To tap the new trends, namely EV, sustainability and carbon neutrality, Continental Tires India will expand its presence by improving manufacturing facilities and bringing new technologies. “We, at Continental, are committed to offering the best mobility solutions that are in line with the government’s focus areas. We plan to invest and enhance our manufacturing facilities and lead the business transformation of Continental Tires in India towards further developing and manufacturing quality and innovative products that befits the Indian market requirements,” said Gupta.

Samir Gupta has taken the new role of managing director of Continental Tires India when the tyre industry is going through a tough time, thanks to overall slackening demand in the auto industry, but the company is on expansion mode. On account of the growing emphasis on improving logistic efficiency, EV transformation, carbon neutrality and sustainability in India, Continental Tires India plans to invest and enhance its manufacturing facilities and bring new technologies in the country to become a part of the country’s growth story, said Sameer Gupta, newly appointed managing director of Continental Tires India. 

Gupta, who has over three decades of experience in the automotive and allied industries, was recently appointed as Managing Director – India Operations. He will also continue as the head of the Central Asia Region (India, Indonesia, Thailand and Malaysia) passenger and light truck tyres replacement business (PLT RE).

Gupta’s current larger role is to expand the company’s presence in India. Continental, in a statement, said it is now focusing on expanding its footprint across the subcontinent, and Gupta’s appointment is crucial in bringing this plan to fruition. “His customercentric approach, which leverages Continental’s strengths of a superior manufacturing plant in India, country-specific focused product portfolio and digital solutions expertise, will be critical to the company’s expansion in the country,” said the company.

“India is one of the fastestgrowing economies with a robust growth of 8-8.5 percent in 2022-23, as projected by the Economic Survey. In the recent union budget announcement, a lot of focus was given to improving logistic efficiency, EV transformation, carbon neutrality and sustainability. We, at Continental, are committed to offering the best mobility solutions that are in line with the government’s focus areas. We plan to invest and enhance our manufacturing facilities and lead the business transformation of Continental Tires in India towards further developing and manufacturing quality and innovative products that befits the Indian market requirements,” said Gupta.

Continental recently celebrated its 150th anniversary. Through the years, Continental has come up with various innovations for safer and more comfortable driving experiences worldwide. One of these includes the world’s first car tyre with a tread in 1904. One of their major stepping stones to the 20th century was the world’s first tyre made out of synthetic rubber rolling out of the Continental factory in 1936. “For the past 150 years, Continental has diversified within the automotive industry and committed itself to ‘The Future in Motion’, and has developed significant technologies across the globe. Continental Tires India has recently launched the Generation 6 Ultra Contact 6 and Cross Contact 6 in passenger car tyres and Hybrid series in truck tyres, which incorporate advanced engineering and technology. Continental has introduced its Conti SupRim Technology, which is incorporated into all radial truck tyres manufactured at Continental Tires’ plant in Modipuram to bring even more safe, durable and robust tyres to Indian fleets,” said Gupta.

 Continental has a presence in India for over 50 years through technology partnerships. In 2011, Continental took over Modi Tyres Company Limited (MTCL) in India, which was renamed as Continental Tires India Limited. The company focuses on producing and selling cross-ply and radial tyres for trucks, buses and cars, focusing mainly on the replacement business.

 India has always been an instrumental market for the company in the tyre business. Explaining the Indian entity’s role in the company’s global vision, Gupta said, “At Continental, we plan to further invest and enhance the manufacturing facilities and bring new technology to India to become a part of India’s growth story. Continental’s vision is in alignment with that of the Indian government’s vision of sustainability, digitalisation and better connectivity in the nation. Continental is committed to working in the direction of bringing sustainability in the business, providing digital solutions for better customer engagement and products, and, thus, providing the best mobility to customers.” 

One of Continental’s focuses in the Indian market is to be the leading digital solution provider in the automotive industry. It is working towards providing advanced solutions like Conti 360 digital solution and SupRim technology for radial truck tyres, which is recently launched in the Indian market. In line with the trends, the company is also enhancing the capability to produce ultrahigh-performance tyres in India with help of its global expertise in this segment. 

On the retail front, Continental Tires India is continuously increasing its footprint across the nation and currently has over 200 Image Stores in India. Continental, with its ‘In the market, For the market’ approach, has been expanding its Indian footprint since 2014 in the passenger and truck tyres business. “Currently, Continental has more than 200 Continental Image Stores and is committed to expanding its presence across India in the coming years. We are focussing on channel expansion and creating consumer touchpoints through digital engagements and solutions for a better consumer experience,” said Gupta. 

Its presence in India over five decades has helped Continental to understand the Indian market and its customers. Continental is a well-established player in India and its understanding of the market and the customers is very high, which gives it leverage to provide customised solutions to the market. 

Pay per kilometre has been a successful concept in the European market for many years. “So, we have handson experience and expertise within our organisation. We see the Asian market, including India, catching up on this innovative concept. Hence, we are carefully looking into the needs of our customers and the maturity of the market for this holistic approach,” said Gupta. 

To reinforce its strong position in the growing market of emission-free mobility, Continental has introduced the ‘Carbonneutral for emission-free vehicles’ programme. The company intends to become the most progressive manufacturer in the tyre industry by 2030 globally. In line with its vision, Continental targets making all its tyres from 100 percent sustainable materials by 2050. “At our plants, we are taking various steps to achieve carbon neutrality and make our processes more sustainable. Our global target is to reduce 20 percent of waste, water and energy by 2030 in comparison to the base year 2019. We, along with our value chain partners, are striving for 100 percent carbon neutrality, 100 percent emission-free mobility and industry, 100 percent circular economy and 100 percent responsible value chain by 2050 at the latest. Being global leaders in the automotive industry, safe mobility and digitalisation are built-in in all our processes. Continental combines tyre expertise with digitalisation and Industry 4.0 to make tyres more safe, durable and efficient,” said Gupta. 

Global raw material prices are witnessing a surge due to a mismatch between demand and supply, shortage of carbon black and natural rubber etc. This is further coupled with the increasing freight cost across the globe, leading to increasing input costs. “With the government’s initiative on the infrastructure, we hope to see a higher demand for high-performance and safe tyres,” said Gupta.

In human mobility, tyres are ‘the only contact between the vehicle and road’, to make people move from one point to another ‘safely’.

In land cargo transportation, they are the ‘work horse’ of the supply chain for any goods, whether industrial (raw material) or finished goods. In special applications such as mining, they are ‘mimicking’ pipelines in the oil and gas industry, such as piping where hydraulic pumps replaced by truck engines.

So tyres play a ‘critical role’ in transporting almost anything: ‘people and goods’ when we must deliver on land transport mode.

The challenges: Too many options

Its vital role is not questionable. But having that critical role doesn’t mean it’s easy to handle for the end user.
Why?

In the case of tyres, we know premium brands, regional brands and sometimes local brands. The classic question is: which one is the best?

For personal purposes (PCR), a decision could be made easily with the risk of losing a small amount of money. Simply fitting a tyre according to OEM standards will not be a big issue. The problem arises with fleet companies (trucking or bus) with tens, hundreds or even thousands of units of equipment.

Even riskier when it comes to OTR tyres, where prices can reach tens of dollars or more. It is not easy to pick which one is the best.

How to choose the most suitable tyre for operations?

In order to get the right choice, we must do the following:

1. Define performance indicators: Productivity or efficiency -  Regarding commercial tyres (TB/AG/OTR/IND), performance is defined as productivity and efficiency. These two elements are sometimes aligned and sometimes contradictory.

Which one should be chosen?

It depends on the company’s goal or situation. We must optimise between those two so that it becomes ‘business decision’ and not a solely ‘tyre technical decision’. When productivity takes the lead compared to efficiency

One fleet of 120T giant trucks fitted with 27.00R49 has limitations due to the TKPH caused mainly by long distances, so the real site TKPH is quite high. It limits trucks operating cycles to only 6.5 per shift. It is only transporting coal at 120 T/cycle x 6 cycles = 720 T per shift, while the end user burns fuel without getting tonnage in return for a half cycle.

In this situation, the end user is not sensitive to efficiency; they are more sensitive to how to increase productivity.

When efficiency becomes the driver instead of productivity

The other situation is that coal transporters have problems with tyre costs due to inefficient tyre usage. The end user thinks they made a good choice using the 12.00R24 *** (three-star) rating. They expect a long life, but the outcome is the opposite. Testing was done with bias tyres (12.00-24), 18PR and 20PR. Comparison testing was done for six months, and in the end, we concluded bias tyres were more efficient than radial tyres.

The explanation for why bias tyres perform better than radial tyres comes from a pressure check done with 1,500 points of data show ‘intentional’ pressure reduction.

When it was discussed with site management and the driver, the driver told management that the hauling road was undulating, forcing them to reduce pressure. If they don’t reduce pressure, they will suffer from back pain.

So in terms of truck load, it is not overload, but in terms of tyres, it becomes overload due to low pressure. As bias tyres use nylon as the carcass, they have more resistance to fatigue, whereas radial tyres using steel cord have less resistance to fatigue and are more prone to premature failure.

The common sayings that radial is better than bias, premium is better than normal brand and thicker tread is better than shallow tread are more myths than realities. It all depends on the requirements coming from the field/ operations.

2. Optimise tyre life

The only way to do this is the end user doing an assessment of their requirements for each application, operating condition and site/road condition. This way, they could be able to build up the tyre requirements and externalise their requirement to get the most suitable tyre specification from whichever brand and whichever type of tyres.

With tyre OEMs mostly developing products for the most common applications, the potential performance is not necessarily the best performance on every site, independent of the brand, tyre type etc.

The best suggestion for the end user and OEMs

OEMs should start Co-Creation Value by having close communication from the beginning about actual customer requirements and focusing on creating the most suitable solution rather than the most common approach.

How it becomes practical If fleet truck customers have more than 1,000 trucks and mining customers have at least 100 giant trucks, they would like to have the most suitable product rather than the most common product for their application, as their tyre cost will be significant to gain their attention.

Meanwhile, for OEMs, it is worth to develop tyres with the most suitable solution and treat the customer as Key Account.

How to measure the benefits for each party

For the end user, the more suitable the tyre, the more optimum tyre performance they will have. For OEMs, the measurement is quite simple: calculating the potential life-time value (LTV) of a customer (estimate revenue generated from this customer) compared to the cost-time value (CTV) of the customer (the spending on developing products and maintaining relationship with the customer).

And if LTV/CTV > 1, it is an Attractive Customer. If the estimated LTV/CTV is not attractive enough to be handled, the OEM could focus on another customer.

Summary

• Tyre optimisation for end-user applications is a fair measure, and the actual performance indicator aligns with the temporary business objectives of the end-user that could change over time; one time it will be more productivity focused, the other time it may be efficiency focus.
• Democratisation and an open field for the whole OEM player that is not dogmatised as premium always being better, radial always being better or star rating always being better. It is merely how end-users could define their operational requirements and work together as cocreators with certain OEMs.
• It is not necessary for OEMs to chase all market segments; each OEM could choose where they will be more competitive than others. Meanwhile, for the end-user, they will get high-quality and reliable service from certain OEMs on their tyre usage.

Representational image courtesy: cebmumbai/Facebook

The author is an engineering expert in the mining and truck tyres field. 
The column was first published in August-September 2023 issue of Tyre Trends.

KE FISCHER, the world leader in cord cutting technology, displayed a comprehensive range of products and services tailored to various aspects of tyre manufacturing at the Tire Technology Expo 2024. The company has been raising the bar with its latest cord cutting lines. These lines integrate several cutting-edge technologies, prioritising high productivity, precision and adaptability to meet the ever-changing demands of the tyre industry. Designed for highly automated production processes, KE FISCHER’s cord cutting lines ensure efficient and high-quality tyre manufacturing. This focus on innovation positions the company as a vital partner for tyre companies seeking to optimise their operations and remain competitive.

KE FISCHER showcased the latest developments of its cutting-edge technology in tyre machinery at the Tire Technology Expo 2024, reinforcing its position as a world leader in cord cutting technology.

The exhibition displayed a comprehensive range of products and services tailored to various aspects of tyre manufacturing. The highlighted technologies and services included steel and textile cord cutting lines, extruder technology, RFID lamination lines and offline stations, among others. These products cater to a wide range of tyre types, including those for two- and three-wheelers, passenger cars and SUVs, light trucks, trucks and buses, off-the-road vehicles, agriculture and industrial applications, racing and aircraft, and particular commodities like air springs and conveyor belts.

“The spirit of innovation and continuous technical development that drives KE FISCHER and Tire Technology Expo in Hannover is the perfect place to show our products and the latest innovations and developments to all our customers. It is the place where all tyre manufacturers meet in one spot. So you have all the experts, decision-makers, and interested parties in one place. This is unique,” said Chief Executive Officer Dr Jörn Seevers.

“One of the main focuses in our offerings is the RFID lamination line, as the RFID tyre tag is the only way to ensure traceability following the cradle-to-grave principle,” said Dr Seevers.

Comments (0)

ADD COMMENT

Since its inception over two decades ago, Tire Technology Expo (TTE) has consistently been the top choice for the global tyre industry, particularly for design, raw materials, machinery, and manufacturing suppliers. Tony Robinson, Founder and CEO of UKIP Media & Events, the organiser of TTE, is confident that the expo can be successfully run for the next three decades and beyond, even on a larger scale.

“In France, we launched the TTE in 2001. My goal has always been to commemorate the TTE’s 50th anniversary or more. I’m hoping I’ll still be here then. This year marks the expo’s 22nd edition, which has always been very successful till today. I see no reason why the show will not continue to be very successful. I think more novelties and new ideas will be coming through, which will keep the show alive and exciting. The tyre industry has previously been secretive, but it has now realised that sharing information benefits the entire industry, and I think that openness is something which we are looking forward to, and TTE will be part of that process, getting to the 50th anniversary and beyond,” said Robinson.

Robinson anticipates over 5,000 visitors and approximately 230 exhibitors, including over 20 new entrants from around the world, for the TTE 2023. “All of the well-known companies we have had as our exhibitors throughout the years will be present in force. I also anticipate a very high visitor level. Additionally, we anticipate a sizeable attendance at our conference and short courses. It should therefore be a fantastic show. I would love to see it return to the famous cliché – the pre-pandemic activity level.

This year’s event will also be plagued by uncertainties in China, but Chinese businesses outside China will actively participate and present their solutions. Chinese exhibitors include MESNAC, Sinoarp, CURC and Himile, to name a few. “We will see a reduction in the participation from China. We expect them to return fully by next year,” added Robinson.

Due to their innovations and ground-breaking products, startups in the tyre sector are gaining ground, and TTE provides a low-cost environment to support them.

“We were talking about how some of the smallest businesses produce some of the best innovations the other day. We can offer them discounted entrance fees to provide them exposure on the worldwide stage. Not only that, but we also provide a platform through our conference for young scientists, graduates and postgraduates to deliver their papers, which are frequently very creative and inventive. To support them, we also have a Young Scientist award. In addition, we provide a fantastic platform for new businesses to participate in events,” said Robinson.

However, TTE always misses leading tyre manufacturers on their exhibitors’ list. But it has always been a conscious decision to keep TTE as the suppliers’ show. Continental has been a traditional participant, showcasing its bladder solutions. Michelin has also increased its presence in the show in recent times. “The TTE is a show about manufacturing, raw materials, chemicals and tyre design. Due to the absence of fleet customers as attendees, we do not encourage tyre manufacturers to exhibit. Instead, tyre manufacturing businesses are the ones who come to the expo and conference,” said Robinson.

Robinson asserts that future exhibitor and speaker profiles will be significantly influenced by trends around the development of environmentally preferable tyres in terms of manufacturing, applications and endof-life stage in the tyre industry. The CEO of UKIP Media elaborated on the upcoming trends that will steer TTE, saying, “Being focused on design, materials, equipment and manufacturing, TTE is always interested in upcoming developments. Nonpneumatic tyres really pique my curiosity. It goes without saying that non-pneumatic has many difficulties, but the industry is attempting to find solutions. Data collection from tyres will be another trend in the future. Data capturing provides information on tyre life and conditions and initial stage damages in road surfaces that could aggravate later. Tyre sensors will also play a vital role in autonomous vehicles. There is still room for the development of puncture-proof tyres. Lightweight materials and sustainability will remain a larger focus for the tyre industry.”

Compared to his automotive testing show, Robinson does not intend to take TTE elsewhere. Robinson said, “We have always positioned ourselves as a show in Europe. We claim that the TTE is the premier international tyre design and manufacturing show conducted yearly in Europe. It is the top tyre show not only in Europe but also globally. TTE is a well-known brand that is now in its 22nd year. There are several tyre shows worldwide, but we would love to be a yearly event that serves as the centre point show for tyre manufacturing and design. We would prefer to have that presence than to fragment the show into many different parts of the world.”

Robinson also intends to have conferences and workshops virtually. “Virtually, we cannot hold exhibitions as you cannot demonstrate machinery. However, I never heard of a single exhibitor that was satisfied with what they achieved virtually in the future. So we will augment our leading annual conferences and some of our workshops with virtual presentations that can be made and customised to a virtual environment.

Drawing from countries in Europe and US, Regrip aims to build a network of exchange centres in India. These centres will work as refurbished tyre shops wherein customers come with their old tyres and leave with a refurbished one.

India has finally eased Covid-19 restrictions after over two years of anxiety, fear and vicissitudes. Amid the newly found exuberance of industries, the tyre refurbishing market has rolled out the red carpet for another player – Regrip. The brainchild of Tushar Suhalka and Pratik Rao, Gurugram-based Regrip is committed to make refurbished tyres for commercial vehicles in the country. An insightful conversation with Suhalka revealed how he conceived the idea to build the new-age tyre company to its future plans.

 “There were several factors behind the starting of the business,” stated Suhalka, adding, “I was employed as a sales and business head with a start-up and closely worked with transporters. I realised there was a massive demand for affordable tyres as new tyres were getting costly by the day. In the last two years, new tyre prices have shot up by 25 percent and still continue to rise owing to a hike in fuel prices.” 

He added, “Transporters have to spend a great deal of money on fuel and tyres. As fuel expenses cannot be curtailed, they tend to retract on tyre spending. For big fleet owners, procuring tyres is a massive expense as the drivers don’t care much about tyre life while driving, and it adds to the operational costs. The ban on Chinese tyres added to their sorrows as the low-cost tyres had owned 35-40 percent market share by 2016.” 

“Secondly, tyres do not decompose. End-of-life tyres are used to make either reclaimed rubber, carbon black, pyrolysis oil or they end up in landfills. Most of the end-of-life tyres are used in furnaces, causing pollution. Only 20 percent of tyres in the country is recycled while the rest end up in landfills and as furnace oil. Hence, I came up with the idea of buying used tyres, recycling them and supplying the refurbished wheels to transporters,” he explained. 

The executive feels that there is a need for refurbished tyre companies in India that ensure quality through standardised processes. Regrip also provides warranty on its tyres, which are at par with new tyres in terms of life, claimed Suhalka. 

The company procures old tyres from the open market and other sources and then processes them. Regrip adheres to standard criteria to procure the tyres for ensuring quality

While procuring tyres, the first step to be followed is checking the tyre quality, the casing and rubber strength. The second step comprises examining the rubber wheels for any leakage on the body or cracks on the sidewalls.

Once the wheels reach the manufacturing unit, they are again subjected to 25-30 quality parameters before further processing. 

Speaking on how the tyres are procured, Suhalka explained, “We have developed a procurement cell that buys wheels from three channels. We procure tyres from big fleet owners.”

“Our second procurement channel is the open market. Small transporters sell their tyres to old tyre dealers who then bring them to their hub. These dealers pick up tyres each day from a number of small transporters in a given locality. The lot includes scrap tyres, torn tyres etc. They then segregate it into three categories. The first category comprises tyres that can be retreaded. The second has tyres that are a little torn and can be used as a Stepney, and the last has bad tyres. Hence, we buy tyres from the first category,” he added. 

The third channel facilitates buying tyres directly from the transporters.

 Drawing from counties in Europe and US, Regrip aims to build a network of exchange centres in India. 

These centres will work as refurbished tyre shops wherein customers come with their old tyres and leave with a refurbished one. 

The company has embarked on a journey to create such a model through its dealer networks on the highway in different cities. It plans to identify petrol pumps and shanties on highways to set shops. 

The customers coming to the shop will log into the company’s app to facilitate data analysis of the old tyre. They will then be quoted a price for the old wheel, which will be deducted from the original price of the refurbished one. 

These shops will operate on 100 percent cash basis. The company plans to enter into the franchise model for the exchange centres. 

The executive believes that the new-age model will ensure quality and warranty alongside building a new channel to procure old tyres. It will also save time, money and labour. 

Iterating on the cost effectiveness and tyre life, Suhalka said, “Our tyres are 50-55 percent cheaper than a new tyre. We save 56 litres of oil and 44 kilograms of raw materials while making a refurbished tyre. Our tyres have been tested to run between 85-90 percent of new tyre mileage when fitted properly.” 

Currently, Regrip has a capacity to roll out 3,000 tyres a month from its manufacturing unit in Sona industrial area, Gurugram. The factory uses automatic machinery and is powered by solar energy emitting zero carbon footprint. The company also has plans to lease a plant in Pune or Hyderabad to expand its operations. 

Answering whether Regrip plans to foray into other tyre segments, the company director informed, “We have OTR tyres in our kitty but focus only on commercial tyres as their utilisation is high. The commercial tyre market is huge in the country with over 8.5 million trucks plying on the roads.

 Commenting on whether the ban on Chinese tyres has bolstered their operations, Suhalka contended, “The ban on Chinese tyres has not influenced us as we are a new company that started operations seven months ago. We have received an immense response with a 95 percent repeat order rate. Even if Chinese tyres come into the market, it won’t be a threat for us as there is no warranty on the tyres. However, the ban has accelerated our acceptance. Moreover, they have changed the buying behaviour of the customers.” 

The company has a sales team with over a decade of experience in the domain. The entire team is of veterans, which has allowed Regrip to ensure quality and have a robust dealer network. 

Speaking on the challenges, Suhalka said, “The retreading market is mostly unorganised and many players operate on cash basis. Secondly, the market is unorganised. Thirdly, transporters want low prices, ignoring quality; hence, we have to make them understand the benefits of our tyres.” 

“Our vision is to build a habit where customers will shed their old tyres and take a new one through exchange points. Secondly, we want to develop the model across the highways for commuters. We are also planning to digitise the entire process from procurement to selling through our app. This process is 50 percent complete,” added Suhalka. 

Regrip has also come up with a tyre financing model and claims to be its pioneer. It has partnered with NBFCs who extend financing services exclusively to its customers. The pilot project has been launched in Jaipur. 

The company had raised INR 5 million before production started. The executive also hinted at associating with founders of major companies as its investors. 

Talking about future plans, Suhalka informed, “We are planning to deploy a plant at Gandhi Dham as it will help in lowering the logistic costs and also increase the procurement market. We plan to build a 1,000-dealer network and sell 10,000 tyres in the next three years. We have plans to export tyres to East Africa and UAE.” 

The company has sold 2,000 tyres in seven months with zero spend on marketing. Currently, it has a footprint in NCR, Rajasthan, Maharashtra and Chhattisgarh. It has also started operations on a small scale in Telangana.