Milan tyre maker’s sensor technology will map infrastructure health in Apulia region starting in July

Pirelli & C. SpA has signed an agreement with Italy’s Apulia region to deploy its smart tyre technology for monitoring road conditions, creating what the companies say will be the world’s first integrated system combining tyre sensors with visual data collection.

The partnership, announced on Monday in Bari, will utilise Pirelli’s Cyber Tyre technology in conjunction with visual monitoring systems from Universes to assess the health of the region’s road network. Fleet vehicles equipped with the combined system will begin operating in July 2025.

The Cyber Tyre system uses sensors embedded in tyre treads to collect data on road surface conditions, including roughness and asphalt irregularities. The technology processes this information through proprietary algorithms and combines it with visual data from cameras that monitor road surfaces and signage.

Data collected by the regional fleet will be transmitted to cloud-based systems and made available to regional authorities through digital dashboards. The information is intended to help prioritise road maintenance and improve safety across Apulia’s transportation network.

“Technology can save lives,” said Michele Emiliano, governor of the Apulia region. “In this case, it will be useful as a thermometer of the state of health of our roads.”

The pilot program represents the latest expansion of Pirelli’s digital tyre initiatives. The Milan-based company already has partnerships with Movyon, part of Autostrade per l’Italia, to monitor highway infrastructure, with additional projects in development.

Pirelli has been investing heavily in digital technologies as traditional tyre manufacturers seek to differentiate their products through connectivity and data services. The company’s Cyber Tyre technology allows communication between road surfaces and vehicle control systems, providing real-time information to drivers and fleet operators.

Ayvens, a European leader in long-term vehicle rental and fleet management services, will supply the regional fleet vehicles. The partnership comes at no cost to the Apulia region, according to officials.

Marco Tronchetti Provera, Pirelli’s executive vice chairman, said the agreement builds on the company’s existing research and development activities in the region. In 2022, Pirelli launched its Digital Solutions Centre in Bari, a software development facility dedicated to digital innovation and artificial intelligence applications.

“Thanks to the support of the institutions, the university world and local partners, Apulia is becoming, for Pirelli, in the digital sector, an important centre of expertise at the international level,” Tronchetti Provera said.

The Digital Solutions Center operates in collaboration with the University of Bari and Bari Polytechnic, working on projects to optimise manufacturing processes through smart systems and support digitalisation across tyre design phases.

Pirelli has indicated it is considering additional investments in the region, pending resolution of unspecified corporate matters. The company positions itself as a world leader in the high-value tyre segment and has been expanding its focus on connected and sustainable mobility technologies.

The road monitoring initiative reflects growing interest among infrastructure operators in using connected vehicle technologies to assess road conditions more efficiently than traditional inspection methods. Real-time data collection could help authorities respond more quickly to maintenance needs and potentially prevent accidents caused by poor road conditions.

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NEXEN TIRE has been distinguished as a finalist in two categories at the prestigious 2025 International Design Excellence Awards (IDEA). The company earned this recognition for its visionary concept tyres, NEXIST and CELLEXIS, which were developed to address the complex transportation challenges of future megacities. The IDEA awards, hosted by the Industrial Designers Society of America, are globally renowned for honouring superior achievement in design innovation, aesthetic appeal, user benefit and societal value.

The NEXIST concept is engineered for a future of urban air mobility, anticipating a landscape where traditional road space is scarce. It is designed as a lightweight, high-performance component for fully autonomous vehicles capable of vertical take-off, utilising advanced carbon composites while retaining the familiar form of a tyre. The second concept, CELLEXIS, reimagines public transport with a modular system inspired by the efficiency of a red blood cell. Its unique spherical structure, equipped with multi-directional omni wheels, functions simultaneously as the tyre, a docking mechanism and a passenger entry point, aiming to streamline urban transit and lessen reliance on private cars.

These projects are the result of a collaboration with the Korea Institute of Design Promotion, an agency of South Korea's Ministry of Trade, Industry and Energy. For NEXEN TIRE, such concept tyres are a critical platform for demonstrating technological leadership, design philosophy and a commitment to sustainable mobility. This accolade marks the third recent year the company has been honoured with an IDEA award, following wins in 2022 and 2023, highlighting a sustained commitment to pioneering design.

This latest achievement is part of a broader pattern of international recognition for NEXEN TIRE in 2025. The company also secured a Red Dot Design Award for its Winguard Sport 3 tyre and a North American Green Good Design Award for its N’FERA Sport R and N’BLUE 4Season 2 models, collectively affirming its growing stature and competitive edge in the realm of innovative and environmentally conscious design.

John Bosco (Hyeon Suk) Kim, CEO, NEXEN TIRE, said, “This award is a testament to our philosophy and innovative efforts to deliver differentiated experiences that resonate globally. We will continue to develop designs and technologies that bridge the present and future of mobility.”

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Giti Tire (USA) Ltd. has announced a new national distribution partnership with American Tire Distributors (ATD). Under this agreement, ATD will distribute Giti and GT Radial brand tyres throughout its extensive US network.

The collaboration is a strategic move for Giti, designed to significantly expand market reach and improve product accessibility for customers by leveraging ATD's distribution expertise. This alliance also strengthens ATD's product portfolio with Giti's innovative and high-value tyres. Both companies anticipate the partnership will create substantial mutual benefits and support their respective growth initiatives in the market.

Dr Enki Tan, Executive Chairman of Giti Tire, said, “This partnership is a pivotal step in our growth strategy, extending our reach and enhancing customer service. Collaborating with ATD leverages their vast distribution network and expertise, making our products more accessible and opening new markets. We are confident this alliance will yield significant benefits for both entities.”

Ira B Silver, President & Chief Executive Officer, American Tire Distributors, said, “We are excited about our partnership with Giti and the opportunities it presents. This move underscores ATD’s strength in attracting premium brands seeking nationwide, best-in-class distribution.”

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The German rubber industry is calling for the European Commission's planned postponement of the EU Deforestation Regulation (EUDR) to be used to make the rules more practical. This perspective comes from the German Rubber Industry Association (wdk), which believes the delay presents a critical opportunity to streamline the regulation for all parties involved.

The association's President, Michael Klein, has specifically proposed that the German federal government advocate for the introduction of a ‘first-touch principle’. This concept would require only the initial company placing an EUDR-regulated product on the European market to submit a due diligence declaration. Klein argues that the current requirement for each subsequent actor in the value chain to repeat the declaration for the same material generates high bureaucratic costs and inefficiencies.

According to Klein, limiting the obligation to a single declaration at the start of the value chain would be an elegant solution. He states that it would not only drastically reduce the administrative burden on businesses but also significantly lower the control burden and IT infrastructure requirements for EU authorities. The wdk president positions this as a win-win scenario and a tangible test of the commitment by both the German government and the EU to meaningfully reduce bureaucracy.

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ZC Rubber reinforced its European growth ambitions by convening key partners at the 2025 Westlake TBR Dealer Conference in Madrid. The event assembled strategic wholesalers, service providers and major fleet operators like DSV to outline a collaborative future focused on the fleet segment as a primary growth engine.

Marking a decade since the Westlake brand's European introduction in 2014, the conference highlighted a trajectory of steady expansion. This progress is evidenced by the delivery of over 300,000 Westlake truck and bus radial tyres to the region in 2024, securing an estimated 2.5 percent market share. In response to increasing market competition, ZC Rubber unveiled a comprehensive fleet service strategy aimed at delivering enhanced value. This plan prioritises deep technical collaboration, including on-site support and joint testing initiatives, alongside promotional programmes designed to help partners fortify client relationships. A critical objective is the establishment of a continent-wide service network to guarantee consistent support.

The agenda featured perspectives from Ákos Barcsik, Deputy General Manager of ZC Rubber Europe, on product innovation, while contributions from Interpneu, a German service provider, and logistics leader DSV offered practical insights into fleet needs and customer service. These discussions provided concrete directions for future cooperation. Under the unifying theme ‘Stronger As One, Together To Win’, the conference successfully fostered a spirit of partnership, reaffirming a shared commitment to expanding the Westlake brand’s presence across Europe’s dynamic commercial tyre market.

Leo Liao, Sales Director, ZC Rubber Europe, said, “Over the past decade, Westlake has established a strong foundation in Europe. Now, our mission is to work hand in hand with our partners and fleets, delivering technical expertise, stronger service capabilities and real business value. By focusing on fleet solutions, we are confident Westlake can achieve sustainable growth and become an even stronger player in the European market.”

Barcsik said, “In Europe, our priority is to provide fleets with the right tyre products backed by technical expertise. With reliable products, on-site engineering support and tyre testing programmes, we help partners deliver measurable performance and cost efficiency to their customers.”

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