Radar Tyres, the flagship brand of Omni United, has appointed Sami Jauhojärvi, Olympic gold medallist and one of Finland’s most celebrated cross-country skiers, as its official brand ambassador.

Jauhojärvi's sporting excellence – built on resilience, performance and a profound connection with nature – mirrors Radar Tyres' commitment to delivering premium-quality tyres across all seasons and terrains at accessible prices. The brand's comprehensive range includes Summer, All Season, Winter and specialist Ice tyres, designed to meet diverse driving needs with reliable performance.

This collaboration represents a strategic alignment as Radar Tyres expands its European and UK presence. Jauhojärvi will serve as brand ambassador, featuring in marketing campaigns, digital initiatives and local events while sharing his expertise to support Radar Tyres' mission of making high-performance tyres available to all drivers.

G S Sareen, Founder and CEO of Omni United, said, “We’re excited to welcome Sami to the Radar family. Sami’s authenticity, credibility and strong connection with his audience make him an ideal partner for us. He embodies the spirit of perseverance and performance – the same qualities we build into every Radar tyre. As we continue to grow our brand across Europe, partnerships like this play a key role in building deeper connections with consumers. We’re excited to build on this momentum with more such collaborations in the near future.”

Jauhojärvi said, “I am thrilled to represent Radar Tyres, a brand that has a remarkable mission to make premium quality and performance accessible to all and also has deep-rooted values of giving back to society via various initiatives it has undertaken over the years such as supporting breast cancer research. I’m sincerely surprised about the performance and silence of my Radar Tyres and happy to deliver this feedback to all the people.”

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Steelastic LLC, part of the HEICO Companies, has officially announced a new strategic partnership with PT Pelita Esa for Indonesia. In this capacity, the company has welcomed Evan Soerjaatmadja as its official agent for the region.

With over 15 years of experience in the tyre industry, Soerjaatmadja is a respected professional known for his work with PT Pelita Esa Wanua and his representation of Bartell, a member of the HEICO Group. He will now collaborate closely with Hemant Agrawal, Steelastic’s Business Development Manager, to bolster customer support and strengthen the company's market presence throughout South Asia. Steelastic anticipates that this partnership will yield substantial new opportunities for its customer base.

The company statement read: “Going forward, Soerjaatmadja will work closely with Hemant Agrawal, Steelastic’s Business Development Manager, to enhance customer support and strengthen Steelastic’s presence across South Asia. We look forward to this partnership and the new opportunities it will create for our valued customers.”

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The Sailun Ice Blazer Alpine 2 tyre in size 205/55 R16 94H XL has proven itself a formidable competitor in the winter tyre market, as confirmed by rigorous independent testing from TÜV SÜD. The examination, which pitted the Sailun tyre against four rival European products across 12 different disciplines, resulted in the tyre being awarded an official seal of approval. This prestigious endorsement officially validates the tyre's strong safety characteristics on wet and dry roads, its low rolling resistance and its quiet operation, with a measured rolling noise of just 69 dB(A).

Performance in key comparative tests was particularly strong, with the Ice Blazer Alpine 2 achieving top-tier results in acceleration, braking and handling on snow, plus braking on both wet and dry roads. This makes it an excellent all-around choice for the common driver seeking a modern, high-performance winter tyre. It delivers essential safety features including reliable grip and precise control on snow and ice, alongside superb braking on wet surfaces and commendable resistance to aquaplaning. Furthermore, it maintains excellent fuel efficiency.

These capabilities are derived from its advanced technical design. An innovative tread pattern and a specialised high-silica winter compound ensure the rubber remains pliable and effective in cold temperatures. The tread features a variably angled ice-gripping pattern at its centre for superior traction on ice and snow, while numerous closely spaced grooves in the shoulder blocks interlock with snow for enhanced control on snow-covered roads. For wet conditions, a directional HydraFlow pattern efficiently channels water away from the tread, promoting strong wet grip. The overall combination of narrower grooves and robust rubber blocks also provides consistent and responsive handling in variable winter weather. Finally, the use of a durable, wear-resistant rubber compound strikes an optimal balance between extended tread life and energy efficiency.

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At the Agritechnica 2025 exhibition, BKT is displaying a four-product lineup engineered to address the core demands of contemporary farming. The display will feature specialised solutions for a range of high-capacity agricultural machinery.

The offerings include the AGRIMAX PROHARVEST, a tyre for new-generation harvesters that minimises soil compaction while improving stability under heavy loads. For slurry tankers, the RIDEMAX FL 615 combines very high flexion and flotation technologies to protect grassland and improve fuel efficiency. The AGRIMAX V-FLECTO is designed for high-capacity sprayers, enabling operation at very low pressures to safeguard both soil and crops. Completing the presentation is the AGRIFORCE T71, a rubber track system for next-generation combines that ensures optimal ground protection and traction by evenly distributing the machine's weight.

Collectively, these innovations underscore the company's focus on transforming practical field challenges into sustainable technological advancements. Attendees can find the BKT Tires exhibit in Hall 7 at Booth A36 to view the products directly.

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ZC Rubber made a significant impact at the 2025 SEMA Show by introducing two innovative tyres set to join its ARISUN lineup in 2026. The company unveiled the AVARIS EV, a model dedicated to the growing electric vehicle sector, and the AGGRESSOR WP21, an all-weather tyre built for the challenging climates of the northern US and Canada. These launches highlight ZC Rubber's strategic focus on developing specialised products for distinct driver needs in the North American market.

Catering specifically to electric vehicles, the AVARIS EV tackles the core demands of EV ownership. Its construction is fortified to support the substantial weight and instant power delivery of electric models, promoting durability and stable handling. Beyond robustness, the tyre is fine-tuned for efficiency and comfort, featuring a design that minimises rolling resistance to extend driving range and a tread pattern that ensures a quiet, smooth ride for occupants.

For drivers confronting snowy winters and variable conditions, the AGGRESSOR WP21 serves as a comprehensive year-round solution. It masterfully blends wet and dry road stability with genuine winter traction. Its tread design efficiently channels water and provides a confident grip on dry pavement while also incorporating features like dense siping and a rugged asymmetric pattern for reliable performance on snow and ice. This capability does not come at the expense of comfort or longevity, as it also employs noise-reducing technologies and a durable compound for a quiet ride and long tread life.

Henry Shen, Deputy General Manager, Zhongce Rubber Group, said, “Our focus in North America is clear: solve real needs with the right products. This year we showed a more complete portfolio. ARISUN strengthens our EV coverage and raises all-weather confidence for colder regions, while commercial solutions across ARISUN, WESTLAKE and GOODRIDE round out the portfolio for fleets. We’re combining innovation with local support, supply and service, and we’ll grow with our partners as we head towards the 2026 rollout.”

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