Despite decades of presence and proven sustainability benefits, the global truck tyre retreading industry remains mired in perception problems and systemic inertia. As raw material costs rise and environmental pressures mount, retreading should be a no-brainer. Yet, it continues to be sidelined by outdated mindsets, customer ignorance and a lack of cohesive industry messaging. Tirecore CEO Garry Drisdelle, in a candid interview with Tyre Trends, paints a picture of a sector at risk – not because it lacks value, but because it has failed to communicate it. The stakes, he warns, are too high for complacency.

Despite decades of existence, the retreading industry still wrestles with fundamental challenges across the world – not least the stubborn perception among customers and stakeholders about the true value of retreaded truck tyres. Tirecore Chief Executive Officer Garry Drisdelle pulls no punches in diagnosing the sector’s issues and outlining the uphill battle ahead.

Speaking to Tyre Trends, he said, “Tirecore is primarily a supplier of quality truck tyre casings to the retread industry. But while retreading should logically form the cornerstone of sustainable tyre use, the industry remains far from mainstream acceptance.”

“Educating the customers really as to how much upcycling, how much can we save – it’s beyond the pennies or pounds you save on the initial purchase,” Drisdelle said. Yet, frustratingly, many customers remain fixated on upfront costs instead of the total lifecycle value of a tyre.

This fixation, he implies, represents a systemic failure within the industry. “The industry has to do a better job towards educating the consumers, which primarily are fleet owners, beyond the initial purchase,” said Drisdelle. The inability to shift consumer mindset threatens to leave retreading as a niche rather than a necessity.

Tirecore positions itself primarily as a global supplier of high-quality truck tyre casings to the retread industry, operating across markets that include the United States, Canada and India. Rather than manufacturing or retreading tyres directly, the company serves as a critical node in the circular economy of commercial tyres, ensuring that valuable casings find extended life through retreading.

“We are in the business of preserving 85 percent of the tyre components existing material’s value saving valuable resources,” said Drisdelle.

The company’s operational model is rooted in the principle of upcycling over replacement, focusing on longevity and material reuse rather than disposability. While Tirecore’s precise logistical affiliations remain unspecified, its strategic direction is clearly aimed at aligning with sustainability mandates and evolving global market demands.

DISPOSABLE TREATMENT

Drisdelle highlights a critical contradiction. Tyres are one of the most safety-critical components on the road, yet they are taken for granted at a staggering scale. “Picture a truck is rolling down the highway at 100km/h pulling 20,000 kilogrammes of freight, riding on just 6-8-10 rolling rubber contact points. Tyres are one of the most critical transportation components, yet we treat them like disposable goods. How taken for granted is that product?”

Even as raw material prices surge and truck tyre costs climb, the entrenched perception treats tyres as disposable consumables. “We need to reframe the conversation – a tyre should be seen as an asset and not a consumable,” Drisdelle emphasises.

This disconnect reveals deeper issues prevalent within the industry. Retreading has not been effectively communicated as a financial and environmental beneficial in the long tome. Moreover, legislative inconsistency and lack of incentives for the industry as a whole is a deterrent that needs to be addressed immediately.

Drisdelle insists that retreading should be the environmental rallying point for the sector. “We have 85 percent of the material in the original product that is quite capable of being reprocessed and upcycled many times,” he said.

He contrasts upcycling favourably with recycling, which he argues requires more energy and effort than the original production process, especially in plastics and other materials: “By the time you just recycle something, the energy to recycle it is more than the process.”

Yet these arguments come with an implicit critique that the industry has failed to effectively translate this environmental rationale into a compelling value proposition for customers and regulators alike.

LEGISLATIVE MOMENTUM

Drisdelle points to potential legislation requiring truck tyres to be recyclable or retreadable as a possible catalyst for change. “Picture if legislation comes out that you’re not allowed to sell truck tyres unless they’re recyclable from their ingredients unless they’re retreadable,” he noted.

However, he quickly tempers this with realism stating, “We can never get to zero. That’s a cool little marketing thing but it’s an impossibility in the world of physics and science.”

This admission highlights the gap between aspirational sustainability goals and practical realities, a gap that leaves retreading vulnerable to accusations of greenwashing or insufficient progress.

ADAPT OR STAGNATE

Looking to the future, Drisdelle’s plan is pragmatic but cautious. “Our future plans are to keep up with the market demand, to evolve as the market evolves. Pivot and prosper,” he said.

Such a measured approach reflects the uncertainty and fragmentation within the industry. The promise of retreading remains strong, but without decisive action on education, regulation and innovation, the sector risks losing ground to cheaper, new tyres or alternative technologies.

The recurring theme throughout Drisdelle’s commentary is education, or rather, the lack of it. “The education of the fleet owners is primary to everything. The education of the industry to build a better tyre is somewhat secondary,” he stated.

This stark admission speaks volumes. Despite retreading’s environmental and economic advantages, a fundamental communication failure continues to hobble the industry.

Drisdelle points out the irony stating, “Without a widespread cultural shift in perception, retreading will struggle to move beyond a cost-saving niche for price-sensitive fleets to a mainstream standard.”

Drisdelle’s blunt assessment of the retread industry reveals a sector caught between its potential and its persistent shortcomings. Tirecore’s role as a global supplier to retreaders is clear but the wider challenge remains.

Without significant progress on education and regulatory backing, the retread industry risks remaining on the margins, overshadowed by the convenience of new tyres and the pressures of market inertia.

Retreading’s promise is substantial. But, as Drisdelle’s comments underscore, fulfilling that promise demands a candid reckoning with the industry’s educational failures and a relentless push for change or face stagnation in a rapidly evolving tyre market. n

Comments (0)

ADD COMMENT

Link Copied!

Nynas has played a pivotal role in a landmark achievement for Croatia's energy sector by supplying its advanced NYTRO BIO 300X insulating liquid. This fully renewable fluid has been used for the first time in the Croatian market to fill a 630 kVA distribution transformer. The unit, manufactured by KONČAR – Distribution & Special Transformers, was recently installed in Zagreb for HEP ODS, the national Distribution System Operator.

This collaboration marks the inaugural deployment of a ‘Green Transformer’ in Croatia, representing a significant advancement for the country's distribution network. The project underscores a unified drive towards greater sustainability and a reduced environmental footprint for critical power infrastructure. For Nynas, this milestone highlights the practical application and reliability of its bio-based product portfolio.

NYTRO BIO 300X is engineered to provide a drop-in solution that combines high oxidation stability and superior cooling performance, allowing operators to enhance their ecological standards without compromising on operational reliability or transformer longevity. The successful installation stands as a testament to how industry partnerships are actively accelerating the transition to a more sustainable energy future.

Ivanka Radić, responsible for transformer oils at KONČAR - D&ST, said, “The thermal and dielectric tests on the transformer filled with NYTRO BIO 300X were successfully completed, and the unit is now fully operational. As expected, all test results were within the required limits, confirming the reliability and stability of this innovative fluid.”

Daniele Frustagli, General Manager Italy & the Balkans at Nynas, said, “We are very proud to have been entrusted with this project by KONČAR - D&ST and HEP ODS Zagreb, allowing us to showcase to them and the entire electrical industry the advantages of this fully renewable, bio-based hydrocarbon liquid. In addition to meeting and exceeding the IEC 60296 ed. 5 (2020) specification, the product is readily biodegradable, fully bio-based and has ultra-low viscosity.”

Vanja Burul, President of the Management Board at KONČAR - D&ST, said, “This project reflects our ongoing efforts to explore more sustainable insulating fluids. We see great potential for further use of NYTRO BIO 300X in future applications.”

Comments (0)

ADD COMMENT

Link Copied!

Rhodia, the Latin American polyamide leader and a Solvay Group company, has unveiled a major new multi-year investment initiative for its Santo André industrial facility in São Paulo. This strategic programme, valued at BRL 100 million (USD 18.56 million approximately) and scheduled from 2025 to 2028, is designed to drive modernisation, enhance energy efficiency and foster innovation. The funds are allocated for the creation of advanced technologies and an increase in production capacity, with a particular emphasis on high-value-added products. These include smart wires and sustainable solutions that position the national industry at the global forefront.

This substantial investment underscores Rhodia's confidence in the Brazilian market's potential, which is supported by a business environment moving toward greater competitive balance. The company highlights that predictable market rules and effective trade defence measures are crucial for enabling such long-term commitments. By expanding its operations, Rhodia will not only solidify its leadership in polyamide 6.6 production but also advance the spinning processes for polyamide 6. This move is a fundamental step in securing a reliable supply chain and strengthening Brazilian sovereignty, spanning from raw chemical materials to finished part manufacturing. Ultimately, the initiative reaffirms Rhodia's enduring commitment to the national chemical and textile sectors, ensuring enhanced competitiveness and sustained value generation for the local industry.

Daniela Manique, President – Latin America, Rhodia, said, “These investments reflect our confidence in the Brazilian market and its capacity for innovation. We are prepared to offer advanced and sustainable solutions that meet the demands of the dynamic textile sector. We believe that a fair and predictable competitive environment is the main factor for growth, the preservation of skilled jobs and technological development in Brazil.”

Comments (0)

ADD COMMENT

Link Copied!

At the recent Reuters Events – Sustainability Europe 2025 conference in London, Birla Carbon’s President and CEO, John Loudermilk, outlined ambitious plans for the company’s circular product, Continua Sustainable Carbonaceous Material. He revealed a strategic vision to significantly expand its availability, with a target for it to eventually comprise up to 10 percent of the company’s global product portfolio. Sourced from end-of-life tyres, Continua SCM is an industrially-produced material designed to offer the same quality, consistency and technical performance as traditional carbon black.

This innovative material allows manufacturers to integrate greater sustainability and circularity into diverse applications such as tyres, plastics and coatings without sacrificing product performance. Loudermilk emphasised that accelerating this transition requires a multi-faceted approach, including supportive regulatory frameworks, deeper collaboration with tyre pyrolysis technology partners and strengthened customer engagement.

Beyond its circular offering, Birla Carbon is also progressing other sustainability initiatives. These include developing carbon black derived from bio-based feedstocks and exploring advanced carbon capture and conversion technologies. These combined efforts support the company’s overarching aspiration to achieve net-zero carbon emissions by 2050, alongside ongoing work to enhance process efficiency and resource utilisation.

Loudermilk said, “While global carbon black consumption typically grows in line with GDP, the demand for sustainable and circular products is increasing at a much faster pace. At Birla Carbon, we see an opportunity to displace up to 10 percent of the carbon black consumption in the world with circular materials like Continua™ SCM, our brand that is derived from end-of-life tyres.”

Comments (0)

ADD COMMENT

Link Copied!

Continental has initiated a strategic consolidation of its operations in the United States, which includes the planned closure of its Aldora Mills textile plant in Barnesville, Georgia, by the conclusion of 2026. This decision, impacting approximately 230 employees, follows an extensive review of the company's long-term competitiveness in the Americas. The facility, which produces textile reinforcement materials, including tyre cord fabric, hose yarn and knitted fabric, for exclusive use within Continental’s Tires and ContiTech group sectors, had faced persistent cost challenges for years, with shifting global market conditions ultimately making its continued operation unviable. The company's immediate priority is to provide comprehensive support to the affected staff through career counselling and local employment resources.

Despite this specific closure, Continental is reinforcing its substantial commitment to the US market through continued and significant capital investment. In the past decade alone, the company has directed around USD 1.5 billion into its American manufacturing footprint. This is evidenced by recent projects, such as a major expansion of the ContiTech plant in Mount Pleasant, Iowa and the construction of a new, company-owned tyre distribution centre in the Dallas-Fort Worth area scheduled to open in early 2026.

The company's enduring presence in the country remains robust, with a workforce of over 8,800 people spread across its Tires and ContiTech sectors. Its tyre manufacturing plants located in Illinois, Indiana, Mississippi and South Carolina possess a combined annual production capacity of more than 16 million tyres. The closure of the Aldora Mills facility is therefore presented as a necessary step to safeguard the overall health and future performance of Continental's broader operations across the Americas.

Comments (0)

ADD COMMENT

Link Copied!