What may change and what may not
It is impossible to predict in advance which changes will stick, and how much and to what extent our lives will change, but it is safe to say that the changes that will persist are those that make our lives safer, healthier, and more efficient.
Mask wearing may be the most visible change that persists, and not just cheap surgical masks or bandanas. In many big, design-conscious cities the mask is already becoming more a fashion statement, a new feature of the personal decoration of city life that permeates these places. Masks may become walking billboards for commercial ads or political statements. Masks, visors and facial protection will be integrated into the uniforms of public workers, delivery people, police, firefighters, and security guards.
All public places – schools, theaters, shopping malls offices and mass transit will be reconfigured for physical distancing. Restaurants, cafes and gymnasiums, those that survive the pandemic, will have fewer patrons, as their tables and equipment will have been designed for physical distancing. Attendees of at large venues, such as sports venues, may continue to be subjected to have their temperatures checked.
The way we worked by going to the “office” has changed and many will continue working from home. This means reduced need for large office buildings. Still, growing urbanisation will continue. In the past, urbanisation has overcome the devastating Black Plagues, cholera and even the recent Spanish Flu which killed as many as 50 million people worldwide between 1918 and 1920. Each and every time, the economic power of cities — their ability to foster innovation and productivity by pulling together the talent of workers — has been more than enough to offset the destructive power of infectious disease. However, the current digital era may achieve similar outcomes without people clustered together in an urban setting.
On an individual consumer level, more shopping will move to online transactions with courier services delivering goods – so, brick-and-mortar shopping venues will see reduced business.
The pandemic has had a swift and severe impact on the globally integrated automotive industry and has placed intense pressure on an industry already coping with a downshift in global demand as well as the cost of shifting towards electrification. So, look for a changed industry with increased merger & acquisition activity.
So, change is here to stay, and businesses need to pay special attention to signals being sent by consumers’ changing behavior.
Anyway, when the pandemic and all its related crises finally ebb and we are on the road to recovery in a few months or a couple of years from now, we will have the opportunity to look back and see what has changed!
ZC Rubber Signals Long-Term European Commitment At THE TIRE COLOGNE 2026
- By TT News
- June 12, 2026
ZC Rubber made a strategic statement at THE TIRE COLOGNE 2026, held from 9 to 11 June, using the event to reaffirm its enduring dedication to the European automotive sector. The manufacturer placed its advanced WESTLAKE and GOODRIDE tyre families at the forefront of its exhibition.
A clear strategic pivot for the region was evident, as the company mapped out a wider European direction. Visitors were shown a full pipeline of new passenger car and light truck tyres destined for a second-half 2026 release, presented alongside the proven commercial truck portfolio and a handful of carefully selected previews set for 2027.
Considerable interest gathered around the passenger car and light truck offerings, specifically the upcoming summer and all-season ranges. Performance enthusiasts examined the WESTLAKE ZuperFlex Z-137 and GOODRIDE RideMax G-147 for ultra-high-performance vehicles, while off-road specialists focused on the WESTLAKE TERRA LEGEND SL399 and GOODRIDE MUD LEGEND SL388.
The WESTLAKE Zuper4S Z-411 emerged as a central solution for Europe’s unpredictable seasons. Engineered to manage wet roads, snow and dry tarmac in one package, the tyre uses V-shaped grooves to rapidly clear water and slush. Its high-density 3D siping provides braking stability on icy surfaces, while a specialised compound ensures consistent grip and long life across wide temperature ranges.
Within the commercial truck arena, ZC Rubber highlighted its established WESTLAKE Gen II series, already valued by European fleets for mileage. The WSL2 steer tyre was presented as a tool for stable handling and fuel savings, featuring optimised pressure distribution and a low-heat compound. The WDL2+ drive tyre was shown to deliver strong traction and even wear thanks to its rigid blocks and belt-wrap technology. Motorsport attendees saw the upgraded WESTLAKE Sport RS2 displayed alongside the Red Bull Driftbrothers’ drift car, a product of close racing collaboration now under consideration for future public sale.
The company also offered glimpses of 2027 innovations, including the WESTLAKE Z-301 van tyre, the GOODRIDE All Season G-721 and new truck solutions like the WTL2 and GOODRIDE M2. The latest passenger car and light truck tyres are expected across Europe in the latter half of 2026, while the premium WSL2 and WDL2+ truck tyres are already available. ZC Rubber confirmed it will continue advancing product development and regional support tailored to Europe’s varied climate and transport needs.
Leo Liao, General Manager, ZC Rubber Europe, commented, “The Tire Cologne gave us an important opportunity to show not only a broader product portfolio but a clearer direction for Europe. We are focusing on products that respond to the way European customers actually drive, operate and make purchasing decisions – from year-round mobility to long-haul efficiency and durability. These products reflect how we are listening to European customers and partners, and how we are building a portfolio that is more closely aligned with local market needs.”
Nokian Tyres Launches Road Trip Guide Featuring Driver-Submitted Destinations
- By TT News
- June 12, 2026
Nokian Tyres has launched its Road Trip Guide consumer campaign, running from Monday through 19 June at NokianTyresdotcom/Guide. The initiative, themed around real drivers, real destinations and real roads, invites motorists to submit lesser-known travel spots including roadside diners, remote trails, scenic views and unique landmarks.
The campaign website includes a tyre quiz to assist drivers in selecting the appropriate tyres for their journeys, along with safety tips designed to keep attention on the scenery rather than roadside issues. On its social media channels, including Instagram, Facebook, TikTok and Threads under the handle @NokianTyresNA, the global tyre maker is sharing road trip safety advice, aspirational travel ideas and destination recommendations from tire dealers.
Several all-season, all-terrain and all-weather tyres from Nokian Tyres’ North American factory in Dayton, Tennessee, supply shops across United States and Canada. Popular models include the Nokian Tyres One, the Outpost all-terrain family, the all-weather Remedy WRG5 and the Surpass AS01, an ultra-high-performance tyre with puncture-resistant Aramid fibres introduced last year. The company, which invented the winter tyre, also unveiled the studded Hakkapeliitta 01, the first studded winter tyre with on-demand grip, available at tyre shops this fall.
Beyond the guide, Nokian Tyres is engaging travellers through a partnership with Alterra Mountain Company and appearances at Overland Expo events across United States. Globally, the company served as an Official Sponsor of the 2026 IIHF Ice Hockey World Championships, which concluded at the end of May.
Hans Dyhrman, Director of Marketing, Nokian Tyres North America, said, “Safety is the foundation of every journey, from daily errands to cross-country road trips. Our Road Trip Guide is a great place for drivers to turn for inspiration and information that will help them make the most of their summer travels.”
Michelin Puts Speciality Tyres In The Spotlight As Growth Driver
- By TT News
- June 12, 2026
Michelin has redirected industry focus towards its speciality tyre division, a lesser-known but strategically essential part of the group’s operations. During its latest Media Day, held on 9 and 10 June 2026, the company welcomed visitors to its Almería Test Center in Spain, known as CEMA – a facility deliberately chosen for its exposure to Europe’s most punishing weather conditions. At this site, the group rigorously pushes its products to their breaking points, underscoring how critical this lesser-known division is to overall corporate strategy.
Specialty tyres are presented as vital components for industries where operational failures carry severe economic and human risks. They ensure safe aircraft landings, maintain continuous mining output and boost agricultural machinery performance under strict technical and regulatory demands. Rather than simple rubber parts, these products function as high-technology assets that keep the global economy running smoothly, performing reliably in some of the harshest environments on earth.
Financially, this segment has become Michelin’s most lucrative tyre activity, generating 17 percent of group revenue with a 13.1 percent operating margin in 2025. First-quarter 2026 data showed volume growth of 2.5 percent, with further expansion expected in structurally growing markets like air transport, logistics and defence, where annual growth rates range from three to eight percent. Research and development investments, 90 percent of which remain in France, support this trajectory alongside a manufacturing scale-up at Bourges and new industrial processes in Le Puy, Troyes and Montceau-les-Mines.
Michelin enhances client performance through specialised teams, digital services and enduring partnerships backed by 6,000 researchers and deep materials science expertise. Motorsport activities accelerate innovation by pushing tyres to their limits, while the CEMA facility itself serves as a unique living laboratory. With 113 kilometres of tracks, vast terrain and custom-built measurement tools from Clermont-Ferrand engineers, the centre is far more than a test track, standing as a central pillar of Michelin’s innovation strategy.
Pirelli P Zero Trofeo RS Breaks Seven-Minute Barrier With Electric Porsche At Nürburgring
- By TT News
- June 12, 2026
Pirelli has achieved a historic electric vehicle lap record at the Nürburgring, courtesy of its P Zero Trofeo RS semi-slick tyres fitted to a Porsche Taycan Turbo GT with Manthey Kit. The car demolished the traditional seven-minute barrier by posting 6:55 minutes, outperforming all other production electric vehicles on the punishing circuit. A bespoke tyre version delivered decisive extra grip. This result marked a major improvement over the 2023 benchmark of 7:07.5 set by the Taycan Turbo GT Weissach. The rubber also features Pirelli Elect technology, designed to boost electrified vehicle dynamics.
The latest Nürburgring triumph cements the P Zero Trofeo RS as the definitive track tyre. Originally created as original equipment for hypercars and supercars, including custom variants for the Porsche 911 GT3 and GT3 RS, it has now entered the replacement market. This move brings Pirelli’s expertise from premium fitments directly to customers. Intended for drivers who demand ultra-high performance, the tyre also carries road homologation despite its track-focused design.
Developed specifically for the Porsche Taycan Turbo GT with Manthey Kit, this tyre is the first production model made with over 50 percent certified bio-based and recycled materials to contribute to a Nürburgring record. A dedicated logo on the sidewall identifies this composition. The natural rubber used holds Forest Stewardship Council certification, ensuring responsible supply chain management.
The P Zero Trofeo RS has recently earned top recognition from Tyre Reviews as the finest among the fastest tyres globally, citing dry grip and consistency. Auto Bild Sportscars also gave an exemplary rating after comparing five road-legal semi-slick tyres. Since its debut, the tyre has accumulated multiple records on the German circuit, including three in 2025: the electric vehicle lap record, the first 7:30 time for compact cars and the fastest touring car record.
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