Tyres, an essential yet often overlooked vehicle component, play a pivotal role in performance and safety. Since 2006, Jonathan Benson’s Tyre Reviews has been a trusted resource, offering independent, data-driven insights. Through his YouTube channel, with over 60 million views, and his website, Benson empowers consumers across Europe and the US to make informed tyre choices.

Tyres are as important as any other component in a vehicle, maybe even more. However, while selecting tyres, we seldom look towards deeper insights to derive which fits our needs best. Reviewing tyres before purchase is crucial for obtaining metrics that help derive optimum performance for any vehicle.

Jonathan Benson-led Tyre Reviews has been working since 2006 to help select tyres better. The automotive enthusiast offers actionable insights into the rubber wear through his YouTube Channel, which has over 60 million views, and his website, covering the European and US markets.

A tete-a-tete with the independent reviewer by Tyre Trends explored his aspirations and methodology. Speaking to us, he said, “It all started with a love for karting and automotive engineering. I was racing a bit when I was younger, but as I grew older and outgrew karting, I transitioned to track days with my first car, a hot hatchback fitted with the original Michelin Pilot Sport tyres. The pivotal moment came early in the 2000s during a routine tyre replacement. After burning through the front tyres at track days, a visit to the garage led to a new set of tyres different from the originals, but still Michelin. I turned the first corner and immediately noticed the difference. The disparity sparked a question as to why do tyres perform so differently, even within the same brand?”  

“It became clear that there was a gap in accessible, reliable tyre information. I decided I could fill it, and what began as a user-generated review site gradually grew, leveraging a blend of aggregated reviews and professional insights. Over the years, it transformed into a trusted authority, testing and reviewing tyres not just for personal consumption but for a global audience,” he added.  

Benson emphasised that tyres are not just rubber circles but a complex piece of engineering that influences vehicle handling, braking, comfort and overall performance. “A good tyre is a good tyre,” he asserts. “If you have a bad tyre on a BMW or a bad tyre on a Volvo, it’s still about the tyre.” With this statement, he shows how critical it is for drivers to understand their tyre's characteristics and performance capabilities. 

Reviewer’s tale

The journey into tyre testing, spanning nearly two decades, was described as enlightening, challenging and painstakingly slow. “It’s a niche within a vast industry, where immense volumes and revenues are influenced by a surprisingly small group of decision-makers. In the UK, particularly among premium manufacturers, the tyre sector is tightly knit with relatively few employees wielding significant sway over major markets,” averred Benson.

 

Reflecting on his early days, he noted that the path to collaboration with manufacturers was far from straightforward. Gaining trust from industry giants as an independent tester, equipped with little more than a website or a modest YouTube channel, required persistence. It was a grind marked by countless late nights and considerable risk including leaving a stable, well-paying job to pursue tyre testing full-time.

Success, as with many industries, did not come overnight. The groundwork laid by established outlets like Auto Bild and Auto Express in independent tyre testing provided a foundation.

He stated that the testing process itself is intricate, often dependent on manufacturers' co-operation. Conducting credible tests required access to proving grounds, facilities typically owned by tyre companies. Securing this access meant navigating a delicate balance – approaching manufacturers at the right time, often when a promising new product is on the horizon.

As for acquiring the tyres, methods vary. Sometimes they are purchased independently to ensure impartiality; other times, manufacturers submit specific patterns for evaluation. Following each test, a verification process is critical, which includes selecting random samples, including top-performing models, and comparing them against market-available versions to maintain transparency and credibility.

With approximately 40 to 50 tests conducted so far, Benson’s work underscores the meticulous, behind-the-scenes effort required to inform an industry and its consumers. Each test, from summer to winter tyres, represents a small step in demystifying an often-overlooked yet essential component of modern vehicles.

Testing the tyres

For a seasoned tyre tester like Benson, preparation has evolved into a minimalist approach. Initially marked by nerves and stress, the process has now become second nature.

The philosophy behind this approach stems from a commitment to impartiality. While the logistics of a test, such as the type and scope, are meticulously planned, Benson prefers not to know which specific tyres are being evaluated. "I don’t even want to see what’s being mounted. If I know a Michelin is going on, it could subconsciously influence my driving, no matter how neutral I try to remain,” he said.

Instead, tyres are assigned anonymised set numbers, ensuring that assessments of handling, comfort, noise and wet or dry performance are recorded without bias. The results are entirely based on what the he feels behind the wheel, unclouded by brand perceptions. 

However, maintaining impartiality isn’t always straightforward. In some scenarios, such as when conducting tests on a local track and personally changing tyres, complete anonymity isn’t possible. In these cases, professionalism and experience come into play. 

Brand inclusion in tests presents another challenge. While blind testing ensures unbiased results, the decision to include major players like Michelin, Continental and Goodyear is driven by audience interest. "If I tested six unknown brands, it wouldn’t resonate with viewers. People want to know how a new tyre stacks up against industry benchmarks like Michelin,” he noted.  

He also explained that the nature of tyre testing changes across regions. In Europe, strict environmental regulations prioritise rolling resistance and sustainability. In contrast, the US market focuses heavily on tread life. “The procedures might be similar, but the demands of each market make the tyres themselves entirely different,” said Benson.

Global outlook

Jonathan noted that there is an increasing interest from Asian manufacturers eager to showcase their advancements. “Companies like Triangle and Linglong are striving to improve quality and gain recognition," he said. However, the influx of low-quality, unregulated tyres from other manufacturers remains a challenge in the global market.

Furthermore, sustainability targets in Europe, particularly regarding rolling resistance and particulate matter, are putting pressure on top manufacturers. “It's tough to improve grip while meeting environmental goals," Benson observed. Despite promising innovations like Continental's dandelion rubber, he feels significant breakthroughs are still elusive.

Non-pneumatic tyres, a much-discussed concept, remain in developmental limbo. “They’re getting close, but they need a major technological leap before mass adoption,” he said, highlighting the delays from manufacturers in launching new products due to stringent performance targets.

Commenting on the demand for tyre reviews in markets such as India, he noted that he was not familiar with many tyre patterns used in such markets. Nonetheless, he remained optimistic about the global industry's ability to innovate under pressure. "The next few years will be fascinating to watch as manufacturers strive to balance performance, sustainability and regulatory challenges,” he said.

Road ahead

As the tyre industry embraces virtualisation and simulation, traditional roles are fading and independent testers like Benson face an uncertain future. "Manufacturers are increasingly relying on simulation in the early development stages, and this shift is reducing the demand for physical testing and leaving reviewers without renewals when roles become redundant,” he explained.

 “I don’t think what I’m doing will exist in 50 years. The decline in driving and shifting consumer priorities towards convenience and autonomy in vehicles have already reshaped how people engage with automotive content,” he added.

He has also begun offering private testing services to manufacturers during development cycles, striking a balance between commercial collaboration and independent content creation.

Now based in the US, Benson finds himself navigating a different market dynamic. “In Europe, independent tyre testing has a long tradition. The US market doesn’t have the same culture,” he observed, noting the added challenge of building trust and credibility with American manufacturers. 

For aspiring reviewers, he shared a realistic perspective, stating, “Starting now is tough. An engineering background and proximity to a proving ground are essential.”

Anshuman Singhania, Managing Director of JK Tyre & Industries, has been awarded the 'CEO of the Year' by the Top Rankers Management Club. The accolade was presented at the 25th National Management Summit, held in New Delhi on 23 August 2025.

The award recognises Singhania’s exceptional leadership and strategic vision, which have been pivotal in steering the company toward sustained growth and innovation. Under his guidance, JK Tyre has reinforced its position as a leader in radial tyre technology, expanded its global presence and strengthened its dedication to sustainability and customer focus.

In his acceptance speech, Singhania expressed his gratitude, stating, “I am honoured to receive this recognition from the Top Rankers Management Club. This award reflects the collective commitment of the entire JK Tyre team, whose efforts continue to drive our progress. I would like to thank my colleagues, industry partners and stakeholders for their unwavering support in our journey of growth and transformation.”

He has been a key figure in modernising the company, leveraging new technologies and expanding its presence in both domestic and international markets. The 'CEO of the Year' award, presented by the Top Rankers Management Club, celebrates leaders who demonstrate a clear vision for organisational excellence and industry transformation.

Hana Technologies, Inc. (Hana RFID) has strengthened its leadership in the Asian market with the appointment of industry veteran Jason Chang as Sales Director for Asia. Based in Shanghai, he will be responsible for managing key customer relationships and driving strategic growth throughout the region.

Chang brings a wealth of relevant experience to the role, with over 15 years in the RFID sector following a successful career in IT. His proven track record includes significant tenures at leading firms like Xerafy, Stora Enso and Beontag. His accomplishments range from pioneering the development of innovative flexible anti-metal tags to launching groundbreaking RFID-based retail solutions that gained widespread adoption in China and Europe. He has also demonstrated a strong capacity for growth, most recently achieving remarkable business expansion in the APAC market.

This appointment is a strategic milestone for Hana RFID, underscoring its commitment to supporting global customers with high-performance technology and expert, on-the-ground leadership. This move highlights Hana RFID's focused strategy on deepening its regional support and providing partners with sophisticated RAIN RFID inlay and embeddable tag solutions, backed by local expertise.

Mike Hetric, Senior Vice President – Sales & Marketing, Hana RFID, said, “The appointment of Jason Chang is a significant step forward in improving local availability and supporting our key partners in Asia. Jason’s track record in driving innovation, his deep market knowledge and his commitment to customer success will be invaluable as we expand our footprint in this dynamic region.”

Chang said, “I’m excited to be part of the Hana RFID team, which is recognised in the market as both a key player and a trusted partner for an ever-growing network of label converters, service bureaus and system integrators. I look forward to working alongside our partners in Asia to deliver innovative solutions and exceptional service.”

Ralson Tire North America (RTNA) has expanded its leadership team with the appointment of two seasoned tyre industry professionals.

As per the new development, Billy Dorsey Jr has been appointed as Vice President of Sales – South and Jamie McSwaney has been appointed as Vice President of Sales – North. Both the new appointments bring a combined 45 years of tyre industry experience to the company.

Brian Sheehey, President, RTNA, said, “These additions signal our unwavering commitment to accelerating Ralson’s growth in the US and Canada. We’re building a leadership team that knows how to compete, win and deliver results. Their deep industry relationships and ability to execute will be instrumental as we continue to grow our footprint in the North American trucking industry.”

Scandinavian tyre service provider Citira sees robust potential for premium tyres in the Nordic region, driven by seasonal demands and safety priorities. CEO David Boman highlights that premium tyres including Pirelli’s offerings hold a significant share in passenger car, light truck and truck tyre segments supported by harsh winter conditions that emphasise performance and reliability. Despite a slight recent decline amid broader economic pressures and rising price sensitivity, premium brands remain relevant. Citira’s new long-term partnership with Pirelli and acquisition of Dackia AB aims to consolidate and optimise premium tyre distribution across Sweden.

Scandinavian tyre service company Citira recently told Tyre Trends that Nordic countries have excellent potential for premium tyres during a discussion over its partnership with Italian tyre major Pirelli.

Speaking on the market potential, Chief Executive Officer David Boman said, “When it comes to the Nordic markets, Scandinavia in particular has a relatively high share of premium tyres across categories including passenger car, light truck and TBR segments. Compared to other global regions, the demand for premium tyres here is notably strong.

“One of the main reasons for this is the seasonal nature of our market. Winter tyres, in particular, drive a more premium-oriented approach because of the need for high performance and safety under harsh conditions. While we’ve observed a slight decline in the premium tyre share over the past few years, it still holds a significant portion of the market. This demand is closely tied to seasonal safety concerns, especially in winter, autumn and early spring. Drivers here prioritise safety and reliability, which naturally supports the continued relevance of premium brands like Pirelli.”

He noted that the decline is likely tied to broader financial challenges in the market, especially following the Covid period. Both consumers and companies have become more price-sensitive, making cost a bigger factor in purchase decisions.

As a result, there’s been a gradual increase in demand for lower-cost, imported non-European tyre brands, while the market share of European premium tyre brands has slightly decreased.

Pirelli and Citira have entered a long-term strategic partnership aimed at enhancing their market presence in Sweden. As part of the deal, Citira will acquire Dackia AB that has a network of 102 retail outlets from Pirelli.

In return, Pirelli and Dackia have signed a supply agreement extending to 2030, ensuring Pirelli remains the main tyre supplier. The transaction, pending regulatory approval, is expected to close by 2025. The partnership will boost Pirelli’s distribution and market coverage while supporting Citira’s goal of expanding a sustainable, flexible and high-quality customer service network.

THE PACT

Citira currently runs over 50 tyre shops and over five retreading units across Scandinavia and Poland. “Citira is actively working towards creating a more efficient and consolidated tyre market. While our current focus is primarily on the Scandinavian region, it’s not out of the question that we may consider expanding beyond this geographic perimeter in the future. This agreement is part of a broader industry trend where partnerships and acquisitions are used to enhance efficiency, strengthen distribution networks and provide end customers with better service coverage,” revealed Boman.

Nonetheless, the deal specifically pertains to the Swedish market, and as part of the regulatory process, Citira has conducted a market analysis to understand the potential implications on market share. However, the specifics of that study were said to be confidential and could not be disclosed prior to the official closing of the deal.

Explaining how this partnership will influence the supply chain of premium tyre in the Nordics, Boman said, “We do anticipate some changes, particularly within Citira. We operate a number of logistics centres, and this partnership presents an opportunity to optimise our overall supply chain setup. Enhancing logistics will be a key enabler of better service and responsiveness in premium tyre distribution.”

He added, “This particular deal is unlikely to have a direct or immediate impact on independent retailers or smaller distributors. More broadly, the Scandinavian tyre retail sector is undergoing consolidation. Several players are actively reshaping the competitive landscape and that trend could gradually influence the positioning of independents. But again, this specific acquisition is not a disruptive event in that context.”

Alluding to the current demand for replacement tyres, he said, “In general, the tyre market has proven to be quite non-cyclical. Even in challenging economic conditions, it tends to remain stable. That said, I believe we’re entering a phase where circularity and life-extension solutions will gain more momentum. We’re likely to see increased focus on services that extend tyre life, especially for larger fleets. This shift won’t just be driven by cost or fleet uptime concerns but increasingly by environmental responsibilities.”

THE BUSINESS

According to Boman, Pirelli represents a very minimal share of Citira’s overall sales, currently. However, the strategic partnership mainly revolves around Dackia and Pirelli, and the former is intended to become part of the Citira Group. “Moving forward, there is definitely an opportunity to deepen the collaboration with Pirelli and potentially grow their share within our overall brand mix,” added Boman.

Citira currently follows a multi-brand strategy and will continue with it even after closing of the deal. Besides, it is also involved in process and sales of retreaded TBR tyres and wheel rims.

“We operate a facility in Poland where we refurbish truck and bus rims. The process involves media blasting and repainting the rims to restore its appearance and functionality. The logic behind it is quite similar to retreading. In most cases, the structural integrity of the rim is still intact; it’s just the surface or aesthetics that degrade over time. By restoring these rims, we’re able to extend the life and reduce waste,” said Boman.

The company operates five retreading facilities collectively, located in Finland, Sweden and Poland. It uses both hot-cure and cold-cure retreading methods. Hot-cure is used in Poland and cold retreading in Finland and Sweden. Annually, it retreads around 160,000 tyres, averaging about 13,000 per month. While its current focus is on retreading, Citira is actively exploring expansion into tyre recycling as part of a broader push towards sustainability and circularity.

The company also manages tyre distribution for fleets across countries. Its circular tyre distribution approach involves not only delivering new tyres to customers but also collecting used tyre casings from them. These casings are then sent back to its retreading facilities, creating a closed-loop system. Besides, Citira has different suppliers across Europe for sourcing tyres for retreading.

MARKET WATCH

Citira sees a strong willingness in the market for consolidation and it has already engaged in several partnerships. Commenting on market challenges, Boman said, “One key challenge is the need for a player capable of driving consolidation at a larger scale. In the Scandinavian markets, this kind of brand-independent consolidation hasn’t really taken place over the last 10 to 15 years. Previously, consolidation efforts were primarily led by tyre manufacturers or affiliate networks players. However, consolidation has largely been on hold recently, leaving space for an independent actor to step in. We see that opportunity clearly and believe it is well received both by other market participants and customers. The challenge lies in successfully executing this consolidation while maintaining trust and delivering value across a diverse market.”

Commenting on the demand for retreading, he said, “The Scandinavian market has a long tradition of retreading heavy vehicle tyres. Currently, there is a growing shift towards pay-per-kilometre or tyre-as-a-service models, especially among large fleets like bus companies and hauliers. Notably, public tenders increasingly require a certain share of retreaded tyres, reflecting a strong environmental focus. Retreading extends the life of a tyre by reusing about 70 percent of its original material, making it a significant sustainability tool. The market share of retreaded tyres is gradually increasing with expectations that the retread market will grow faster than the new tyre market in the coming years.”

“The main challenges for the retreading industry lie in overcoming the longstanding perception that retreaded tyres are merely a low-cost option rather than an environmentally friendly and sustainable product. This is mostly prevalent is Scandinavia and it is crucial to shift this mindset by educating customers and the broader market about the true benefits of retreading. Moving away from a purely price-driven sales approach to one that highlights quality, durability and positive environmental impact remains a significant hurdle for the industry,” he added.