Orion, a global speciality chemicals manufacturer, appointed Natalia Scherbakoff as chief technology officer, effective immediately.

Scherbakoff succeeds David Deters, who led Orion’s innovation efforts for nearly a decade. Deters will remain with the company through year-end to ensure a smooth transition.

Based at Orion’s main innovation hub in Cologne, Germany, Scherbakoff will oversee the company’s technical centres in China, South Korea and the U.S. She will focus on further developing Orion’s innovation capabilities, including leveraging its new Battery Innovation Centre in Cologne.

Additionally, Scherbakoff will lead a €12.8 million project, partially funded by the German government and European Union, to develop and demonstrate a climate-neutral process for producing carbon black from alternative carbon sources. This technology aims to improve Orion’s yield and production efficiency using circular feedstocks.

“Natalia has broad global experience, a track record of moving ideas through the development process to successful product launches, and commercial savvy. She combines strong people skills with a passion for driving innovation and achieving tangible outcomes,” Orion CEO Corning Painter said. “She is arriving at an exciting time here at Orion, and I am looking forward to her building on the success we have had under David’s leadership in batteries, circular products, coatings, and other customer applications.”

Scherbakoff joins Orion from Trinseo, a speciality materials company, where she served as vice president of technology and innovation. She oversaw global research, development, and technology innovation in that role, focusing on sustainability and circular solutions. Additionally, she supported key growth initiatives and mergers and acquisitions while serving on Trinseo’s Corporate Environmental, Social and Governance Council.

Scherbakoff brings a wealth of experience across diverse industries. Prior to Trinseo, she held leadership positions at Plastic Omnium (now OPmobility), a French automotive supplier; Owens Corning, a building materials manufacturer; and Clayens NP, a speciality materials producer, where she currently serves as a non-executive board member. She is also a member of the Forbes Technology Council.

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ATF Tyres, one of India’s leading manufacturers of off-highway tyres, has announced the appointment of Rajesh Vyas as its new Vice President of Sales and Marketing. Vyas brings over 25 years of global experience to the role, having worked across diverse international markets to build high-performance sales teams and enhance distribution networks.

His professional background includes leadership roles in brand positioning and product portfolio expansion within competitive sectors. Prior to joining ATF, Vyas served as Vice President at Rubber King Tyre Group. He also held key positions at Balkrishna Industries Limited as Head of Mining Tyres for India and spent a decade at Apollo Tyres Ltd as Business Head for Off-Highway Tyres.

With the company working to expand its footprint in the agricultural, industrial and OTR segments worldwide, Vyas’s strategic leadership and commercial insight are expected to support ATF Tyres in delivering performance-driven solutions across multiple regions.

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Continental Tire has introduced a fresh and distinctive marketing figure known as the ‘Nod of Confidence’ ambassador to connect with drivers on a deeper level. This initiative is designed to encapsulate the precise moment a customer feels absolute certainty in their purchase decision, visually represented by a simple, affirming nod. It is a symbolic gesture that conveys the reassurance, trust and satisfaction associated with selecting a premium tyre brand.

For years, Continental has been regarded as the smart choice in the industry, a reputation built on a steadfast dedication to superior quality, advanced technology and dependable performance. The company consistently responds to market demands by engineering tyres that deliver exceptional comfort and peace of mind. Recognising that the process of buying tyres can often be complex and filled with uncertainty, this campaign targets the emotional journey of the consumer. It aims to capture that pivotal moment of clarity when a driver moves from questioning and comparing options to confidently confirming they have chosen the best solution for their vehicle and family.

This new ambassador is an extension of Continental's broader mission to simplify and enhance the tyre-buying experience. By blending cutting-edge tread innovations with customer-focused education and support, the brand continues to prioritise driver needs while reinforcing its leadership in the automotive industry.

Brian Beierwaltes, Head of Marketing US PLT, Continental Tire, said, “We understand that today’s consumers are looking for more than just a product, they’re looking for confidence. This creative idea brings our ‘Smart Choice in Tires’ philosophy to life in a simple, relatable way. That nod represents reassurance, expertise and the peace of mind that comes from selecting a brand that consistently delivers on performance, comfort and innovation.”

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GRI, a leading producer of speciality tyres from Sri Lanka, has named Eldo Verhaagen as its new Sales & Operations Director for Material Handling and Agriculture across the Benelux region. This strategic move underscores the company’s drive to enhance its regional footprint by reinforcing leadership, improving operational efficiency and strengthening relationships with local customers. Verhaagen’s arrival marks a continued push to expand GRI’s presence in both the material handling and agricultural sectors.

With extensive experience in the tyre and automotive fields, Verhaagen brings a proven background in guiding strategy, boosting commercial performance and refining operational processes. His familiarity with a broad range of tyre types – including those used in trucking, farming, construction and material handling – combined with a direct, customer-oriented working style, makes him well-suited to steer the region through its upcoming growth phase.

Verhaagen takes over from Herman Klumpenaar, whom GRI has thanked for his dedicated leadership and smooth handling of the leadership transition. The Benelux team is now set to collaborate closely with Verhaagen, aiming to sustain regional progress and ensure long-term, steady development.

Giorgio Gramegna, Director of Europe – Sales, Marketing and Distribution at GRI, said, “We thank Herman for his leadership and contribution over the years. We are pleased to welcome Eldo and are confident that his experience and market knowledge will further strengthen our presence and performance in the Benelux region.”

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Goodyear has unveiled The Vault, an innovative online marketplace designed to transform how the public interacts with its brand and 128-year heritage. This digital destination allows visitors to explore and acquire a thoughtfully assembled selection of historic artifacts, autographed collectibles, special-edition products and extraordinary experiences. Serving both as a platform for collectors and a dynamic archive, The Vault merges significant items from Goodyear's past with contemporary cultural partnerships and exclusive new merchandise.

The collection features compelling pieces such as a segment of the engine from the legendary Spirit of America Goodyear Blimp, one of the company's earliest tyres produced in 1899, tyres raced at the 2025 NASCAR Cup Series Championship and celebrity-signed goods. To celebrate the launch, a limited-time digital puzzle is being offered. Participants who successfully solve the riddle on the company website will be entered to receive one of 30 cryptex vaults filled with exclusive prizes. These rewards range from branded merchandise to the premier prize: a private flight on the famous Goodyear Blimp. The Vault is currently accessible, with plans to release new items and opportunities throughout the coming year.

Doug Grassian, Vice President, Global External Communications, Social Media and Partnerships, said, "There's nowhere else on the planet that you can buy a section of a Goodyear Blimp engine or one of the first tyres ever made. By opening The Vault, Goodyear is transforming its legacy into something tangible, collectible and meaningful."

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