NEXEN Tire is embracing cutting-edge technologies to address the evolving mobility landscape. The company is developing innovative tyres using VR (virtual reality) technology to evaluate virtual tyre performance and AI (artificial intelligence) to predict performance, thereby enhancing the efficiency of its R&D efforts.

Recently, NEXEN Tire became the first domestic tyremaker to introduce its “High Dynamic Driving Simulator,” a VR-based tool for tyre development. The simulator, developed in partnership with British supplier Ansible Motion, aims to accelerate virtual development, leading to shorter vehicle development times and lower costs.

VR tyre development involves evaluating virtual tyres with mathematically simulated performance, eliminating the need for initial physical prototypes. The driving simulator creates a virtual environment mimicking real-world conditions, allowing for virtual tyre performance assessments. This technology leverages precise tyre modelling techniques to predict performance through real-time simulations, feeding directly into product design and performance evaluations.

NEXEN Tire plans to utilise the simulator to proactively predict and optimise the performance of original equipment (OE) tyres. This will reduce development time and costs, enhancing the company’s market competitiveness. VR development also offers cost reductions in raw materials, vehicles, and space rentals while streamlining the testing and processing time from prototype to finished product.

Prior to the driving simulator, NEXEN Tire had already integrated VR and AI into its development processes. In 2022, the company launched an AI Performance Prediction System that utilises machine learning to forecast key tyre performance metrics at the concept stage. This system leverages extensive test data to enable developers to quickly and accurately predict essential performance characteristics such as fuel efficiency, noise, handling, and grip.

Nexen Tire is committed to further expanding its use of AI technology. The company is developing a system that employs explainable AI (XAI). This system goes beyond simply generating answers to test values; it explains and interprets results and processes, providing optimal design solutions.

Implementing VR and AI in tyre development advances Nexen Tire’s competitive technology and aligns with its environmental, social, and governance (ESG) management practices. Reduced reliance on real-world vehicle testing lowers fossil fuel consumption and significantly cuts carbon emissions associated with prototype production.

“We are committed to dedicating our R&D efforts to developing tyres that are suitable for new concept vehicles in a timely manner,” said a NEXEN TIRE representative. “The product development process incorporating VR, AI, and other technologies aligns with our vision of opening a sustainable future with tomorrow’s technology.”

As part of a strategic effort to increase its presence in the region's premium original equipment (OE) market, Kumho Tire has confirmed its plans to establish its first tyre production facility in Europe by 2027.

The company has shortlisted Poland, Serbia and Portugal as possible locations for the plant, which is projected to need an investment of more than KRW1 trillion (USD 705 million). The decision is closely linked to Kumho’s ambition to strengthen its partnerships with European automakers and was revealed by Kumho Tire CEO during the South Korean premiere of Kumho's new Ecsta Sport tyre line.

Kumho has recently secured OE supply contracts with major brands such as Mercedes-Benz, BMW and Volkswagen Group. At the moment, Kumho runs eight tyre production plants in China, Vietnam, South Korea and the US. Its capacity to compete in the premium OE market, however, has come to be perceived as being constrained by the absence of a European production base. Through the benefits of local production, the new facility will improve response to European client requests, save freight costs and shorten delivery times, all of which will strengthen the company's partnerships.

Sentury Tire USA has opened pre-enrolment for its two associate dealer programmes (ADPs), the Delinte HYPERDRIVE Associate Dealer Program and the Landsail Elyte Associate Dealer Program, underscoring the company’s commitment to rewarding dedication and partnership to the Landsail and Delinte brands.

The ADPs, which are customised for each brand and intended to encourage dealers, will formally start on 1 June 2025. Both programmes give dealers access to special benefits, incentives and strong tools to help them expand their businesses. This involves dependable customer service, effective marketing and worthwhile financial incentives to promote dealers' success at every stage.

Beginning in Q3, dealers may earn up to USD three per tyre through the Delinte HYPERDRIVE Associate Dealer Program. Dealers can receive retroactive benefits for purchases completed in Q2 if they register before 1 June. The awards are available for all Delinte PTR, LTR and the new DV3 LMD AS last-mile delivery tyres. For all Landsail PTR and LTR tyres, independent dealers that sign up for the Landsail Elyte Associate Dealer Program can also earn up to USD three per tyre. For customers who sign up by June 1, the new LMD 100 AS last-mile delivery is also eligible for the benefits and will get the same early bird incentive for Q2 2025.

No initial order is necessary. Dealers only need to register to begin making money. According to the monthly programme rewards structure, 48 tyre purchases each month are eligible for a reward of USD one per tyre, 120 tyres are eligible for a reward of USD two per tyre and 240 or more tyres are eligible for a reward of USD three per tyre.

ENSO, a London-based tyre manufacturer engaged in the production of sustainable tyres specially designed for electric vehicles (EVs), has launched its new ENSO Premium range of EV-specific ultra-high-performance (UHP) tyres aimed at drivers of high-performance EVs such as the Tesla Model 3 and Model Y.

Specifically designed for electric passenger vehicles, the ENSO Premium range comes with A/A EU-label ratings for both energy efficiency and wet grip. The tyres are designed to provide safety, increased range and a reduced total cost of ownership. Conventional tyre designs frequently fall short of the special performance needs of electric vehicles, which include greater vehicle weight, regenerative braking and higher torque loads. By lowering tyre wear and rolling resistance, ENSO Premium takes care of these issues.

The company is an authorised provider of replacement tyres for LEVC's electric taxis and has partnered with Uber to install its tyres in high-mileage metropolitan areas. The company now plans to grow throughout Europe and North America, and with ENSO Premium, it is now offering its services to individual EV owners throughout the United Kingdom. According to ENSO, the range offers advantages including longer tyre life and fewer replacements, lower energy usage, fewer charging stops and lower CO₂ emissions and tyre particle pollution.

Gunnlaugur Erlendsson, CEO and Co-Founder, ENSO, said, “We’re plugging a long-standing gap in the tyre market by offering EV drivers a purpose-built, affordable, premium EV tyre alternative that matches the innovation of their EV.”

Kraton Corporation, a leading global sustainable producer of specialty polymers and high-value bio-based products derived from pine wood pulping co-products, has announced a general price hike in North America for its SBS, SIS and HSBC product lines with effect from 1 May 2025.

Following a careful analysis of the effects of recently implemented tariffs, related cost increases and a conclusion that the company cannot independently absorb these repercussions, Kraton is adopting these pricing hikes, according to a company statement. The company further said that it will keep an eye on the scene and reassess these measures promptly in the event that conditions and US import tariffs alter.