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 Yet, it continues to be sidelined by outdated mindsets, customer ignorance and a lack of cohesive industry messaging.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

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In a significant expansion of their existing recycling partnership, Alcoa Australia and Tyrecycle have commenced a new programme to repurpose used conveyor belts from Alcoa’s mining operations. The first reel of used belt was successfully delivered to Tyrecycle’s East Rockingham processing plant, marking a pivotal step in addressing a major waste stream. This initiative builds upon the companies' established contract for recycling off-the-road tyres and forms a core component of Alcoa’s broader corporate strategy to minimise, recycle and reuse waste generated by its Western Australian activities.

The ambitious programme will see approximately 32 kilometres of used conveyor belt transported to the facility over several months. In its initial phase, the collaboration aims to recycle 80 reels of belting. Tyrecycle will process an estimated 100 tonnes of this material weekly, transforming it into rubber crumb. This output will supplement the more than 300 tonnes of Alcoa’s used tyres the company already recycles annually. The primary focus of the recycling process is to reclaim the steel wire embedded within the belts and to convert the rubber into a versatile crumb product.

This crumb is destined for a wide array of practical applications, serving as a valuable additive in road construction bitumen, and as a raw material for creating surfaces for sports fields and playgrounds, adhesives and various moulded rubber goods. Tyrecycle emphasises a circular economy vision, aiming not just for repurposing but for eventually integrating recycled material back into the manufacturing of new conveyor belts. Since its inauguration, the East Rockingham facility has been instrumental in providing Western Australian mining operators with solutions to decarbonise their supply chains. This partnership with Alcoa simultaneously supports regional employment and advances shared environmental goals by diverting substantial rubber waste from landfill and giving it a productive new life.

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KRAIBURG TPE has introduced a new series of thermoplastic elastomers engineered specifically for e-bike handles. This THERMOLAST R RC/UV/AP series is designed to merge sustainability with high performance and improved ergonomics. A central feature of this material is its composition, which incorporates between 15 percent and 40 percent recycled content, directly addressing the industry's push towards more eco-conscious manufacturing.

The compound provides a soft-touch grip for enhanced rider comfort and control, alongside resistance to chemicals and ultraviolet light. Its lightweight nature contributes significantly to the overall reduction of e-bike weight, with some modern models now being up to 50 percent lighter than traditional designs. From a production standpoint, the material is formulated for multi-component injection moulding and bonds reliably to polypropylene, facilitating complex and innovative handlebar designs. Manufacturers can also select from a wide hardness range to customise the grip feel without sacrificing the material’s inherent durability or safety.

The performance of this TPE series is validated by extensive testing, including a two-year outdoor exposure that confirmed its resilience against harsh weather. It also maintains stability in temperatures up to 90°C, ensuring reliable long-term use. This product launch is part of KRAIBURG TPE's broader sustainability commitment, which includes developing bio-based TPEs, holding certifications for recycled content and providing Product Carbon Footprint data. The company's efforts have been recognised with an EcoVadis Gold Medal, and it has reaffirmed its commitment to Science Based Targets initiative (SBTi). This new material series positions KRAIBURG TPE as a pivotal partner in creating greener and more functional e-bike designs for a rapidly growing market.

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Bekaert's Ultra & Mega Tensile steel cord solutions have received the prestigious 2025 China Green Point Award for their significant role in advancing the tyre industry's shift towards low-carbon manufacturing.

This innovative reinforcement technology utilises high-strength steel, which allows for the production of lighter and more durable tyres while using less raw material. A key environmental benefit is the substantial reduction in rolling resistance, which directly improves vehicle fuel efficiency and leads to lower CO₂ emissions. Furthermore, the technology supports circular economy principles by incorporating steel with a high recycled content.

With over seven decades of expertise, Bekaert empowers leading global tyre manufacturers to create high-performance, sustainable tyres, thereby accelerating the transition to greener mobility on a large scale.

The company shared the achievement in a social media post: “A big thank you to our teams for their leadership in driving this achievement, and to our partners across the industry for making sustainable mobility a reality. This award is more than recognition: it’s proof of how materials innovation, powered by people, can accelerate change from the ground up – literally.”

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Ecolomondo Corporation, a Canadian developer of sustainable technology for recycling scrap tyres, is reporting significant commercial progress at its Hawkesbury TDP facility. The company is experiencing a substantial rise in demand for its recycled products, leading to strong sales growth.

A key development involves a major customer who, since mid-July 2025, has purchased 12 truckloads of recovered carbon black (rCB), representing approximately 276 metric tonnes. This client has signalled its intention to increase order volumes further as it transitions its business from another supplier. In another positive step, a second US-based customer has formally approved Ecolomondo's recovered carbon black for use in its manufacturing supply chain and is anticipated to commence bulk orders imminently. Additionally, the company has successfully shipped its 26th tanker of tyre-derived oil, amounting to 520 metric tonnes with an estimated value of USD 416,000.

This upward trend is reflected in the financial results. For the period from 1 January to 31 August 2025, revenues reached USD 640,986, a 91 percent increase compared to the USD 336,078 recorded during the same timeframe in 2024. This growth is largely attributed to the rising sales of recovered carbon black. To support the escalating production needs, Ecolomondo plans to hire and train additional personnel for the Hawkesbury facility. The company notes that, as expected during this operational ramp-up phase, the facility is not yet generating gross margins and continues to operate at a loss.

Jean-François Labbé, Interim CEO, Ecolomondo Corporation, said, “These milestones demonstrate the reliability of our production and the repeated nature of revenues we are building.”

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