The global tyre industry has evolved on all fronts.  Tyre manufacturers faced a constant trade-off between meeting productivity goals and increased requirements from the customers and new regulations. Hauvala and his colleagues realised that tyre manufacturers could no longer do everything by themselves in the changing market environment: to design tyres, tyre factories and manufacturing processes in a way that would support the new demands for efficiency. Instead, they should be able to concentrate on their core business. “We had a great vision with true market potential, plus an attractive option to reform the tyre industry,” said Hauvala.

‘We’, that is a key founding team of twelve tyre technology professionals. Hauvala uses the plural form throughout the interview, pinpointing the obvious fact that you cannot change the industry alone. “It is all about ‘collaboration’,” Hauvala stresses.

In 2011, the tyre industry, well known for its strict conventions, was however not ready and waiting for a changemaker. It took long before tyre manufacturers accepted the new service concept and realized its potential business value. “It was the depth of our expertise that convinced the first customers. The fact that we knew the tyre industry from inside out and could provide the whole package under one roof,” Hauvala says

Today, Black Donuts is an established and recognised technology house providing innovative solutions for tyre manufacturers. The concept of turnkey solutions has remained as the company’s key strategic principle. Elaborating the solultion provided by Black Donuts, Hauvala, said, “We are a full-service technology house providing the entyre solutions for designing, building, and running a smart and sustainable tyre plant with maximized productivity and best-in-class products.”

The company’s customer portfolio includes 20 out of the top 25 tyre manufacturers, which a glaring sign of competence and an option to reform the industry. “You need references to be convincing. And you need a network of partners sharing your vision of a brighter future for making it happen,” Hauvala says.

Changes And Challenges In Tyre Production

In last ten years, according to Hauvala, tyre manufacturing has witnessed the diverse challenges, including complex product mixes, shorter product runs, and the pressure for faster deliveries – a myriad of different demands affecting day-to-day factory operation. “ Things are changing at an accelerating pace, and there are no signs of slowing down. From the tyre manufacturers’ perspective, the operational environment has become complicated,” thinks the Black Donuts CEO.

Focusing on core competencies is a clear industry trend. Other operations outside manufacturing high-end products are increasingly being outsourced – aligned with Black Donuts’ original business idea.

Nevertheless, all players regardless of their area of specialization benefit from partnering with a company that understands the entire sector. In the era of ever-tightening cost and efficiency targets, choosing a partner to lead and actualize major investment projects, such as setting up a new factory, has become a mainstream option. “Tyre manufacturers desire a proven and effortless end-to-end service, provided by professionals, whose core competence is to plan and manage investment projects,” he says.

Assuming total responsibility for the production design, ramp-up, and material handling, Black Donuts controls that every detail in the production aligns with the customer’s goals. A shortened payback time creates concrete extra value for the customer. Hauvala says, “Our finetuned processes and advanced technology tools enable a smooth ramp-up. The reduced time-to-market generates faster and greater ROI.”

The rise of automation is another key trend in the tyre manufacturing. Black Donuts helps tyre manufacturers improve productivity and take the required technology leaps towards smart factory efficiency. The company has developed its own MES concept that gives multiple benefits for tyre manufacturers, such as improved insight and the potential for full traceability of tyres in production. The new plant concept also enables a remarkable decrease in stock levels and factory manning. “ In our latest factory design plans, the required manning is only half of the level in the first plans ten years ago,” tells Hauvala.

Also, the end-customer demands are higher now than a decade ago, forcing tyre manufacturers to rethink their business models to live up to the growing expectations.  In the concept of Black Donuts, the manufacturing process is optimized, flexible and efficient despite the increased number of simultaneous products and sizes in production. “With us, the manufacturing process gets new flexibility that enables shorter delivery times,” Hauvala promises.

The Rise Of New Brands

During the past decade, the tyre industry has witnessed a geographic change. The number of brands in the market is growing, just like in any other industry offering low-involvement consumer products. Established international brands get new challengers from local manufacturers offering good quality for moderate prices. “ The interest in tyre production raises its head particularly in the countries of fast economic growth with own raw material sources,” says Hauvala.

Black Donuts has developed a tailored turnkey service for the industry newcomers. It covers the entire solution from A to Z for designing, building and running a tyre plant. “We step in on day one and work hands-on with the customer throughout the process from feasibility study to the market entry. Or beyond, keeping the production and products always in the frontline of tyre technology,” explains Hauvala.

Today, Black Donuts is a genuinely international company with customers on almost every continent except Australia, where there is no domestic tyre manufacturing. “ We don’t have any borders in our minds, but the whole world is our market area. We are fully open to all directions,” says Hauvala.

Quality Leap In Tyre Development

According to Hauvala, a quality leap is the single biggest change in tyre development, driven by a continuing high-performance trend and technological advances. “ The quality of tyres is remarkably higher today,” adds Hauvala.

Black Donuts’ customers get access to the latest technology, the smartest innovations, and the most advanced materials. All the best-in-class product qualities, such as superior performance, lowest rolling resistance and a quiet ride, are at hand. Within the past ten years, the debate about tyre qualities has increasingly shifted to the total environmental impact of the tyre. Parallel to tightening regulations on emissions and rolling resistance, tyre manufacturers are being pushed to enhance the use of biomaterials in tyre compounds and to minimize waste.

“The tyre industry has made remarkable progress in reducing waste, yet compared to many other industries, the use of biomaterials is still in its infancy,” Hauvala admits. He anticipates new regulations to emerge concerning the recyclability of tyres.

In-Built Sustainability

Improvements in tyre manufacturing and development have accelerated over the last decade, spurred by the sharpened focus on environmental issues. The demands for sustainability now concern the entire industry from products to production.

At Black Donuts, sustainability is a strategic driver. The company not only contributes to sustainability in its own operations but also supports its customers and partners in the move. “The ideas of circular economy are inherent in our business philosophy. All our solutions focus on manufacturing excellence and resource efficiency, optimizing biomaterial use, minimizing emissions and maximizing recyclability,” says Hauvala.

Enjoying a comprehensive view of the tyre industry, Black Donuts has a great opportunity to improve overall branch sustainability. The company runs several major investment projects that aim at making the tyre industry greener – one tyre at a time, like Hauvala says.  “All our most important development projects support a more sustainable tyre industry.”

Recently, the company developed a new stud concept that remarkably reduces the negative side effects of safe winter driving. The new, patented technology tackles the environmental challenges of studs, such as road wear, pollution, and noise. Revealing a bit of the company’s future aspirations, Hauvala reports that Black Donuts is also developing a high-end winter tyre for electric cars, doing research in biomaterials, and investigating the usability of recovered carbon black received from an integrated pyrolysis solution. “We are getting closer to zero-emission factories, although it will require dedication, engagement, and collaboration,” Hauvala concludes.

Future-Proofing The Industry

Today, Black Donuts employs over 60 professionals with skills that cover all areas of tyre manufacture and tyre technology. During the 10-year journey, the company has grown, reinforced its skills and recruited new talents from areas outside its original core competences. Hauvala praises the employees for making it possible to celebrate such a significant milestone. “Our team is exceptional. We have great people from diverse backgrounds, working together for a common goal and inspiring each other to make a difference,” says Hauvala proudly.

Although the company has rapidly grown, it has managed to preserve the flexible and agile corporate culture from the early days. In a recent employee survey, team spirit was named as the strongest motivator. “Team spirit is our internal source of power and a strong pillar supporting the whole business.”

According to Hauvala, every team member at Black Donuts shares the same value-adding commitment and passion to help customers and to make the tyre industry an exemplary branch that considers the generations to come. He encourages all players in the industry to prepare for the future, starting today. “ We know the best practices, future challenges, and opportunities in the tyre industry. For us, it is quite simple to evaluate if a tyre business is future-proof or not. Is yours?” (TT)

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Tegeta Green Planet opened the Light Vehicle Diagnostics course at Tegeta Academy with a presentation for attendees aged 17 to 33. Beyond their chosen vocational field, participants learned about automotive waste management and environmental responsibility.

Shalva Akhvlediani, the organisation’s director, outlined its activities and goals while emphasising Extended Producer Responsibility. The session examined how the automotive sector connects to environmental duty and why used tyres, waste oils and automotive batteries must be collected and managed properly.

Tyre management and RECSOL featured prominently. Attendees traced a used tyre’s path from collection to recycling and learned how waste becomes a source of new resources. RECSOL, Tegeta’s tyre recycling plant, is a significant infrastructure project in used tyre recycling, processing tyres into materials for various uses and supporting circular economy principles.

A core aim is a system where waste is not an endpoint but the starting point for new resources, which requires infrastructure alongside greater public awareness and information on proper disposal. For participants, the meeting linked professional education with environmental awareness, stressing that future automotive professionals should understand this responsibility early.

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Tyres Europe, alongside ACEA (the European Automobile Manufacturers’ Association) and CLEPA (the European Association of Automotive Suppliers), has dispatched a joint communication to EU decision-makers concerning the possible broadening of the Carbon Border Adjustment Mechanism (CBAM) to cover downstream goods. The move comes as trilogue discussions approach.

Tyre producers form part of an automotive value chain already bearing carbon-related expenses for steel and aluminium manufactured within Europe. The proposed expansion would draw additional products into the mechanism’s remit before the existing framework has demonstrated its effectiveness. Resulting costs and administrative requirements would land on downstream manufacturers, tyre makers included, with signatories cautioning that a conceptually sound regulatory effort could become an operational and financial strain.

Endorsing the mechanism’s aims, the signatories nonetheless urge a proportionate scope that shields the entire value chain from carbon leakage while preventing that risk from being pushed further downstream. They advocate extending the mechanism only where a material carbon-leakage danger is evidenced, and request that policymakers ease compliance demands, including via more fitting default values mirroring real production routes.

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NEXEN TIRE has extended its partnership with Zalgiris, reinforcing its commitment to basketball in Europe, particularly across the Baltic region. The renewal builds on a relationship that began in 2024 and reflects the company’s broader strategy of linking its brand to performance, innovation and mobility.

The tyre maker has pursued sports partnerships as a way to connect with fans, sharing in the passion and excitement of supporting favourite teams during major matches and memorable moments. It also values the teamwork, dedication and collective achievement that define team sports, using such ties to build authentic connections and deepen engagement in key European markets. Its collaboration with clubs including Zalgiris and FC Bayern München forms part of this approach.

Under the extended agreement, NEXEN TIRE will gain greater visibility among sports fans in the region. The partnership offers branding opportunities at Zalgirio Arena, such as synchronised on-screen advertising and promotion on LED stands near the court, in a position visible on television during EuroLeague and LKL home games.

The arrangement also includes a hospitality programme allowing NEXEN TIRE to welcome guests and business partners at Zalgiris home fixtures. Through the strengthened alliance, the company aims to share its passion with more fans while raising brand awareness across the region.

Ricky Lee, Managing Director, NEXEN TIRE Poland, said, “Our cooperation with Zalgiris has developed positively since 2024, and we are pleased to extend and strengthen this partnership. Basketball has a particularly strong following in the Baltic region, making Zalgiris an important partner as we continue to grow our presence and engage with fans. We look forward to supporting the team throughout the season and doing our best to create positive experiences for both the players and their passionate fans.”

Paulius Jankunas, President, Zalgiris, said, “We are delighted to continue our cooperation with NEXEN TIRE and build on the partnership we started two years ago. NEXEN TIRE brings extensive experience in sports marketing, and we are proud to work together on creating meaningful projects and experiences for our fans. We look forward to another successful period of cooperation and to welcoming NEXEN TIRE’s guests and partners to our games and events.”

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TBC Corporation, one of North America’s largest marketers of automotive replacement tyres through wholesale and franchise operations, has widened its tyre portfolio through the addition of four new lines under the Multi-Mile Tyres banner. Serving as a value step-up brand, Multi-Mile gives dealers a strong mix of broader product coverage and improved consumer advantages crafted to drive better retail margins, helping retailers offer greater value while lifting profitability. With this expansion, the portfolio now reaches over 85 percent of the vehicle market, offering dealers more ways to satisfy customer demand.

Among the additions are tyres built for rugged and mud terrain use, boasting self-cleaning treads that push out mud and stones alongside dependable traction both on and off the road. Also joining the range are commercial and C-metric speciality tyres tailored to heavy-duty regional and long-haul trucks, together with all-weather tyres that hold the 3-Peak Mountain Snowflake severe snow rating and are made for high mileage and consistent year-round use.

A prominent name in the replacement tyre segment, Multi-Mile carries cutting-edge touring, high-performance and broad-line tyres suited to passenger cars, light trucks and SUVs. Meanwhile, the upgraded Mile After Mile Protection Plan warranty now delivers broader coverage, adding three-year roadside assistance, a three-year road hazard protection plan and a 60-day ride guarantee on top of its extensive treadwear warranties.

Rachel Tibor, Chief Marketing Officer, TBC Wholesale, said, “For more than 70 years, Multi-Mile products have offered cost-efficient, reliable and durable tyre options that enhance safety and performance. With this expanded portfolio, Multi-Mile strengthens its position as a value step-up brand, giving dealers more opportunities to meet evolving consumer needs while offering a product mix designed to support stronger retail margins. We’re continuing our longstanding tradition of supplying the right products at the right time for every type of vehicle and application.”

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