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 Tire Society has completed its paper selection for the 44th Annual Conference on Tire Science & Technology, which will take place from September 23 to 25, 2025, at the University of Akron. This year, over 60 percent of presentations will come from international participants.

Technologists from 20 organisations in Canada, China, Germany, India, Italy, Korea, and the United States will present at the conference. Presenters include tire manufacturers, universities, testing labs, consultants, suppliers, a vehicle company, and the non-profit Consumer Reports.

This year’s program focuses on sustainability, with papers on rubber emissions, devulcanisation, tire lifecycle, and electric vehicle applications. Technical talks will also cover tire performance topics like noise reduction, cornering, traction, wear, and durability testing using predictive analytics and advanced simulations.

Dr Surendra Chawla will deliver the keynote address titled “Sustainability in the Tire Industry: Driving Toward a Greener Future.” Chawla spent four decades at Goodyear, advancing to Director of Corporate Research before retiring as Senior Director, Global Innovation. Following his Goodyear tenure, he joined the Polymer industry Cluster as a Leading Consultant, contributing to the Greater Akron region’s designation as the Sustainable Polymers Tech Hub by the US Economic Development Administration.

Michelin representatives Frederic Biesse and Damien Lim will present the plenary address “Tire Wear Emissions and Air Quality: Current Insights and Pathways Toward a Sustainable Future.” Biesse has worked 26 years at Michelin’s Clermont-Ferrand R&D Centre in France, focusing on noise, wear, and rolling resistance as Manager of the Tire Performance Analysis team. Lim brings 14 years of experience from Michelin Americas R&D Centre, specialising in tire wear studies and predictive tool development.

Scott Sass, Director of Technology at Alterra Energy LLC, will address the awards banquet with “Polymer Circularity: Steering Clear of Potholes.” Alterra has developed a continuous thermochemical liquefaction process for recycling typically non-recyclable plastics into manufacturing feedstock.

The Tire Society positions itself as the world’s leading membership organisation for tire science, engineering, and technology. Conference registrations include Tire Society membership, providing access to the peer-reviewed Tire Science and Technology Journal and post-conference presentation access through the “Play-on-Demand” feature.

Continental Tire the Americas has named Wyatt D Hamilton Sr as the new Director of Sales for its US Truck Tire Replacement division. With over 20 years of industry expertise, Hamilton will lead strategic efforts to expand market share, enhance customer relationships and drive sales growth in the replacement truck tyre segment.

A seasoned professional, Hamilton began his career at Continental as a Field Sales Representative after earning a Business Management degree from North Carolina State University. He progressed through key roles, including Territory Sales Manager and Key Account Manager for both Replacement and Original Equipment (OE) Truck Tires. His leadership expanded globally when he headed Continental’s Truck Tire OE team in Malaysia for the APAC market. Upon returning to the Americas, he led the Pricing and Market Intelligence team, influencing strategic decisions. Most recently, as Director of OE and Strategic Accounts, he developed business strategies while fostering collaboration across engineering, operations and sales teams, along with talent development initiatives.

Based at Continental’s US headquarters in Fort Mill, South Carolina, Hamilton’s deep industry knowledge and leadership will further strengthen the company’s position in the truck tyre market.

Shaun Uys, Vice President Truck Tire US, Continental Tire the Americas, LLC, said, "Wyatt's extensive industry expertise, unwavering commitment to customer satisfaction and strategic foresight position him as the perfect leader to elevate our replacement truck tyre business to new heights. We are eager to witness the contributions he will bring to this pivotal role."

Nokian Tyres has announced several key leadership changes, effective 1 September 2025, to align with its sharpened commercial focus and strategic growth commitment.

Christopher Ostrander has been appointed SVP of Passenger Car Tyres, North America, and will join the Nokian Tyres Management Team. Previously serving on the Board of Directors since 2021 and as Chair of the Investment Committee since 2024, Ostrander will step down from these roles before transitioning. He succeeds Lauri Halme, who has been named SVP of Vianor while remaining on the Management Team.

Additionally, Tron Gulbrandsen, currently VP of Passenger Car Tyres, Nordics, has been promoted to SVP of the same division and will also join the Management Team. These changes reinforce Nokian Tyres' leadership in key markets.

Paolo Pompei, President and CEO, Nokian Tyres, said, “These changes reflect our enhanced commercial focus. I am extremely excited to welcome Christopher to the Management Team. His extensive experience and deep knowledge of the tyre industry and the North American market will strongly support our future expansion in this strategic growth area, helping us secure our premium positioning and further strengthening our product and go-to-market strategy. At the same time, I want to thank Lauri for his valuable contribution to our business transformation in North America and for laying a solid foundation for future growth. He will now focus on the strategic development of our service capabilities and the further development of the Vianor network. Finally, I want to congratulate Tron for being appointed to the Management Team. With 20 years of successful business development and sales leadership experience in the Nordic region, Tron brings valuable insights. His customer-centric approach will further sharpen our commercial focus and help consolidate our presence in the Nordic market.”

Epsilon Carbon, a leading producer of carbon black in the country, has introduced a fleet of six liquified natural gas (LNG)-powered container trucks to transport carbon black to its tyre manufacturing customers. The initiative is part of the company’s efforts to reduce emissions and improve supply chain efficiency.

According to Epsilon, LNG-powered trucks emit 20–25 percent less carbon dioxide, up to 90 percent less nitrogen oxides (NOx), and nearly 100 percent less particulate matter compared to diesel trucks. They also offer 5–10 percent better fuel efficiency, contributing to lower fuel use and operating costs.

The move supports Scope 3 emission reductions for both Epsilon and its customers, allowing tyre manufacturers to account for lower downstream emissions in their sustainability reporting.

Each LNG truck has a range of around 500 kilometres, suitable for medium-to-long-distance freight. Epsilon plans to expand the fleet based on customer demand and utilisation, aligning with its broader decarbonisation strategy.

Vikram Handa, Managing Director, Epsilon Carbon, said, “India’s road logistics sector moves nearly 70 percent of domestic freight and plays a critical role in the economy. We believe the future of logistics must be both efficient and environmentally responsible. As a leader in the chemical industry, we are committed to reducing our environmental footprint. The launch of our LNG-powered fleet is a step towards cleaner, smarter freight movement and reflects our continued support for India’s Net Zero goals by 2070.”