First a dissection of the tyre market in four different sectors – one that was severely affected and three that have been the mainstay of resilience.

Cowrie Shells of Trade

Initially, Cowrie shells were used as currency for trading right after the barter age. Cowrie shells were/ are still used in astrology in many parts of Africa to predict the future. Four cowrie shells held in the hand, the astrologer would then shake the shells while clenching the fist and throw them to the ground. Depending on how many shells turned upside, the astrologer would then tell the future. In my case, three have turned upside and one facing down – an ominous sign.

(Cowrie Shell number 1) The Motorcycle  Market

Also known as ‘bodabodas’, motorcycles are divided into the mid-premium, premium and commuter motorcycles. The rise in numbers in pre-pandemic times and presently is because of their ability to move efficiently in urban and rural areas, especially where the road conditions are poor. 

 Between 2011 and 2019, the number of motorcycles grew 233 percent from 500,000 to 1.7 Million. The average annual demand for motorcycles is 200,000 units – a demand that is fuelled by a relatively affluent rural population with a drive for personal mobility (Source: Kenya Automotive Sector Profile – 60 years Anniversary edition). Motorcycle tyres sales have not lagged behind in the regard, with most of the imports coming from India and China. Often these tyres are not recyclable.

(Cowrie Shell number 2) Commercial Market Truck

The shift in rules and regulations surrounding travel has come with uncertainty and border closures that were aimed at stopping the spread of the disease. Closure of some truck tyre producing plants and ensuring that the overseas parent markets demands were met before exports meant that there was a shortage in this sector. The sector has been supported by the Light Commercial Vehicle tyres from the 7.00-16, 7.50R16, 9.5R17.5, 265/70R19.5 and, more recently, 255/70R22.5 (FI engines). These vehicles are not under the spotlight of weigh-bridge restrictions as compared to their bigger rig 22 and above wheeler cousins and hence have become a vehicle of choice of up-coming and existing transporters wanting to squeeze the payload shilling to a longer mile. Even in the absence of verifiable date or research papers, it is estimated that commercial driving has dropped by about 20 percent.

(Cowrie Shell number 3) Agricultural Tyres

The sector that continues on an upturn is one that continues to feed the millions of people every day. Even with a prediction of drought at the end of the year, tractors and farmers on the road continue to grind tyres to ensure that there are products from the farm to fork. The OEM/ replacement/aftermarket sectors are experiencing a rise in demand for efficient and productive agricultural machinery that is driving the agricultural tyre market. It is primarily the technological advancements and expanding population that are propelling the agricultural tyre market. Sameer Africa, the only agricultural tyre manufacturing concern in the country, closed its doors in 2019. While the overall scenario of the market is positive, the demand is hugely dependent on the economic turmoil in the region that invariably affects the farmers’ income and purchase of farm machinery. However, a downturn in farming equipment sales is expected to continue till 2022 as Covid-19 severely impacted the automotive industries.

Changing agricultural machinery design and increasing penetration into new unexplored terrain will require tyres that have stronger rubber compounds. Flotation, forestry, trailer and compound rubber tyres with steel flex wall are now trending in the local agricultural tyre market.

(Cowrie Shell number 4) Passenger and 4x4

Regarding the future impact of personal and business travel, Bill Gates recently noted that we can ask the question “Do I have to go there personally? ” and predicted 50 percent decline for the post Covid-19 world. In addition to that, walking, cycling and motorcycling have gained preference.

In addition to the specifics of the tyre market, various factors continue to plague the East African tyre industry, and they include:

•           Uncertainty that the virus will move into the winter months and the Delta variant. With less than 10 percent of the population now vaccinated in the East African region, it is difficult to say how the disease will pan out. What is certain is that the periods of confinement will continue deep into 2022 (an election year in Kenya).

•           At some point this year, freight costs rose by 300 percent. Tyre sellers had no option but to pass the cost to the consumer. Supply chain disruptions are here to stay mainly because Kenya will be having the general elections next year. Tanzania and Uganda have already had theirs. In such times, many investors hold back on the resources waiting for regime change and the chaos that follow a general election.

Rangoli of Possibilities

Many years ago, I woke up every day to beautiful drawings made on the ground in front of a neighbour’s doorstep. Drawn by a young Indian girl, I later came to learn their meaning. Using multi-colored, ochre, dried rice sand, flour, rocks and petals, beautiful drawings were made on the doorstep as a part of an everyday Hindu household practice – even more so, during the important Hindu ceremonies such as Diwali, Pongal and Tihar (I would urge the reader to view some of these drawings on Google). The Rangoli represents happiness, positivity and liveliness of a household (nation) intended to welcome health and happiness. It is for this reason that I intend to paint here that African Tyre Market Rangoli during this very trying Covid times mostly for therapeutic purposes. 

It is in these Rangolis of possibilities that I would like to offer my predictions and possible solutions:

Prediction no. 1

In East Africa, future urban mobility will not rely on individual car traffic regardless of the propulsion system. The pandemic will cause urban planners to re-think the transport framework policy. Policy makers will nurture the momentum gained to further transform the traffic landscape towards environmentally friendly towns and cities.

Prediction no. 2

In the midst of dwindling and scarce resources, the one that remains unlimited is ‘IDEAS’. E-commerce readiness will be vital in determining the survivability of a business during the Covid-19 pandemic. The level of readiness will determine their continuance and sustainability.

E-commerce readiness can be examined on the basis of Technological readiness / Organisational Readiness and Environmental Readiness. Challenges and constraints thrown our way, such as the Covid-19 proffers, only encourage a business to adopt e-commerce and take it to another level. (Ref. Journal of Asian Finance, Economics and Business)

Suggestions on how to weather the storm

In order to strive, thrive and stay ahead of the pandemic curve, businesses in East Africa have to adopt different business strategies:

•           Tyre business owners and managers must consider going against the previous market stock trends such as Just in Time Management. Maximise coverage, over-order on fast moving items, plan way ahead, order early, sell what your competition can offer you and pro-actively communicate with customers about impending shortage (being upfront and honest)

•           Being constantly in touch with suppliers, strategically allocate stocks, buy out of the normal circles, train front-line staff on up-downsizing-cross sizing and tyre husbandry.

•           Invest in your people in training (preferably online) and keep moral high.

•           With pricing; work around keeping your cost low and don’t raise prices when you can’t supply. This puts you up against a customer.

 What the Cowrie shells on the ground say

I would like to pen-off with the words of Kenya’s finance cabinet secretary, Ukur Yatani Kanacho:

“Last year around this time, you would think that ours was a deserted city. Life is now back to normal, the vibrancy is back. We are quite optimistic. Kenyans have accepted and adopted to the new way of living and we are quite alive to the challenges posed by Covid-19”. (TT)

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The concluding day of 2026 F1 Pre-Season Testing at the Bahrain International Circuit saw Charles Leclerc set the overall fastest lap of the entire six-day programme. The Ferrari driver delivered a time of 1:31.992s on the C4 compound Pirelli tyres during the final hour of running, improving by eight-tenths of a second on the previous benchmark established by Kimi Antonelli. This performance placed him ahead of Lando Norris in the McLaren, who recorded a 1:32.871s on the C3 tyre. Max Verstappen and George Russell followed, with times of 1:33.109s and 1:33.197s, respectively, both also set on the C3 compound. Notably, none surpassed Leclerc's own leading time on that particular compound, a 1:32.655s. Pierre Gasly rounded out the top times, utilising the softest C5 tyres to post a 1:33.421s.

The C5 compound saw limited use on the final day, employed only by Alpine and Williams for short-run simulations. Aston Martin, despite having the tyre available, opted not to run it and instead completed just six laps on C3s before their session was curtailed. In contrast, teams focused on different aspects of performance. Gabriel Bortoleto and Arvin Lindblad set the pace on the harder C1 and C2 compounds, respectively. The day was also notable for the absence of several drivers, including Fernando Alonso, Lewis Hamilton and Alex Albon, who did not participate in any track action.

Beyond outright speed, teams dedicated significant effort to long-distance evaluation. Gabriel Bortoleto completed 25 laps on the C2 compound for Audi, while Esteban Ocon undertook 24 laps on C1s for Haas. Ocon was also the sole driver to run intermediate tyres, completing four laps to assess front wing behaviour. Over the entire six-day test, a total of 41,366 kilometres were covered across all 11 teams, a distance exceeding the Earth's circumference. The C3 compound proved the most popular, accounting for 61 percent of all laps. In total, 591 sets of slick tyres were utilised throughout the pre-season, with 326 of those deployed in the final three days alone.

Mario Isola, Pirelli’s Motorsport Director, said, “The radical changes introduced to the cars have inevitably shifted the teams’ focus towards power units and aerodynamics rather than tyres over the last few days. The final stages of testing are usually dedicated to optimising the car-tyre package, but it is clear some teams haven’t reached that point yet. Generally speaking, track feedback has been consistent with our simulation expectations. Drivers were able to gain confidence with the entire Pirelli range through both performance trials and long runs, even using the C4 and C5 compounds which aren’t particularly suited to a circuit like Sakhir.

“Mechanical resistance appeared strong across all options, with no signs of graining or blistering. Degradation levels are almost certainly higher now than what we expect for the Bahrain race, when temperatures will be lower and cars more developed. A central theme this season will certainly be balancing temperatures between the axles, especially ahead of the first race in Melbourne. The lower loads of a street circuit might require more intensive tyre preparation or differentiated tyre blanket temperatures, particularly in qualifying. In any case, it will be interesting to discover in Australia how much teams have been ‘sandbagging’ their engine power to avoid showing their hand. We only have to wait a couple of weeks to see the true pecking order.”

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Titan International, a global leader in off‑the‑road (OTR) tyre and wheel manufacturing and distribution, has entered into a significant 10-year exclusive distribution agreement with Triangle Tire USA. This strategic alliance grants Titan exclusive rights to distribute both Triangle and Diamondback branded OTR tyres across United States. By combining Triangle’s global manufacturing expertise with Titan’s extensive North American dealer network and the established recognition of the Diamondback brand, the partnership aims to deliver a comprehensive and unified portfolio of high-performance OTR solutions.

The collaboration enhances Titan’s product offering to include a diverse range of radial and bias tyres suited for the most demanding off-road environments. Customers across critical sectors such as mining, construction, earthmoving, aggregates, industrial operations and equipment rental will benefit from this expanded selection. The integrated portfolio supports a wide array of heavy machinery, including large earthmoving equipment, loaders, dozers, scrapers, haulage vehicles, mobile cranes and container handling machinery for ports, as well as industrial and rental fleets.

This initiative is designed to strengthen the market presence of the combined Titan, Triangle and Diamondback brands within the OTR sector. By leveraging Titan’s national sales and support infrastructure, the partnership aims to drive long-term performance through enhanced dealer adoption and improved customer satisfaction. The arrangement ensures that end users have access to a broader spectrum of mission-critical tyre solutions backed by reliable distribution and service support.

The initial rollout of Triangle and Diamondback OTR products is currently underway through Titan’s dealer network in United States. An expanded range of sizes and patterns is scheduled for release throughout the year, with dealers encouraged to consult their Titan representatives for detailed information on availability, specifications and ordering procedures.

Paul Reitz, CEO & President, Titan International, said, “This partnership combines Titan’s deep channel reach with Triangle’s expanding OTR portfolio to deliver a broader, more competitive offering to our customers – backed by Titan’s service, training and technical support. We’re excited to bring the Triangle and Diamondback families into our US distribution platform to improve availability, coverage, and value across critical OTR customers.”

Campbell Metcalfe, CEO, Triangle Tire USA, said, “Triangle is pleased to join forces with Titan to bring our OTR innovations to more US customers, faster. Titan’s scale, distribution strength and customer support capabilities will substantially enhance access to Triangle and Diamondback products across key industries.”

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Radar Tires, a globally recognised manufacturer known for its off-road and high-performance products, is broadening its footprint in the light truck and off-road vehicle segment with a major expansion of its popular Radar Renegade-X line. Responding directly to robust market demand and the model's sustained success among enthusiasts, the company will introduce nine new sizes featuring rim diameters from 18 to 26 inches. A key highlight of this expansion is the debut of 26-inch options, catering to the growing trend of customised and lifted trucks requiring larger wheel fitments.

Since its market introduction, the Renegade-X has built a strong reputation for delivering uncompromising off-road capability without sacrificing on-road civility. Consumer feedback consistently praises its superior traction in mud and rocky terrain, its robust durability and notably low road noise – a combination rarely achieved in the mud-terrain category. This balance of aggressive performance and refined driveability has solidified its appeal.

The tyre’s distinctive design is the result of a collaboration with the renowned Italian design house GFG Style, blending engineering rigor with premium aesthetics. Its technical features include a high void-to-lug ratio designed for effective self-cleaning in mud, alongside a specialised rock-crawl compound for enhanced grip on varied surfaces. Durability is addressed through a three-ply sidewall construction, while a strategic combination of stone ejectors and serrations protects the tyre casing. Furthermore, sidewall lugs inspired by stealth design not only contribute to a striking visual profile but also improve lateral traction in challenging conditions.

The newly added sizes are intended for a wide range of vehicles, including Jeeps, pickup trucks and full-size SUVs. Availability is scheduled to commence through authorised dealers in February 2026, with additional sizes arriving through April of that year.

Rob Montasser, Vice President, Radar Tires, said, “The response to the Radar Renegade-X has exceeded our expectations, and our dealer partners have consistently requested additional sizes to meet customer demand. This nine-size expansion, including our first 26-inch rim diameter sizes, demonstrates our commitment to providing dealers with a comprehensive product offering that supports sustained, profitable growth while giving consumers more choices for their vehicles.”

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Nokian Tyres has formally released its climate transition plan, a comprehensive roadmap guiding the company’s decarbonisation efforts. This strategy is anchored in the company’s near- and long-term climate objectives, which received validation from the Science Based Targets initiative in 2024. Crucially, the organisation’s ambition to achieve net-zero emissions across Scope 1, 2 and 3 aligns with the stringent requirements of limiting global warming to 1.5°C, as dictated by contemporary climate science.

The company has already made significant progress, particularly within its own operations. By the close of 2025, Nokian Tyres had successfully reduced absolute Scope 1 and 2 emissions by more than 38 percent relative to the 2022 baseline, edging closer to its interim target of a 42 percent reduction by 2030. The newly published plan elaborates on this trajectory, detailing the primary sources of emissions and the essential strategies for reduction both internally and across the broader value chain. These actions are designed to meet the 2030 benchmarks while maintaining a clear pathway towards the ultimate goal of net-zero greenhouse gas emissions by 2050.

Endorsed by the company’s Board of Directors, the plan is a living document subject to updates as emission-reduction technologies and methodologies evolve. Further details are accessible on the corporate website. This strategic approach is already yielding tangible results and external recognition. The company’s Romanian facility stands as the world’s first full-scale tyre factory to achieve zero CO2 emissions in its own operations. Furthermore, this commitment to sustainability was acknowledged in 2025 by TIME Magazine, which named Nokian Tyres one of the World’s Most Sustainable Companies, and by CDP, which awarded the firm its sixth consecutive leadership-level score for climate action.

Paolo Pompei, President and CEO, Nokian Tyres, said, “Our work towards net-zero emissions is not only about us but also about drivers worldwide. Through our actions and innovations, we reduce the environmental impact of tyre manufacturing while delivering the safety and quality that define Nokian Tyres.”

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