The last time I wrote about the best tyre industry innovations in 2021, I thought it would be natural to follow this up with an outlook for the European tyre market in 2022. In short – the market is stranger than ever. As the sea freight costs skyrocketed from Asia to all over the world around a year ago, many importers were uncertain if they would still be able to sell budget tyres, particularly from China in Europe, as the landed costs approached, or in some cases even exceeded, the cost of European produced second and third-tier brands. For this reason, many importers decided to skip not just the winter season imports but also the summer season, and the result is an almost historic shortage of budget tyres. Well, one could say that budget tyres are in the market no more, as the freight costs in some cases could amount to 50 percent of the tyre cost prices, pushing retail pricing into the realm of second-tier brands. Especially for truck and bus tyres, the shortage developing in 2022 is massive, and it’s not limited to Asian products.

As if this wasn’t enough, the cost of everything is increasing as well. Both commodities and raw materials are turning costlier at speeds not seen in a long time, with almost historically high inflation rates in the Euro Zone on the coattails. So, the picture of the tyre market has become increasingly oblique. There are still stocks of tyres from 2020 and 2021 where cost prices were drastically much lower than they are now, and this means that there may be offers of premium brands from 2020 floating around with unit prices for comparable sizes that are actually cheaper than the equivalent from a Chinese brand produced in 2022. It must be confusing for consumers until the stocks are depleted, and the segments normalise. The only difference is that the price gap between premium and budget has become much smaller. So, what will that do to market shares? Only time will tell. But as long as there is a shortage, I’m confident that tyres in all segments will still be sold, no matter what.

As I’m writing this, Russia has invaded Ukraine, and apart from the massive tragedy that it is, it has caused even further disruptions to supply chains, material and commodity availability, and the general purchasing power of European consumers. As the shipping lines to Russia are halted because of the war and massive exodus of foreign businesses in the country, and they are also reduced to US as the port congestion and carrier queues on the West coast have reached unmanageable levels for the carriers, the lines and container availability is expected to ease up a bit for European destination ports, which means that sea freight costs could also be on the way down again. But there are so many factors pulling in both directions that any sane person would abscond from placing large bets on anything.

In Europe, the pandemic is gradually disappearing, and only some countries still have restrictions in place. But the situation is drastically different in Asia, especially China, where new lockdowns are underway, and the virus is spreading like never before since the very first outbreak. Knowing how swiftly the Chinese government shuts everything down and enforces curfews on whole cities when they have just a few infected, it’s very likely that logistics and port terminals will be hampered or closed off completely, and that could knock all stability in the shipping market out once more.

The only thing that is clear so far is that cost complexity for tyre production, supply chain, and distribution has increased by an incredible factor over the past two years. Local production has never had such an advantage over Asian output as it has now. Still, on the other hand, the cost of raw materials and freight costs for said materials have increased tremendously, as have road transportation and distribution costs. The cost of production is growing all over the globe as the cost of electricity and steam supply is also multiplying. However, as salaries are following the extremely high inflation rate, the most automated production facilities still have an advantage over the labour-heavy ones.

All these factors, in the end, affect budget tyres the most, as they are more sensitive to fluctuations in raw material and production costs and are particularly vulnerable to high freight and labour costs. At the moment, budget tyres from China are on par with or above several Japanese and Korean brands, and even second-tier brands produced in Eastern Europe. While this will certainly increase their prices gradually to distance themselves from the budget brands a bit more in terms of pricing, they don’t regulate overnight, and that means that effectively there is no budget segment in Europe for the major part of 2022 barring the second tier-priced brands made in countries all over the world that are usually priced very differently in the market.

I believe I’ve said many times that Chinese tyres are more competitive when the market is enjoying low costs all through the supply chain, as the raw material costs and transportation costs make up for most of the cost structure, while it accounts for a smaller fraction of the cost structure of a second-tier or premium brand tyre – here the heavier cost elements are R&D, testing, marketing etc. which is notoriously lacking in most Chinese tyre cost structures. So, in the current market, one might wonder where the customer segment for Chinese tyre products is as we move further into 2022. Depending on who you’re rooting for, the outlook might be very bleak.

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HS HYOSUNG ADVANCED MATERIALS was honoured at the sixth Endangered Species Day ceremony, which took place on 1 April 2026 at the Chollipo Arboretum in Taean. The company received a certificate recognising its sponsorship of endangered species conservation. This annual event, organised by the National Institute of Ecology, has been running since 2021 with the goal of increasing public awareness about the protection of threatened species. The institute also runs a special recognition programme that celebrates corporate contributions to conservation efforts.

Since signing an agreement with the National Institute of Ecology in 2022, HS HYOSUNG ADVANCED MATERIALS has been acknowledged for its ongoing commitment to preserving biodiversity. The firm planted 2,000 specimens of Veronica pusanensis, a Class II endangered wild plant and has been listed as an official conservation sponsor since 2023. The company has also focused on safeguarding essential pollinators like bees. In 2023, it created a pollinator garden at the Mulbeodeul Ecological Experience Learning Center in Seocheon, followed by another in 2024 at the Ulsan Climate Crisis Response Education Center, where nectar rich plants such as canola and buckwheat help sustain bee populations and reproduction.

Additionally, the company tackles threats to biodiversity through regular removal of invasive species. Since 2023, it has annually cleared harmful plants including Sicyos angulatus and Humulus japonicus from Yubu Island in Seocheon, a UNESCO World Natural Heritage site. These persistent efforts demonstrate a holistic approach to protecting both flora and fauna, from endangered wild plants to critical pollinators, while also managing ecological threats to preserve natural heritage areas.

An ESG official from HS HYOSUNG ADVANCED MATERIALS said, “We are honoured to receive this recognition for our efforts in endangered species conservation. We will continue to work closely with the National Institute of Ecology to further expand and strengthen our conservation initiatives.”

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Kumho Tire USA has renewed its commitment to Formula DRIFT by extending its sponsorship for another three years. For the 2026 Formula DRIFT PRO Championship, the company has assembled a formidable roster of six elite drivers to represent Team KUMHO. This group includes Jeff Jones, Andy Hateley, Rome Charpentier, Jack Shanahan, Ryan Litteral and Cody Buchanan. Each of them will compete on KUMHO Ecsta V730 tyres, a model specifically developed to withstand the punishing conditions of high level competitive drifting.

Jeff Jones returns for his third season with KUMHO and his 18th in the PRO Championship, more determined than ever to reach the podium and build on his legacy as a drifting pioneer. He is also committed to mentoring the next generation of drivers. Andy Hateley, known as the Drift Wizard, brings over two decades of experience as both a driver and builder, entering his third PRO season and third with KUMHO. Rome Charpentier, a Southern California native who began chasing his racing dreams at age 30, has achieved multiple podium finishes worldwide and is starting his second year with KUMHO.

Jack Shanahan, who earned Formula DRIFT PRO 2025 Rookie of the Year on KUMHO tyres, now aims for the championship podium in 2026. Hailing from Ireland, he started racing at 10 and has won multiple international titles in hot rod racing, tarmac rallying and drifting. Ryan Litteral, with over a decade of Formula DRIFT experience, is known for his aggressive yet composed driving style and grassroots roots; 2026 will be his first season with KUMHO. Cody Buchanan, the 2025 PROSPEC Champion and the first driver from North Dakota to earn a Formula DRIFT license, joins KUMHO for his PRO rookie year, bringing consistency under pressure and fan favourite status to the championship chase.

Entering its 23rd season, Formula DRIFT continues to be motorsport's fastest rising discipline, capturing a young audience with over 85 percent of fans aged 18 to 44. Attendance has grown exponentially, and the series now commands more than five and a half million social media followers. By partnering with this energetic and rapidly expanding sport, Kumho Tire taps into a deeply engaged community, reinforcing its image as a premium brand choice in a competitive market.

Shawn Denlein, President of Sales and Marketing, said, "As one of the most popular motorsports in the United States for millennial and Gen Z generations, Formula DRIFT offers an unparalleled platform to showcase the ultra-high-performance capabilities of KUMHO tyres and we are thrilled to be an Official Tyre sponsor through 2029. We are also incredibly proud to partner with an elite lineup of Formula DRIFT PRO drivers in 2026, equipping them with cutting-edge tyres as they push the limits of skill and precision on the track."

Ryan Sage, President, Formula DRIFT, said, "KUMHO has continued to engage with Formula DRIFT in a way that emphasises a strong manufacturer-to-event relationship. Having partnered with teams in a thoughtful and strategic way, its effort drives a powerful narrative throughout the season. And KUMHO tyres appear both competitive and reliable, allowing the teams to push hard on the track against top products from their main rivals. This helps the athletes who are in an extreme situation, going sideways with smoke, walls and fellow competitors just inches away.”

2026 Formula DRIFT Schedule:

• Round 1: Streets of Long Beach (10–11 April, Long Beach, Calif.)
• Round 2: Road to the Championship (7–9 May, Atlanta, Georgia)
• Round 3: Scorched (29–30 May, Orlando, Florida)
• Round 4: Battle at the Springs (18–20 June, Stafford, Connecticut)
• Round 5: Midwest Mayhem (30 July–1 August, Indianapolis, Indiana)
• Round 6: Throwdown (21–22 August, Seattle, Washington)
• Round 7: High Stakes (24–26 September, Las Vegas, Nevada)
• Round 8: Shoreline Showdown (23–24 October, Long Beach, Calif.)

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Singapore-based Radar Tyres has entered into a multi-year partnership with the Texas Rangers baseball team. The idea is to increase the market visibility and dealer engagement for the tyre brand across North America.

The partnership allows Radar Tyres to utilise the Texas Rangers' platform to coordinate with distributors and retailers. The initiative follows a similar strategic partnership with South African Cricket, as the brand seeks to expand its global footprint.

At present, Radar Tyres distributes passenger and light truck tyres in over 80 countries.

Rob Montasser, Vice-President for Radar Tyres, North America, said, “We’re excited to partner with the Texas Rangers, an organisation that represents excellence at the highest level. This partnership gives us a unique opportunity to engage with our dealers and customers in a more impactful way, while continuing to build the Radar brand across key markets like Texas.”

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The ApexTire2025 China Tire Awards took place in Tianjin on 17 March 2026, serving as a premier annual recognition event for the nation’s tyre industry. This year’s programme was structured around key areas including top 10 tyre brands, corporate honours, product accolades and technology innovation awards, showcasing advancements in brand development, product refinement, technical innovation and sustainable practices.

Founded by Tirechina.net, ApexTire has grown into a distinguished annual platform. Beyond celebrating winners, the 2025 edition provided insight into evolving market competition. With categories for new energy vehicle tyres, high-performance products, safety, off-road use, digital intelligence and ESG management, the awards signalled a shift from isolated metrics towards application suitability, user experience and technical strength.

The official top 10 tyre brands include Michelin, Continental, Bridgestone, Goodyear, Pirelli, Hankook, Yokohama, Dunlop, Sailun and Linglong. Eagle Tire and Doublestar were recognised as leading domestic brands, underscoring the growing influence of Chinese manufacturers.

Product winners spanned multiple segments. Hankook iON evo won for new energy passenger tyres, while Guizhou Tire Green Motion GL278a took the commercial vehicle honour. Maxxis VICTRA SPORT 6 earned sport flagship recognition. Mount Everest Tire’s STATICS S1 won for quiet comfort, Eagle TA01 for off-road and Pirelli P ZERO Corsa for racing. CST MR-C5 was named best value passenger tyre, CST CA186 won for fuel-efficient commercial tyres and Double Coin DC211+ received the safe and wear-resistant award.

Guizhou Tire’s ‘Kunuo Zhixing’ platform won the Technology Innovation Gold Award, while Linglong received the Digital and Intelligent Innovation Gold Award. Michelin China and Triangle Tire were named ESG benchmark enterprises. As vehicle demand grows more specialised, the ApexTire awards offer a key reference for brands and consumers, illustrating how China’s tyre industry is redefining competitiveness.

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