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 Yet, it continues to be sidelined by outdated mindsets, customer ignorance and a lack of cohesive industry messaging.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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The German Rubber Industry Association (wdk) has called for enhanced policies to unlock the full potential of tyre recycling in Germany. While acknowledging the existing successes of the circular economy in this sector, Stephan Rau, Technical Director of wdk, emphasised that significant untapped opportunities remain. Last year alone, Germany generated 533,000 tonnes of used tyres, with nearly 70 percent kept in circulation through reuse, retreading and recycling. The wdk advocates for a stronger framework to improve these material flows and boost the market for recycled materials.

A central pillar of the wdk’s position is the demand for a modern, science-based evaluation of recycled rubber products. Over 200,000 tonnes of used tyres are processed annually into granules and rubber flour, vital secondary raw materials for sustainable manufacturing. However, Rau argues that their broader market success is hindered by outdated assessment methods. The association urgently recommends a risk-based approach that evaluates chemical ingredients based on their actual bioavailability and migration, rather than their mere presence. This perspective, now supported by the German Federal Institute for Risk Assessment (BfR), necessitates establishing binding limit values determined through migration analysis to ensure both safety and commercial viability.

Furthermore, the wdk highlights a critical gap in the complete monitoring of tyre material flows. A notable proportion of used tyres exit Germany and Europe for processing, depriving domestic recyclers of valuable secondary raw materials. To address this leakage and strengthen the circular economy, Rau stresses the need for comprehensive tracking of all end-of-life tyres. The association’s commitment is reflected in its patronage of the Alliance for Future Tyres (AZuR), a European network of nearly 100 partners from industry, trade and science dedicated to advancing a sustainable tyre circular economy across all segments.

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Hi-Green Carbon Limited has achieved a significant milestone in its sustainability operations by securing the prestigious ISCC EU Certification. This globally recognised endorsement highlights the company's adherence to rigorous international standards for environmental responsibility and supply chain integrity.

The certification verifies full compliance across the entire production process, from sourcing to delivery, emphasising traceability and operational transparency. It specifically validates the sustainable production of the company's key outputs, including recovered carbon black (rCB) and tyre pyrolysis oil (TPO). This accomplishment underscores Hi-Green Carbon’s commitment to circular economy principles and positions it as a leader in the production of sustainable industrial materials.

The company statement read: “This milestone not only strengthens our sustainability commitment but also deepens our collaboration with you, our valued clients and partners. With ISCC-certified products, you can have greater confidence in the environmental integrity and long-term sustainability of your supply chain, supporting your own green initiatives and carbon-reduction goals. We extend our sincere gratitude to our clients, partners, and team members for their consistent support and trust. Together, we are driving positive change and contributing to a cleaner, greener, and more circular future.”

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Bekaert has launched a sustainability label, inhera, to identify its top-performing solutions designed to help customers accelerate progress towards net-zero targets. The label is applied to products that meet defined criteria, including alignment with the EU Taxonomy Regulation, carbon-emission reduction, improved resource efficiency and support for circularity. Eight solutions currently carry the label.

The company said the initiative responds to rising expectations for transparency and credible sustainability claims. It presents inhera as a means of offering clearer information on the impact of its solutions across sectors including construction, automotive and energy.

The name reflects Bekaert’s stated commitment to integrating sustainability across its operations. Ann-Françoise Versele, Vice-President Sustainability, said: “Sustainability is inherent in everything we do at Bekaert. Through our products and processes, we aim to leave a legacy of sustainability for future generations. Our partners who choose inhera solutions are choosing to accelerate sustainability and create real impact.”

The eight labelled solutions include Ampact copper magnet wire for high-voltage electric-motor stators, which the company says delivers a 10 per cent reduction in direct CO₂ emissions. Flexisteel hoist ropes for elevators are designed to cut daily energy use by up to 36 per cent compared with traditional steel ropes.

Elyta Ultra and Mega Tensile tyre reinforcements provide up to 16 per cent CO₂ savings per tyre and support circular reuse. High-tensile steel cores for overhead power lines reduce steel consumption by more than 30 per cent.

Bezinal Vineyard Plus coatings, made with low-carbon raw materials, deliver more than 50 per cent CO₂ reduction and 14 percent lower life-cycle greenhouse gas emissions. Bezinox non-magnetic armouring wire for submarine power cables is engineered to extend cable life and reduce operating temperatures.

Next-generation hose-wire reinforcement uses 28 per cent less wire and 5 per cent less rubber per hose, resulting in up to 70 percent lower CO₂ emissions, while subsea cable armouring wire made from at least 70 per cent recycled steel offers more than 50 per cent CO₂ savings and is fully recyclable at end-of-life.

Bekaert said additional products will be added to the inhera label as further innovations are developed.

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Yokohama Rubber has reported new findings from an international research programme aimed at combating leaf fall disease, a fungal infection that has disrupted natural rubber production in Indonesia, the world’s second-largest supplier.

The results were presented on 9 December at the fifth Joint Coordinating Committee Meeting held at Universitas Indonesia. The initiative, formally titled “Development of Complex Technologies for Prevention and Control of Rubber Tree Leaf Fall Diseases”, forms part of the Science and Technology Research Partnership for Sustainable Development, a scheme run by the Japan Science and Technology Agency and the Japan International Cooperation Agency with support from Japan’s foreign and education ministries.

The project brings together Japanese industry, government and academic institutions, including the national research agency RIKEN, with Indonesian partners. Its objective is to maintain output from smallholders, who account for more than 90 per cent of Indonesia’s natural rubber production. The programme is pursuing several approaches: pesticide-based disease control; the development of disease-resistant clones; and early detection using satellite and drone imagery.

Yokohama Rubber, which uses natural rubber as a principal raw material for tyres, has been involved since the project’s launch in 2020. The company began assessing pesticide effects on rubber quality in 2024, following a screening process. Field tests on large plantations have shown that correctly applied pesticides do not impair the properties of raw or vulcanised rubber. Yokohama Rubber is now contributing to research on how such treatments may affect smallholders.

The group said its “Procurement Policy for Sustainable Natural Rubber” incorporates support for participants across the supply chain, including small-scale farmers. It expects its role in the project to aid the sustainable production of natural rubber and help stabilise smallholder incomes. Yokohama Rubber is also an official partner in a separate SATREPS initiative on using rubber seeds to develop environmentally focused products intended to mitigate global warming and plastic pollution.

Under its sustainability theme, “Caring for the Future”, the company has emphasised links between its commercial activities and broader environmental and social objectives.

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