary lectures. Thomas J.R. Hughes of the University of Texas at Austin will present “The Finite Element Method and Isogeometric Analysis: Past, Present, Future”, while Bruno Finco and Girish Radhakrishnan of MOVEdot will discuss “AI Agents in Tire R&D: Accelerating Design Cycles Across Lab, Track, and Simulation.”

The first day will conclude with an awards banquet featuring the Society’s annual awards presentation led by Jason Bokar of Michelin Americas R&D Corporation, and a speech from Chris Chapman of MongoDB titled “The Data Intelligence Layer: Building Agentic Systems with Memory.”

Day two will include the Society’s annual business meeting and state of the organisation address, alongside distinguished award presentations.

“This year's program captures a real inflection point in our industry — tire engineering is moving from a testing-centered process to one built around connected data, digital twins, and predictive models,” said Adam Stackpole, 2026 conference programme chair. “We're excited to bring the tire science community together in Akron to share this work and set the agenda for what comes next.”

Registration details and the full programme are available via the organisation’s website.

Apollo Tyres has appointed Omar Bali as Group Head – Talent, Learning and HR Business Leader for enabling functions.

Based in Gurugram, Bali will lead talent, learning and leadership for the organisation and partner as HR business leader for enabling functions.

He joins Apollo Tyres after more than 10 years at Signify, where he held multiple roles across geographies. Most recently, he served as Global Head – Talent and DE&I, leading talent strategy across more than 70 countries and working with senior leaders on workforce planning, skills-based organisation initiatives and digital learning transformation.

Earlier at Signify, he was Head HR for the Middle East, Turkey, Africa and Pakistan, supporting more than 25 markets and focusing on leadership pipeline, employee experience and organisational capability.

Prior to this, Bali held roles at Philips Lighting as Director HR, at Micromax Informatics as Head – Business HR, and at Whirlpool Corporation, where he worked across talent acquisition, performance management, learning and development, and HR business partnering.

Bali has more than 20 years of experience across consumer goods, manufacturing, pharmaceuticals and technology sectors.