A proposed bill in Brazil’s Chamber of Deputies has ignited fierce opposition from the country’s tyre retreading sector, which sees the legislation as an ill-conceived and uninformed attack on an industry that plays a crucial role in the economy and sustainability efforts. The bill seeks to ban the use of retread tyres on buses and trucks operating on state and federal highways, a move that the industry argues is both impractical and detrimental.

Brazil is the world’s second-largest retread market, following only the United States. This achievement has been attributed to the reliability and quality of work carried out by retreaders, which has earned the market’s trust.

In September 2024, a draft bill was introduced in Brazil’s Chamber of Deputies to exercise a ban on the use of retread tyres in buses and trucks operating on state and federal highways. The Brazilian Association of Tyre Retreading (ABR) lashed out at the proposed draft, labelling it as ‘misguided and uninformed’.

Subsequently, ABR President and Federal Senator of Mato Grosso, Margareth Buzetti, told Tyre Trends, “The proposed bill focuses on retread tyres rather than broader factors such as overloading, poor road conditions or inadequate maintenance practices due to sheer misinformation on the part of the person who proposed the project. It is a simplistic and populist proposal that promises to increase road safety by fighting the wrong enemy. Tyres retreaded in Brazil undergo extremely rigorous inspections to ensure that they reach the transport companies safely and reliably.”

“We, as retreaders, meet Inmetro standards that define the technical requirements for tyre retreading, following the standards of excellence practiced in other countries. We are talking about large companies that have strict quality standards. We are in no way inferior to new tyres in terms of safety,” she added.

According to Buzetti, no reputable company would compromise on tyre safety as doing so could lead to financial losses from accidents and endanger lives. She also pointed out that the sector’s ability to generate approximately 300,000 direct and indirect jobs is a testament to the high quality of retreaded products.

Commenting on how the proposed bill might influence public perception about the sustainable practice, she noted, “The way it was proposed is terrible because it gives people the impression that retread tyres in Brazil are of poor quality and are responsible for road accidents. This is absurd misinformation. However, I do not see this issue as something that concerns the general population. Transport companies, which are the largest users of retread tyres, are aware of the reality.”

“Entities linked to both the reform and transportation sectors sent dozens of letters to the Chamber of Deputies against the proposed bill. We will continue this pressure in 2025,” she added.

The association plans to seek out the rapporteur and the author of the bill so that they understand the seriousness of the work carried out by the sector. “The right thing to do would be for the congressman to withdraw the bill he presented and file another one that focuses on combating illegally-made reforms or the poor-quality tyres that are imported from Asia without any control whatsoever. Then they will have our support. Otherwise, we will seek out partner congressmen to wage a real battle within the Chamber against the advancement of this absurd proposal,” contended Buzetti.

IMPLICATIONS OF THE BILL

Buzetti noted that if the proposed bill was implemented, then the implications would be ‘catastrophic’. “If the bill were to become law, the long-term impact on Brazil’s tyre industry would be devastating. Companies are already struggling with the rising cost of raw materials due to increase in the Dollar-Brazilian Real exchange rates. Banning tyre retreading would further cripple the sector, leading to significant financial and operational challenges,” she said.

Currently, tyre retreading saves Brazil BRL 7 billion in transportation costs. If the proposed bill becomes law, which the ABR believes is unlikely and will actively oppose, it would effectively force transportation companies to buy only new tyres overnight, causing a massive rise in costs.

Alluding to the potential impact of this legislation on Brazil’s carbon neutrality and sustainability goals, Buzetti emphasised, “The sector was recently recognised by the Ministry of the Environment as an important asset in the circular economy. This was a milestone that we achieved at great cost, and the government is finally beginning to see our importance for environmental sustainability. I believe that 2025 will be the year in which we will be able to make even more progress on this issue. We cannot ignore the importance for the environment of a sector that retreads 14 million tyres per year.”

While the association can furnish data demonstrating the safety and reliability of Inmerto-certified retread tyres to battle the proposed bill, Buzetti, attacking the project makers, said, “Can the deputy who created the project present data that guarantees that the lack of safety on the roads is caused by retread tyres?”

Commenting on the bill’s impact on small and micro enterprises if implemented, Buzetti said, “Tyre retreading supports 300,000 jobs in Brazil today. It is a well-established market. Banning retreading would be like taking food off the table for thousands of Brazilians who rely on this sector.”

ALTERNATIVE ROUTE

According to Buzetti, the legislative year ended with this bill being presented to the Chamber of Deputies’ Transport and Roads Committee and it did not receive any amendments within the statutory deadline. Now, in February, discussions on the proposal can begin and she highly doubts that it will move forward. As a senator, she will not participate in the votes in the Chamber but will personally go to the committee to talk to all the deputies to demonstrate the quality of tyre retreading in Brazil.

Speaking on the steps that the government should take to address any lingering safety concerns and prevent future proposals like this, in case the bill was withdrawn, Buzetti said, “Inspection of poor-quality tyres entering the country and incentives for tyre retreaders to continue operating within the law is a necessary step. I presented a bill that is currently pending in the Chamber of Deputies that provides tax exemption for tyre retreading companies, as a way of attracting them to formality.”

She also noted, “Instead of banning retread tyres, we could have greater oversight of imported tyres that enter Brazil illegally. We are talking about tyres that are so bad that they don’t even need to be refurbished. These should be a priority for parliamentarians. And, of course, improving road conditions and oversight of the rules that must be followed by transport companies (such as not exceeding the maximum load) are also important steps to increase road safety.”

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Bridgestone Americas has appointed Michele Herlein as its new Chief People Officer. In this role, she will oversee all human resources operations across the Americas, Europe, Middle East and Africa. Her primary focus will be advancing the company's Culture 2.0 initiative, which aims to enhance teammate empowerment, collaboration and accountability.

Herlein rejoins Bridgestone with over two decades of executive leadership expertise. Her background includes previous positions within Bridgestone Americas and Bandag, Inc., centred on culture, leadership development and succession planning. Most recently, she was the Founder and CEO of CultureMax and previously served as the Chief Administrative and Human Resource Officer at Barge Design Solutions. She is also a published authority on creating high-performance organisational cultures. Beyond her corporate work, Herlein is a co-founder of Impact100 Nashville, a philanthropic women’s collective that has awarded more than USD 1.2 million in grants to area nonprofits.

Scott Damon, Bridgestone West CEO and Group President of Bridgestone Americas, said, “I am excited to welcome her back to Bridgestone, recognising the perspective and presence she will add to our West leadership team, the HR function and the broader organisation.”

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Alliance, a prominent global tyre brand under Yokohama-ATG, introduced its new Agri Star II Row Crop tyre to the UK agricultural sector during the recent LAMMA UK 2026 event. This launch marked the product's UK debut following its initial presentation at Agritechnica 2025. The tyre is specifically engineered for row crop tractors and specialist machinery, including self-propelled and trailed sprayers, operating in crops such as cereals, maize and oilseed rape.

Central to the tyre's design is Alliance's Stratified Layer Technology (SLT), which incorporates two distinct rubber layers within each lug to maintain reliable traction and stability even as the tyre wears. This approach is part of a design focused on mitigating soil compaction through a wider tread that improves load distribution, thereby helping to protect soil structure and preserve crop yields.

To address the evolving demands of modern farming, the tyre is built for high-speed road travel, boasting an E-speed rating that allows for operational speeds up to 70 kmph. This capability accommodates the increasing distances machinery must cover between fields. Simultaneously, the tyre is engineered to provide effective low-pressure performance during actual field work. It brings VF technology to this segment, a critical development as agricultural equipment continues to grow in both weight and the frequency of road use.

The construction emphasises durability, incorporating features like a stubble guard and advanced, wear-resistant compounds to ensure a long service life under challenging conditions. Available in rim sizes ranging from 24 to 54 inches, the Agri Star II Row Crop is designed for compatibility with a broad spectrum of contemporary farm machinery. This new model extends the proven platform of the Agri Star II series, of which over one million units have been sold globally, delivering its established technological benefits into the specialised realm of row crop agriculture.

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Hankook Tire has appointed Seunghwan (Aaron) Hong as Vice President of Marketing for its North America Headquarters in Nashville. He assumes this position following the promotion of Kyuwang (Ken) Cho, who is now leading the company’s Global Truck & Bus Division from Seoul.

In his new capacity, Hong will be responsible for North American marketing strategy, technical services, Canadian operations and supply chain logistics, focusing on strengthening the brand’s support for regional tyre dealers. Hong’s extensive two-decade career with Hankook includes leadership roles such as Managing Director in Canada and the Netherlands, along with a strategic position in the Global TB sales division.

Cho, who previously served as Senior Vice President of Sales and Marketing in North America, returns to Korea, where he had earlier held a senior global sales role within the TB division.

Rob Williams, President, Hankook Tire America Corp., said, "We're thrilled to welcome Aaron to Nashville as our new Vice President of Marketing. He brings a wealth of global experience and a proven ability to drive growth across diverse markets. As we continue to expand our brand and strengthen relationships with our dealers throughout North America, Aaron's strategic vision will be key to advancing Hankook's innovation and performance in the tyre market. We are appreciative of Ken's leadership over the past year in elevating our presence across both consumer and commercial channels."

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Scandinavian Enviro Systems has appointed Fredrik Aaben as its new Chief Executive Officer effective 16 January 2026. He succeeds Fredrik Emilson, who is stepping down from the role by mutual agreement. Emilson will remain with the company in a supportive capacity, serving as a Senior Advisor during the transitional period.

Aaben brings substantial financial and strategic experience to the position, having served as the company’s Chief Financial Officer since November 2024. His prior career includes close to eight years at Volvo Cars, where he most recently held the position of Head of Corporate Finance and gained extensive experience in finance, strategy and governance. His background also includes roles as Group Business Controller at Stena AB and work in management consulting. Aaben holds dual Master of Science degrees in Industrial Engineering and Management and in Software Engineering from Chalmers University of Technology.

Concurrent with this change, Maria Ljungstrand has been promoted to Chief Financial Officer. She joined Scandinavian Enviro Systems in April 2024 as Head of Group Business Control and previously held business controller positions at Danone and Mondelez International.

The Board of Directors expressed gratitude to outgoing CEO Fredrik Emilson for his dedication and valuable contributions. Under his leadership, the company achieved significant developmental milestones, and the Board acknowledged his considerable efforts and commitment.

Ewa Björling, Chairman of the Board of Scandinavian Enviro Systems AB (publ), said, “The Board is very pleased to appoint Fredrik Aaben as Chief Executive Officer of Scandinavian Enviro Systems. Fredrik has a deep understanding of the company, its operations and strategic direction, and has demonstrated strong leadership, analytical capability and commitment during his time as Chief Financial Officer. With his extensive experience in finance, strategy and corporate governance, the Board has very strong confidence in Fredrik’s ability to lead Enviro forward and successfully drive the company’s continued development and growth.”

Aaben said, “I am excited to have been appointed Chief Executive Officer of Scandinavian Enviro Systems. Enviro is a company with a leading technology platform and a highly competent organisation. I look forward to working closely with the Board, the management team and all employees to drive execution and continue developing the company in line with its long-term ambitions.”

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