Jake Rønsholt has left Bridgestone after 12 years of service, during which he held several important positions and helped bring about some of the company's biggest changes in the EMEA area.

Rønsholt became Vice President of Strategy & Transformation for EMEA in 2020 after rising through the ranks from his position as General Manager of Corporate & Brand Communication Europe when he joined the company in 2012. Rønsholt was generally regarded with leading several important strategic initiatives during his tenure at Bridgestone, most notably the Consumer Tyre business turnaround in 2015. He contributed to the company's record-breaking financial success in 2021 and 2022 by assisting in its response to market disruption following Covid-19 and other difficulties.

Rønsholt's impact at Bridgestone was particularly noticeable in the way the business modified its operations and strategy in response to a shifting market environment. In order to develop forward-looking market models that assisted in guiding business choices during uncertain times, he played a significant role in redefining the company's vision and incorporating technology like artificial intelligence and machine learning. Rønsholt placed a strong focus on teamwork, purpose and long-term effects throughout his tenure as leader. Rønsholt has a Master's degree in Science of Management from the Solvay Brussels School of Economics and Management and worked in marketing and business development at Unilever Europe before joining Bridgestone.

Rønsholt said, “I am immensely proud of what we achieved together, from record-breaking financial results to reshaping the company’s vision for the future. I leave with great memories, invaluable lessons, and strong relationships that I will always cherish. Bridgestone will forever remain in my heart. Business is nothing without people!”

Vietnam’s growing role as a global tyre manufacturing base is creating new opportunities for domestic producers, but breaking into established international markets remains difficult. Da Nang Rubber Joint Stock Company is expanding exports and production capacity while confronting larger Chinese rivals on price and established global manufacturers on technology, distribution and brand strength. General Director Le Hoang Khanh Nhut tells Tyre Trends that competing globally will require Vietnamese manufacturers to move beyond cost advantages and demonstrate quality, operating efficiency and long-term customer value.

Southeast Asian tyre manufacturers have evolved as an aggressive competitor in the global tyre race. Tyre makers from China, Vietnam, India, Thailand etc. are constantly competing for a share of the bigger pie. While one nations tyre manufacturer competes on price advantage, another competes on quality.

The tyre manufacturing scene in Vietnam resonates quality and pricing in the global stage. But that is not the end of the story. On one hand, many manufacturers from other countries are leveraging the strategical importance of Vietnam for pushing products into international markets.

And on the other hand, trade tariffs and anti-dumping duties are creating hurdles for such companies. “Trade defence measures, anti-dumping actions, rules of origin and tariff changes have become ongoing factors in export management,” said Da Nang Rubber Joint Stock Company (DRC) General Director Le Hoang Khanh Nhut during an exclusive interaction with Tyre Trends magazine.

He confidently stated that DRC closely monitors each market to select appropriate products, pricing structures, distribution partners and production plans while ensuring that origin documentation, technical compliance and trade compliance are properly standardised.

“Trade barriers can increase costs and risks, but they can also create opportunities when customers seek to diversify their supply sources beyond a single country. The pre-requisite is that Vietnamese companies maintain transparency regarding origin, control their supply chains and retain genuine competitiveness,” he quipped.

Explaining the current situation within the country’s broader market economics, a confident Nhut averred that Vietnam’s expanding infrastructure, logistics network and export connectivity are creating favourable conditions for tyre manufacturers operating in the country.

He added that the country was investing heavily in highways, transportation and logistics infrastructure. That development is supporting both domestic demand and the country’s ambitions to become a manufacturing and distribution hub for global markets.

For DRC, the expansion of Vietnamese tyre manufacturers into global markets will depend less on competing solely on price and more on leveraging manufacturing experience and product quality.

Asked how Vietnamese manufacturers could compete with Chinese tyre makers, which often operate with larger research and development budgets, Nhut said, “The strategy is to focus on experience and quality rather than entering a price-led competition. We don’t follow the price competitively like Chinese companies.”

STRATEGIC PLACEMENT

International markets, especially Europe and America, are crucial to Vietnamese tyre manufacturers including DRC. The company states that the US is an established and important export market.

In April 2024, DRC signed an export agreement with Oceanside One Trading covering Brazil and the US with the stated aim of increasing exports to those markets.

Europe is strategically important but not one of its mature core markets yet. The company’s 2024 annual report explicitly states that it aims to increase its market share in Europe.

Nonetheless, the local market assumes a similar importance for the company. “The domestic market remains a strategic foundation for us. It is where the brand has been built over several decades. We have an extensive distribution network here and the market helps us maintain a balanced production volume,” said Nhut.

Le Hoang Khanh Nhut, General Director, Da Nang Rubber Joint Stock Company (DRC)

However, the challenges include periods of weaker purchasing power, strong competition from imported products and FDI-based companies and pricing pressure. “Unlike many export markets, Vietnam has a fragmented distribution structure; customers are price-sensitive but also place strong importance on durability, product availability and warranty response time,” explained Nhut.

On the broader spectrum of market-linked business advantages, the country has become a manufacturing base for many international tyre manufacturers. “Vietnam has several practical advantages including a favourable location for exports, access to many markets through FTAs, an increasingly skilled technical workforce and a developing supporting-industry ecosystem,” stated Nhut.

DRC perceives these advantages are complemented by accumulated manufacturing experience, a domestic brand, an established workforce and a production management system that is being modernised.

“However, we still face disadvantages in terms of economies of scale, the degree of self-sufficiency in strategic raw materials, logistics costs, supply-chain depth and resources available for foundational technologies compared with China, Thailand, Indonesia or India. These areas need to be addressed through focused investment and supply-chain integration,” he noted.

INTERNATIONAL TUSSLE

DRC’s manufacturing operations are based in Da Nang, where it operates separate facilities for different tyre categories. Nhut cited production covering passenger car tyres, motorcycle and bicycle tyres, agricultural tyres, OTR products and other categories.

The chief executive estimated its overall production at around five million tyres. And in recent years, its international business has seen clear growth in both scale and geographical reach.

By the end of 2024, export turnover had exceeded USD 100 million, and its products are currently present in more than 50 countries and territories including markets with high standards such as the US, Europe, Japan, South Korea and Brazil.

“Our focus remains on strengthening markets where we already have a solid foundation, particularly in the Americas and developed markets, while selectively expanding into regions with significant room for growth,” contended Nhut.

He added that demand is shifting towards greater emphasis on consistent quality, durability, operational efficiency, reliable supply and technical compliance. Therefore, exporting is no longer simply about selling products but about building the capability to serve markets over the long term.

Nonetheless, Chinese tyre companies are a much stronger competitor in international markets for Vietnamese counterparts. Explaining how DRC navigates the challenge of competing head-to-head with Chinese tyre markets, Nhut said, “The expansion of Chinese tyres has intensified price competition in the replacement market, particularly in mainstream segments. This has created direct pressure on selling prices and margins across the industry.”

“We do not compete solely on price and focus on consistent quality, durability, technical service and real-world operating efficiency to retain customers. The market has indeed become more challenging, but it also creates opportunities for manufacturers that demonstrate product lifecycle value, consistently meet delivery commitments and reliable after-sales support,” he added.

GLOBAL STRONGHOLD

According to Nhut, DRC’s strongest international growth opportunities are in segments where it already has capabilities and credibility that include radial truck and bus tyres, industrial and agricultural tyres and speciality tyres.

“The expansion of radial truck tyre capacity to one million tyres per year is an important step in increasing our ability to serve the market. At the same time, we need to continue shifting our product mix towards higher-value products with higher technical requirements, durability and specialisation,” he added.

Product lines for next-generation vehicles and technical rubber products are also focus areas for the company. It also does not consider expanding the product portfolio to be an objective in itself. It must be aligned with research and developmental capabilities, investment efficiency and market demand.

The investment sentiment within the country’s tyre industry is also seeing heightened demand. It has attracted significant investment and substantially increased production capacity.

But the additional investment in Vietnam’s tyre industry is both an opportunity and a source of pressure, said Nhut.

“The opportunity lies in improvements to the supply chain, technical workforce, logistics services and Vietnam’s attractiveness as a manufacturing base. The pressure comes from greater competition for skilled labour, raw materials, customers and quality standards,” he added.

The company, however, views the current situation as a driving force to improve productivity, enhance quality and penetrate its own brand deeper into markets.

And to become a major name in the global tyre market, the company needs to shift from a mindset of exporting products to building a brand and the capability to serve international markets, contended an excited Nhut.

“The focus should be on maintaining consistent quality; investing in research and development; green manufacturing technologies; developing higher value-added segments; building sufficiently strong distribution and after-sales networks in key markets; applying international standards in

quality, ESG, trade compliance and data management and strengthening global human resources capabilities,” added the executive.

Expanding radial production capacity is necessary, but ultimately, success lies in DRC’s ability to build long-term trust in quality, operating efficiency and responsibility towards customers worldwide, noted the executive.

PERSISTENT HURDLES

The biggest challenge for DRC is competing with groups that have significantly greater scale, larger research and development budgets, distribution networks and purchasing power for raw materials.

According to Nhut, Chinese companies have advantages in terms of price and speed. Japanese, Korean and European companies are strong in technology, branding and OEM relationships, while Indian companies have scale advantages in certain segments.

He further noted that DRC’s strengths lie in its longstanding experience in radial truck, bias, agricultural and speciality tyres; its flexibility in responding to market needs; proven quality in many demanding markets and manufacturing base in Vietnam.

However, scale remains a limitation when it comes to long-term research and development investment, rapidly expanding after-sales networks, maintaining regional inventories and increasing global brand recognition.

“We cannot compete with multi-national groups in terms of the scale of research and development spending. Therefore, our approach is to focus resources on issues that have a direct impact on customers and production efficiency,” explained Nhut.

He added, “Our priorities include tyre structure and rubber compound design to improve durability, reduce heat generation, enhance load-carrying capability and improve fuel efficiency. Optimisation of radial products, development of products for emerging needs such as electric vehicles, high-speed tyres and specialty products as well as automation, digitalisation, traceability and green manufacturing are also priorities.”

The company also places strong emphasis on strengthening its engineering team, technical cooperation and shortening the cycle from testing to commercialisation.

Customers are increasingly evaluating tyres based on total cost of ownership rather than simply the initial purchase price. And to convince international fleets and distributors, DRC needs to speak through operating data rather than relying solely on catalogues.

“We are increasing real-world testing and monitoring mileage, wear, fuel consumption, incident rates and reusability or recyclability depending on the product line. Based on this data, we work with distributors to provide technical advice, clear warranty policies and rapid feedback,” stated Nhut.

The objective of the company is to help its customers see a product with a reasonable purchase price that lasts longer, operates more consistently and reduces vehicle downtime to create greater value over its entire lifecycle.

The company has a retreading facility and stated that some casings can be retreaded two or three times.

FORWARD PATH

Nhut expects Southeast Asian tyre manufacturers to continue expanding their presence in global markets.

“Over the next 3–5 years, significant room for growth lies in replacement markets with demand for radial truck tyres, agricultural, industrial and speciality tyres as well as among customers seeking a stable and diversified source of supply outside traditional manufacturing centres,” said Nhut.

The Americas, selected European markets, the Middle East, Africa and Latin America all need to be approached selectively based on trade conditions and service capabilities, he added.

The factors limiting faster expansion include the need to build distribution networks, inventory, after-sales support and local technical certifications together with working capital requirements, foreign-exchange risks, logistics and trade barriers.

“These are long-term investments and cannot be pursued at the expense of sustainable growth,” noted Nhut.

Asked how manufacturers from Vietnam and other Asian markets could position themselves against established European tyre makers, DRC said its focus would be on expanding its market presence rather than retreating from competition with larger international manufacturers.

The current situation in Vietnam reflects a broader shift in the tyre manufacturing landscape, with Asian producers increasingly seeking opportunities in overseas markets while established manufacturers face changing cost structures and production strategies.

Vietnam’s emergence as a competitive tyre manufacturing base gives DRC a platform for international expansion, but geography, trade access and manufacturing costs alone will not secure a global stronghold.

The bigger test is whether the company can translate rising capacity and decades of production experience into stronger technology, distribution, after-sales support and brand recognition.

As competition intensifies and trade barriers multiply, DRC’s global ambitions will increasingly depend on proving lifecycle value rather than simply offering another competitively priced alternative from Asia.

HF Group has received Continental’s Supplier Award for Tyre Manufacturing Equipment 2025 in the Service, Maintenance & Repair category, recognising its work delivered  during the year.

The award acknowledges the contribution of HF Group’s mixing and curing teams across multiple deliveries, service assignments and engineering projects undertaken with Continental in 2025.

To mark the recognition, Continental invited the award winners to an Experience Day at its Contidrom test facility near Hanover on recently. The event gave attendees an opportunity to experience Continental’s tyre technology and drive on the test track.

HF Group was represented by André Arends, Garlef Dombrowski, Florian Droege and Peter Hummel.

The company thanked Continental for the award and recognised the expertise and collaboration of its teams in delivering the work.

ATIRE, a leading Sri Lankan Solid tyre maker, has appointed Thierry Miche as director of OEM and product, effective September 2026, bringing more than 25 years of experience in the global tyre and mobility industry to the role.

At ATIRE, Miche will lead the company's OEM and product activities, focusing on portfolio development, OEM relationships and expansion into new technical and commercial markets globally.

Miche joins from Michelin, where he spent 26 years in senior product and operational leadership positions, including roles at Solideal and Camso before their integration into the French group.

His most recent position was product Management Director for Beyond Road, with global strategic and operational responsibility for the product portfolio. He led teams across Belgium, Canada, France and the US, working with research and development, industrialisation, original equipment manufacturer (OEM) and aftermarket sales, and supply chain functions.

Previously, Miche was Product Line Executive Director For material handling, overseeing the global product platform and holding full profit and loss responsibility for three manufacturing sites in Belgium, Germany and the US. He also led global research and development teams in Belgium and Sri Lanka.

His career has spanned product management and engineering, technical support, warranty management, quality assurance and systems. The experience covers the development and delivery of products across engineering, industrialisation, validation, sales and supply chain operations.