In the state-of-the-art facilities of Huai’an, China, cutting-edge automated production lines craft precision steel cord that will soon strengthen tyres rolling across India’s expanding highway network. For Zenith Steel Group, a USD 28 billion steel and technology leader, these gleaming threads represent an exciting opportunity to support India’s remarkable automotive growth story.

The opportunity is extraordinary. India’s steel cord market, currently at 200,000 tonnes annually, is set to nearly double within a decade as the world’s largest democracy accelerates its infrastructure development and vehicle ownership continues its impressive rise. For Zenith, recognised among China’s top 500 enterprises, partnering with India’s growth represents a natural strategic alignment.

“India is a ‘must win’ place for us,” enthuses Sheng Rongsheng, CEO of Zenith’s International Business, highlighting the company’s commitment to supporting what executives view as the world’s most promising automotive market.

The timing reflects India’s automotive evolution success story. The country’s tyre industry is experiencing a remarkable transformation from traditional technologies to advanced radial systems, creating unprecedented opportunities for innovative steel cord solutions. This transition has generated significant demand while showcasing India’s unique engineering capabilities in adapting global technologies to local requirements.

Zenith’s expansion into India exemplifies positive global collaboration trends. As companies worldwide embrace supply chain diversification, the Chinese innovator’s investment in India demonstrates how international partnerships can deliver mutual benefits through technology transfer and competitive alternatives.

The initiative promises substantial advantages for Indian tyre manufacturers, including access to advanced manufacturing technologies, competitive pricing options and enhanced supply chain resilience. For Zenith, success in India represents validation of its evolution from regional producer to global technology partner.

With India’s automotive sector poised for continued expansion, this collaboration highlights how international expertise can support domestic growth while fostering innovation across the global tyre industry.

In the sprawling industrial complex of Huai’an, China, massive automated production lines hum with precision, producing fine steel cord that glistens like gold yet is strong enough to reinforce truck tyres that traverse India’s expanding highway network. This is the manufacturing heart of Zenith Steel Group’s ambitious global expansion, and India is squarely in its crosshairs.

The USD 28 billion Chinese steel conglomerate, which ranked 175th among China’s top 500 enterprises in 2022, is making calculated moves to capture a significant share of the global (and also India’s) growing tyre reinforcement materials market. With plans to reach 1.6 million tonnes of annual production capacity for high-strength steel cord, bead wire and hose wire, Zenith is positioning itself as a formidable competitor in a market currently dominated by a single established player.

“Our ambition is to become the leader in the worldwide steel cord industry, and needless to say, India plays a critical role in our global strategy given the fact that it has the largest population in the world, and therefore, we believe its market potential on top of today’s sizeable demand of about 200 kt a year is bigger than anybody else. So India is a ‘must win’ place for us,” says Sheng Rongsheng, CEO of Zenith’s International Business.

This strategic push comes at a time when India’s tyre industry is rapidly evolving, driven by infrastructure improvements, vehicle market growth and increasing tyre radialisation rates. The timing appears opportune but breaking into India’s notoriously challenging market will test Zenith’s technical capabilities, localisation strategies and cost competitiveness in what industry experts describe as one of the world’s most demanding tyre markets.

EVOLUTION OF INDIA’S STEEL CORD MARKET

India’s steel cord market has undergone dramatic transformation in recent decades, evolving from a predominantly bias tyre market to increasingly adopting radial technology, which requires steel cord reinforcement.

“The Indian market is one of the few markets where bias tyres have been successful and still are in certain segments. This is due to road and usage conditions like loading and tyre inflation pressures,” explains Srikanth Chakravarthy, Designated Partner and Managing Director of Zenith India, who is representing Zenith in India after spending over 25 years in the steel cord business. “However, over the last three decades, road infrastructure has evolved quite rapidly not only in terms of new roads but quality of highways as well. This helped radialisation and therefore the demand of steel cord in India.”

This transition has created significant market opportunities but also unique challenges. Indian tyre manufacturers have developed distinctively local requirements that differ from global standards, driven by the country’s specific road conditions and vehicle usage patterns.

“Steel tyre cord itself has seen an evolution with initial designs being an outcome of international designs and choices and foreign collaborations. But Indian tyre makers were quick to study local requirements and design in-house leading to rapid product portfolio changes that saw the needle moving, for instance on tensile, from normal tensile to high tensile and now super and ultra tensile,” Chakravarthy notes. “The evolution has been also in terms of the design of cords that are more lightweight, stronger and now there is a big focus on sustainable solutions embracing circularity and reduced Co₂ emissions.”

According to the company, Zenith is already engaging with multiple Indian tyre manufacturers including Apollo Tyres, MRF, JK Tyre, CEAT, BKT, ATG, MPTL (Ascenso) and Ralson, and also with international players like Yokohama, Goodyear, Bridgestone and Continental. Several companies including JK and BKT have confirmed homologation approvals, marking critical early success for Zenith’s market entry strategy.  

Industry analysts estimate that India’s steel cord market is currently around 200,000 tonnes annually with significant growth, almost double, expected in the coming decade as vehicle ownership continues to expand and tyre radialisation rates increase, particularly in the commercial vehicle segment.

THREE-PRONGED STRATEGY

Zenith’s approach to the Indian market follows a carefully staged strategy that balances immediate export opportunities with long-term localisation goals. The company’s leadership team is clear about the methodical approach they’re taking.

“The approach can be divided into three parts,” explains Chakravarthy. “In the short term, the focus is on getting all approvals done quickly from the plant base in Huai’an. In the medium term, as commercial sales initiate, it is to offer outstanding service with warehousing, consignment stock, local technical service, co-development and efficient logistics. In the long term, the plan is to explore partnerships that enable a local footprint or a non-China-based footprint that can continue to offer the full value proposition with the added advantage of local presence.”

This methodical approach reflects Zenith’s understanding of Indian market requirements, where local presence is often a key differentiator. The company is already responding to specific customer requests for enhanced service offerings as Kelfen Zhu, International Sales Director, acknowledges, “Local warehousing has been mentioned by Indian customers, Zenith is seriously working on the solution.”

While the company currently manufactures in China with no production facilities in India, its leadership is clearly signalling future localisation plans that could include partnerships or direct investment. “To become No.1 in this market over time, there are two steps to go: first to become No.1 among all the import players, then when condition allows, to build up local production capacity and eventually become No.1 among all the steel cord suppliers to this market,” shares Rongsheng, outlining the company’s ambitious goals.

The timeline for such moves remains undefined but appears to be part of a long-term vision rather than an immediate priority. Chakravarthy suggests, “As mentioned before, this is part of the long-term strategy and we are already talking to several local players. In time, this dialogue will take shape with the right partner and India will get a very strong alternative that allows it to offer higher value to the automotive OEMs and replacement market.”

QUALITY MANAGEMENT: THE CORNERSTONE OF CUSTOMER ACQUISITION

For Zenith, quality management represents the foundation of its customer acquisition strategy in India. The company received IATF 16949 certification in February 2024 alongside ISO 9001, ISO 14001 and ISO 45001 certifications – credentials that are essential for supplying to global and Indian tyre manufacturers.

“Zenith is committed to building a robust quality management system that is customer-centric, process-oriented and integrates advanced digital solutions to realise full-process traceability and intelligent decision-making based on AI model,” states Bian Keping, Quality Manager at Zenith Steel.

This quality management system adopts both reactive and pro-active approaches to customer feedback. “For reactive way, we respond quickly to customer complaint if and when some failure happened at customer side. The systematic problem-solving mechanism, i.e. 8D methodology, would be triggered to resolve the issues. For pro-active way, we collect customers’ voice via plant visit, technical forum, questionnaire etc. we also seek feedback with an open mind when customers visit us for audits and visit. All VOC will be seriously summarised, analysed and archived to guide both product development and process improvement process,” says Keping. The company claims particular innovation in addressing common defect issues that plague tyre manufacturers. Keping adds, “Till now, Zenith doesn’t have local plant in India. For plants in China, we have introduced lots of error-proof solutions to cope with typical defects at customers sides, e.g. short-length, broken welding, cord formation defects and etc., which can definitely enhance customer satisfaction in India.”

One specific innovation highlighted by the quality team is particularly relevant to Indian manufacturing conditions. “Especially for tip-rise issue, Zenith is the first steel cord manufacturer world-wide to realise non-manual testing of residual torsion of TC spool, which can improve the accuracy and reliability of torsion testing results and significantly reduce the risk of tip-rise,” says Keping. This focus on tip-rise issues appears strategically targeted as Zhu confirms. “Tip-rise is a concern for customers right from trial stage. Professional local technical presence can clear the concern with immediate post-sales follow up and communication,” he says.  

R&D CAPABILITIES: ADDRESSING INDIA’S UNIQUE REQUIREMENTS

Zenith’s research and development strategy for India focuses on developing products that address specific challenges in the Indian market, particularly the need for tyres that can withstand heavy loads, variable road conditions and cost pressures.

Dr Wang Aiping , Head of R&D at Zenith, outlines the company’s approach: “Our approach is to develop higher strength steel cord such as ST/UT and new steel cord with better fatigue performance. We will also develop customised steel cord with certain requirements like better rubber penetration and provide advanced test service such as aged adhesion, fatigue, rubber penetration etc.”

The company appears to be investing significantly in its research and development capabilities for the Indian market with Dr Aiping indicating that at least three percent of sales income will be allocated to R&D expenditures focused on Indian operations, depending on the progress.

This research and development strategy emphasises both performance and cost considerations, reflecting an understanding of the unique price-performance demands of the Indian market. “We will focus more on both steel cord strength and fatigue performance with tyre overload condition. We will also acquire experienced senior steel cord application expertise,” Dr Aiping notes when describing how Zenith’s research and development approach differs from competitors in addressing Indian market needs.

The integration of sustainability into product development also appears to be a key differentiator for Zenith’s research and development strategy. The company is developing a carbon emission management platform tailored for Indian industries to help monitor, report and reduce emissions, supporting compliance with national ESG and carbon credit regulations. “Our research and development efforts are focused on higher strength steel cord development including ultra-tensile (UT) and mega-tensile (MT) variants, which reduce material usage and enhance fuel efficiency for automotive applications,” notes Dr Aiping.

Zenith is also introducing steel cords manufactured from high scrap ratio wire rods (≥60%), promoting circular manufacturing and reducing the carbon footprint in line with India’s green steel and recycling policies.

It is evident that tyre manufacturers globally are increasingly focused on sustainability metrics, driven by both regulatory requirements and market demand for reduced environmental impact. Zenith’s emphasis on carbon footprint measurement and recycled content appears designed to address this emerging requirement in the Indian market.

THE INTELLIGENT FACTORY

Zenith’s manufacturing capabilities represent a central pillar of its value proposition to Indian customers. The company has invested heavily in creating what it describes as an ’Intelligent Factory’ in Huai’an, featuring advanced robotics, automated material handling systems and advanced process controls.

Chakravarthy, who has extensive experience in the steel cord industry, makes a bold claim about these facilities stating, “I have spent nearly 2.5 decades in the steel cord business and I have not seen a plant as modern, efficient and sophisticated in the steel cord business like the Zenith plant in Huai’an.”

This manufacturing sophistication appears designed to address two critical requirements for the Indian market, namely consistent quality and cost competitiveness. The automated systems promise reduced variability, while scale and efficiency aim to deliver competitive pricing despite the logistical challenges of serving India from China.

A distinctive feature of Zenith’s manufacturing approach is its emphasis on traceability and carbon emissions management. The company has developed what it calls an ‘Integrated Carbon Emission Management System’ that provides product carbon footprint data at the SKU level with third-party verification. This system allows Zenith to provide tyre manufacturers with detailed emissions data for their supply chain reporting – an increasingly important consideration for global tyre companies and their automotive customers.

“Zenith invested much more in automation and digitalisation than any other competitors. With these technologies in place, we can definitely create extra value for our customers. One example here is the product traceability, and we are the only one in the industry who is able to realise full process information traceability, from the wire rod to the finished goods,” notes Rongsheng when discussing important technology transfers to Indian operations.

Industry experts observe that manufacturing scale is increasingly important in the capital-intensive steel cord industry, where economies of scale drive cost competitiveness. Zenith’s ambitious capacity expansion plans, which will see it reach 1.6 million tonnes of annual production capacity across multiple plants, position the company as the largest global producers of steel cord and bead wire.

CHALLENGE OF COST COMPETITIVENESS

Despite its technological and quality advantages, Zenith faces significant challenges in achieving the cost competitiveness demanded by Indian tyre manufacturers, who operate in one of the world’s most price-sensitive markets.

Chakravarthy is forthright about this challenge. He says, “A challenge of local steel cord being cost competitive with international options is a matter of concern to the tyre industry. Also, the world of technology is rapidly evolving, and we must acknowledge that in this industry the Chinese players have made significant strides and therefore offer an equally superior infrastructure and sustainable solutions, but scale of economy will be a challenge for time to come.”

Indian tyre customers have particularly demanding requirements as Chakravarthy explains. “Indian tyre makers have a unique challenge to make the best tyre that is abuse proof, high performing, absolutely reliable, sustainable, safe, giving the best fuel efficiency and longest tyre life at the lowest cost. It might sound ridiculous, but this is reality, and Indian tyre makers have constantly risen to this challenge and developed the radial tyre market this way,” he says.

Meeting these challenging requirements while maintaining competitive pricing is the central challenge for Zenith’s India strategy. Chakravarthy emphasises that Indian customers expect steel cord partners to have a focus on innovation, consistent quality (low variations), intervention-free processability, traceability of carbon emissions, recycled content in steel cord without compromising quality and above all cost competitiveness.

BUILDING LOCAL PRESENCE

Recognising the importance of local presence, Zenith is planning to establish a technical and commercial team in India in the second half of 2025. “A professional local team with senior experts from industry will be built in H2 2025,” according to Zhu.

In the meantime, the company is leveraging its regional presence with Zhu noting that Zenith’s customer service representatives in SEA countries can back up Indian market whenever required.

This gradual approach to building local presence appears designed to match resources with market development progress. Chakravarthy acknowledges that it is only three months that he is associated with Zenith and the focus is on introducing the company, having tyre customers visit and audit the facility as they conduct approvals. “Our talent acquisition and development will be based on the various stages of growth as mentioned earlier and we will not settle for anything less than the best,” he says.

The company’s commitment to local presence seems rooted in an understanding of the Indian market’s preference for local technical support and service responsiveness. “Think global and act local is the way to go,” says Rongsheng. “We understand that India is a very demanding market; we will for sure deliver our products with the best quality, in cooperation with Sri and his team, who is by far the best local partner we could have in this region. As time goes by, we will build up local warehouses in order to foster delivery flexibilities to our customers,” he adds.

A STRATEGIC DIFFERENTIATOR

A distinctive feature of Zenith’s market approach is its design integration on sustainability and carbon emissions. The company transports its wire rod by water ways, reducing its C02 emissions per tonne per km significantly vs road transport. The use of energy efficient motors, solar power on site, optimal plant   layout maximising efficiency with Co2 capture at every stage is what sets the Huai’an plant apart. This, coupled with the deployment of sophisticated systems for tracking and reporting carbon emissions throughout the production process, offers tyre manufacturers detailed data for their sustainability reporting.

The company’s investments in sustainability technologies reflect growing market demand for environmentally responsible manufacturing practices. One of the biggest challenges for carbon emission management is to understand carbon emission in Scope 3. The carbon emission management system of Zenith integrates all product carbon footprint data throughout the supply chain, from raw material sourcing to product distribution.

GLOBAL COMPETITION AND MARKET POSITIONING

Zenith’s push into India comes amid broader global trends of supply chain diversification and regionalisation in the steel and automotive supply chains. Global trade tensions, shipping disruptions and sustainability considerations are all driving tyre manufacturers to seek more resilient and localised supply networks.

This context creates both opportunity and urgency for Zenith’s India strategy. On one hand, tyre manufacturers are actively seeking supply alternatives to reduce concentration risk. On the other hand, competitors are also pursuing similar strategies, creating a race to establish market position.

The company’s aggressive capacity expansion in China – investing in projects totalling 1.6 million tonnes of annual production, a full-fledged R&D facility, integrated steel manufacturing, access to harbour, talented work force – positions it to serve not only India but global markets too. This scale could provide advantages in new technology development, raw material sourcing and manufacturing efficiency that benefit the Indian business.

However, relying exclusively on exports from China also creates vulnerability, particularly if trade tensions or shipping constraints resurface. This reality likely explains Zenith’s interest in eventually establishing non-China production capacities, potentially including India itself.

Industry experts note that India’s government has been actively encouraging greater localisation of manufacturing across various industries including automotive components. This policy direction could create both incentives and pressures for Zenith to accelerate its plans for local production capabilities in India.

CUSTOMER ENGAGEMENT

Zenith’s approach to the Indian market emphasises close technical collaboration with tyre manufacturers, recognising the unique requirements of the Indian market and the value of co-development in addressing these needs.

“We organise technical forum with customers’ research and development team to listen to their concerns and feedback. For some critical issues, management team will assign corresponding resource to cope with,” the company’s Quality Manager notes when describing collaboration with research and development to improve product quality.

This collaborative approach appears designed to address the specific technical challenges faced by Indian tyre manufacturers, who must design products for uniquely challenging operating conditions. “Indian customers value reliability, cost-effectiveness and localised post-sales support. Zenith prioritises trust-building through transparent communication, joint problem-solving and tailor-made new product development,” notes Zhu.

“The company’s research and development team is also focused on supporting this collaborative approach with plans to have regular technical meeting and build-up co-operation project with certain customer,” according to Dr Aiping.

GROWTH PROJECTIONS

Zenith’s current production capacity and expansion plans are substantial, reflecting the company’s global ambitions. According to the company, Zenith expects to reach around 500,000 tonnes of sales in 2025 and over 800,000 tonnes in 2026. This rapid scaling of production capacity underscores the company’s global ambitions.

The company’s manufacturing facilities are organised into multiple plants, each focusing on specific product lines:

• Plant 1: 240,000 tonnes/year of steel cord (full operation)
• Plant 2: 300,000 tonnes/year of bead wire (3/6 lines installed)
• Plant 7: 280,000 tonnes/year of steel cord (800 tonnes/day)
• Plant 6: 280,000 tonnes/year of steel cord (construction started in April 2024)
• Plants 3 and 5: 500,000 tonnes/year of steel cord (to be launched in 2025/2026)

This capacity expansion is backed by substantial investment with the company noting that it will invest over USD 140 million on its research and development centre to make sure it will remain a winner tomorrow. ”Zenith’s state-of-the-art production facilities and its very experienced team guarantee high product quality as well as stability. Because of its large production  capacity, Zenith has a strong economy of scale and therefore is able to offer very competitive prices to Indian customers. Zenith will invest over USD 140 million on its research and development centre to make sure it will remain a winner tomorrow,” adds Rongsheng.

AMBITIONS AND REALISM

Zenith’s ambitions for the Indian market are clearly substantial, but so are the challenges. The company faces competition not only from the established local player but also from other global steel cord manufacturers eyeing India’s growth potential.

Chakravarthy sees the opportunity for Zenith to become a very strong alternative that allows India to offer higher value to the automotive OEMs and replacement market. He suggests that what Zenith could offer the Indian tyre industry is an extremely cost-competitive source that is able to provide the most modern technology, efficiency, highest levels of quality, deep innovation and enough volumes to support the growth of Indian market requirements in the years to come.

However, realising this vision requires executing across multiple dimensions simultaneously including building customer relationships, establishing local presence, ensuring cost competitiveness and eventually pursuing local manufacturing partnerships.

The company’s leadership appears clear-eyed about both the opportunities and challenges. “India can only become more important for Zenith in the future. It’s a growing market and the demand is going up every year. You cannot find this promising trend in those mature or developed markets,” says Rongsheng.

For the Indian market specifically, success will ultimately be measured by commercial performance and customer acceptance. While several Indian tyre manufacturers are already engaging with Zenith for approvals and trials, converting these initial engagements into substantial, regular supply relationships represents the true test of the company’s strategy.

As Chakravarthy puts it, “Being a steel cord player, where approvals themselves take a couple of years or more, requires a long-term vision and commitment. The level of commitment can simply be measured by how much investment a company is making for catering to the future needs of the industry. Zenith’s investments are not only towards securing volume needs of the Indian tyre industry but also fulfilling evolving technological, quality, sustainable and economic viability needs. “

A NEW FORCE

As Zenith advances its India strategy, the company appears poised to become a significant force in the country’s steel cord market. Its combination of manufacturing scale, technical capabilities and strategic focus on Indian requirements positions it well to challenge existing suppliers and support the continued growth of India’s tyre industry.

 “It is not an easy road, and the only way to succeed is to collaborate with the best in the industry who can address all these aspects, not just some of these aspects,” Chakravarthy observes, capturing both the opportunity and challenge that lies ahead for Zenith in India.

For Indian customers, Zenith’s entry marks the first ever steel cord supplier who is backward integrated with steelmaking offering complete control on quality and scale and capacity and thereby supports a unique value proposition built on the principles of quality, sustainability, innovation, service and cost competitiveness. For Zenith, success in India represents not just a commercial opportunity but a strategic imperative as the company seeks to transform from a China-focused producer to a truly global steel cord supplier.

As the company enters its next phase of market development in India, all eyes will be on its ability to deliver on the twin promises of quality and cost competitiveness that define success in this demanding market. With its ambitious capacity expansion plans, investments in advanced manufacturing technologies and growing engagement with Indian customers, Zenith appears determined to establish itself as a long-term player in India’s evolving steel cord landscape.

“India presents a growth market in the long term with a strong case for doubling its steel cord demand within the decade. Unlike some global manufacturing platforms that are largely export dependent, India has a healthy domestic market with a continued and healthy growth projection both for domestic and exports,” Chakravarthy noted, summarising the strategic rationale behind Zenith’s India push.

In the global context of supply chain diversification and growing emphasis on sustainability, Zenith’s investment in India reflects broader trends reshaping the steel and automotive supply chains. The company’s success or failure in India will serve as a case study in how Chinese manufacturers can navigate the complex process of expanding beyond their home market into challenging but potentially rewarding growth markets.

As one industry analyst put it, “The entry of players like Zenith brings much-needed competition to India’s steel cord market. If they can deliver on their promises of quality, cost and eventually local manufacturing, Indian tyre makers stand to benefit significantly from an expanded and more competitive supplier base.”

The months and years ahead will reveal whether this confidence is justified and whether Zenith can translate its ambitious plans into market reality in one of the world’s most challenging and promising tyre markets.

THE PATH FORWARD: STRATEGIC IMPERATIVES AND CHALLENGES

As Zenith advances its India strategy, several key imperatives and challenges emerge from the company’s approach:

1. Balancing global scale with local adaptation: Zenith must leverage its global scale while adapting to the specific requirements of the Indian market. “Think global and act local’ is the way to go,” as Rongsheng puts it.

2. Establishing local presence: Building a local technical and commercial team will be crucial for addressing Indian customers’ expectations for responsive service and support. “Professional local team with senior experts from industry will be built in 2H’2025,” according to Zhu.

3. Ensuring cost competitiveness: Despite technological advantages, Zenith must deliver competitive pricing to succeed in India’s price-sensitive market. “The Indian consumers are a price and value sensitive market, and therefore it is not sufficient to just have a local footprint without addressing the key questions of cost competitiveness, sustainability and technology sufficiently,” Chakravarthy notes.

4. Developing market-specific products: India’s unique road conditions and vehicle usage patterns require specialised steel cord solutions. “To consider both steel cord strength and fatigue performance with tyre overload condition,” Dr Aiping emphasises.

5. Building long-term partnerships: Success in India will require strong relationships with tyre manufacturers and potentially local manufacturing partners. “In time, this dialogue will take shape with the right partner and India will get a very strong alternative that allows it to offer higher value to the automotive OEMs and replacement market,” Chakravarthy suggests.

Toyo Tire Corporation will implement organisational changes and leadership reassignments from 1st  October  2026, as part of efforts to strengthen execution of its medium-term business plan.

The restructuring is designed to reinforce strategy execution under the direct supervision of the president, in line with priorities set out in the company’s Mid-Term ’26 Plan.

Under the changes, the Americas Sales Division will be elevated to the Americas Business Headquarters and placed directly under the president. The division’s sales department will be renamed the Americas Business Development Department and transferred to the new structure.

The company will also move its ESG Promotion Department from the Corporate Infrastructure Division to the Corporate Strategy Division to align sustainability initiatives more closely with business strategy. In addition, the investor relations department will shift to the Corporate Administration Division.

Toyo Tire Corporation confirmed changes to executive responsibilities, including the appointment of Tatsuo Mitsuhata as Senior Corporate Officer And Vice-President of the Americas Business Headquarters. He will also continue to serve as representative Director And Chief Executive of Toyo Tire Holdings of Americas Inc. and President And Chief Executive of Toyo Tire North America OE Sales LLC.

Further personnel changes include Kunihiro Matsumoto becoming Deputy Division General Manager of the Corporate Administration Division, while Nobuo Yoshida will serve as General Manager of the Corporate Strategy Division.

Miho Okamoto and Junji Hirose will assume roles within the Corporate Strategy Division, overseeing ESG-related functions, while Hiroshi Ito will take responsibility for the investor relations department under the Corporate Administration Division.

Kenji Kubo has been appointed General Manager of the Americas Business Development Department.

Additional appointments include Misaki Nagao as General Manager of Quality Assurance Department No.1, while Wataru Matsumoto will assume the role of General Manager of the Commercial Tire Technical Service Department from November 1 2026.

At subsidiary level, Keiko Brockel will become President And Chief Executive of Toyo Tire Holdings of Americas Inc., while Angelo Naval will be appointed President And Chief Executive of Nitto Tire U.S.A. Inc.

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.