Bridgestone is set to build a pilot demonstration plant for precise pyrolysis of end-of-life tyres at its facility in Seki City, Gifu Prefecture, Japan. The plant, slated to commence operations in 2027, aims to advance horizontal tyre recycling by extracting tyre-derived oil and recovered carbon black from discarded tyres. By demonstrating this technology, Bridgestone seeks to accelerate the adoption of chemical recycling solutions. The project is a key component of the company’s “Sowing New Seeds” initiative under its Mid-Term Business Plan (2024–2026), designed to drive sustainable growth.

The pilot demonstration plant will be located at the Bridgestone Seki Plant in Seki Industrial Park, Gifu Prefecture, Japan. Construction is scheduled to begin in November 2025, with operations expected to commence in September 2027. Once operational, the facility will have the capacity to process approximately 7,500 tonnes of end-of-life tyres per year.

Since 2022, Bridgestone has been developing chemical recycling solutions to support a circular economy. In 2023, the company installed a test unit at its Bridgestone Innovation Park (BIP) in Kodaira City, Tokyo, to refine the process of obtaining tyre-derived oil and recovered carbon black via precise pyrolysis. The oil is further processed to produce chemical compounds such as butadiene, a critical raw material for synthetic rubber, enabling the possibility of reintroducing both oil and carbon black into tyre manufacturing.

The new pilot plant will integrate the technological foundations established at BIP, scaling up operations for the mass production of tyre-derived oil and recovered carbon black through stable and continuous processes. Bridgestone also aims to deepen its expertise in chemical recycling by advancing plant operational knowledge and talent development in the field.

The initiative has been selected by Japan’s New Energy and Industrial Technology Development Organization (NEDO) as part of the "Development of Chemical Manufacturing Technology from Used Tyres" under its "Green Innovation Fund Project." It is also a collaborative effort with ENEOS Corporation. The recovered carbon black produced at the plant will contribute to the development of eco Carbon Black (eCB), which offers rubber reinforcement properties comparable to virgin carbon black derived from petroleum and coal. This research forms part of a separate NEDO-backed project on carbon recycling from polymer products, conducted in partnership with Tokai Carbon Co., Ltd.

Bridgestone continues to advance its EVERTIRE INITIATIVE, a commercialisation effort focused on recycling tyres into rubber and other raw materials through strategic partnerships. The company’s commitment to environmental sustainability aligns with its broader "Bridgestone E8 Commitment," which prioritises ecological preservation and the transition to carbon-neutral mobility.

Under its long-term vision, Bridgestone is integrating sustainability across its value chain, from production and sales to usage and renewal of tyres. The company is positioning itself as a key player in achieving carbon neutrality, fostering a circular economy, and promoting environmental stewardship.

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TyreSafe has entered into a new collaborative agreement with the Rail Safety and Standards Board (RSSB), marking a unified effort to mitigate occupational road risks and enhance vehicle safety standards within United Kingdom's rail sector. This strategic alliance will see TyreSafe integrating its expertise with the RSSB’s Road Risk Group (RRG) to bolster safety protocols for rail employees, contractors and all personnel traveling on industry business.

The core objective of this partnership is to embed tyre safety education, awareness and best practices into the rail industry's operational framework. By doing so, the collaboration directly targets the hazards associated with work-related driving. This initiative comes as data reveals that road traffic collisions were responsible for 3 out of 10 workforce fatalities in the rail industry over the five-year period leading up to 2024, underscoring the critical need for enhanced risk management.

In response, the Road Risk Group is spearheading sector-wide improvements by fostering collaboration, sharing safety methodologies and refining safety reporting and analysis. The group is also championing behavioural and cultural shifts within organisations while actively promoting the Occupational Road Risk Management Charter. This partnership recognises that effective risk management encompasses not only driver conduct but also vehicle maintenance and overarching safety culture.

Through joint educational campaigns and resources, TyreSafe and RSSB will encourage rail organisations to prioritise tyre condition as a fundamental component of their road safety strategies. This initiative directly supports the broader objectives of the Rail Health and Safety Strategy, which has identified occupational road risk management as a key priority for safeguarding the industry's workforce.

Lucy Powell, Strategy Manager at RSSB, who approved the partnership, said, “Road risk continues to be one of the most significant safety challenges facing the rail industry beyond the railway boundary. Partnering with TyreSafe enables us to strengthen awareness of one of the most critical elements of vehicle safety. Through education, collaboration and the sharing of best practice, we can help organisations better manage occupational road risk and support our industry’s commitment to protecting everyone who drives for work.”

Caitriona O’Brien, Workforce Health and Safety Manager at Network Rail and Chair of the RSSB Road Risk Group, said, “The Road Risk Group is committed to championing a stronger focus on managing occupational road risk across the rail industry. Working with TyreSafe brings valuable expertise that complements our strategic objectives, helping organisations place greater emphasis on vehicle safety as part of a wider culture of safe driving. By working together, we can continue to reduce preventable incidents and improve outcomes for everyone travelling on work-related journeys.”

Stuart Lovatt, Chair of TyreSafe, said, “We are delighted to become an official partner of RSSB and to support the important work of the Road Risk Group. Tyres are the only point of contact between a vehicle and the road, yet they are often overlooked in fleet safety programmes. By working with RSSB, we can help embed tyre safety into occupational road risk management across the rail sector, ensuring that employees and contractors understand the vital role that properly maintained tyres play in preventing incidents and saving lives.”

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Yokohama Tire has renewed its environmental collaboration with the Surfrider Foundation’s North Orange County chapter through a recent coastal cleanup initiative at Seal Beach in Southern California. The joint effort resulted in the collection of dozens of refuse bags, with the total haul of hazardous waste exceeding 100 pounds (approximately 45.36 kg) removed from the local shoreline.

This beach restoration project represents the latest activity in a three-year partnership between the tyre manufacturer and the nonprofit organisation. The initiative falls under Yokohama’s broader corporate social responsibility framework known as the ‘Caring for our Communities’ programme, which coordinates various philanthropic endeavours.

Beyond the direct cleanup efforts, Yokohama continues to provide material support to the Surfrider chapter, including student club memberships, water quality testing kits, cigarette butt collection canisters and replacement equipment for harbour maintenance. The company maintains similar environmental partnerships with Tread Lightly! and the California State Parks Foundation alongside its ongoing work with Surfrider.

Alan Holtschneider, Senior Director of Marketing, Yokohama, said, “It’s been truly gratifying being a part of Surfrider Foundation’s North OC Chapter ongoing work to protect the environment, especially the beaches and oceans. We continue to volunteer on numerous projects with them, and the successful Seal Beach cleanup was another great example. It’s all part of Surfrider’s ongoing mission to protect and preserve the world’s ocean, waves and beaches for all to enjoy.”

George Manyak, longtime event coordinator for Surfrider Foundation North Orange County Chapter, said, “We really appreciate all the help Yokohama Tire has given us over the years. Their support has made a major impact on keeping our local beaches clean and safe for visitors to experience.”

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Nexen Tire America has unveiled a comprehensive overhaul of its Next Level Associate Dealer Program, introducing structural changes designed to accelerate dealer qualification and enhance reward accessibility. The revised initiative directly responds to dealer input by lowering purchase thresholds and creating new earning opportunities for participants at various stages of engagement with the brand.

Central to the updated framework is a substantial reduction in the quarterly Tier 1 qualification benchmark, which has been decreased by 40 percent from 100 units to 60 eligible tyres per quarter. Additionally, a new introductory earning bracket has been established for dealers purchasing between 1 and 59 qualifying units, granting them USD two per tyre. The programme’s annual True-Up mechanism has also been expanded, allowing dealers who achieve year-end tier qualifications to receive volume bonuses for previous quarters where they initially fell short, with the 2026 annual qualifier reduced to 320 units.

Given the midyear implementation, Nexen has instituted a transitional qualification schedule for 2026, applying the former 100-unit standard to the first two quarters while the new 60-unit tier takes effect for the third and fourth quarters. To commemorate the programme’s relaunch, a Triple Dollars promotion will run from 1 July through 13 September, significantly increasing per-tyre payouts on select patterns, including the N’Blue 4S2, AH5, GTX, HP, CT8, AH7, AH8, N’Fera Sport, N’Priz S, N’Fera AU7, Roadian ATX, Roadian HTX2 and Roadian MTX models.

Participants can monitor their qualifying purchases, tier progression and total earnings through the Next Level online dealer dashboard. Complete eligibility criteria and payout structures are available through Nexen Tire America sales representatives, who can provide detailed guidance on the revised program provisions.

John Hagan, Executive Vice President – Sales, Nexen Tire America, said, “We listened closely to our Next Level dealers, and they have spoken about wanting a programme that makes it easier to qualify and provides more opportunities to earn. These changes deliver on that feedback by opening the programme to more dealers, allowing them to qualify sooner and begin earning rewards faster. We believe the new programme will help dealers grow their business with Nexen and ultimately strengthen our dealer network long term.”

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FALKEN has released a new film titled ‘The Perfect Lap’, offering a gripping behind-the-scenes look at the team's recent campaign in the ADAC RAVENOL 24h Nürburgring. The film arrives following the team's 27th participation in the legendary endurance event, which took place this past May. It meticulously documents the intense operational rhythm within the pit lane and the unforgiving nature of the Nordschleife circuit, set against one of the world's largest motorsport gatherings, attracting over 450,000 spectators.

The documentary underscores the challenge of the 24-hour race, where contenders must execute between 156 and 162 nearly perfect laps to secure victory. Created with automotive film specialists FORMAT67, the production team spent six days capturing footage on the treacherous track. The use of a U-Crane camera rig enabled dynamic tracking shots following the FALKEN Porsche directly on the tarmac, delivering authentic and high-quality visuals.

Emphasising traditional filmmaking, the entire project was executed without artificial intelligence, from location shoots through post-production. This commitment to conventional methods was a deliberate choice to enhance the film's genuine credibility and emotional resonance. The film portrays a team defined by relentless determination, returning annually to pursue ultimate triumph in this iconic race.

Debuting in 1999, the FALKEN Motorsport Team has evolved into a front-running force at the Green Hell. Its greatest achievement remains a podium finish with third place in 2015, and the recognisable Porsche 911 GT3 R continues to be a fan favourite. With a history of ‘Top 10’ finishes and high-profile drivers, the team carries immense ambition, using compelling track footage to tell stories fuelled by emotion and the harsh realities of endurance racing.

Dennis Wilstermann, Marketing Manager, Dunlop Tyre Europe GmbH, which also includes the tyre brand FALKEN, said, “It was particularly important to us to give the film a classic, premium look while maintaining a timeless visual style. The film captures the unique atmosphere and intensity of the Nürburgring 24 Hours while also telling the story of a broader, recurring challenge in motorsport: the pursuit of the perfect lap.”

Evropi Dionysiadou, Brand Communications Specialist, Dunlop Tyre Europe GmbH, and responsible for the production, said, “The concept behind the film is to symbolise precision, passion, teamwork and the relentless drive to extract the maximum performance time and time again – lap after lap, day and night. In this respect, endurance racing and our complex film productions have a great deal in common.”

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