There couldn’t be any industry that isn’t implementing, or at least knowing about, automation. And if there’s actually one, then it has probably been living under a rock. The tyre industry has already opened its doors to automation, and this helps make tyre manufacturing more sophisticated and reliable. The tyre manufacturing process itself has been experiencing constant changes – from different tyre sizes and constructions to targeting less usage of energy. Automation must be on every tyre company’s to-do list, if it hasn’t adopted it already. Don Heelis, Sales Manager, Cimcorp, gave Tyre Trends more insights on the different aspects of automation in the tyre industry and its absolute requirement, when we met him at the Tire Technology Expo 2022 in Hannover, Germany. Read on…

The philosophy of tyre manufacturing has changed dramatically. A part of the change in that philosophy relates to automation implementation in the tyre manufacturing process. However, we also find more technical perspectives being adopted and taken into account at new, modern tyre factories today.

This technical perspective can be considered to be coming from a few different areas, one of them certainly being from the actual production part of the tyre factory. Therefore, with production machinery, mixers, extruders and tyre building machines, the level of technology being implemented in these processes is increasing. Moreover, these processes are getting more sophisticated.

The other aspect of this is integrating the production across all the different areas (another factor for the dramatic change in the modern tyre factory). In the past, the different areas of production were not necessarily well connected. However, today we see them getting connected a lot more – and this is being driven and enabled by technology.

This is where companies like Cimcorp come in – who happen to provide material handling and automation technology so that different tyre manufacturing processes are better integrated.

Explaining this, Don Heelis, Sales Manager, Cimcorp, said, “When you produce your work in process, what you’re producing is in synchronisation with what’s being produced in other areas of the factory. This helps minimise the work in process and have a manufacturing process that’s more efficient.”

Going the modular way
But how does one integrate different machines and processes in the plant with all the different machines and manufacturing processes involved? Heelis let us in on this.

“The trick is to implement the automation and connectivity in a modular way,” he revealed and went on, “That way, the connectivity is physical and mechanical but involves software as well. Thus, we take an approach where the modules are flexible and can connect to various inputs and outputs; however, the module is in itself standardised. Hence, the modules can work for different factories – only the interconnection needs to be flexible.”

The green tyre
While implementing automation, one, of course, would want to implement it where they get the biggest value. “Traditionally, that has been in the palletising area – in managing and handling the finished product. Basically, palletising, storing and retrieving the finished product,” Heelis informed us and continued, “This is where everyone has traditionally looked in the past. However, a lot of focus has been put on the green tyre area in the past 10 years. That includes green tyre handling, storage and retrieval and its automatic delivery to the curing process.”

A green tyre is work in process – simply put, a tyre that has not been cured. “A green tyre is made up of a number of components. It’s built on a tyre-building machine,” Heelis further told us. “Once a green tyre is built, it is buffered, followed by being cured – and automation machines are required in order to do this. Hence, this is a key element of the modern tyre factory.”

He added, “This has been an area of key focus where productivity and simplicity can be gained. In fact, the whole process can be done with less plant floor space. Ultimately, factories that want to be competitive have to implement automation technologies in that area.”

Increased efficiency
There are many brownfield factories out there that have to modernise and be viable for the future. One of the key areas that they need to modernise and automate in is green tyre handling. Heelis asserted, “By having an automated storage and retrieval system, one can track and trace all of the work in process. Plus, one is able to store in a manner that maximises the quality of the green tyres. And then, one can deliver them from the storage system to the curing process in a very systematic and accurate way. This way, when a particular green tyre is needed in the curing area, it can be delivered there in the appropriate amount of time.”

“In this methodology, when the green tyre arrives at curing, it is at that point in time when it is needed, and the production does not have to stop,” Heelis further shared. “If this can be achieved, then the curing process can be run more efficiently; the efficiency can go from 80 percent to over 95 percent. In theory, one can increase the output of their factory by 10 percent. In such a case, one can imagine how many tyres can be produced in a factory by following this methodology.”

Automation – its role during the pandemic and inflation
While automation tends to bring in efficiency, how have companies managed to keep up their competence and productivity during the thorny period of the Covid pandemic? The pandemic has definitely brought some insights to the tyre industry from a management point of view, like it did to many other sectors. According to Heelis, automation has come to the rescue of the tyre industry in the pandemic as well.

“One important thing that the industry learnt from the pandemic was that it has a risk to its ability to produce products,” he mentioned and went on, “The absence of automation will make any company in the industry highly dependent on the labour force, which might not be available to keep the production going. On the other hand, with automated processes, a company is less at risk to events like a pandemic.”

Another issue we are dealing with right now in the global economy is inflation. Inflation equals to costs going up – from the cost of materials to the cost of labour. “Nonetheless, a company can mitigate some of the impacts of inflation if it has embraced automation. In fact, the ones who automated their brownfield factories three to four years ago are in a much better position today than their competitors who had not,” Heelis pointed out and went on, “This is because the former can mitigate some of the inflation costs, is less dependent on the workforce and is able to produce better-quality products – and at a higher level of efficiency at that. We know that there is a tremendous shortage of people in the workforce in the US right now. Therefore, automated companies have a significant competitive advantage.”

From the tyre industry’s challenges due to the pandemic and inflation, we turned to the challenges Cimcorp itself faces on the commercial side. Heelis responded that, commercially, the current challenge for them is being a low-cost, high-quality producer – which one has to be in order to compete in the market. “Furthering this challenge is how we become a low-cost, high-quality producer and stay that way. And from our perspective, the way to get there is through innovation and technology,” he stated.

Automation in the Asian tyre industry
CIMCORP opened up an office in India roughly three years ago. With its presence in the country and Asia, Heelis told us that the tyre companies in Asia are no stranger to automation and are implementing it. “As a move forward, the mentality is that if you want to be a world-class manufacturer and build a new factory, then you build the factory with automation. And this is a global perspective,” Heelis asserted.

Cimcorp’s customers in Asia range from traditional tyre manufacturers to new manufacturing entrants in the industry, so it’s a mix. Throwing further light on this, Heelis said, “We all know the traditional manufacturers like Bridgestone, Michelin, Goodyear, Continental and more. But beyond these, there are new companies emerging. And these new companies have an advantage in some ways because they are not constrained by the old ways of thinking. They are forward thinking, with a clearer mindset to do things in the current environment – the environment of automation and technology.”

“Moreover, the manufacturers who don’t invest in automation, and try to run the company with practices that were developed in the 1960 and 70s, will not be able to survive or compete,” he further added. “Their market will eventually consider them to be non-competitive, non-global and unable to produce the quality expected of them.”

Cimcorp has plans for India as well. “Our strategy is to continue to grow our business in India with the domestic tyre manufacturers, and we have been successful at that,” Heelis shared and went on, “When I say domestic, that goes for manufacturing facilities within India, from Apollo Tyres to MRF to JK Tyre to Goodyear to Michelin. Thus, we plan to continue to build our business with those factories and customers from an automation perspective, and then from a full customer service point of view.”

The other aspect comes to brownfield factories. Heelis averred, “With brownfield factories, whether in North America or Asia, the cost of automation is the same; there may be different payback scenarios between the two. However, it stands true that no matter where a company is present in the world, if it is operating a brownfield factory, then it needs a strategy to modernise. And the strategy to modernise is based on implementing automation.”

Automation in brownfield factories – what will it take?
The strategy to modernise when automating a brownfield factory is especially challenging in an already existing system. Therefore, when automating a brownfield factory, one of the most important considerations is to not interrupt their day-to-day production, Heelis cited. He mentioned that the factory has to continue making its certain number of tyres each day. Hence, a strategy that enables the factory to do that is needed – while concurrently implementing automation there.

“Besides, when you implement automation, you have to be able to do it in a standardised way,” Heelis further enlightened and continued, “This can be done with the help of flexible automation modules that can work in a lot of different scenarios. Therefore, you can deal with different brownfield factories depending just on how you arrange your automation modules. Thus, you can come up with a custom solution for every different brownfield factory out there with the help of a modular approach and on the basis of how you connect those automation modules together.”

Service provided
From providing standard modular systems to hardware to software, Cimcorp strategically has a service aspect to its business – Success Services. Therefore, the approach from its service side is to enable its customers to be as successful as possible.

“That could be achieved by providing a 24/7 support. So if the customers contact us due to an issue they are facing in the solutions provided by us, we are available at any time of the day or night to support them,” Heelis revealed and added, “We can do it remotely. In fact, as technologies emerge further, we’ll see how we can do this more remotely with virtual techniques. Here, their serviceperson could be using special tools, which enables our people (who are remote) to actually be in virtual situations in our customers’ plants. In such wise, we can be more responsive and be as if we are in place in real-time in order to provide a service.”

Tyre warehouse automation or manual operation – making the choice
Nevertheless, Cimcorp does not just stop at its 24/7 services or providing its automation solutions for tyre manufacturing processes. It goes beyond that – to the finished product warehouses. However, interestingly, that depends to a degree on which part of the world the automation is needed in; while some areas will need automation that is well advanced, some areas will use a more manual operation.

Heelis explained, “There are some key factors that determine whether the facility/area in question needs to be automated or not. For example, the cost of real estate. If it’s a manual operation, then that typically involves a very large warehouse, say around 100,000 sq mt.”

“For automating, on the other hand, you require lands that are much smaller,” Heelis further highlighted. “For instance, land is very expensive in Japan. Thus, one wouldn’t want a very big footprint warehouse over there. Which means, you go vertical wherever land is expensive.”

“On the flip side, land is very cheap in some areas and inexpensive to build the generic building (like in some areas of the US). So there is less incentive to go vertical with automation there,” he added. “But there might be other factors that could dominate.”

Choosing automation over manual operation – why?
While some main factors do influence the decision if a warehouse is going to be a fully automated one or a semi-manual one, an automated one is always preferred. For clear reasons.

“The benefit of an automated warehouse is that everything is extremely well controlled,” Heelis informed. “What’s more, you have complete control of your product – you know exactly where it is, how much of it you have and you can get on-demand access.”

“As for a semi-manual warehouse, there are fork trucks, people moving things around and putting them in different storage locations,” Heelis further clarified. “This process is much more manual, involves a lot more interaction and is time consuming. Therefore, you have much less control over the process.”

Automation – a need not to be confused as a luxury
The automotive industry has been one of the earliest industries to adopt automation. So it’s high time that tyres, an integral component of any vehicle, did so too. It’s clear that automation, today, is not a luxury but a need. No company can afford to not have it. No tyre company must be limited to older technologies, and they must invest in automation for the long term. This would not just help tyre manufacturers meet their customers’ demands without any delay, but also help modernise the industry with the world’s rapidly changing technologies.

The integration of Radio Frequency Identification (RFID) technology into the tyre industry is gaining momentum, offering solutions for traceability, sustainability and lifecycle management. Beontag, in collaboration with Michelin, is spearheading this innovation by jointly designing specialised RFID tags that can withstand the harsh conditions tyres face, such as extreme heat and pressure. The tags store crucial data, enabling efficient recycling, retreading and warranty management. As the tyre industry evolves, RFID adoption is seen as essential for ensuring authenticity, improving asset management and supporting regulatory frameworks. However, challenges remain in scaling production and increasing industry awareness.

Punch card systems, barcodes, dog tags, biometric scanners etc. are all instruments that offer basic information about humans and commodities for identification, authentication, traceability and retrospection.

The tyre industry is similarly standing at a crossroad where the demand for traceability and retrospection is growing. Tyre manufacturers, retailers, retreaders and recyclers are showing a growing exuberance for digital footprints that can record, summarise and authenticate information related to each existing and new tyres throughout the commodities lifecycle.

And the simple solution catering to such demands is a radio frequency identification (RFID) tags. While the use of RFID tags is new within the global tyre market, these have found a stronghold across retail, logistics, manufacturing, healthcare etc.

The tag is changing the game of traceability within tyre markets as the adoption grows. Technological companies are collaborating with tyre manufacturers to develop tailor-made RFIDs.

International RFID and IoT expert Beontag is one such company that has developed RFID tags for the tyre industry. Divulging deep into the engineering mechanics of the tag, APAC Senior Sales Manager Evelyn Ong told Tyre Trends, “RFID technology used in tyres is significantly different from conventional RFID applications due to the harsh conditions tyres endure, such as high temperature, pressure and wear and tear. Unlike RFID tags used in retail or medical settings, tyre RFID tags must be engineered to survive extreme conditions. As a result, traditional RFID designs, which use PET labels and conductive paste for chip attachment, are unsuitable. Instead, tyre RFID tags rely on a mechanically robust and inductively coupled antenna structure.”

“Designing RFID for tyres required a completely new approach, and the current version (generation four) is believed to be durable enough to last the entire lifecycle of a tyre. This innovation aligns with initiatives like the European Digital Product Passport (DPP), which mandates that products must be identifiable throughout their life cycle. Although RFID chips themselves only store a unique identifier (similar to a FASTag or car license plate), all detailed data such as manufacturing date, plant origin, distribution history, usage, retreading details and material composition is stored in backend software systems. As the tyre moves through the supply chain, each stakeholder adds relevant data to the software based on the RFID, creating a comprehensive database that supports traceability and lifecycle management including recycling or retreading,” she added.

The company’s main RFID tag for the tyre industry includes a chip with memory, enabling it to store data and serve as a digital identifier for the physical tyre using radio waves. This transforms a traditional tyre into a digitally traceable product.

Beontag jointly designed this RFID tag with Michelin, exploring the benefits of embedding a chip in tyres for purposes like asset management and product authentication and was instrumental in driving standardisation across the industry. While Michelin is the first tyre manufacturer to roll out the new ‘smart tyres’ with Beontag technology, the manufacturer recently announced a partnership with Kumho Tire and aims to go into partnership with other brands in the near future.

DEMAND AND SUPPLY

The company recently participated in a global tyre exhibition and rationalised its participation with significant long-term potential of the tyre RFID market. “With over 30 billion tyres in circulation globally, the scale of the opportunity is enormous. Having worked in RFID for over 20 years, the technology excels in applications involving products that are physically similar and difficult to differentiate visually like tyres. This makes tyres an ideal use case for RFID,” said the official.

Ong explained that beyond the European Digital Product Passport regulation, a key driver for embedding RFID in tyres is the fundamental need for every product to have a unique identity, whether through a barcode, QR code or digital tag. In the tyre industry, this need has been especially pressing due to the limitations of traditional identification methods like hot stamping, which often wear off over time and result in a loss of traceability.

She noted that the absence of a durable, readable ID creates challenges in verifying authenticity, determining warranty status and tracing the tyre’s origin. For instance, without a reliable identifier, it becomes difficult to confirm whether a tyre is genuinely from Michelin or to retrieve key manufacturing details such as plant location, batch number or intended distribution path.

By embedding RFID tags with unique digital identities, the industry gains the ability to link every part of the tyre’s lifecycle across the value chain. This ensures consistent traceability, facilitates better inventory and warranty management and combats counterfeiting.

“We are actively engaging with the top 10 global tyre manufacturers in the transition towards RFID-enabled tyres. While the European market is leading adoption driven largely by regulatory frameworks, we are also working with tyres manufacturers across the Asia-Pacific region and beyond.

“Although OEMs like Michelin are beginning to integrate RFID tags, starting with high-end passenger tyres, there is a growing and immediate demand from the aftermarket. This secondary market includes fleet operators, leasing companies and pay-per-use models, where the need for tyre tracking is urgent. These businesses want to monitor retreading cycles, ensure asset recovery and verify ownership, especially to prevent tyre theft or unauthorised replacements,” she added.

According to Ong, some aftermarket players are even looking to embed RFID tags independently rather than waiting for OEMs to standardise the process, underscoring strong demand outside the traditional supply chain.

When asked about growth potential between the passenger and commercial segments, she indicated that although current OEM efforts are focused on high-end passenger tyres, interest from the commercial and aftermarket sectors is strong and could drive faster adoption due to practical and financial incentives.

Furthermore, RFID tags play a key role in sustainability by enabling traceability throughout a tyre’s lifecycle. It allows manufacturers to capture crucial data at the point of manufacture, which is essential for tracking and recycling. With RFID, recycling processes become more efficient because tyres can be easily sorted based on type, size and materials. This minimises waste, reduces sorting time and improves the overall effectiveness of recycling efforts.

HURDLES IN ADOPTION

The executive noted that there are unique challenges of designing an RFID tag for tyres given the nature of its operations. To address these hurdles, the company and Michelin jointly designed and extensively validated a specialised RFID tag consisting of a chip and an antenna, which is fully embedded within the tyre.

This tag is designed to be invisible from the outside and integrated into the tyre structure in a way that ensures durability without compromising performance. The antenna’s spring-like structure allows it to expand and contract along with the tyre’s movement without affecting its function.

Crucially, the connection between the chip module and spring antenna is linkless, using inductive coupling instead of mechanical connection. This inductive mechanism ensures reliability even under extreme conditions like high temperature, pressure and physical deformation.

Although the tag is not constantly read during vehicle operation, it must remain functional and readable during inspections or servicing.

Alluding to broader industry challenges towards adoption, Ong said, “Current challenges centre primarily around a lack of awareness and industrialisation of the production process in existing tyre production lines and factories. Unlike retail, where RFID is well-established, the tyre sector is still in the early stages of adoption. Because of this, there is a need to educate the market, build trust and demonstrate real-world use cases. Potential customers are hesitant to act as first movers and prefer to see proven implementations to reduce perceived risk. A hopeful future challenge would be demand outpacing production capacity. However, a more realistic and significant long-term challenge lies in technological evolution, particularly around IC size, performance development and adding more functionality through sensor information.”

INTEGRATING RFIDS

The RFID chip used in tyres stores a minimum of 96 bits of data, which aligns with the standard size modelled after barcodes. This size is sufficient to encode essential identifying information including a serialised number.

While barcodes only identify products at the SKU level, RFID allows each item to have a unique identifier, making it far more powerful for inventory management. At every stage in the tyre’s lifecycle, it is the responsibility of the user or stakeholder to read the RFID tag and input relevant data into the software system, linking it to the tag’s unique identifier.

One of the most compelling applications of tyre RFID is during the tyre’s second life – especially in retreading. In this stage, the retreader can embed a new RFID tag and effectively reset the tyre’s lifecycle. This allows the retreading company to claim and track the work they’ve done including how many times the tyre has been retreaded and when.

Fleet operators or regulators can use this data to verify authenticity, ensure compliance and manage safety.

At the end of the tyre’s life, especially during the recycling stage, RFID continues to offer value by recording the tyre’s complete journey. Recyclers can access a tyre’s full history by ensuring proper handling and reporting.

The key challenge in placing the RFID tag is ensuring its proper location and integration into the tyre’s structure. This process must be carefully controlled as the tag must not only be positioned in the optimal spot but also withstand the stresses and heat of the curing process. If the tag was placed improperly, it could potentially cause issues with its performance, especially in terms of readability after the tyre is fully cured and ready for use.

COMPETITION AND EVOLUTION

Besides Beontag, there are other companies operating within the tyre RFID space. Alluding to the distinction between them, Ong explained, “The main difference of our product lies in the patented POD design (POD = IC module/package). Our product utilises a special alloy for the antenna, which prevents deformation and ensures consistent diameter and gap size. Additionally, the chip packaging has been specifically designed to offer better protection, reducing the risk of damage and ensuring reliable readings.”

She explained that the company’s business case for RFID technology in the tyre industry is clear and it believes strongly in its potential. She emphasised the importance of spreading awareness about the technology, as Europe will be implementing the technology first, but other regions including APAC and the Americas will be catching up as the technology is proven in the coming years.

Swedish automotive software leader NIRA Dynamics AB and BANF Smart Tire System of South Korea have announced a new partnership aimed at significantly enhancing vehicle safety and predictive maintenance for commercial vehicles. The collaboration will see BANF integrate its high-frequency tyre sensors into NIRA's established software ecosystem.

This strategic alliance aims to disrupt Tyre Pressure Monitoring Systems (TPMS), providing commercial fleets and automakers with unprecedented real-time insights into tyre health and road safety. NIRA Dynamics, founded in 2001, is a global automotive software powerhouse with its technologies deployed in over 120 million vehicles worldwide, including an indirect TPMS (iTPMS) that has surpassed 110 million units sold.

Under the agreement, NIRA will incorporate BANF's triaxial tyre sensors into its Road Surface Information (RSI) and Wheel Safety Insights (WSI) platforms. These platforms already utilise existing vehicle sensor data and proprietary algorithms for functions like tyre grip estimation, tread wear analysis and loose wheel detection.

BANF's key innovation lies in its Smart Profiler system, which wirelessly powers internal tyre sensors directly from the vehicle battery, overcoming the challenge of continuous power and real-time data transmission from rotating tyres. This integration will significantly enhance NIRA's capabilities, particularly for monitoring commercial vehicle loads and dual-tyre setups, by providing sensor data at high sampling rates of 1kHz and 4kHz.

Otto Johansson, Head of Innovation at NIRA Dynamics, said, "This collaboration accelerates our vision of creating a comprehensive vehicle intelligence network. While our software solutions already process data from millions of vehicles, adding specialised hardware enables new use cases in predictive maintenance and ADAS applications."

NIRA's evolution from software-only tyre pressure monitoring to multi-layered safety systems is evident in its flagship Tyre Pressure Indicator (TPI) technology, which has eliminated the need for physical sensors in many applications, significantly reducing electronic waste. The company has also collaborated with automotive giants like Volkswagen Group on innovations such as Road Surface Alerts.

The partnership also addresses critical safety needs in commercial vehicles. NIRA's Loose Wheel Indicator (LWI), already deployed in Audi vehicles, will now be extended to heavy-duty vehicles through the BANF collaboration, aiming to mitigate the thousands of annual wheel detachment incidents reported.

For fleet operators, the integrated system promises substantial operational benefits. NIRA's Winter Road Insights product, which helps optimise road maintenance, combined with BANF's wear prediction algorithms, is expected to lead to reduced tyre replacement costs and improved fuel efficiency.

Ron Yoogun Lee, Head of Business Development, BANF, said, “Our goal is to enhance cost-effectiveness, save lives and preserve the environment by digitising tyres, which are the last analog domain in the mobility industry.”

Looking ahead, NIRA's technology roadmap includes developing ‘grip maps’ for SAE Level 2-3 autonomous vehicles and leveraging data from millions of vehicles to create AI models for predictive infrastructure maintenance, further solidifying its position at the forefront of automotive innovation.

AI-powered mobile data capture company Anyline has launched TireBuddy, a smartphone-based app designed to modernise tyre inspections in automotive service bays. The app replaces traditional, manual inspection methods with a standardised digital workflow that delivers consistent, data-backed results and clear customer reports.

TireBuddy offers technicians tools to detect tread depth issues, tyre age, alignment concerns and sidewall damage using AI-powered analysis and visual reporting – without the need for additional hardware. Reports can be instantly shared in digital or printed formats, helping to reduce manual entry errors and increase customer trust.

The launch comes ahead of National Tire Safety Week (30 June 30 – 4 July), positioning the app as a timely solution for shops preparing for the summer travel season.

Lukas Kinigadner, Co-Chief Executive Officer, Anyline, said, “TireBuddy is not only about faster inspections — it’s about more trustworthy ones. We’re helping garages and service centres replace subjective tyre checks with data-backed insights and visual reporting that both technicians and customers can rely on.”

Frederic Baroin, Global Head of Automotive Business at Anyline, said, “TireBuddy empowers technicians with real-time, reliable data that strengthens recommendations and builds customer confidence. We designed it to deliver clarity, not complexity, in every inspection.”

By enhancing inspection accuracy and transparency, Anyline said TireBuddy can also drive higher service approvals and boost shop revenue.

Indian tyre maker CEAT said it has purchased the country’s first Scania 460 G prime mover truck to strengthen its research and development operations as the company pushes to expand in overseas markets.

The Mumbai-based manufacturer described the acquisition as part of efforts to upgrade its commercial vehicle tyre testing capabilities to international standards, particularly for certification in Europe and the United States.

The Scania G460 produces 460 horsepower from its 12.7-litre engine and can handle a gross vehicle weight of 150,000 kilograms (330,693 pounds). The truck features Scania’s Super engine technology, which the Swedish manufacturer says improves fuel efficiency while cutting emissions.

CEAT officials stated that the new testing platform will help accelerate product development and reduce costs while meeting stricter global standards.

“This high-performance vehicle is not just a prime mover — it’s a strategic investment in our Commercial Vehicle Tyre Testing Infrastructure, aimed at elevating our research & development capabilities to meet global standards,” the company said in a statement.

The investment comes as Indian tyre companies grapple with volatile raw material prices while trying to capitalize on strong domestic demand from India’s growing automotive sector. Industry analysts say that manufacturers are under pressure to improve efficiency and expand internationally in order to maintain profitability.

CEAT joins other major Indian tyre makers in ramping up research capabilities as they compete for market share both domestically and abroad.

The company said the new truck will support vehicle dynamics testing and help reduce the time needed to bring new commercial tyre products to market.