Led by CEO Flavio Farroni, the company has expanded into what he describes as a ‘MegaRide holding’, comprising multiple specialised businesses, each targeting different segments of the automotive technology sector.

“We embrace an unconventional approach to startup building: we invest in organic and gradual growth, which keeps us independent from private funding and allows us to reinvest our revenues into the team and R&D projects fully,” says Farroni, who co-founded the company after conducting tyre research at the university.

FROM ACADEMIA TO INDUSTRY DISRUPTOR

MegaRide’s journey represents a new technology transfer model from academia to industry. Farroni acknowledges that this transition wasn’t without challenges.

“The main leadership challenges we faced along our journey were, first and foremost, gaining acceptance for our role as researcher-entrepreneurs – researchpreneurs – both within academia and in the market. In the beginning, neither was sufficiently advanced to recognise such a new and competitive figure,” Farroni explains.

This ‘researchpreneur’ model has since become central to MegaRide’s competitive advantage. The company maintains close ties with universities and ensures a continuous pipeline of cutting-edge research that feeds into commercial applications.

“Our deep synergy with universities makes research and innovation our core mission. This allows us to explore methodologies and techniques that may not immediately apply to current products but lay the groundwork for future advancements,” explains Aleksandr Sakhnevych, MegaRide’s Chief Technology Officer.

ITALIAN TECH FIRM REVOLUTIONISES TYRE SCIENCE WITH PHYSICS-BASED SIMULATION

In a nondescript business park on the outskirts of Naples, a team of researchers-turned-entrepreneurs is quietly revolutionising how the world’s leading vehicle manufacturers and motorsport teams understand tyre performance. MegaRide, founded by academic researchers from the University of Naples Federico II, has grown from a university spinoff to one of the most innovative players in automotive simulation technology.

The company specialises in physics-based modelling software that predicts tyre behaviour with unprecedented accuracy – crucial information for both racing teams seeking competitive advantages measured in milliseconds and vehicle manufacturers designing safer, more efficient cars for everyday drivers.

THE TECHNOLOGY: DIGITAL TWINS FOR TYRES

These physics-based models simulate how tyres behave under different conditions, predicting temperature changes, grip levels and wear patterns in real time with an accuracy that was previously impossible.

One of its most innovative products, weaRIDE, enables real-time tyre tread wear and chemical degradation simulation. This technology is particularly significant for electric vehicles, whose instant torque delivery creates new challenges for tyre durability.

“We were the first to develop a commercial thermal model for tyres, the first to create a multiphysics Pacejka-based model, and today, we are the first to introduce a wear and degradation model, weaRIDE, internationally awarded for its innovation. We try to be always a step ahead, and scientific research is our ‘secret weapon’,” Farroni says.

Sakhnevych explains that ensuring model accuracy across varied real-world conditions requires a multifaceted approach: “MegaRide ensures the accuracy and reliability of the weaRIDE model through a multifaceted approach. First, there is a continuous effort to enhance the physical fidelity of the model, leveraging a strategic synergy with universities and research institutions.”

He adds, “Additionally, a key focus is placed on improving data processing methodologies. Tyre models often face scrutiny due to the limitations in predictive accuracy, which are strongly influenced by the quality of the calibration data.”

FROM SIMULATION TO MEASUREMENT: THE VESEVO SPINOFF

In 2018, MegaRide expanded its footprint by spinning off VESevo, a company focused on developing innovative testing equipment for tyre materials. VESevo’s flagship product enables non-destructive testing of tyre compounds, providing detailed mechanical property data previously unavailable without destroying the tyre.

Andrea Genovese, CEO of VESevo, explains how the technology has evolved from its motorsport origins: “VESevo is evolving its motorsport-derived technology to enhance industrial applications, leveraging its versatility for real-time quality control in tyre manufacturing. Its non-destructive, non-invasive and rapid-testing capabilities allow each tyre to be analysed directly on the production line.”

This represents a significant shift in quality control for tyre manufacturers. “This innovation enables mechanical property testing to be performed not just on a sample basis but on the entire production, guaranteeing comprehensive quality assessment,” Genovese adds.

However, VESevo has faced regulatory headwinds in motorsport, particularly after the Fédération Internationale de l’Automobile (FIA) introduced rules limiting the use of its technology in Formula 2 and Formula 3.

“Honestly, we were surprised by this regulatory change, as motorsport has always been a driving force in introducing innovations, especially when they enhance performance, spectacle and safety, benefiting all stakeholders involved,” Genovese admits.

Rather than seeing this as a setback, VESevo has focused more on industrial applications. “By broadening our reach into new applications, we are not just navigating these changes, but we are turning them into opportunities to drive innovation forward,” Genovese says.

STRATEGIC ACQUISITIONS AND GROWTH

MegaRide has augmented its technological capabilities through strategic acquisitions, including the 2022 purchase of Wriggle Solutions’ intellectual property. This acquisition bolstered MegaRide’s capabilities in real-time tyre wear monitoring.

“The acquisition of Wriggle Solutions’ intellectual property in 2022 has expanded MegaRide’s strategic line, accelerating the transition from purely simulation-based technologies to real-time, onboard vehicle sensing,” Sakhnevych explains.

This move has enabled MegaRide to develop virtual sensors that can estimate previously unmeasurable parameters like vehicle sideslip angle, tyre temperature and tread wear. These capabilities have applications for vehicle performance, safety systems and autonomous driving technologies.

MegaRide has also established key partnerships with major industry players. Its collaboration with Prometeon, an industrial tyre manufacturer, illustrates how the company’s technology is being applied beyond high-performance vehicles to commercial transport.

THE CHALLENGE OF SCALING HIGH-PERFORMANCE TECHNOLOGY

Transferring technologies developed for the extreme demands of motorsport to mass-market applications presents significant challenges. Sakhnevych outlines several hurdles: “One of the main challenges is cost, as motorsport applications rely on high-end sensors and powerful computing. To make these solutions viable for mass production, MegaRide focuses on leveraging existing vehicle sensors and optimising software to run efficiently on standard ECUs.”

He continues, “Scalability is another hurdle, as consumer vehicles operate in diverse and unpredictable conditions. Ensuring robust performance across various road surfaces and driving styles requires extensive validation and adaptive modelling.”

THE AI QUESTION

As artificial intelligence (AI) transforms industries worldwide, MegaRide maintains a measured approach to incorporating machine learning (ML) into its products. The company’s roots in physics-based modelling inform its perspective on AI’s role in tyre simulation.

“MegaRide leverages artificial intelligence and machine learning while staying true to its roots in physics-based modelling,” Sakhnevych says. “Our background in academic research, particularly in mechanical engineering, has shaped our expertise in model-based approaches."

He distinguishes their approach from purely data-driven methods: “Unlike purely data-driven methods, our approach enables prediction without extensive training datasets – simply by parametrising models using well-established physical principles.”

DATA SECURITY CONCERNS

As vehicles become increasingly connected, handling sensitive data securely becomes increasingly important. MegaRide has developed comprehensive approaches to data security, particularly relevant to its onboard sensing technologies.

“MegaRide addresses data privacy and security concerns in tyre technology through a robust combination of encryption, secure data management protocols and role-based access controls,” Sakhnevych explains.

COMPETITION FROM INDUSTRY GIANTS

As a small company operating in an industry dominated by global corporations, MegaRide faces significant competitive pressures. However, Sakhnevych sees advantages in the company’s nimble structure.

THE FUTURE: EXPANSION AND DIVERSIFICATION

Looking ahead, MegaRide plans to continue expanding through organic growth and the development of new ventures within its holding structure.

“The ‘MegaRide holding’ concept will allow us to diversify our strategies, expanding into various sectors we consider strategic,” Farroni explains.

“MegaRide’s models are increasingly used by OEMs, tyre manufacturers and racing teams, and the technological landscape is moving towards a greater adoption of physics-based models like ours, driven by the growing use of real-time simulations.”

Each company within the holding structure has its strategic direction. “VESevo, originally founded to produce a portable device for motorsport, is now evolving – thanks to key strategic partnerships – into a provider of non-destructive testing solutions and quality control systems for tyres, directly integrated into production lines,” says Farroni. The newest addition, RIDEsense, targets emerging opportunities in vehicle automation. “The increasing onboard computational power of vehicles has led to the creation of a new company, RIDEsense, focused on developing ‘Virtual Sensors’ – real-time algorithms capable of estimating otherwise unmeasurable quantities and providing critical insights for ADAS and autonomous driving systems, which will be pivotal in tackling the mobility challenges of the coming years,” explains Farroni. VESevo’s Genovese describes a similar approach to balancing immediate market needs with long-term innovation: “At VESevo, balancing short-term business goals with long-term research and development is part of our DNA. As an academic spinoff from the University of Naples Federico II and an innovative company, we follow the same path that MegaRide successfully pioneered, transforming cutting-edge research into commercially viable solutions while maintaining a strong focus on technological advancement.”

He elaborates on their dual-track strategy: “In the short term, we focus on delivering market-ready solutions that meet the immediate needs of our customers, particularly in motorsport and industrial applications. By working closely with teams and manufacturers, we ensure our technology provides tangible value and rapid returns, allowing us to sustain growth and reinvest in innovation.”

Meanwhile, the academic connection remains vital: “Our strong ties to the academic world allow us to act as a ‘bridge’ between research and industry. This close connection enables a constant exchange of knowledge, technology, expertise and skills, accelerating innovation while ensuring our developments translate into real-world impact,” says Genovese.

A MODEL FOR RESEARCH COMMERCIALISATION

MegaRide’s success offers a blueprint for commercialising academic research in highly technical fields. The company has carved out a unique position in the automotive technology ecosystem by maintaining close ties to academia while developing practical market applications.

The company’s ‘researchpreneur’ model provides a case study in technology transfer that may be increasingly relevant as universities worldwide seek to translate research into commercial impact. MegaRide demonstrates that deep technical expertise can be successfully paired with entrepreneurial vision when the right structures and leadership are in place.

As vehicle electrification, automation and connectivity create new challenges for tyre performance and safety, MegaRide’s physics-based approach to simulation and testing positions the company to play an increasingly important role in the future of mobility.

What began as academic research in a Naples university laboratory has evolved into a group of companies pushing the boundaries of what’s possible in understanding the complex interactions between tyres and roads – knowledge that underpins both the thrilling spectacle of motorsport and the mundane safety of everyday driving.

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PRINX CHENGSHAN has achieved another major milestone in its direct sales and original equipment business with the selection of its PRINX AQUILA PRO tyre as original equipment fitment for the NEVO Q05, a global high-volume model from Chang'an Qiyuan.  The pairing made a notable impact at the 47th Bangkok International Motor Show, where the vehicle’s appearance drew widespread international attention.

The PRINX brand, representing the mid-to-high-end segment under PRINX CHENGSHAN, centres its approach on using tangible technology to enhance mobility. The AQUILA PRO tyres delivered for Chang'an Qiyuan combine efficient braking enabled by advanced structural engineering with EU Class A rolling resistance and responsive handling. This performance profile directly supports Chang'an Qiyuan’s commitment to a superior all-around user experience, reinforcing a partnership aimed at building a refined mobility ecosystem.

The Bangkok exhibition also highlighted the growing market presence of PRINX across multiple platforms. Both the MG5 PRO Thai Version and the MG S5 EV Thai Version run on the AQUILA PRO tyres, gaining traction in Thailand through accessible pricing and strong technical capability. Separately, the Ora 5, an all-electric A-segment SUV, debuted globally in Bangkok equipped across its lineup with the PRINX XNEX SPORT EV tyres, underscoring its blend of design, intelligence and global readiness.

With a rapidly evolving global network encompassing two major R&D centres, four technology centres and three smart manufacturing bases, PRINX CHENGSHAN has steadily advanced its product innovation and direct sales channels. The company’s forward-looking strategy centres on a products plus services model, integrating quality manufacturing with full lifecycle support to drive green and intelligent mobility. Through close collaboration with partners, it seeks to foster sustainable industry development and bring the strengths of China’s intelligent manufacturing to a broader global audience.

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India’s tyre sector is moving into a steadier phase after cyclical tailwinds from GST-led formalisation and rural demand. Srikumar Krishnamurthy, Senior Vice-President and Co-Group Head, Corporate Ratings at ICRA, says replacement demand will continue to anchor growth in FY2027 even as original-equipment volumes soften. Premiumisation is lifting tyre makers’ realisations, though input volatility and competition cap pricing power. Export prospects are improving with new trade agreements, but regulatory risks and cost pressures persist as companies balance capex with discipline.

ICRA expects the Indian automotive sector’s wholesale growth to normalise in FY2027. How does this moderation in vehicle volumes translate into tyre demand across OEM and replacement channels?

The normalisation of wholesale volume growth in FY2027 follows a period of elevated growth in the second half of FY2026, which was driven largely by post-GST reform-led factors and favourable rural demand sentiments. The moderation in wholesale volume growth will consequently translate to a similar growth in OE segment. The aftermarket segment, however, will follow the inherent replacement cycle of different sub-segments and other fundamental factors.

Replacement demand currently anchors tyre industry growth. What level of growth do you expect in this segment going forward?

The replacement segment saw a robust growth in the last 4–5 months supported by the post effects of GST rate cuts and healthy rural demand following good monsoons and crop output. The current sentiments are favourable, with factors around economic activities, freight rate movement and farm output reflecting optimistic picture. The segment is likely to outperform the OE segment in FY2027 supported by inherent factors like replacement cycle, safety awareness and regulatory forces.

Premiumisation is evident in vehicles and tyres alike. How is the shift towards larger rim sizes, radialisation and higher-value products shaping revenue growth versus volume growth in FY2026–27?

A change in product mix has been observed in recent times. Rising preference for utility vehicles, premium bikes and electric vehicles have resulted in changes to the average selling price (ASP) of tyre makers. While these elongates the product replacement cycle over time, higher share of sales of large rim sizes and high-performance tyres results in premium pricing and value growth. That said, pricing pressure because of competition and movement in input prices restricts the premium to an extent, in certain segments.

What impact do you expect from the evolving trade agreements between India and United States, along with the proposed India-EU free trade deal, on tariffs for tyres produced and exported from India?

US and Germany are the top-two destinations for Indian tyre exports. Overall, tyre export volumes grew by around 10 percent in FY2025 and around eight percent in H1 FY2026. The recent signing of India-UK and India-EU deals is a positive as Indian tyres are increasingly getting exported to these regions in recent period, reflecting better acceptance. While the developments on India-US tariff-related aspects are a positive, stability in tariff reforms will be critical towards better visibility of exports.

With exporters pivoting towards Europe, Africa and Latin America, what competitive or regulatory barriers might Indian tyre makers face in these markets over the next 12–18 months?

The prospects of Indian exporters remain vulnerable to the regulatory actions and competitive forces. The US tariff-related developments have made tyre makers in

South-East Asia and China more competitive (as compared to India), although the changes in tariff rates is a positive development for Indian exporters. While a depreciating rupee was beneficial, the recent capping of RodTEP benefits is a negative impacting the competitiveness of Indian tyre makers.

Natural rubber prices have remained elevated and volatile. How do you expect raw-material cost trends to evolve in FY2027, and what does this imply for tyre company margins and pricing power?

Rubber prices largely track the demand-supply factors. The prices have largely been volatile in recent years and were affected by a relatively subdued consumption globally. While the supply will remain influenced by weather and other related factors, the global tyre demand is likely to be relatively better, thus keeping the prices firmer in the coming year.

Beyond rubber, inputs such as carbon black and crude-linked derivatives are cyclical as well. Are tyre manufacturers adequately positioned to manage input volatility through sourcing strategies or pass-through mechanisms?

To protect the margins, tyre makers have resorted to better production planning, maintaining optimal inventory and altering the sourcing strategies. That said, the earnings profile of tyre makers remains exposed to any sharp volatilities in input prices, especially replacements.

Industry capex has remained steady, focused on radial capacity and premium segments. Do you foresee a new investment cycle in FY2027–28, or will companies prioritise balance-sheet discipline amid demand normalisation?

The industry’s capex spends are estimated at 8–10 percent of revenues with sizeable investments towards expansions in passenger vehicles and trucks and bus tyres, along with continued focus on debottlenecking, maintenance and R&D activities.

Looking beyond demand and costs, what are the most significant structural challenges facing the Indian tyre sector over the next three to five years – technology shifts, sustainability mandates or global competition?

Multiple trends are emerging in the auto industry, like vehicle premiumisation, changing powertrain mix, fluctuation in adoption of EVs across different product segments etc. In this backdrop, and coupled with global geo-political uncertainties and climate changes, tyre makers face challenges around business strategies. Strengthening technological capabilities, investments in premium performance tyres, enhanced usage of AI for operations, streamlining supply chain activities and diversification are the likely key focus areas for Indian tyre makers.

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Kumho Tyre UK has strengthened its leadership team with the appointment of Luke Emery as Sales Director for South East England, a move that coincides with the company’s expanding product range and reports of growing demand across the region. Bringing 22 years of deep-rooted experience in the tyre sector, Emery’s background spans both motorsport and passenger car applications, positioning him well to drive commercial performance in this key territory.

His appointment forms part of Kumho’s ongoing investment in its UK operations, reflecting a continued commitment to reinforcing the domestic team as demand rises for an increasingly diverse product portfolio. In this new role, Emery will work alongside the existing UK management and sales teams to deliver dedicated support to customers throughout the South East, ensuring the business remains responsive to evolving market needs.

Richard Lyons, Managing Director, Kumho Tyre UK, said, “We are delighted to welcome Luke to the Kumho team, adding to the enrichment of our team that we have seen over the past few months. The UK market has shown excellent acceptance of our latest products and Luke’s appointment reflects our commitment to building a talented, future-focused team that can support our customers and continue driving the growth of the Kumho brand across the UK.”

Emery said, “Having worked at Kumho in the past, I’m delighted to return at such an exciting time for the brand. Kumho has built a strong reputation for delivering high-quality tyres that offer excellent value and performance, and the market response to the new products has been extremely positive.”

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Clemson University has announced the appointment of Dr Saied Taheri to the External Advisory Board of its Mechanical Engineering department, strengthening ties between academia and research leadership. The move highlights the institution’s continued focus on advancing engineering education through experienced global contributors. Dr Taheri’s longstanding association with Clemson, where he completed his undergraduate, master’s and doctoral studies in mechanical engineering in 1984, 1986 and 1990, respectively, positions him as a deeply connected figure familiar with the university’s academic values and institutional goals.

Currently a professor at Virginia Polytechnic Institute and State University, Dr Taheri also serves as Director of the NSF-supported Industry–University Cooperative Research Center for Tire Research (CenTiRe). His career spans both academia and industry, including a tenure as a senior engineer at Goodyear Tire & Rubber Company and an adjunct faculty role at the University of Akron between 1998 and 2007. Since joining Virginia Tech in 2007, he has mentored a significant number of scholars. His research contributions have focused on tyre and vehicle dynamics, simulation technologies, intelligent tyre systems and chassis control.

In his new advisory capacity, Dr Taheri is expected to contribute to shaping departmental strategy and fostering innovation-driven initiatives. His combined expertise in research, teaching and leadership is anticipated to support Clemson’s efforts to enhance student outcomes and maintain excellence in mechanical engineering.

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