After being selected as ATMA Chairman, Satish Sharma, President (APMEA) & Whole Time Director, Apollo Tyres, has big plans for the automotive and tyre industries, from enhancing exports to self-sufficiency in Indian rubber. He shares his views on collaborations in the tyre industry, the challenges of the sector and the problem of India being used as a dumping ground. Read on…

How have your priorities changed ever since being selected as the ATMA chairman?
I was the ATMA chairman even four years ago, and this is my second tenure. In terms of priorities, I want to pick up from where I left. At that point, we had started this whole journey of improving our exports. In fact, I was on record to say that the tyre industry could be the poster boy for the Indian government.

Looking back, I’m very happy to see that the exports have improved rather well. And this is just the beginning; we could do much more. Therefore, one priority is to see how we enhance our exports significantly from where we stand today.

The second priority is that a lot of regulations are on the anvil for the vehicles and the tyres as well. So my idea would be to engage with all the stakeholders and get them fast paced rather than going about it in a slow manner. Plus, I would like to get all views on board, optimise them for the industry, the government and different stakeholders and get them rolling, working towards a seamless transition for the regulations and betterment of all the stakeholders.

As for my third priority, it is the self-sufficiency point of the Indian rubber. The Indian rubber is a key priority of the commerce minister, Piyush Goyal, to narrow the gap between domestic demand-supply of natural rubber, which is around 35 to 40 percent. Hence, some of us have come together at his behest and have contributed in monetary terms to help the rubber board to do serious plantations in the potential of the North East. That corpus has been formed and one year of it has gone by. The acronym is NEMITRA. It is a collaboration between the tyre industry and the rubber board, under the aegis and direction of the commerce ministry. So we are very hopeful that the work we put in is going to yield results and India will be able to narrow this deficit between production and consumption.

Speaking of production and consumption, are you seeing a revival in demand?
The demand recovery for tyres is always an organically growing demand. If you look at the GDP of the country, it’s rather sectoral and a K-shaped recovery. Therefore, some sectors associated with infrastructure, e-commerce or the real estate sector, etc. are doing very well. However, at the same time, there is very steep inflation, and there is a possibility or worry that this inflation might destroy demand. The entire supply chain has to pass through this inflation and, finally, it has to be borne by the consumer. Whether the consumer reduces consumption or continues to consume at the rate at which he/she was before is a bit of a worry. But so far, the demand is holding on at a broader level.

OEMs are reviving as the chip shortage is getting under control. We are seeing CVs – a cyclical business – at the beginning of its upcycle, which is good news for them. In PVs, the supply chain issues are getting eased off. Plus, the tractor sector is also reviving; with a good monsoon forecast, the rural economy should come back – maybe not to the same level from two years ago, but still reasonably good.

With the current world situation, from the Covid pandemic to the Russia-Ukraine war to high inflation rates, do you think there is a need for more collaborations between tyre companies?
Collaborations have to be there, but they have to be very finely defined. Collaborations can always be on larger subjects like sustainability or raw materials, where research work can be done, resulting in collaboration. So these are areas where a deeper collaboration will help the industry. But it cannot be used to tackle inflation – that has to be left to market forces.

What are the present challenges you see in the tyre industry that need to be addressed?
The organic challenges include preparing ourselves for electrification and the changing regulatory framework. However, the key challenge for the Indian tyre industry right now is inflation. Our balance sheet sizes have halved over the last year. Moreover, the profitability has reduced significantly. There is a significant phase lag to the cost push. Therefore, these key challenges are what we really need to take care of in the short-term.

There has been a ban on Chinese tyres. How is this impacting the Indian tyre industry?
All global tyre companies that have come in India are now producing their tyres in the country. And therefore, it is self-sufficient as far as tyres are concerned. So technically, imports are not required to that extent, from that point of view.

The problem comes about when we are used as a dumping ground and the economic value of everything that has been put into place gets destroyed. And moreover, the promise we have for the Indian industry is getting short-changed. So that’s the argument.

I was telling my industry colleague, whose company is entering the US market, to not go the wrong way. But, in fact, to go, set up and position the Indian product and brand name the right way and to not spoil the market and get branded as the next cheap manufacturer after China. Because if one does it that way, then he/she is going to spoil it for everyone.

And, truth is, we can really do it the right way. We do have a cost arbitrage. Hence, we can give a more honest price internationally and give tier 1 quality at a tier 2 price. However, if one were to position oneself at the bottom of the barrel, then it will spoil everything.

What is happening to recycling and renewable sources to make tyres? How are things shaping up in India?
One regulation is on the anvil, which is the extended producer responsibility. It is in the draft stage and we are in discussion with the government. Fortunately, by the nature of our country, there is a self-recyclability of any and all products. Of course, this is in the unorganised segment, and we don’t talk or hear about it. But we have seen tyres being sold to make something as useful as slippers. So it finds its own value.

But there are no satellite pictures available in India showing dumps and dumps of used tyres lying anywhere; you will find that in the Middle East. But the government is organising this whole thing, and we have the extended producer responsibility coming – it will have a far higher recyclability and will focus more on renewable energy and getting green raw materials. Plus, it will prioritise the increase in the usage of recycled tyre parts.   

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Goodyear Tire & Rubber Company has appointed Jerome Rouquet as Chief Financial Officer, effective 1 December  2026, as the US tyre maker seeks to improve operational performance and maintain financial discipline.

Rouquet will report to Chief Executive Mark Stewart and join the company’s senior leadership team. He currently serves as CFO of Visteon Corporation, where he oversees global financial activities.

Before joining Visteon in 2020, Rouquet held senior finance positions at Tenneco and Federal-Mogul. At Federal-Mogul, he served as CFO, chief accounting officer and controller.

"This is an important addition to our leadership team," said Stewart. "Jerome combines deep financial expertise with a proven ability to help organizations improve performance and navigate transformation. As we continue building momentum and executing our long-term strategy, his leadership and experience will help position Goodyear for success."

Rouquet’s experience spans financial strategy, operational performance, investor relations and public-company finance. His appointment supports Goodyear’s focus on operational improvement, financial discipline and capital allocation to increase shareholder value.

He holds a Master of Business and Management from Institut Supérieur de Gestion in Paris and completed the International Business Management Program at the Manhattan Institute of Management in New York.

Scott Deakin, who has served as interim CFO, will remain in the role until Rouquet joins the company and will support the transition.

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Dunlop Tires North America (DTNA), a Sumitomo Rubber Industries, Ltd. subsidiary, has appointed Robert Liu as Assistant Vice President of Product Management. Liu brings more than three decades of varied experience in the tyre and automotive sectors to guide the Dunlop and Falken brands through their next stage of product innovation and expansion.

Liu started his career as a simulation engineer at General Motors before spending 27 years at Continental Tire, where he held positions in Product R&D, Sales and Product Management. He also completed a five-year expatriate assignment in Shanghai, leading Product Management and R&D for Asia-Pacific, and most recently directed R&D for the American region with a focus on replacement Passenger Light Truck tyres. In his new role, Liu will lead product development, overseeing PLT and Truck & Bus Radial products with a skilled Product Management team.

Ken Hsu, Vice President – Marketing, DTNA, said, “We are excited to welcome Robert to our team. His extensive experience and proven leadership in the tyre industry align perfectly with our goals for innovation and growth. We believe his insights will greatly benefit our product strategies as we move forward.”

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Portugal’s retreading industry is caught between its established technical capabilities and a market increasingly shaped by low-cost new tyres, regulatory shifts and price-driven purchasing. Associaçao de Recauchutagem de Pneus (ARP) President David Laureano speaks to Tyre Trends about the necessary changes, current state of the industry and how to rebuild confidence and create conditions for investment.

Are policy changes necessary to create a level playing field for retreaders?

I consider policy changes a priority for boosting Portugal’s retreading sector and plan work on four fronts. The first is to review the environmental and economic treatment of retreading so that charges and incentives acknowledge the extension of tyre service life.

The second is to strengthen enforcement of compliance obligations for all operators placing tyres on the market. The third is to introduce criteria regarding lifecycle costs, performance and circularity in public procurement, enabling the participation of technically suitable retreaded solutions.

The last is to facilitate company access to instruments for industrial modernisation, energy efficiency, training and innovation. These measures should be developed in collaboration with public entities and other sector stakeholders. Policy quality improves when those who manufacture, use and manage tyres participate in their formulation.

What are the ARP’s priorities under your leadership?

My priority is to strengthen a unified voice for the sector while respecting the diversity of the companies that comprise it. Building trust among users by demonstrating the quality of domestic retreaders. I want to contribute to an association that stays close to its members and is capable of gathering reliable data, fostering knowledge sharing and presenting well-founded proposals to public authorities.

I also view it as essential to bring the fleet industry, educational institutions and technology partners closer together. We can collaborate on training, research and the dissemination of best practices, thereby strengthening the sector’s collective capacity. The change I would like to see in the market is a more informed purchasing decision, one that recognises tyre performance and the value of extending its service life.

What role can retreading play in reducing raw material consumption and waste?

Retreading preserves a significant portion of the tyre structure by utilising a technically sound casing and enables a new cycle of use. This reduces the need for materials required to manufacture an entirely new structure and postpones the casing’s end-of-life.

Realising this potential requires effective management across the entire value chain including initial selection, maintenance, timely tyre removal and casing inspection. Benefits must be measured rigorously. Savings depend on the tyre type, process and usage conditions; therefore, we must communicate substantiated results rather than applying a single percentage figure to every situation.

What hinders greater acceptance by fleets and consumers?

Doubts regarding quality and safety persist, alongside insufficient information about the industrial process. The perception of poor quality was already among the obstacles identified in the sector characterisation study conducted by Valorpneu in 2019. Trust is built through transparency that requires explaining casing selection, production controls, traceability and the tyre’s suitability for its intended use.

There are specific United Nations regulations for retreading, namely Regulations No. 108 and No. 109. Under these regulations, all operators are required to conduct tests on the tyres they produce, and the tests are identical to those performed on new tyres. The sector also needs to make results more visible through fleet monitoring and comparable usage data.

We cannot focus solely on sales as after-sales service is crucial for building trust and ensuring continuity with the end customer, whether they are transport companies or private individuals.

How can retreading be better integrated into circular economy and sustainability policies?

Retreading should be considered right from the initial tyre selection. This entails prioritising casings designed for extended use, ensuring proper maintenance and establishing systems to evaluate their utilisation. Valorpneu specifically identifies extending service life, the potential for reconstruction and the segregation of tyres with retreading potential as preventive measures.

We would like to see this logic translated into specific objectives and indicators such as how many casings are utilised, how many usage cycles are achieved and how much resources are preserved. These results would help guide incentives and purchasing decisions.

What is the current state of the tyre retreading industry in Portugal?

Portugal possesses a retreading industry with experience, technical expertise and close ties to its customers. Its presence is particularly significant in the heavy-vehicle tyre market. However, it is a sector that needs to strengthen its position.

Commercial pressure challenges companies to demonstrate the product’s value over its lifespan, particularly in a market where the purchase price is a decisive factor. Our ambition is to unite the sector to transform existing industrial capacity into a stronger market presence driven by quality, information and constructive institutional representation.

What is the impact of low-cost imported tyres on retreaders?

Pressure from low-cost tyres is a key concern, one that has also been highlighted in ARP’s public communications. When the decision focuses solely on the initial price, it becomes harder to highlight the value of durability, technical support and the potential to reuse the casing for further service cycles.

Geographic origin alone does not determine a tyre’s quality. We advocate for competition based on verifiable criteria regarding safety, performance, compliance with environmental obligations and lifecycle costs. There is also the issue of continuity as retreading relies on the availability of suitable casings. Therefore, the choice of a new tyre should also take into account its retreadability potential.

Which segments show the highest demand?

Heavy vehicles form the sector’s core base. Road freight transport is therefore a central market, and we see opportunities to strengthen our presence among passenger transport and service fleets, tailored to the specific demands of each operation. There are also specialised applications.

Retreading data for 2024 covers commercial, agricultural, industrial and civil engineering tyres, among other categories. While these figures characterise the activity, they should not be confused with domestic market demand shares. Our goal is to work with each segment to identify where retreading offers a technically sound and economically advantageous solution.

How do regulatory uncertainty and capacity expansion affect investment?

An industrial facility invests with a multi-year horizon. Equipment, training and process improvements require confidence in future operating conditions. When rules or charges change, projects tend to be re-evaluated, complicating investment and expansion decisions.

A concrete example of a shift in the economic landscape is the Ecovalor (environmental fee). In 2025, the Valorpneu schedule indicated a zero Ecovalor for domestically retreaded tyres placed on the market. In 2026, it introduced a specific schedule with a 10 percent bonus, and for the heavy-duty category, the indicated rate is EUR 8.07 per tyre, plus VAT.

We believe that changes of this nature must be accompanied by dialogue with the sector, an assessment of their impact and predictability. Companies need to understand how their environmental contribution will be valued before committing to new investments.

How important is the total cost of ownership regarding demand?

It is fundamental. For a fleet, the purchase price is just one part of the equation. The assessment must include mileage, fuel consumption, maintenance, downtime and casing utilisation. Comparisons must be made under similar conditions regarding load, route, axle position and usage.

Retreading must demonstrate its value in this context through concrete results. I would like to see more long-term relationships between fleets and retreaders with records that allow for tracking cost-per-kilometre and improving decision-making over time. This benefits both parties.

Should retreading be recognised as a strategic industrial and environmental activity?

Yes. That is the vision I want to help affirm. It is an activity that brings together industrial production, technical expertise, transport services and resource preservation. This recognition must be reflected in industrial policies, investment instruments and purchasing decisions.

It must also be accompanied by the sector’s own commitment to quality, innovation and demonstrating its results. ARP aims to contribute to this effort alongside companies, fleets and public entities. We share a common interest in maintaining an industry capable of generating value in Portugal and making better use of the resources on which we all depend.

What is the outlook for the next three to five years?

I see growth potential, but that growth will depend on the conditions we are able to create. Increased fleet focus on operating costs, the need for efficient resource utilisation and industrial modernisation could create opportunities. To capitalise on them, we need suitable casings, customer trust and economic stability.

I would not venture a specific growth rate without a sufficiently solid statistical basis. Ambition must translate into concrete objectives by winning over users, increasing casing utilisation and strengthening corporate competitiveness.

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India’s tyre recycling industry discussed regulation, technology and material recovery at RE-GO 2026, a three-day conclave held in South Goa from 10 to 12 September. Organised by the Tyre & Rubber Recyclers Association of India (TRRAI), the event brought together more than 250 delegates, representatives from more than 200 companies and participants from more than 20 states.

The third annual conclave, hosted at Novotel Goa Dona Sylvia, included more than 20 speakers and experts, three panel discussions and more than 20 exhibitors and sponsors. The conference programme ran on 10 and 11 September , followed by a departure programme on September 12.

Regulation and technology dominate discussions

Held under the theme of policy, compliance and circularity, the conclave brought together recyclers, technology providers, tyre industry representatives, policymakers, regulators, standards professionals, consultants and business leaders.

Discussions covered regulation and standards, extended producer responsibility (EPR), traceability, automation, environmental performance, digitalisation, artificial intelligence, material recovery and circularity.

The technical programme examined automated pyrolysis, co-processing, national standards for tyre pyrolysis oil (TPO) and recovered carbon black (rCB), fleet management, EPR policy and compliance, and the Common EPR Portal. Other topics included life-cycle assessment (LCA), greenhouse gas emissions accounting, digital transformation and technical innovation.

Industry and regulatory representatives attend opening session

The inaugural session featured Satish Goyal, President of TRRAI, and Jairaj Zarekar, its Secretary. Other participants included Anand Kumar, Former Director and Scientist ‘F’ at the Central Pollution Control Board; H. M. Meena, Scientist ‘D’ and Joint Director at the Bureau of Indian Standards; and Sanjeev Sharma, Senior Vice-President And Business Head For Mobility Solutions And Fleet Management at JK Tyre & Industries.

Arup Kumar Misra, Chairman of the Assam Pollution Control Board, was the chief guest and delivered the keynote address, “Tyre Recycling: From Liability to Asset”. The address focused on turning end-of-life tyres into recoverable resources and sources of economic value.

Three panels examine the sector’s priorities

The conclave featured three high-level panel discussions on sustainable recycling policy, recycling technology and the development of a circular tyre economy.

The first examined policy, standards, EPR, compliance and sustainable development. The second focused on shredding, granulation, automation and continuous pyrolysis. The third considered how collection, technology, markets and manufacturing could be connected to support a circular tyre economy.

The panels were moderated by Tushar Suhalka, Varun Manjunath and Jayant Vaidya, respectively.

The event also included an exhibition featuring more than 20 exhibitors and sponsors, networking sessions and an awards and recognition ceremony.

TRRAI highlights collaboration and standards

TRRAI said it had more than 500 members, representing approximately 75 percent of the tyre recycling market. The association works on standardisation, professionalisation, technical advancement, regulatory dialogue and collaboration across the sector.

The conclave highlighted the role of co-operation among industry participants, government bodies, regulators, standards organisations, technology providers and technical experts. Its discussions reflected a focus on stronger standards, improved traceability, environmental accountability, digitalisation and circularity.

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