As the global tyre industry grapples with volatility and intensifying competition, Global Rubber Industries ( GRI) is sharpening its focus on specialisation and sustainability-led innovation. By prioritising value over volume, the company is redefining how growth can be achieved in complex off-highway and agricultural segments.

The global tyre industry is navigating one of its most complex phases in decades. Slowing vehicle registrations, volatile commodity prices, geopolitical uncertainty and intensifying competition are forcing manufacturers to rethink where and how they compete.

For Global Rubber Industries (GRI), the Sri Lanka–based specialist tyre manufacturer, these challenges are not signals to retreat but catalysts to sharpen focus, deepen innovation and redefine value.

In an exclusive interaction with Tyre Trends, Barry Guildford, Global Commercial Director, GRI, said, “The last couple of years have been quite challenging. Particularly if you look at the OE sector, there’s been a real downturn in the number of new vehicles being purchased. Registrations are lower, farmers’ revenues are under pressure and cash flow is a problem.”

Yet, within this disruption, GRI sees opportunity – not in scale-driven volume plays but in specialised segments, sustainability-led innovation and solutions that lower total cost of ownership for customers.

A TOUGH CYCLE BUT CLEAR SHIFTS IN MARKET DIRECTION

Guildford describes the past 12 to 18 months as a period marked by belt-tightening across key end-user industries, particularly agriculture.

“When you see commodity markets for certain crops, it’s impacting revenues from the farmers. There are fewer subsidies available from regional authorities, so generally speaking, it’s been a tough 12 to 18 months,” he explained.

However, beneath the surface, the aftermarket is undergoing important structural shifts. Automation is accelerating across agriculture, while electrification is reshaping material handling.

“At Agritechnica, we saw a lot of automated driving vehicles being launched in the agricultural space,” Guildford noted. “There’s also a trend towards more VF (Very High Flexion) tyres, which is a positive trend for the industry.”

On the industrial side, electrification is no longer niche. “In material handling, especially forklifts, electrification is definitely playing a role. Traditional forklift manufacturers like Linde or Hyster are being challenged by new players from Asia offering electric solutions,” he said.

For tyre makers, these trends demand more than incremental upgrades. “The status quo in the automotive industry is completely shifting, Earlier, Chinese brands had limited penetration in global markets. Now you see many more players entering, especially in developed markets,” Guildford explained.

While this increases choice for customers, it also intensifies competition. “For us as a manufacturer, these are competitors. So it’s even more important that we focus on innovation and solutions,” he said.

SPECIALISATION OVER SCALE: LEARNING FROM INDUSTRY CONSOLIDATION

Recent years have also seen significant consolidation across the global tyre industry, with legacy players divesting businesses to concentrate on core segments. Guildford views this as part of a broader cyclical pattern.

“Many changes in the industry happen in cycles. If you look back 10 or 15 years, premium manufacturers invested heavily in the OHT space. Now some are divesting again,” he said.

In his assessment, complexity has become a decisive factor. “The OHT sector is extremely complex. There are solid tyres, pneumatic tyres, radial tyres and an unbelievable number of combinations in agriculture between tyres and rims,” he said.

This complexity, he believes, has worked in favour of focused specialists. “If you look at the premium sector’s performance in OHT, it’s clear they are losing ground to tier-two players and companies like ours,” he averred.

The reason is simple. “At the end of the day, you need to focus on where you can make money – where the value is. Large manufacturers have enormous divisions focused on PLT, UHP and truck tyres. These are high-volume, high-margin businesses,” Guildford added.

By contrast, specialist segments require deep technical expertise and sustained investment. “That’s why you’re seeing mainstream manufacturers focus more on their core channels, while specialists like GRI double down on OHT and agriculture,” he said.

For GRI, this focus is deliberate. “We are not trying to be everything to everyone. We are building leadership in the segments where innovation really matters,” Guildford said.

SUSTAINABILITY AS STRATEGY, NOT SLOGAN

Few topics have been as overused – and misunderstood – as sustainability. For Guildford, the difference lies in execution. “At first, sustainability was a buzzword. Everybody had to say they were sustainable. But now it’s being taken seriously,” he said.

At GRI, sustainability is not an add-on. “It’s in our DNA. It’s how we differentiate ourselves in a crowded market,” Guildford asserted. That commitment was recently recognised when GRI’s sustainable tyre won multiple international awards, including at ProMAT in Chicago and Automechanika Dubai. “Five or six years ago, we asked ourselves how we could create space in a crowded market. We decided to go on a sustainability journey,” he recalled.

The result was a tyre containing 93.5 percent sustainable materials, designed initially for material handling. “You never know how successful a product will be until you launch it. You design it, test it, evaluate it, place it with end users and then you get feedback,” Guildford admitted.

Winning the ProMAT award was a turning point. “That gave the company a massive boost in confidence. It showed that our R&D had developed something special,” he said.

Automechanika Dubai amplified that recognition. “Here, we are up against the world’s best manufacturers.  And yet, a small entrepreneurial company from Sri Lanka has produced the world’s best tyre,” Guildford said.

GRI won Sustainable Product of the Year and was runner-up for Innovation of the Year. “That is fantastic recognition. Not once, not twice, but three times,” said Guildford.

SELLING VALUE IN A PRICE-SENSITIVE WORLD

Despite the accolades, selling sustainable products in a cost-conscious market remains challenging.

“Sustainable tyres are not cheaper to produce. They are more expensive,” Guildford said candidly.

With higher material and process costs, GRI’s green tyre commands a premium. “You can’t bring it to market at the same price level,” he explained.

So why do customers buy it?

“Because you have to sell value. If you try to sell on price, you will always lose. There will always be someone cheaper,” Guildford replied.

The value proposition rests on performance and measurable impact. “This tyre reduces carbon emissions by 55 percent, certified by Bureau Veritas. It has 93.5 percent sustainable material, and most importantly, it performs better than a standard black tyre,” he explained.

When viewed through total cost of ownership, the equation changes. “If you compare operating costs, it’s actually the cheapest alternative. You pay more upfront, but you get it back in performance,” Guildford explained.

This mindset, he believes, marks a shift in customer behaviour. “If you always buy budget products, you never see the full benefit of premium solutions,” he said.

A FULL INNOVATION PIPELINE AND MEASURED CAPACITY EXPANSION

Looking ahead, GRI’s innovation roadmap is extensive. “We have two or three strategic roadmaps that we are working on,” Guildford revealed.

The sustainability journey is far from complete. “93.5 percent is amazing, but there is still room to go. Our R&D team is already working to push that beyond 95 percent,” he said.

In agriculture, the company is accelerating investment in advanced technologies. “At Agritechnica, we launched our steel-belted products. We will be heavily investing in steel-belted technology and VF going forward,” Guildford said.

Construction tyres are another focus area. “There are elements like L5 that we need to introduce, particularly for this (Middle East) region,” he added.

Behind the scenes, GRI is also reassessing its solid tyre portfolio and brand architecture. “The innovation pipeline is full,” Guildford explained.

Responding to the company’s production expansion plans, Guildford said that expansion will be disciplined rather than rushed.

“At the moment, we have room to grow within our existing infrastructure. We want to reach full capacity before thinking about a new plant,” he replied.

That said, growth may eventually necessitate expansion. “In a three-to-five-year timeframe, if all goes well, then yes, we may look at new facilities,” Guildford said.

As global tyre markets remain volatile, Sri Lanka’s GRI aims for clarity rather than speculative risk. By focusing on specialisation, sustainability and value creation, it is positioning itself not just to weather industry challenges but to reshape expectations within its chosen segments.

“Innovation is not optional anymore. It’s the only way forward,” Guildford concluded.

Giti Tire has secured the EcoVadis Platinum Medal for the second consecutive year, positioning it within the top one percent of companies globally evaluated for sustainability. This ongoing distinction underscores the organisation's dedication to ethical operations, environmental stewardship and the generation of sustainable value throughout its worldwide activities.

The EcoVadis framework appraisals in four principal domains: environmental impact, labour and human rights, ethical conduct and sustainable procurement. This methodology offers a thorough benchmark for corporate sustainability. Earning Platinum recognition for two straight years indicates that Giti's environmental, social and governance efforts are not only effective but are also demonstrating ongoing enhancement.

Complementing this accolade, Giti’s manufacturing sites in Anhui and Fujian, China, recently secured ISCC+ certification. This dual achievement illustrates the company's holistic sustainability strategy. This approach encompasses corporate governance and operational excellence while also ensuring the responsible procurement of materials essential for developing next-generation tyres.

As the worldwide mobility industry moves towards more environmentally friendly solutions, Giti is persistently investing in advancements aimed at minimising ecological impact, all without compromising the safety, durability and performance expected by consumers. These milestones reinforce Giti's goal to emerge as a prominent contributor to sustainable mobility within the international tyre sector, offering conscientious products and methods that support its customers, collaborators and communities.

Francois Petiot, Director, International QA Centre, said, “Reaching the top is difficult – but staying at the top of the mountain is even harder. This achievement shows not only our commitment to sustainability, responsible business practices and continuous improvement but also the dedication and teamwork of everyone involved.”

Agricultural machinery specialist Emyr Evans marked four decades in business by restoring the first new tractor it ever sold. The Massey Ferguson 3065, originally purchased in late December 1995 for New Year delivery, has been beautifully brought back to life. It now rides on the latest MICHELIN AgriBib 2 tyres, supplied and fitted by Saracens, a trusted partner and part of the Michelin Quality Centre network. The tyres fitted are 340/85 R24 on the front and 420/85 R34 on the rear.

Emyr Evans founded the company with his wife Gwenda in 1986, starting with used tractors before becoming a Massey Ferguson dealer for Anglesey and Gwynedd in 1996 from their base in Gaerwen. By 2002, their territory had expanded to cover all of North Wales to the Cheshire border, prompting the opening of a second depot in Denbigh. Over the years, the business has grown by adding major franchises including JCB, Fendt, McHale, Pottinger and Bailey. Today, their sons Gwynedd and Berwyn manage the two depots.

The restored tractor is a significant piece of the company’s history, representing the last of Massey Ferguson’s 3000 series of versatile mid-range tractors. It was originally sold to a farmer in Anglesey and had worked there ever since. Despite its coastal location near the Irish Sea, it remained in working order but required dedicated care and attention.

The choice of modern Michelin tyres highlights the evolution in agricultural technology. The current AgriBib 2, with its improved tread pattern featuring 45-degree lugs, offers enhanced traction, durability and a higher load index to cope with the increasing weight of modern machinery. Comparing it to the Bib’X M18 from the 1990s illustrates this progress. For example, a 16.9 R34 Bib’X M18 carried a maximum load of 2,060 kg at 40 kmph, while the equivalent AgriBib 2 now carries 3,075 kg, an increase of over a tonne per tyre.

The restored Massey Ferguson 3065 is being showcased along with a collection of vintage tractors at the company’s 40th Anniversary Open Days (11 and 12 March) at their Denbigh depot on the Colomendy Industrial Estate.

Berwyn Evans, Director at the business, said, “The tractor was sold to a farmer in Anglesey and has been working there ever since. Due to the location by the Irish Sea, it needed some TLC but was still in working order. As the tractor is now 30 years old, it’s been a challenge tracking down replacement parts but a worthwhile one. When it came to fitting new tyres to this special tractor, the only choice was Michelin, which is king in the agricultural world.”

Bridgestone Central Europe has announced leadership changes effective 1 March 2026, with Francesco Landolfo stepping into the role of Business Unit Director Commercial CER. He will oversee operations across Germany, Austria, Switzerland, Denmark, Finland, Norway and Sweden.

Landolfo takes over from Christoph Frost, who guided the commercial division for eight years and was instrumental in embedding the company’s premium approach throughout the region. Frost transitions to a new capacity as Director of Retread Business for Bridgestone EMEA, where he will manage the Bandag retreading enterprise across Europe.

Christoph Frost, Director Retread Business Bridgestone EMEA.

Waqqas Ahmad, Vice President Commercial Europe, highlighted that these moves are vital for advancing the premium strategy in Central Europe and within the retread sector. He noted that both individuals possess the necessary expertise and forward-thinking mindset to deepen client connections and reinforce the brand’s upmarket standing

Omni United has announced the appointment of Dr Mika Lahtinen as Associate Vice-President for Raw Materials and Compounding. The appointment is intended to internalise expert-led design and performance for the rubber compounds used in the company’s flagship brand, Radar Tires.

Dr Lahtinen joins the Singapore-headquartered firm with over 20 years of experience in tyre material innovation. He previously led material development at Nokian Tyres and managed global technology for tyre oils at Nynas, operating across Finland, Sweden and Singapore.

He holds a PhD in Polymer Materials Technology, and at Omni United, he will be involved in the development of materials and compounds, as well as collaboration with global suppliers to advance the company's tyre technology.

The move is designed to provide the manufacturer with direct control over the chemical engineering of its products. Omni United, founded in 2003, markets a range of consumer and commercial tyres under brands including Radar Tires, Patriot Tires and RoadLux.

Omni United sells products in more than 50 countries. Its primary brand, Radar Tires, has been manufactured as a carbon-neutral product since 2013. The integration of in-house compounding expertise is expected to support the company's commitment to innovation and logistics solutions within the global automotive sector.

In an statement the company stated, ‘Bringing Mika’s expertise in-house is a strong addition to our team. It allows us to take a more direct, expert-led approach to the design and performance of Radar Tires’ rubber compounds. With over 20 years in tyre material innovation, Mika has an extensive background in developing breakthrough materials, developing cutting-edge compounds, and collaborating with global suppliers to advance tyre technology.’