For more than 30 years, Haluk Kizilay has built an impressive career that spans everything from tyre design and development to strategic planning, marketing and business development, both in Turkey and overseas.

He received BSc in mechanical engineering as well as another degree in Business Management (BBA) in Turkey.

At Brisa, Bridgestone Turkey, Haluk supported executive and functional level of tyre design, material development, production, field evaluation and management. He also engaged in strategic plan development, competitive intelligence, OEM programmes and benchmarking.

In 2011, Haluk moved on to become an ‘R&D Engineering Manager’ in Cooper Tire & Rubber. He took wide-range responsibility for Truck & Bus product development as well as Field Engineering & Business Development.

In addition to design direction at Cooper, he also participated in Product Planning and Global Technology Development and Merger and Acquisition activities in China and Europe.

Haluk is one of the registered researchers of TUBITAK – The Scientific & Technological Research Council of Turkey – and he is also one of the authorised judges of EU Horizon work programme.

In 2019, he established his own consulting firm called ‘TICTire Industry Consulting’ to serve the tyre industry globally.

The global tyre market has been expanding annually at a rate of 2 to 10 percent, depending on the region. This growth is driven by global economic expansion, increased mobility demands and diversification, new business models and other factors. At the same time, the performance requirements for tyres have become more stringent than ever. As a result, the tyre industry is increasingly focused on advanced technologies, including innovative, light and green materials, enhanced modelling and testing methods, embedded systems, environmental sustainability and the development of smart tyres.

To meet these demands, the tyre industry must elevate its New Product Development (NPD) processes by intensifying research and development efforts. In the highly competitive market of the future, and in the new CASE mobility context (which stands for Connected Autonomous Shared and Electric vehicles), the new tyre technology and knowledge will be more critical than ever before.

One significant trend in NPD is the drive to reduce development time through the use of modern simulation and modelling techniques. At TIC-Tyre Industry Consulting, in partnership with Autoadmin Consulting, we emphasise the philosophy of ‘speed to market with the right modelling solutions and innovation’. Virtual modelling technologies are central to this approach, enabling companies to launch world-class products faster and more cost-effectively by eliminating the trial-and-error physical development approaches.

The role of virtual modelling technologies in smart tyre development

Virtual modelling technologies are indispensable for understanding how the various components of a tyre interact. By leveraging modelling and simulation, tyre manufacturers can predict the full range of potential outcomes, including complex and novel testing scenarios beyond what traditional mental models can anticipate.

As a critical vehicle safety component, the tyre significantly impacts overall vehicle performance and has now new ‘attributes’ like providing various data about the tyre status in real time. Therefore, designing high-quality, high-performance tyres require not only an understanding of their intrinsic properties – such as tread pattern, carcass structure, materials characteristics – but also the external running conditions like vehicle load and speed, wheel torque and road surface. Virtual tyre models, built with the FEA (finite element analysis) method, provide a comprehensive framework for evaluating and understanding the impact of these variables, particularly in the case of smart tyres applications.

Here are some examples of how tyre FEA simulation and tools can unlock the potential of virtual modelling technology:

• Component and system development: Creating models for tyre carcasses, plies, belts, reinforcements and tread patterns, including beyond tyre components (such as RFID or TMS sensors) for structural analysis.

• Predictions of footprint and stiffness characteristics: Simulating static or quasi-static footprint behaviour under normal, lateral and torsional forces.

• Predictions of force and moments: Simulating steady state rolling during braking, acceleration and cornering.

• NVH applications: Evaluating tyre cavity profile, tread block design, void areas, non-skid depth, groove angles and pitch sequencing.

• Emerging technologies applications: Addressing new tyre engineering challenges like traceable, silent, studded tyres with the integration of TMS or RFID sensors, innerliner foams or tread studs and EV-specific reinforcements requirements for high load capacity tyres.

The game changer: Adopting a 3D modelling approach first to tyre design

The tyre industry must fully transition to a 3D first mindset when designing products, just as other industries – such as automotive and aerospace – have done for parts and assemblies. Today, every component of a vehicle, whether for ICE vehicles or EVs, is first modelled in 3D space. From these models, 2D sketches, assembly and execution drawings are derived using cutting, cross-sectioning and projection techniques for manufacturing plans.

By adopting this approach, tyre designers can address the complexities of designing emerging technologies for smart tyre development, such as various sensors embedded in or glued to the tyre. Likewise for foam in tyre (FIT) and non-pneumatic tyres (NPT) technologies. This shift from traditional 2D design thinking to a comprehensive 3D space representation will enable the industry to better meet the challenges of smart tyre innovation.

Advancing FEA for proactive tyre development

To achieve higher levels of ROI in FEA simulations and tools, the industry must integrate the latest advancements in FEA technology. These efforts should be proactive, conducted well before manufacturing begins. The outdated 2D to 3D model creation approaches, involving the solver in the model creation stage, no longer suffices, besides having many limitations. Given the increasing complexity of tyre design and the massive data exploration required for simulations and testing various load cases, automations in post-processing should also be considered.

To succeed in this environment, manufacturers must rely on expert knowledge. Virtual modelling technologies provide the tools needed to address these challenges and seize new opportunities, empowering the tyre industry to lead in innovation and performance.

Support from TIC-Tyre Industry Consulting and Autoadmin Consulting

At TIC-Tyre Industry Consulting and Autoadmin Consulting, our Subject Matter Experts (SMEs) bring extensive hands-on experience in the topics discussed above. We are ready to support R&D activities with tailored technical solutions designed to address unique challenges. We pride ourselves on adhering to the highest professional and ethical standards, a hallmark of our work for many years.

In addition to our consulting services, we offer Simulation and Modelling Technical Courses. These programmes are designed to equip your workforce with the skills, mindset and competencies needed to thrive in today’s competitive environment. Our expert trainers guide participants through an engaging learning journey, incorporating workshops, real-world case studies and cutting-edge educational technologies.

Radar Tires has appointed industry veteran Paul Stahoviak as its new Territory Sales Manager for North America. In this strategic role, Stahoviak will spearhead the expansion of Radar's Midwest operations while developing the company's premium Radar Elite Dealer (RED) network. The automotive expert brings four decades of experience working with leading manufacturers and retailers to this position.

Radar Tires has achieved remarkable growth in recent years through continuous product innovation and progressive business strategies. Since entering the US market in 2006, the company has also built a reputation for corporate social responsibility, contributing millions to meaningful initiatives such as breast cancer awareness. By combining high-performance tyres with a commitment to purpose-driven business practices, Radar continues to strengthen its position in the competitive tyre industry.

Rob Montasser, Vice President of Radar Tire, North America, said, “Paul’s deep knowledge of the industry, combined with his relentless energy and positive attitude, makes him a great addition to the Radar team. His longstanding relationships and reputation for excellence will help us continue building strong partnerships and expanding our footprint across the Midwest.”

Stahoviak said, “I’m excited to join Radar Tires and help drive the growth of this great brand. I’m passionate about building lasting relationships with our partners and helping our brand succeed in the marketplace.”

As vehicle emissions regulations evolve, the lack of global uniformity is becoming a growing concern for OEMs and tyre manufacturers. With disparate standards across regions, companies are forced to navigate a complex regulatory maze, straining research and development and production resources. The shift towards electric mobility coupled with heightened focus on non-tailpipe emissions, such as tyre and brake abrasion, further amplifies the need for harmonised frameworks. Industry leaders including Audi’s Sebastian Gramstat argue that collaboration across borders and sectors is essential not just for compliance but for meaningful progress in sustainability and innovation.

Tyre regulations are rules and standards established to ensure that tyres used on vehicles meet safety, environmental and performance criteria. The impetus on new and updated regulations is also growing across regions to reduce pollution brought about by tyre abrasion, rolling noise etc.

The ECE R30, ECE R117, EU Tyre Labelling Regulation (2020/740), which is implemented within the European countries, or JIS Standards of Japan, CCC Certification of China, AIS 142 and BIS Certification of India and FMVSS, DOT Code and UTQG of the United States are different region-specific regulations aiming for a same outcome.

But the vastness of these regulations poses as a challenge for automobile OEMs and tyre makers alike as a lot of energy and resources have to be diverted within production and research and development lines to meet these standards.

Furthermore, the advancement of electric mobility and changes in vehicle dynamics are also slated to impose new regulations worldwide. Hence, the need for a uniform regulation has become a precondition.

Speaking to Tyre Trends on the need for uniform regulations, Dr Sebastian Gramstat, Senior Expert Development Brake System, Audi AG, averred, “Our company delivers products globally and having a unified standard is far more efficient than navigating a patchwork of regional requirements and regulations. Harmonisation brings clear operational and strategic advantages. That’s why we actively support and participate in standardisation and harmonisation working groups.”

“The European Union is involved through bodies such as the Joint Research Centre (JRC), but we also recognise the unique demands of other markets, particularly the US, where customer expectations can diverge significantly. These are often beyond the immediate scope of EU regulators. Our role is to help connect these dots by facilitating dialogue, sharing insights and contributing to building a global standard that benefits the entire ecosystem. We believe this collaborative approach is not only useful but essential to moving the industry forward,” he added.

The need for uniformity is exacerbated as OEMs and tyre makers continuously amp up research and development efforts to curb noise and air pollution from tyres. “Noise pollution, particulate matter or overall tyre wear remains a challenge. And the first step to tackle it is collaboration to develop a standardised method for accurately measuring tyre abrasion and wear. We are also working on such collaborations. Without reliable quantification, you can’t evaluate whether any mitigation measure is actually effective,” said Dr Gramstat.

He added, “This method needs to be robust, applicable across a wide range of real-world scenarios and globally accepted. That’s why we’re collaborating not only with industry partners and academia but also with regulatory authorities. This effort is taking place under the auspices of the United Nations and involves close coordination with national bodies, ministries and the European Commission. The goal is to ensure that the methodology we develop isn’t just technically sound but also internationally harmonised with Euro 7 regulations and integrated into UN regulations so it can be implemented consistently across Europe, North America, Asia and beyond.”

THE EURO 7

Tyres are a crucial component of overall vehicle design to the extent that many OEMs have dedicated in-house departments focused solely on tyre development, including Audi AG. While tyres aren’t developed in isolation, the process involves close collaboration with manufacturers to meet specific, often bespoke, requirements. These custom specifications ensure the tyre aligns with the car’s performance targets and regulatory demands including type approval.

When selecting a tyre, OEMs weigh multiple parameters; safety, performance and comfort are chief among them. But increasingly, attention is also given to sustainability and economy. Factors like tyre abrasion, longevity and fuel efficiency are becoming just as critical, particularly as regulatory frameworks begin to formalise such requirements.

Ultimately, the process involves balancing trade-offs. As Dr Gramstat put it, no tyre can deliver 100 percent on every metric. The goal is to find the best possible compromise – one that supports a premium product and meets both regulatory standards and consumer expectations.

Euro 7 is the upcoming EU vehicle emissions regulation set to take effect from 2025 for cars and vans and 2027 for trucks and buses. It introduces stricter limits on nitrogen oxides, carbon monoxide and particulate emissions, covering both combustion and electric vehicles.

It also regulates brake and tyre emissions and requires compliance under real driving conditions. It aims to cut air pollution, support the European Green Deal and standardise emission rules across vehicle types.

Alluding to whether the industry is ready to adopt the regulation, Dr Gramstat noted, “The industry is well-positioned for adoption. The European Tyre and Rim Technical Organisation (ETRTO) plays a central role in coordinating the efforts of tyre manufacturers across the continent, including legacy European brands and Asian manufacturers, with research and development and production facilities in Europe. Beyond Europe, we’re seeing strong international engagement. U.S. Tire Manufacturers Association (USTMA) is actively involved, and on the global standards side, ISO is working in parallel to develop the necessary technical frameworks. Stakeholders from China are also contributing significantly. This is no longer just a regional conversation but a truly global initiative. Experts from continents are collaborating to align regulatory, technical and industrial priorities, ensuring the tyre industry is prepared to meet the evolving demands of Euro 7 and beyond.”

Further outlining the impact of the regulation, he said, “Tyre manufacturers have largely operated under internal benchmarks for metrics like mileage and abrasion till date. Euro 7 represents a shift towards formal regulation, creating a harmonised framework that applies to the entire industry. This will undoubtedly influence existing design priorities. There’s a complex interplay between various tyre performance criteria such as wet grip, rolling resistance, noise and abrasion. Regulatory limits on one can impact the others, so the challenge will be to minimise trade-offs while maintaining overall performance. At this stage, it’s difficult to offer a one-size-fits-all answer. The impact will vary depending on vehicle type.”

REPLACEMENTS

Premium automobile OEMs like Audi have been using tyres from premium European tyre makers for decades. But as the status of Asian manufacturers changes, there might be room for such companies within the supply chain of premium car makers.

“At the end of the day, it’s not about the brand label but meeting the technical and performance specifications we define. Whether a supplier operates in the premium or high-volume segment, what matters is its ability to fulfil our requirements. If a manufacturer can meet those benchmarks and is willing to collaborate and co-develop with us, then they’re absolutely welcome. Competition in the supplier landscape is a positive force. It drives innovation, efficiency and ultimately better outcomes for the end consumer. We believe valuable ideas can come from any corner of the market and we’re open to partners who share our commitment to quality, performance and progress,” said Dr Gramstat.

He also acknowledged that there is a growing trend within the company to include tyres made from renewable and recycled materials. “The move towards sustainable materials is more than a marketing exercise. It’s becoming embedded in product development strategies across the industry. We’re already seeing recycled content being integrated into certain product lines, and the ambition from suppliers to scale this up is very real. What’s encouraging is that this isn’t limited to one-off pilot products. There’s genuine momentum towards making sustainability a core part of tyre manufacturing. For us, this aligns with our broader sustainability goals, and we see it as a critical area of innovation moving forward,” said Dr Gramstat.

However, the executive emphasised the importance of maintaining a balance too. According to him, sustainability is just one of several key factors in vehicle design while others include safety, comfort, performance and cost. He stressed that no single aspect, including sustainability, could come at the expense of another.

To meet these multi-dimensional goals, additional research and development efforts are required to create a product that meets safety and performance standards while also addressing environmental concerns. Economy remains a consideration as well. Internal research conducted under a European-funded project suggested that customers are, in fact, willing to pay a premium for more sustainable products but only up to a point. Price sensitivity remains a limiting factor.

Turning towards next-generation tyre concepts such as airless tyres, Dr Gramstat noted that innovative ideas like this were once viewed as distant possibilities but are now gaining traction. He cited the LEON-TI project from four years ago, in which airless tyre prototypes were first explored. Since then, similar concepts have been tested by various companies, including in pilot programmes for commercial delivery fleets in Asia.

Although these innovations show promise, particularly for reducing noise emissions and improving durability, they are still in advanced development stages.

THE FUTURE IS CHANGING

As the automotive industry moves towards electrification, the conversation around ‘zero-emission’ vehicles is evolving. Dr Gramstat acknowledged that while electric vehicles eliminate tailpipe emissions, other sources of pollution such as brake and tyre abrasion remain unaddressed in regulatory terms.

Currently, there are no standardised methods for measuring particulate emissions from these sources, but the industry is actively working on it. According to the executive, regulatory bodies and stakeholders are collaborating to develop measurement frameworks. Once these standards are in place, automakers will be able to quantify non-tailpipe emissions and provide a more accurate assessment of a vehicle’s overall environmental footprint.

The executive stressed that collaboration across the value chain is essential, especially between vehicle manufacturers and tyre companies. Such partnerships already exist within serial and advanced development efforts, including participation in the United Nations’ GRBP task force, which brings together manufacturers, tyre associations and regulators to advance tyre abrasion standards.

Weight reduction remains another key challenge. Automakers continue to look for ways to decrease vehicle mass but face constraints. Safety regulations now require more sensors and electronic control units (ECUs), which cumulatively increase vehicle weight. Although each component adds little individually, the growing number of sensors and accompanying wiring has a significant cumulative impact.

As for tyre development, the question of smart tyre was also addressed. While such technology offers valuable insights during research and development phases, Dr Gramstat expressed scepticism about its near-term viability for mass-market vehicles.

In a major step toward sustainable waste management, RPM Automotive Group has partnered with Fornnax to enhance its tyre recycling capabilities in Australia.

As part of the initiative, RPM has integrated Fornnax’s high-capacity SR-200 HD primary shredder into its operations, significantly improving recycling efficiency and material quality.

The collaboration supports RPM’s broader environmental goals and positions the company to process over 180 tonnes of used tyres weekly, with plans to scale beyond 300 tonnes. The move is expected to help RPM capture up to 5 percent of Australia’s national market share in tyre recycling.

Jignesh Kundaria, Director and CEO, Fornnax, said, "At Fornnax, we understand the urgency of addressing end-of-life tyre waste, not just in Australia but globally. The SR-200 HD Primary Shredder is designed for exceptional efficiency, enabling RPM to process vast quantities of discarded tyres while maintaining optimal operational performance. This collaboration showcases our dedication to providing our clients with the robust, high-performance solutions they need to excel in the circular economy."

RPM’s 3,500 sqmt facility not only boosts recycling output but also transforms waste tyres into rubber-based materials for road projects and industrial fuel. Leveraging its distribution network, the company aims to recycle up to 54,000 tonnes of tyres over five years.

The initiative aligns with Australia’s 2021 ban on tyre waste exports and underscores the urgent need for local recycling solutions.

Birla Tyre has launched a new brand identity featuring a redesigned logo and corporate website, marking a major step in its transformation journey under new ownership. The company, now backed by a consortium led by Dalmia Bharat Refractories (DBRL) as Resolution Applicant, and strategic partner Himadri Speciality Chemical (HSCL), aims to position itself as a premium, high-performance and future-ready brand.

The company plans to roll out a multi-platform marketing campaign and focus on re-entering key markets, expanding distribution and strengthening its product portfolio.

The refreshed identity reflects Birla Tyre’s renewed focus on speed, innovation and excellence. The new logo includes a custom wordmark symbolising forward motion and a tiger motif – called ‘Tyger’ – representing power, agility and leadership. The blue and orange colour scheme signifies trust and optimism.

Anurag Choudhary, Chairman and Managing Director & CEO, Himadri Speciality Chemical, said, “This rebranding is more than merely a visual transformation; it is a reaffirmation of our dedication to purposeful development and progress.” 

Dr Chandra Narain Maheswari, Whole Time Director & CEO, Dalmia Bharat Refractories, said, “Our new logo encapsulates the essence of Birla Tyre, which is founded on four fundamental pillars: a legacy that motivates boldness, a product line that is prepared for the future, an unwavering commitment to continuous innovation and a oneness with world around us. As this new identity signals Birla Tyre’s readiness to meet the evolving needs of the automotive industry with energy, innovation, and purpose.”