The huge volume of data that can be collected from tyres is beyond most people’s comprehension, especially when most don’t even know they should be checking the tyre inflation pressures on a regular basis.

Tyre technology is advancing at an ever increasing rate. The demands of consumers on the products our industry produce are changing as vehicles evolve. The advent of electric vehicles (EV) has placed a series of demands on tyres that have not been previously experienced.

How will hydrogen-powered vehicles (HPV) vary from the EV requirements is an answer yet to be found. The intrusion of artificial intelligence (AI) into daily life is permeating faster than most can appreciate, and tyres are no different.

The huge volume of data that can be collected from tyres is beyond most people’s comprehension, especially when most don’t even know they should be checking the tyre inflation pressures on a regular basis.

Early Tyre Pressure Monitoring Systems (TPMS) generate reams of data. The systems used on F1 (Formula 1) cars and MotoGP bikes generate huge volumes, which is used to assist control of the vehicle. An example was relayed to me some years ago by a Moto2 race engineer who mentioned that when slip-streaming a bike (following literally nose to tail), it was observed that the temperature of the front tyre rose by up to five degrees

Celsius. I observe some of the artistic renditions of futuristic trucks and cars where tyres are completely enclosed by bodywork, ostensibly to aid aerodynamics. If the tyres don’t have a stream of cooling air, how do they dissipate the heat that is generated by the hysteresis a tyre experiences during operation? It is evident to me that many fall victim to what I call the Rumsfeld Rule; they don’t know what they don’t know, and worse still, they don’t know that they don’t know.

This could also be called the ‘First Rule of Tyre Technology’, just as I was taught the first law of computing, GIGO. If you have to ask, then you’re already a victim. The vast majority of the population don’t know much about tyres except that when they are flat, it’s a pain.

The fact that they entrust their lives to the humble servant we know as tyres on a daily basis without the basic knowledge is a serious concern to me. In the headlong race into technology, we’ve forgotten to bring the people along with us.

Social media is an example where most, nearly everyone, wants the fruit without having to prepare the soil, then grow the tree until it flowers, then wait for the fruit. ‘I want it now, I want it yesterday and stay tuned because the demands will all change’ (thanks Billy Connolly!) is all too common. The insidious outcome of this media is the ownership of the data, of what you buy, use, view, listen to, eat, where you visit is no longer yours. It is the big corporates that now own your data.

What does this have to do with tyres, I understand you ask. The humble tyre conveys us through our daily travels. It experiences a lot more than we do in that we don’t tread the pavements, or get hot or wet or get bounced over potholes on the road. The array of sensors now being developed for tyres are becoming the control centre of the automotive conveyances, be they fossil-fuelled, EV or HPVs.

What the tyre experiences is transferred into the vehicles control systems, which are then able to direct the motive forces to be applied at the appropriate rate. There is little use in having more brakes than there is traction available; that only results in a brake lock up, which destroys tyres and often results in a loss of control. ABS brakes are a prime defence of tyre lock ups. The tyre can collect the data which can determine your driving style, not only the route you have taken or the load you carry. So the automotive manufacturers will be able to use this data to tailor their solutions to you just as the social media concerns use algorithms to target content to you.

What is not quite as obvious as the data collection aspects is the environmental results of tyre use. Just as there are many unseen outcomes as a result of social media, there are outcomes that are largely unseen involved with tyre manufacture and use.

We go into a tyre shop to purchase tyres; it’s clean and bright or dark and dingy as a traditional tyre outlet or maybe something in-between. This experience tells us zero about how the tyre came into being and how it was landed in the store where you are purchasing it. The deeply technical and diverse agglomerations that are required to produce a tyre range from growing a tree (remember the fruit?) or drilling deep wells for oil, the mining of iron and other minerals to the production of complex chemical compounds used to create the rubbers.

The technology required to produce the single most complex item on today’s automotive machines is largely forgotten when standing in front of a range of tyres on offer. Unfortunately, a purchasing decision may be as basic as ‘what is the cheapest you have’ or preferably ‘what is the safest tyre you have’. As an industry, we’ve forgotten to educate the buying public on why a safe tyre is the item we should be purchasing. The race to the bottom to have low-cost items has yielded more than just cheap prices and substandard products.

Like most industries, there is a legacy of unwanted results; yes, the demise of discussion now we are staying glued to our phones instead of conversing.

Rubber, by its very nature, is a resilient compound that endures the abuse we throw at it when used as a tyre. Think about this for a moment: you purchase a new vehicle fitted with quality tyres, which we all know will be worn out when the tread is down to the tread depth indicators. What happens to the rubber that has worn away? Do you think about it? For those unfamiliar with on road motorsport such as F1 or MotoGP, you may not have heard of the term ‘tyre marbles’. These are chunks of the very sticky soft compound rubbers on tyres that are used for ultimate traction on a road circuit.

The marbles on a road racing circuit are quite obvious and are at the opposite end of the spectrum to the rubber particulates left on our streets and roads as our daily drives pass by. These rubber particulates (P2.5 is the smallest measurable in today’s systems) are particularly insidious as they permeate our environment.

The rubber dust is washed from the pavements when there is rain, dispersed through the drainage systems and then mixed into the outfall, be that a river and then ocean.

Dry dust particulates are dispersed by the winds into the soils. Microplastics ingress is a rising issue. Our technology (as an industry) is found wanting when the environmental aspects of product use is examined. No, I don’t have any answers except to consider magnetic levitation (which is feasible with examples operating) or matter transportation, which is off the planet for me. I raise the topic for consideration within the context of tyre technology. There is an immediate requirement for the recycling of tyres. Such projects, where the carbon black makes up about 40 percent of the recycling project product stream, seem to be an issue but are potentially feasible.

Tyres can be reused by retreading or repurposed in other manners; however, until the general public accept that tyres are more than a grudge purchase, then all the technology is only leading us further into the abyss.

Our industry needs the same energies as are applied to the technology employed to be used in education of our end users so they can grow to appreciate tyres just as we in the industry already do. As fire is a wonderful servant but a bad master, tyres too are wonderful servants but have serious outcomes if we continue to ignore them. Education is required. More technology is not necessarily the best answer.

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For the second consecutive year, Trelleborg Tires has earned the prestigious title of Best Agriculture Tyre at the 22^nd Visão Agro Brazil Awards. This 2025 accolade, presented during a ceremony in Ribeirão Preto, highlights the company’s dedicated role in advancing Brazilian agribusiness through technological leadership and a commitment to sustainable practices. The award was received on behalf of the company by Fábio Metidieri, Agri Sales Director for Yokohama TWS Brasil.

Central to this achievement is Trelleborg’s ongoing innovation, particularly the expansion of its ProgressiveTraction technology within the TM tyre series. This engineering, featured in models from the row-crop TM600 to the high-horsepower TM1000, utilises a dual-edge lug design. The tread operates progressively on the soil to enhance traction, promote self-cleaning and minimise vibration. The resulting benefits include improved operational efficiency, increased tyre durability and superior soil protection, directly supporting farmers’ goals for greater productivity and environmental stewardship.

The company’s deep roots in Brazil, supported by a specialised local team, rigorous field testing and strong manufacturer partnerships, ensure its solutions are finely tuned to regional demands. This local infrastructure allows for responsive technical service and keeps product development closely connected to the practical challenges faced by the agricultural sector. The Visão Agro Brazil Awards, judged by a panel of industry executives and researchers, serve as a recognised benchmark for innovation and performance, making this recognition a significant testament to Trelleborg Tires’ impact on the country’s farming landscape.

Metidieri said, “Receiving this award at such a prestigious event once again reinforces our commitment to Brazilian agriculture. Our goal is to keep advancing in technology and field performance, ensuring that every Trelleborg tyre delivers real value – helping farmers operate more efficiently, sustainably and profitably. This award reflects the trust placed in our team and our products by professionals throughout the sector. It strengthens our commitment to delivering technologies that address local challenges and help shape the future of Brazilian farming.”

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India’s tyre retail industry is undergoing a dramatic makeover, moving far beyond the cluttered workshops and transactional buying of the past. Fuelled by rising demand for premium vehicles, digital-first customers and stronger export momentum, tyre makers are transforming retail spaces into sleek, immersive experience centres. What was once a routine utility purchase is rapidly evolving into a premium, advisory-led mobility experience designed for a new generation of motorists.

India’s tyre retail scene is shifting gears, leaving behind the era of crowded workshops and impersonal counters. In their place, manufacturers are rolling out sleek, thoughtfully designed, tech-powered spaces that echo the luxury of high-end car showrooms. What started as a few bold pilots in big cities has quickly become the go-to playbook for tyre brands eager to win over a new generation of savvy, comfort-loving, digital-first customers.

From urban to rural areas, this transformation reveals a profound change in how Indians approach mobility. Today’s motorists – especially those behind the wheel of SUVs, luxury sedans and electric cars – want more than just a tyre swap. They crave expert advice, a polished atmosphere and a shopping experience that reflects the elegance of their vehicles. Once a utilitarian afterthought, tyre retail is now emerging as a coveted part of the automotive journey.

Strong OEMs and replacement demand in both domestic and export markets underpin the transition.

In FY 24-25, tyre exports from India surged by nine percent year-on-year to INR 251 billion, according to data released by the Ministry of Commerce. With an estimated annual turnover of INR 1 trillion and exports exceeding INR 250 billion, the Indian tyre industry stands out as one of the few manufacturing sectors in the country with a high export-to-turnover ratio.

Though tyre exports have hit a speed bump due to higher US tariffs on select categories of Indian tyres compared to those of competing nations, the long-term prospects for the Indian tyre industry remain strong. According to a joint report by ATMA and PwC India titled ‘Viksit Bharat 2047: Vision and Roadmap for the Indian Tyre Industry’, India’s tyre production volumes are projected to grow nearly fourfold by 2047, while industry revenues are expected to expand almost 12 times to about INR 13 trillion.

Against this backdrop, tyre makers are modernising aggressively to retain customers and build a more profound emotional affinity. The broad shift is visible in how retailers are reinventing their spaces. Lounges with crafted lighting, upholstered seating, minimalist décor and large digital walls are replacing traditional steel racks and dusty counters. Informational murals and heritage display trace decades of tyre innovation, strengthening brand storytelling. Stores increasingly feature curated experience zones where customers can explore tyre technologies, EV-compatible profiles, eco-friendly materials and performance characteristics through visual displays and interactive tools.

A clear sign of this trend is the rise of personalised, advisory-led engagement, replacing the old dependence on technicians. Retailers now profile driving habits, terrain usage, daily distance and vehicle type to recommend tyres customised to each consumer’s pattern. This service-led model is shifting the customer’s mindset from price-first decision-making to long-term value evaluation.

The new premium outlets are designed to deliver a lifestyle-driven, hospitality-grade experience rather than a traditional tyre shop visit. Customers receive personalised mobility recommendations tailored to their vehicle, driving style and needs, supported by smart service innovations like intelligent product selection, quick-fit services and digital scheduling. The space also acts as a community hub for driving enthusiasts, creating a connected ecosystem around the brand. With lounge-style comfort, immersive storytelling and specialised tyre and service packages for luxury and performance vehicles, the outlet blends convenience, premium care and brand-centric offerings into an elevated customer experience.

“Customer experience at the point of sale is another branding exercise poised to change buyer characteristics. Multi-brand outlets often commoditise the tyre-buying experience. That’s why companies are launching exclusive brand outlets with curated customer experiences. Over the next decade, new delivery models will emerge,” said Kavan Mukhtyar, Partner and Leader – Automotive, PwC India.

Apollo Tyres articulates this change as a move towards lifestyle-led retailing. Its new super-premium outlets have been built not as showrooms but as emotionally resonant spaces.

Udyan Ghai, Group Head of Marketing at Apollo Tyres, explained that the company’s new retail architecture is anchored in long-term strategic priorities: “Our move to a lifestyle-led, immersive tyre retail format is driven by our own desire for premiumisation and category leadership. We are looking at elevating tyre retail in India by setting new benchmarks and shifting from commodity selling to a premium, lifestyle-driven experience.”

He said the brand aims to ‘emotionally engage with customers, offer tailored solutions, build a community of driving enthusiasts and tap into premium segments – all while delivering a differentiated, modern retail experience’.

Ghai believes retail ambience plays a decisive role in influencing perception. “A relaxed and well-designed lounge signals comfort, trust and premium value,” he said, adding that such environments elevate tyres from a mundane requirement to a core element of vehicle care and identity.

Digital transparency, he believes, is the second pillar of modern tyre retail. “Digital systems ensure transparency and help demystify tyre selection – tread patterns, speed ratings, durability and fitment. Consumers feel less dependent on a technician’s word and more in control, which boosts their confidence and perceived fairness,” Ghai said.

Customers today are inundated with choices, and digital systems, he said, turn tyre buying into an ‘informed, personalised decision’, comparable to selecting a smartphone, a pair of performance shoes or even a detailed insurance plan. According to Ghai, this new retail model is ‘a strategic investment in the future of mobility retail’, designed to be scalable and to support community-building events, workshops and enthusiast interactions. As India moves towards EVs and connected cars, he said these premium outlets will provide EV-focused tyre expertise, interactive digital tools and personalised recommendations that appeal to younger, digitally savvy motorists.

CEAT shares a similar philosophy. Its national retail revamp focuses heavily on digital immersion, consistent messaging and design-led layouts. Lakshminarayanan B, the company’s Chief Marketing Officer, said the modernised CEAT Shoppes are fundamentally reshaping the category.

“The modern layouts and digital integration in CEAT Shoppes are revolutionising the tyre-buying experience, making it more experiential and customer-centric,” he said, adding that these updated outlets elevate the experience, build trust through uniform communication and drive decisions by reducing ambiguity around features and value.

Lakshminarayanan highlighted CEAT’s attempt to harmonise customer experience across demographics: “The approach in urban markets through premium stores, product offerings and services is to create access and aspiration for premium customers. The same is replicated in upcountry markets also.”

The CEAT Executive said the company is building for a future where personalisation will be the defining characteristic of tyre retail. “CEAT is focused to drive the future of tyre retail through end-to-end personalisation,” he said.

As experiential retail takes hold, service portfolios inside tyre stores are expanding faster than ever. Advanced wheel balancing, laser-driven alignment systems, nitrogen inflation, premium alloy wheel installations, EV-oriented tyre consultations, digital appointment scheduling and real-time tyre-health diagnostics are now standard. Many outlets also provide car detailing, interior cleaning, ceramic coating, PPF application, brake checks, battery inspections and multi-point vehicle health reports, making them full-fledged mobility centres.

Global players have pushed the envelope even further. Michelin’s 25,000-square-foot Experience Store in Nashik features a heritage wall and innovation displays showcasing electric mobility, materials science and environmental responsibility. It houses precision wheel-alignment bays, detailing studios, and accessory galleries. “We are proud to unveil Michelin’s first Experience Centre in India. The sole purpose of this store is to go beyond traditional tyre retail and provide customers with an immersive experience of the brand,” said Shantanu Deshpande, Managing Director of Michelin India.

Continental Tyres is also strengthening India’s premium retail ecosystem through its CPD outlets, which include ambient lounges, diagnostic equipment, premium alloy wheels and digitally enabled guidance. “With our new CPD store in Indore, we bring Continental’s promise of safety, innovation and comfort closer to Madhya Pradesh’s clients,” said Samir Gupta, Managing Director of Continental Tyres India. He added that the brand’s ‘In the Market, For the Market’ approach is central to its retail expansion strategy.

Even in rural markets, tyre retail is becoming more formalised, structured and service-oriented. JK Tyre’s ‘Steel Wheels’ format is targeted at towns with populations under 100,000 and offers standardised layouts, value-added services, best-in-market pricing and instant claim facilities. “Our Rural expansion programme will help us reach the interiors of the real Bharat that is economically vibrant but often underserved. We are not just building retail points; we are also enabling entrepreneurship and access,” said Managing Director Anshuman Singhania.

Together, these developments mark a decisive shift in how tyre brands engage customers. Tyre stores are increasingly functioning as lifestyle environments, designed for comfort, informed decision-making, personalisation, transparency and community. The industry is moving away from a product-first mindset to a customer-experience-led philosophy.

As premium cars, SUVs and EVs become mainstream, and as younger motorists prioritise digital empowerment and ambience, tyre retailers are aligning with these new expectations. India’s tyre makers are building a retail landscape where experiential engagement, technology integration, service breadth and emotional connection define long-term brand success.

For an industry long anchored in grease, metal and functionality, the transformation is profound. Tyre retail in India is no longer just about fitment; it is becoming a premium mobility experience, curated for a generation that demands clarity, comfort and an elevated relationship with every aspect of vehicle ownership.

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Kumho Tire will establish its first European manufacturing plant in Poland’s Opole region as the South Korean company seeks to expand its position in one of the world’s largest tyre markets.

The group said the factory is scheduled to begin initial operations in August 2028, subject to investment approval and licensing. Kumho plans to produce 6m units annually in the first phase and expand capacity in line with demand. Total planned investment is USD 587 million.

Kumho has spent recent years evaluating multiple European locations, including Poland, based on logistics, labour availability, infrastructure, market access and investment incentives. The company said Opole was selected as the optimal site owing to supply-chain stability within the EU and the region’s supportive operating conditions.

Europe accounts for about a quarter of global tyre consumption and is home to several major automotive manufacturers. The region represented roughly 26.6 per cent of Kumho’s sales last year. The company has previously relied on exports to serve European customers, which it said limited its competitiveness in the market.

The new plant is intended to strengthen Kumho’s ability to supply high-value-added products, including high-performance and larger-diameter tyres, to European vehicle makers.

Kumho currently operates eight production sites across South Korea, China, the US and Vietnam, with combined annual output of 65 millionunits. The Polish plant will complete what the company describes as a production network spanning Asia, Europe and North America.

Jung Il-taek, Kumho Tire’s Chief Executive, said: “The European market occupies a very important strategic position in the global tire industry,” adding that “Kumho Tire will go beyond simple exports and dramatically enhance premium brand value by strengthening quality and service competitiveness through local European production and supply.”

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Tyre Stewardship Australia has appointed David Fraser as its new chair, succeeding David Spear after nine years in the role during a period of regulatory and industry change in the country’s tyre-recycling sector.

Spear’s departure closes what the organisation described as a challenging yet incredibly important chapter for its efforts to advance circular outcomes for Australia’s end-of-life tyres. TSA, an industry body backed by government and sector participants, oversees the national stewardship scheme and promotes recycling and re-use pathways for waste tyres, an area facing increasing scrutiny under Australia’s environmental and product-stewardship policies.

In a statement, TSA said it “thank[s] him for his unwavering support and dedication to driving circular outcomes for Australia’s end-of-life tyres”.

Fraser, a TSA director since 2023, brings experience in governance and compliance. He joins at a time when Australian states are tightening environmental standards and seeking to reduce landfill through higher recycling targets. TSA said Fraser has “deep understanding of our strategy, our challenges and the opportunities ahead”.

The organisation added: “We look forward to his leadership as TSA enters its next chapter.”

TSA also expressed appreciation to Spear “for your contribution and support of our mission”, and welcomed Fraser, saying it is “excited and ready for what lies ahead”.

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