In the global tyre market, Japanese company Kinto Tyres is gradually establishing its global presence through a strategic blend of Japanese engineering know-how and low-cost manufacturing facility in Thailand. Tyre Trends interviewed Melvin Ho Mun Hoong, International Sales Manager of Kinto Tyres, to learn about the company’s strategy and expansion plans.

JAPANESE HERITAGE, STRATEGIC MANUFACTURING

“Kinto represents the Japanese commitment to technology and innovation,” explained Melvin Ho Mun Hoong, International Sales Manager of Kinto Tyres, during his interview at the TyreXpo Singapore 2025, the company’s second appearance at this regional trade show. “Japanese tyre technology has long been recognised for superior quality. Our founders wanted to deliver this level of performance at more accessible price points.”

Kinto comes into the business of premium tyre manufacturing alongside other major Japanese tyre brands, although with a differentiated approach to manufacture and market. Although Japanese, the company based its main plant in Thailand, not Japan, in 2022.

“Even in our home market of Japan, competition from national brands is exceptionally strong due to established consumer loyalty,” Ho noted. “The competitive environment led us to establish manufacturing operations in Thailand while maintaining our R&D capabilities and headquarters in Japan.”

This strategic move has enabled Kinto to manage production expenses while maintaining engineering quality typical of Japanese tyre production. The factory in Thailand is the company’s manufacturing centre that facilitates export activities to over a dozen countries, with major markets in Southeast Asia being the Philippines, Cambodia, Myanmar and Malaysia. The company also has established market presence in Egypt, Hong Kong and China.

“Malaysia is now one of our most resilient markets,” Ho said. “Our products have picked up very well there, proving the success of our strategy to bring Japanese technology at more affordable price points.”

DIVERSIFIED PRODUCT RANGE

Kinto’s existing product portfolio includes passenger car radials (PCR), truck and bus radials (TBR), agricultural tyres and all-terrain products. Each segment meets Japanese engineering standards but is produced at the company’s Thailand plant.

When asked about potential expansion into motorcycle tyres, Ho indicated interest but suggested a more collaborative approach might be appropriate for that specialised segment. “For motorcycle tyres, particularly in markets like Vietnam where usage is extensive, we’re considering partnership opportunities with established producers. We would provide the technology while they handle the production aspects,” Ho explained.

This practical diversification strategy mirrors Kinto’s overall corporate plan of focused growth in markets in which they are able to maintain competitive edge via their Japanese engineering heritage.

MARKET DIFFERENTIATOR VIA QUALITY ASSURANCE

One of the pillars of Kinto’s market strategy is its warranty programme, which Ho labels as ‘100 days Unconditional Warranty’. This all-encompassing system of quality assurance has proven as a unique selling point for distributors and retailers.

“We provide this special warranty to ensure our distribution partners can sell with confidence,” Ho explained. “It offers a one-to-one exchange for road hazard damage beyond repair. Customers can claim without extensive questioning, provided the damage isn’t from deliberate abuse, vehicle mechanical failure, and improper car maintenance or normal tread wear.”

As explained by Ho, this warranty programme has helped build the company’s reputation for reliability, with the firm enjoying ‘very low claim rates’ in its markets. The policy demonstrates Kinto’s faith in the quality of its products, as well as in confronting prospective concerns over a fairly new brand in certain markets.

MARKET CHALLENGES AND COMPETITIVE DYNAMICS

When referring to recent market issues, Ho cited growing price competition from Chinese producers as a main influencing factor in the global tyre sector: “Chinese prices are becoming more aggressive because of domestic competition. They are giving extremely competitive prices to use their capacity.”

This pressure on prices has built a more difficult scenario for all tyre makers, pressuring Kinto to be highly efficient in production in order to stay competitive and meet the expected standard of quality demanded of a Japanese-designed product.

“We’re not positioning ourselves as the lowest-priced option,” Ho clarified. “We’re offering Japanese engineering standards at reasonable prices. Our development costs remain manageable because we’re operating in a mature technical environment, focusing on optimising formulations to meet specific market requirements.”

Unlike certain makers that diversify to contract manufacturing for purposes of facility maximisation utilisation, Kinto stays single-focused. “We are focusing only on our own brand development and distribution. We have no intentions of making for other companies,” Ho said emphatically.

STRATEGIC EXPANSION PLANS

Kinto’s global expansion plan focuses on a number of priority markets for short-term development. Ho named the United States, Latin America, the Middle East and Oceania as the top markets of interest, with the company actively pursuing distribution partners in these markets.

“For South Asia – India, Bangladesh and Pakistan in particular – we’re exploring potential distribution partners now,” he said. “We’ve set up in Sri Lanka, which is our first beachhead into that region.”

Even with its emphasis on overseas expansion, Kinto has not neglected its domestic market. “We still have plans to build a stronger presence in Japan, probably in the near future,” Ho disclosed. “We’ve had many enquiries from Japanese buyers looking for cheaper alternatives to high-end national brands, where prices are much higher.”

This prospective re-entry into Japan’s market would be a milestone in the development of the company, finally completing its value proposition of Japanese engineering for competitive prices in a full circle to where it originated.

MANUFACTURING EFFICIENCY AND PRODUCT DEVELOPMENT

Although Ho would not give precise production capacity details for the Thai plant, he stressed the focus of the company on manufacturing efficiency. “We’ve put in advanced production technology to provide consistent quality at the right cost,” he said.

Product development is still based in Japan, where the engineering staff of the company develops formulation improvements for various markets and uses. “Our technical development process takes into account specific regional conditions,” Ho said. “Road conditions, climatic conditions and usage patterns typical to the region all influence our product specifications.”

This balance between centralised development and regional adaptation allows Kinto to have core engineering standards while meeting the unique needs of various international markets.

DISTRIBUTION STRATEGY AND PARTNER CHOICE

While Kinto goes on expanding, Ho underlined the significance of choosing the right distribution partners for each market: “We’re looking for distributors who comprehend our value proposition and can effectively articulate it to retailers and consumers.”

The company gives extensive support, such as marketing material, technical training and warranty administration systems, to distribution partners. This holistic strategy is intended to provide uniform brand representation in varied markets.

“Our goal is to create long-term relationships with distributors who, like us, are dedicated to quality and customer satisfaction,” Ho said. “The correct partnerships are essential to our long-term success.”

The 2025 Rally of Poland commenced amid an atmosphere of mourning following the tragic death of Italian motorsport driver Matteo Doretto in a racing accident.

The 81st edition of Europe's second-oldest rally competition, taking place across the challenging gravel roads of the Masurian Lakes region from June 13-15, has been overshadowed by the loss of the rising Italian talent.

"His loss is a tragedy that deeply saddens us," said Terenzio Testoni, Pirelli Rally Activity Manager. "On behalf of Pirelli, I would like to extend our most heartfelt and sincere condolences to his family and friends."

Despite the sombre mood, 63 crews took to the start line for what remains one of the European Rally Championship's most demanding events. Notable competitors include Jon Armstrong driving a Pirelli-equipped Ford Fiesta, alongside Jos Verstappen and Andrea Mabellini, both piloting Skoda Fabias fitted with Pirelli tyres.

The rally features 14 special stages covering 190.40 timed kilometres across terrain known for its technical difficulty. The Masurian Lakes route presents drivers with uneven, often sandy roads where grip proves elusive even for experienced competitors.

"It's a very difficult and high speed rally, where attention to detail is very important," commented Testoni. "With every car passage the terrain gets rougher, forming deep ruts that can challenge even the most experienced drivers."

Weather conditions are forecast to remain dry, though organisers caution that conditions can change rapidly on such challenging terrain.

The rally serves as the third round of this season's ERC Fiesta Rally3 trophy, for which Pirelli provides exclusive tyre supply. Competing crews have access to three variants from Pirelli's Scorpion gravel range: the K4A hard compound, the K6A soft compound designated as the prime choice for this event, and the K8B supersoft option.

Regulations permit each crew to utilise 16 tyres total, including those selected for qualifying sessions. Trophy category vehicles will run on Scorpion 175/70-15 specifications in both K4 hard and K6 soft compounds.

Rally Poland's reputation for difficulty stems from its unique surface characteristics, where the sandy base becomes increasingly rutted as more vehicles traverse each stage. The deteriorating conditions throughout the weekend create an additional strategic element as crews must balance speed with mechanical preservation.

The event's location in the Masurian Lakes region, known for its natural beauty, provides a stark contrast to the intense competition unfolding on its roads. The rally has maintained its position as a crucial championship round despite the technical challenges it presents to both drivers and machinery.

UK-based tyre safety watchdog TyreSafe has welcomed the Society of Motor Manufacturers and Traders (SMMT)’s announcement highlighting Britain’s fast lane position for self-driving vehicles.

While the safety watchdog has acknowledged the potential the technology holds for enhancing road safety and reducing collisions, it maintains a caution towards the effectiveness and safety benefits of Advanced Driver Assistance Systems (ADAS) – and by extension, fully autonomous vehicles. This it shared are intrinsically linked to the fundamental safety and maintenance of a vehicle’s tyres.

Stuart Lovatt, Chair of TyreSafe, said, “We are incredibly optimistic about the future of mobility and the significant strides being made in self-driving technology. Anything that has the potential to save lives and dramatically reduce serious collisions on our roads is something TyreSafe wholeheartedly supports.”

“However, it is crucial to remember that even the most sophisticated ADAS systems rely on optimal vehicle performance, and tyres are the sole point of contact between the vehicle and the road. Without sound tyre safety management – ensuring correct pressure, tread depth, and condition – the integrity and performance of these advanced systems can be severely compromised,” said Lovatt.

He highlighted the persistent issues that is seen among current vehicle owners, when it comes to proper tyre maintenance. 

“For many years, tyres have consistently been identified as the primary cause of MOT failures for vehicles up to seven years old. This underscores a widespread complacency regarding tyre safety that we must collectively address,” he added.

As per the latest statistics, over 35 percent of MOT failures were attributed to previous tyre-related advisories, which translates to 768,410 drivers ignoring warnings and subsequently failed their next MOT due to tyre issues. The trend of vehicles failing MOTs on wheel and tyre-related advisories is unfortunately increasing, indicating a growing disregard for these critical safety components.

“The promise of self-driving vehicles is immense, but their safety cannot be fully realised if the foundational elements are neglected. As we move towards a more autonomous future, the importance of tyres – their condition and correct maintenance – becomes even more paramount. TyreSafe urges all stakeholders, from manufacturers to policymakers and drivers, to recognise that tyre safety is not just an advisory; it is a non-negotiable prerequisite for safe, efficient, and technologically advanced motoring,” concluded Lovatt.

Vaculug has announced the appointment of Darren C. as the company’s Regional Operations Manager for the West, overseeing key areas including Manchester, Birmingham and Wales. Darren brings with him extensive experience, knowledge and skillset and will be a valuable asset to the team, said the company.

Marcus Kirkness, Fleet Operations Manager at Vaculug, said, “These are truly exciting times at Vaculug. We’re incredibly pleased to have Darren join our team. His knowledge of the tyre industry, combined with his experience in managing customer fleets and delivering top-tier customer service, will be instrumental as we continue to expand our customer base. Darren’s expertise ensures we remain agile in addressing challenges and fulfilling our commitments swiftly and effectively."

Former Goodyear executive to lead strategy and sales across Europe, Middle East and Africa

Leading tyre maker Linglong Tire has appointed Jeff Hughes as Regional Director Specialty Tyres for the EMEA region, effective 1June , as the company seeks to establish itself as a leading specialty tyre provider in the market.

Hughes, who brings more than 25 years of industry experience, will be responsible for strategy and sales for the specialty tyres division across Europe, the Middle East and Africa in the newly created role.

Prior to joining Linglong, Hughes served as Sales Director at Maxam Tyres, part of the Sailun Group, where he led the European specialty tyres replacement business. Before that, he spent over two decades in various senior management positions at Goodyear Tyre & Rubber Company worldwide.

"I am very much looking forward to my new role at Linglong Tire and hope to achieve the ambitious goals together with my colleagues in the EMEA region with my more than 25 years of experience in the tire industry," Hughes said.

"Our most important task will be to optimise existing customer contacts and develop new customers and thus further strengthen our company's market position," the new regional director added.

In his new position, Hughes will work closely with product and marketing teams as Linglong seeks to expand its presence in the competitive EMEA specialty tyre market.