Atturo Tires has entered into a multiyear agreement to serve as the exclusive tyre brand for Mecum Auctions, the host of the World’s Largest Collector Car Auction. This strategic alliance positions Atturo at the heart of a dedicated automotive community that includes collectors, builders and daily drivers who value performance, style, durability and affordability – principles that have guided the tire manufacturer since its inception in 2009.

As the category-exclusive tyre sponsor for Mecum’s 2026-27 auction calendar, Atturo will benefit from extensive branding and promotional integration. This includes visibility across live events, television broadcasts, digital platforms, print media and social channels, all aimed at increasing brand recognition among consumers who actively seek Atturo products through dealerships.

The auction’s diverse lineup of muscle cars, luxury vehicles and off-road models aligns perfectly with Atturo’s target audience, showcasing Trail Blade and AZ tyres alongside enthusiast favourites. To support its dealer network, Atturo will provide co-brandable materials, event photography and sponsorship talking points via the dealer portal, reinforcing the brand’s national presence and its message of accessible performance.

Michael Mathis, President, Atturo Tires, said, “Mecum's audience is our audience. The people who show up to watch a Challenger cross the block or a built Bronco roll through the lot are the same drivers who trust Atturo on their daily vehicle, their weekend build and everything in between. This partnership puts our Trail Blade and AZ lines directly in front of them – and gives our dealer network another example of how Atturo is becoming the best-known private brand in the country.”

Breeann Poland, Director – Marketing and Communications, Mecum, said, “Mecum Auctions is excited to join forces with Atturo Tires by bringing them on as our official and exclusive tyre partner. Atturo has earned a reputation for delivering high-quality tyres for automotive enthusiasts of every kind, from racers and off-road enthusiasts to the everyday driver and weekend cruiser. That diverse range of customers they serve makes Atturo an excellent choice for our equally wide-ranging Mecum community.”

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Dunlop Motorcycle Europe has expanded its original equipment partnership with Beta Motorcycles, securing a deal to supply advanced Geomax tyres across the Italian brand’s trial and motocross lineups. The enhanced collaboration introduces new standard fitments for both competition disciplines.

For trial applications, the Geomax TL01 replaces the previous D803GP on Beta’s Evo and Sincro models. Engineered with a high-adhesion compound and a specialised block layout for angled terrain, the ultra-sticky tyre has already proven popular among Beta racers and now becomes factory-standard equipment.

In the motocross sector, Beta has adopted the Geomax MX34 for its entire RX range, covering both two-stroke and four-stroke 250 cc and 350 cc variants, as well as the 450 cc model. Designed primarily for intermediate ground, the versatile MX34 performs effectively across diverse surfaces, from soft mud to compacted dirt.

Donato Miglio, Race Team Manager Trial, Beta Motorcycles, said, "Geomax TL01 represents a significant step forward in performance, which is why we decided to adopt it as our original equipment trial tyre. Many of our riders already use it in competition, where it has proven its exceptional grip, stability and handling.”

Fabrizio Dini, Race Team Manager Motocross and Enduro, Beta Motorcycles, said, “In motocross, the latest generation of Dunlop MX tyres features significant performance improvements. Geomax MX34 provides excellent grip, particularly on dry surfaces, giving riders a reassuring feeling of safety and constant control. Both tyres suit our bikes perfectly.”

Miguel Morais, Original Equipment Manager, Dunlop Motorcycle Europe, said, “We are proud to deepen our partnership with Beta through the introduction of Geomax TL01 and MX34 across its latest trial and motocross models. Fitments like these are a strong endorsement of the capabilities of tyres throughout our range, and we’re excited that more and more riders will experience increased confidence and performance that helps them get the most out of their Beta motorcycles from their first ride.”

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The Tire and Rubber Association of Canada (TRAC) has launched Member Spotlight Series, a new monthly initiative designed to profile the diverse organisations and leaders within the nation's tyre and rubber sector. The programme offers comprehensive examinations of member companies, covering their business models, technological advancements, environmental strategies and corporate philosophies.

Pirelli is the first company to be featured, with its profile providing insight into its leadership approach and industry contributions. Subsequent spotlights will be released monthly through TRAC’s digital platforms, including its official website, newsletters and social media channels, with each instalment detailing products, strategic goals and recent achievements.

By sharing these narratives, TRAC intends to bolster member connections and highlight the sector's role in Canada's economy and ecological progress. The series further aims to encourage knowledge exchange and collaboration, allowing members to share best practices and elevate awareness of the proficiency present within the domestic tyre and rubber industry.

Carol Hochu, President and CEO, TRAC, said, “One of TRAC’s greatest strengths is the expertise and leadership found across our membership. The Member Spotlight Series celebrates the companies and people shaping our industry while helping share the stories of innovation, advanced manufacturing, sustainability and collaboration that define Canada’s tyre and rubber sector.”

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TyreSafe has announced a new alliance with Logistics UK, marking a significant step in uniting efforts to enhance road safety, promote sustainable transport and disseminate best practices within the freight and haulage industry. This collaboration formalises the mutual dedication of both organisations to address critical safety challenges facing UK's transport networks.

Logistics UK, a prominent membership association representing over 21,000 enterprises, encompasses the breadth of the supply chain, including road, rail, water and air freight. Its extensive network accounts for nearly half of the national lorry fleet, comprising more than 200,000 vehicles. Through advocacy, training and compliance support, the organisation is instrumental in maintaining secure and efficient supply chains, making it a pivotal partner for TyreSafe's safety initiatives.

The partnership underscores the growing recognition of tyre management as a cornerstone of modern logistics, impacting not only vehicular safety but also operational costs and environmental footprints. Data indicates that a majority of tyres on UK roads are underinflated, leading to approximately GBP 1 billion in annual fuel waste and accelerating tyre degradation. Furthermore, tyre defects are a primary cause of MOT failures, with over two million infractions recorded yearly, and they contribute significantly to roadside breakdowns and motorway incidents.

For commercial fleets, the stakes are particularly high, as proper inflation and tread depth are directly linked to fuel economy, emissions reduction and cost efficiency. As part of this joint effort, TyreSafe will promote its specialised, vehicle-specific safety resources, offering tailored guidance for HGVs, vans and cars. This educational push aims to empower drivers and operators with the knowledge to conduct effective tyre checks, thereby mitigating risks and supporting the logistics sector's sustainability and operational goals.

Stuart Lovatt, Chair of TyreSafe, said, “We are delighted to be partnering with Logistics UK, an organisation that shares our commitment to safer, more sustainable and more efficient transport. Tyres and their maintenance absolutely fundamental to fleet safety and performance. This partnership allows us to extend vital tyre safety messaging to a broad and influential logistics audience at a time when operators are balancing safety, compliance, cost pressures and sustainability ambitions. By working together, we can help ensure tyre safety remains firmly on the agenda across the sector.”

Arthur Gribbin, Engineering Policy Lead at Logistics UK, said, “Efficient logistics depends on vehicles operating safely, legally and reliably. Tyres play a critical role in achieving this, influencing everything from vehicle safety and fuel efficiency to downtime and environmental impact. By partnering with TyreSafe, we are helping ensure our members and the wider logistics community have access to trusted information and practical guidance to support safer and more sustainable fleet operations.”

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Continental has significantly broadened its Gravity mountain bike tyre lineup by introducing 13 new combinations, thereby offering riders extensive customisation options for aggressive trail riding, enduro racing and downhill disciplines.

The expanded portfolio now includes novel size, casing and compound pairings for the Argotal, Kryptotal Front, Kryptotal Rear and Xynotal models. Additional Trail Soft and Enduro SuperSoft variants are available for 29-inch and 27.5-inch wheels, while the trusted mixed-conditions tread remains accessible for 20-, 24- and 26-inch sizes.

This strategic enlargement underscores Continental’s dedication to providing gravity riders with tailored flexibility in balancing grip, control, durability and rolling efficiency. The Enduro casing with SuperSoft compound offers peak traction for demanding trails, whereas the Trail casing with Soft compound delivers a stable and durable option for aggressive riding.

Alexander Haenke, Product Manager for MTB & Gravel at Continental Tires, said, “MTB riders have very different needs depending on where and how they ride. With these 13 new tyre combinations, we are giving riders even more ways to find the perfect balance of grip, control and durability for their individual setup. Whether they are racing enduro, pushing their limits on technical trails or simply looking for maximum confidence on the descents, our expanded Gravity range offers the performance and flexibility they need.”

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