Vehicle Management Corporation survived industry consolidation to dominate a USD 1.5 billion niche managing mining’s most expensive consumables.

More than 30 years after its modest beginnings, Fernie’s Vehicle Management Corporation (VMC) now leads the global independent tyre management software sector. The company oversees USD 1.5 billion in tyre and rim assets across 480 mining sites on multiple continents. With individual mining tyres costing upward of USD 50,000, VMC’s enTIRE software has become critical for operators aiming to maximise the value of their most expensive consumables.

“We don’t sell tyres or offer tyre services – software is our sole focus,” Fernie said. This specialisation has been VMC’s core competitive strength and a key reason it outlasted larger, better-funded competitors during two decades of industry consolidation.

VMC’s journey from a single-client DOS application to managing billions of dollars in assets demonstrates how even small software firms can thrive by addressing highly specialised industry needs that larger solutions often overlook.

THE CONSOLIDATION SURVIVOR

VMC’s fierce independence stands out in a tyre industry where consolidation is accelerating. While giants like Bridgestone and Michelin snapped up rivals – Otraco and Klinge, respectively – VMC has held the line, rebuffing takeover interest and prioritising customer relationships over shareholder pressure or supplier alliances.

“With Bridgestone acquiring Otraco and Michelin purchasing Klinge, VMC became the only independent, commercially viable tyre management software provider remaining,” Fernie explained. “Developing a competitive independent system today would require USD 5+ million in funding and years of field testing, making our market position difficult to replicate and any alternatives difficult to justify.”

This independence is now central to VMC’s appeal for multinational miners working with multiple suppliers. Unlike manufacturer-backed software, VMC’s enTIRE system is completely agnostic, allowing clients to base their purchasing decisions solely on performance data and cost-effectiveness.

That strategy has earned VMC unusually durable client ties. Its three-decade partnership with Freeport Indonesia – one of the world’s largest mining operations –underscores the appeal of a model that favours operational flexibility over vendor lock-in, a growing concern among customers wary of manufacturer-driven ecosystems.

“Most of our clients are long-term,” Fernie noted, emphasising how this stability has become increasingly valuable as mining companies seek to avoid the disruption and data loss that often accompanies vendor changes in manufacturer-controlled systems.

BEYOND COST CUTTING: SAFETY AND ENVIRONMENTAL IMPACT

While cost reductions – often 10 percent to 30 percent within three years – drive initial adoption, VMC’s impact extends far beyond savings. In nonstop mining environments, where tyre failures can lead to life-threatening accidents, safety and uptime are equally vital.

“Operating tyres outside pressure or load specs increases blowout risks,” Fernie said, emphasising safety. enTIRE tracks rim certifications and keeps failure histories, supporting safety protocols. “Rim accidents are very dangerous, potentially fatal.”

Environmental benefits have also emerged as an increasingly important value proposition for mining companies under growing pressure to reduce their carbon footprints and waste generation. By extending tyre life and dramatically reducing premature failures, mining operations generate substantially less waste while simultaneously improving fuel efficiency through optimised tyre pressure monitoring systems.

“Optimising pressure with TPMS can extend tyre life by 20–30 percent, reduce rolling resistance and lower fuel consumption by up to three percent – a substantial saving in mining operations,” Fernie explained. In an industry where fuel costs represent significant operational expenses and environmental regulations continue to tighten, these seemingly modest percentage improvements compound into substantial savings and meaningful reductions in environmental impact.

The environmental mathematics are compelling: operators can achieve approximately 30 percent increases in tyre life through proper lifecycle management, directly reducing landfill waste, shipping requirements and manufacturing demands – collectively helping reduce the carbon footprint of tyre procurement and disposal across the mining sector.

THE TECHNOLOGY EVOLUTION

VMC’s technological evolution, from humble beginnings as a basic DOS program to advanced, cloud-based solutions, reflects the broader digitisation revolution in factory operations that began in the early 1990s. The firm’s flagship enTIRE software began as a Windows product with what Fernie recounts with clear pride as a ‘pioneering drag-and-drop interface’ in the early 1990s – a cutting-edge user experience design that was decades ahead of its time.

The platform has progressed steadily through several generations of technology, transitioning from Microsoft Access databases to high-performance SQL Server implementations, which have significantly improved performance and scalability. It introduced full multi-site support features in 2001 and incrementally incorporated tyre pressure monitoring systems (TPMS) from seven sensor vendors starting in 2007. The software industry award was presented in 2005, when the system was named the Financial Review Australian Information Industry Association’s ‘Best Industrial Software Application’.

Recent development efforts focus heavily on artificial intelligence integration for enhanced analytics capabilities and predictive maintenance functionalities. “We’re actively using AI to streamline development and support,” Fernie said, outlining the company’s forward-looking technology strategy. “We expect AI will significantly enhance predictive analytics, client dashboards and user interfaces, improving how data is interpreted and acted upon.”

The integration of multiple TPMS systems represents a particular competitive advantage. “enTIRE PressureNet is sensor brand-agnostic and integrates with multiple sensor types, unlike many manufacturer-locked systems,” Fernie explained. “Our independence allows clients to choose or switch sensor brands without losing backend compatibility.”

FIGHTING FRAUD IN HIGH-STAKES OPERATIONS

In addition to optimising operations and pre-emptive maintenance, enTIRE is an advanced fraud detection and prevention solution in settings where a single tyre costs more than high-end cars. The software’s detailed tracking identifies many forms of theft, tampering and misbehaviour that afflict the high-end tyre market throughout global mining operations.

“Tyre fitters may scrap a near-new tyre (if not tracked) and then this tyre would be picked up from the scrap location and resold,” Fernie explained, detailing one common fraud scheme. “In mining, each tyre can be worth up to USD 50,000. This potential additional income is very significant in developing countries.” The financial incentives for such fraud are substantial, making comprehensive tracking systems essential for asset protection.

Beyond simple theft, the system prevents more sophisticated data manipulation during high-stakes contract negotiations. “If a tyre supply contract is worth USD 100 million, there can be significant pressure placed on operators of any tyre management system to ‘modify’ tyre performance in a supplier’s favour,” Fernie said, highlighting the system’s role in maintaining data integrity. “enTIRE has very strong internal systems to prevent internal tampering.”

Other fraud prevention features involve detecting unauthorised tyre replacement in off-site fleet operations, where drivers may sell new tyres and substitute them with less expensive ones, and preventing early scrapping of tyres that can otherwise be retreaded or reallocated for a longer service life.

ORGANIC GROWTH STRATEGY AND MARKET POSITION

VMC has achieved its market-leading position without relying on venture capital investment or large corporate sponsorship; instead, it has relied on diligent organic growth fuelled by strong customer relationships, word-of-mouth referrals and relentless reinvestment in product development. The firm purposefully reinvested earnings in automation technologies and enhanced software capabilities, rather than engaging in fervent hiring or costly promotional campaigns, while maintaining lean operations and establishing increasingly refined development capabilities.

“When large manufacturers’ systems failed with over-engineered projects, clients often came to us for reliable replacements,” Fernie said, describing a pattern that has accelerated during recent supply chain disruptions when tyre shortages made lifecycle extension critical for maintaining operational continuity.

The company’s fundamental growth strategy centres on systematic data accumulation and market share expansion. “Our strategy, early on, has always been to increase market share as we realised that the more tyre performance data our systems controlled, the more valuable we would become,” Fernie explained, articulating a network effect strategy that becomes more powerful with scale.

This field-tested software, combined with deep industry connections and vast databases, now creates major entry barriers that would require competitors years and millions to overcome.

DIVERSE APPLICATIONS AND INDUSTRY DIFFERENCES

VMC software supports significantly disparate operating models in mining and transport industries, each with dissimilar tracking demands and cost-justification criteria. Mining applications typically involve high-cost, low-volume tyres that are closely monitored by operating hours. In contrast, transport fleets manage high-volume, lower-cost tyres, which are tracked by kilometres and frequently shared across interchanging trailers pulled by various prime movers.

“Mining justifies the cost of extensive data entry based on the large cost savings, while the transport industry is more careful regarding tracking cost,” Fernie explained, highlighting how economic incentives drive different implementation approaches across industries.

Its flexibility in covering these differing operational needs while ensuring consistent data quality and analytical functionality across both industries is possible with the software.

GLOBAL EXPANSION AND CULTURAL ADAPTATION

VMC continues to expand its global presence, with a specific emphasis on high-growth regions such as Africa, Indonesia, India, Eastern Europe and Latin America, where a large demand for advanced asset management solutions arises from growing mining activities and infrastructure projects.

The firm has local teams offering multilingual support capabilities. However, cultural adjustment remains a continuing challenge in emerging markets as they transition from legacy manual systems to online platforms.

“We adapt training and user interfaces to local literacy and workflow styles,” Fernie said. “Regional teams help bridge gaps in communication, training and change management, ensuring smoother adoption.”

Main entry barriers in emerging markets include the absence of sound local technical support, the scarcity of internet infrastructure in geographically remote mining sites, the reluctance to change due to entrenched manual systems and administrative hurdles involving payment reliability and bureaucratic delays.

FUTURE TECHNOLOGY AND INDUSTRY TRENDS

Future software updates mirror industry-wide trends towards greater automation and the integration of artificial intelligence. On the horizon are planned improvements, including richer analytical dashboards, enhanced cloud analytics capabilities, mobile inspection tools with integrated image capture capabilities and AI-driven notification systems for predictive maintenance notifications.

As autonomous and electric cars increasingly penetrate mining fleets, VMC’s strategic emphasis on tyre and rim information, rather than vehicle powertrains, places the company well-positioned to meet emerging transportation technologies without necessitating drastic system architecture adjustments.

“enTIRE tracks data independently of vehicle type, so electric vehicles are managed the same as diesel fleets,” Fernie explained. “Our focus is on tyre and rim data accuracy – not the powertrain.”

INDUSTRY CHALLENGES AND MARKET OUTLOOK

The tyre management industry faces ongoing challenges related to data accuracy and actionable insights. “The industry’s main challenge is accurate and actionable data,” Fernie observed. “Successful tyre management operations start with accurate data collection, management and transparent reporting.”

Supply chain disruptions have strengthened demand for VMC’s services as tyre shortages heighten the importance of lifecycle extension and predictive maintenance. “Our strongest growth has been when there have been tyre shortages and clients want to extend their current tyre life as much as possible,” Fernie noted.

For Fernie, who brings over 30 years of experience in tyre management software development to the industry, VMC’s continued success validates the strategic decision to remain independent in an increasingly consolidated market. “Just ‘being there’ and remaining independent will always attract customers from non-independent tyre management systems over time,” he said, expressing confidence in the company’s long-term competitive position.

In an industry where margins of operation are crucial and safety must not be compromised, VMC has established a highly profitable niche by addressing complex problems that most individuals never even consider – until a USD 50,000 tyre blows on a distant mining operation thousands of miles from the nearest replacement. For mining operators globally with billions of dollars in mobile equipment, that specialised expertise and uncompromising independence have been worth their weight in gold. 

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As commercial vehicle operators face mounting pressure from regulations, rising costs and the shift to electric power, Webfleet, a subsidiary of Bridgestone, is focusing on turning ever-growing volumes of vehicle data into practical recommendations that improve performance and ease the daily burden on fleet managers.

Founded in Leipzig in 1999 as one of the world’s first web-based fleet management platforms, Webfleet has grown from a pioneering software-as-a-service (SaaS) start-up to Europe’s leading solution and a core part of Bridgestone’s global offering. Today it serves drivers across more than 180 countries with AI-powered insights, electric-vehicle tools and sustainability data that turn complex operations into clearer, more efficient decisions.

In an exclusive interaction with Tyre Trends, Marc Notenboom, Director of Product Management at Webfleet, shares how the company has watched the fleet-management sector evolve over more than a quarter of a century. Interestingly, it was just last year the company marked its 25th anniversary.

From its inception, Webfleet has seen the volume of available data explode, yet the real challenge remains converting that information into meaningful guidance.

“Fleets give you more data but not more insights, which continues to be a challenge. Because of new regulations, new sensors, increasing competition and customer demands, we end up generating more data. We also have access to more data, which is growing exponentially. And then comes the real question, how do you make sense of that data?” Notenboom observed.

Marc Notenboom, Director of Product Management, Webfleet

Webfleet obtains its information through black-box devices installed in vehicles, sensors or direct connections to original-equipment manufacturers. This includes telematics, GPS, video, driver behaviour and vehicle diagnostics, among others. The company then processes that stream to deliver fleet-management services.

The next step, he explained, is moving beyond retrospective analysis. “Insights tell you what happened and why it happened, perhaps, but not what you need to do to improve your performance. That is what we are doing now with the help of artificial intelligence (AI). For example, we analyse data, see if patterns are different or you have anomalies in your data to predict what is happening or what is going wrong. And then we also use AI to analyse our data to see how you are performing, for instance, against competition. And then give customers suggestions on how to improve on certain topics like fuel consumption or driver safety,” he said.

The industry, in Webfleet’s view, is therefore evolving from raw data collection towards insights, recommendations and concrete actions.

SHARED PRESSURES ACROSS DIVERSE FLEETS

Webfleet serves a wide spectrum of customers, from large transport and logistics operators to small fleets of one or two vehicles, service-and-maintenance businesses and last-mile delivery companies.

Each customer faces distinct operational issues, yet common themes emerge. “What they all have in common is that the amount of data and the pressure to enhance their performance is increasing a lot. And then there is the regulatory compliance pressures as well,” said Notenboom.

Performance, in this context, covers delivery times, cost per kilometre, driver wages, safety and fuel consumption – metrics that matter differently according to the sector, but all that demand continuous improvement.

One of Europe’s most persistent difficulties is the shortage of skilled drivers, which has led to greater reliance on migrant workers whose experience of road conditions may vary widely between countries.

Webfleet addresses part of this challenge through tools such as OptiDrive, which shows fleet managers how individual drivers perform on fuel use and safety. Language barriers are tackled with automatic translation features built into the driver’s work app or tablet.

“They can interact with their fleet manager in their own language, and the fleet manager can also interact back in their own language,” explained Notenboom. The same interface delivers active coaching: if a driver exceeds the speed limit, for example, an immediate warning appears. These software-based interventions help maintain standards without requiring constant direct supervision.

MEASURABLE GAINS AND EV TRANSITION

Notenboom agrees that customers understandably scrutinise the return on any additional technology cost. He reported that Webfleet users typically achieve efficiency improvements of up to 15 percent, though results depend heavily on the starting point. This ranges from fuel savings, faster turnaround, downtime reduction or improved driver behaviour, among others.

“If a company is already really good at saving fuel, then adding tools and driver coaching and technology might not change a lot. At the same time, even if it’s a small improvement, especially with the high fuel prices today, it could already translate to a lot of savings,” averred Notenboom.

The arrival of electric trucks introduces a fresh set of complexities. Research indicates that driver behaviour exerts an even greater influence on energy consumption in electric vehicles than in conventional combustion models. Smooth operation becomes critical to range, while decisions about when and where to charge add further layers of planning. Webfleet supports the transition by helping managers determine the right vehicle for each duty cycle.

“If you do long-distance transport, electric trucks are perhaps not the best option. But if you do inner-city deliveries, then electric trucks become an interesting option. And trying to find out where the optimum is, when to use Internal Combustion Engine-vehicles, where to use electric vehicles, that is also a part where we can help the fleet manager to make that decision,” he said.

On the technology package itself, every Webfleet customer receives the software platform. Hardware can be selected according to need, or in some cases, dispensed with entirely through the OEM.connect service (access vehicle data directly from OEMs via APIs), without installing extra hardware that draws data directly from the vehicle manufacturer.

“A number of customers are preferring to use OEM.connect. So that is a solution where we don’t install hardware but take the data directly from the OEM offerings,” he explained. On the other hand, where original-equipment data fall short, Webfleet’s own devices remain available.

PRIVACY, BENCHMARKING AND THE ROAD AHEAD

Growing data volumes inevitably raise questions of privacy and regulatory compliance. Webfleet adheres strictly to General Data Protection Regulation (GDPR) – a strict European Union (EU) law that protects information privacy and data rights for individuals in the EU and the European Economic Area (EEA) – requirements.

Certain categories of information can be processed only with explicit customer permission, and for benchmarking purposes, the company anonymises data so that individual vehicles or fleets cannot be identified.

A recent example is Webfleet’s Commercial Trip Monitor, which aggregates anonymised information across the entire customer base to generate comparative insights.

Looking three to five years ahead, Notenboom identified three principal challenges for the commercial-vehicle industry: the practical difficulties of electrification, the continuing shortage of drivers (with autonomous vehicles potentially addressing certain use cases over a longer horizon) and relentless competitive pressure to deliver higher quality service at lower cost.

He regards these same pressures as sources of opportunity for those able to convert them into advantage.

Interestingly, he shared that Webfleet itself continues to evaluate new markets beyond its established presence in Europe, South Africa, South America and Australia. Bridgestone’s ownership of the US-focused Azuga platform complements the portfolio, while Asia-Pacific, including India, remains under active review even if no immediate plans have been confirmed.

As Notenboom puts it, the goal is not to simply collect more information but to translate that information into clearer decisions that keep vehicles productive, drivers safer and costs under control – regardless of whether the powertrain is diesel or electric.

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Vaculug has released VMS Pro Max, the next generation of its fleet management application. The product, developed over a three-year period, pairs a redesigned interface with AI-enhanced software intended to make commercial fleet management faster and more intelligent. The app is now available for download through the Apple App Store and Google Play Store.

The upgraded platform offers clear, real-time access to tyre and vehicle data, accelerates background report uploads to reduce driver time and allows measuring tools to be connected for automatic tread depth capture. It also incorporates an embedded VAN Driver Guide and can instantly flag vehicles left uninspected across 30, 60 or 90 days. Existing users must sync all pending inspections and confirm cloud upload before updating to prevent data loss.

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The Yokohama Rubber Co., Ltd. and dotData, Inc. have announced joint development an AI agent to help engineers form hypotheses, interpret findings and make decisions in manufacturing R&D. Before full deployment, the initiative will validate the agent's required capabilities and technical feasibility.

The solution combines technical documents such as design specifications and experimental reports with engineers' accumulated expertise and features extracted from measurement data via dotData's Signal Intelligence technology. It will provide insights tailored to each project's objectives, circumstances and constraints.

The agent is not meant to produce a single correct answer. Operating in a human-in-the-loop framework where engineers retain decision-making authority, it will present multiple possibilities, perspectives and risks to broaden thinking and support professional development.

Manufacturing R&D generates diverse data through experiments, simulations, production and evaluation. Developing hypotheses requires specialised knowledge and context. Since new technology R&D rarely has one predetermined answer, abductive reasoning plays a key role. AI can add value by using data and organisational knowledge to widen engineers' perspectives rather than replace judgment.

The agent will explore measurement and experimental data patterns beyond factors engineers previously identified, combining quantitative insights with design documents and expert knowledge to reveal difficult-to-spot relationships. It will offer input from materials, design, analysis, production and evaluation perspectives, challenge existing hypotheses and raise questions about alternative interpretations and conditions. Engineers will then test hypotheses and feed results back into further dialogue, guiding Signal Intelligence processes so non-specialists can explore data features as needed.

Yokohama Rubber has advanced HAICoLab since 2020, using dotData as a foundational technology in tyre design and rubber mixing. This joint development expands those efforts, with engineers interpreting and evaluating the agent's suggestions using their own expertise rather than accepting them unquestioningly. The companies aim to transform R&D processes while strengthening engineers' creativity and judgment, establishing a new model for human-AI collaboration in manufacturing R&D.

Motoji Fujita, Head of Research & Advanced Development Division, The Yokohama Rubber Co., Ltd., said, “Since 2020, we have conducted research and development under the HAICoLab framework, drawing on the complementary strengths of people and AI to create a collaborative environment. We believe AI agents will give engineers access to perspectives beyond their own experience and enable them to evaluate hypotheses from multiple angles. Through this development initiative, we aim to advance our R&D capabilities while supporting the continued growth of our engineers.”

Ryohei Fujimaki, CEO, dotData, Inc., said, “Success in manufacturing R&D depends heavily on an organisation’s ability to connect its proprietary data and knowledge with AI. The quantitative context generated from data through automated Signal Intelligence provides a foundation for AI agents to engage engineers in practical, data-driven discussions. Together with Yokohama Rubber, which has many years of experience in advanced data utilisation, we intend to establish standards for using AI in highly specialised business domains.”

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Bridgestone Aircraft Tire (Europe), a Bridgestone Corporation subsidiary, has announced the deployment of its ‘easytrack’ tyre management system at SR Technics Spain SAU, the tyre and wheel maintenance hub of global maintenance, repair & overhaul (MRO) provider SR Technics. The scalable digital platform is accessible on desktop and mobile devices.

Designed for airlines and MROs, ‘easytrack’ manages inbound and outbound tyre and wheel flows across single- or multi-site operations. It delivers real-time identification, tracking and documentation throughout each asset’s lifecycle. The project follows the solution’s first airline implementation in 2025, becoming its second customer rollout and first MRO application.

MRO providers handle large tyre and wheel volumes for multiple airlines, complicating operations. ‘easytrack’ simplifies asset management and improves traceability, accuracy, safety and productivity. At SR Technics Spain SAU, it digitalised paper-based processes, cutting processing time by 45 percent, reducing data-entry and identification errors and improving flow management across Palma de Mallorca and Madrid.

From left: David Sautois, ‘easytrack’ Product Manager, Bridgestone Aircraft Tire (Europe) S.A.; Antonio Colella, General Manager, SR Technics Spain SAU; Jean-Philippe Minet, Managing Director, Bridgestone Aircraft Tire (Europe) S.A.; Eugenie Baradzina, Commercial Director, SR Technics Spain SAU.

The results stem from a Bridgestone and SR Technics Spain SAU co-creation initiative built on long-standing partnership. ‘easytrack’ was adapted to support tyre and wheel combinations for the hub’s wheel and brake operations. Bridgestone’s expansion of airline and MRO solutions aligns with its E8 Commitment, emphasising efficiency and ecology.

Antonio Colella, General Manager, SR Technics Spain SAU, said, "The successful implementation of easytrack is a significant achievement for SR Technics Spain SAU and our teams in Mallorca and Madrid. From the very beginning, the collaboration with Bridgestone was built on trust, openness and a shared vision for innovation. Together, we have developed a solution that not only improves efficiency and traceability but also creates lasting value for our operations. We are proud to be the first MRO in the world to adopt this technology and look forward to continuing this journey with Bridgestone Corporation.”

Jean-Philippe Minet, Managing Director, Bridgestone Aircraft Tire Europe, said, “I’d like to thank SR Technics for their trust and another fruitful collaboration with Bridgestone. What the teams have jointly achieved is remarkable: co-creating through efficient teamwork and customising the Bridgestone easytrack application to digitise SR Technics tyre and wheel tracking operations. This is a brilliant example of how Bridgestone amplifies the value created at our partners.”

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