TVS Eurogrip is in full swing to make itself as as the bike tyre specialist in the local and international markets. The brand is now associated as ‘Principal Sponsor’ with Chennai Super Kings, one of the strongest teams in the Indian Premier League. The company is also exploring motorsports, digital channels, social media and television to reach out to its larger customer base effectively. In an interview, P Madhavan, Executive Vice President – Sales & Marketing, TVS Srichakra, spoke on the company’s efforts to enhance the brand image among its targeted audiences.

Today, Gen-Y is largely influencing India’s two-wheeler market, resulting in the bikes and scooters getting faster, funkier and safer, and these trends are driving TVS Eurogrip’s products and marketing strategies. To cater to the changing market trends, TVS Srichakra took the first leap in 2019 by introducing the brand ‘TVS Eurogrip’, which targets millennial customers’ needs. 

“Building a brand and nurturing it to market leadership has been at the core of our efforts. The introduction of TVS Eurogrip in 2019 was an important milestone. Our core positioning for TVS Eurogrip is that we understand bikes and bike tyres the best given our experience in the category and our global expertise,” said P Madhavan, Executive Vice President – Sales & Marketing, TVS Srichakra.

Headquartered in Madurai, TVS Srichakra has manufacturing facilities in Madurai (Tamil Nadu) and Rudrapur (Uttarakhand) with a production capacity of over three million tyres a month. The company has a design centre in Milan, Italy supporting the R&D centre in Madurai. The tyres are tested in Indian, European and Japanese road conditions. 

The launch of TVS Eurogrip is also in line with the company’s strategy to expand its presence and build Eurogrip as a solid global brand in the international market. “The introduction of TVS Eurogrip in 2019 was an important milestone in an internationalisation process which already sees us exporting our tyres to over 85 countries. Our entries into Europe, soon followed by more countries in APAC and MEA, testify our commitment and copious investments in product quality and performance, furthermore, enforced by our R&D and design centre established a few years ago in Milan, Italy. Establishing our direct presence in developed and growing markets is an important step for us towards building Eurogrip as a strong global brand. It goes hand in hand with the research studies we have been conducting on new technologies, which will benefit all markets, including India. With our expertise as a manufacturer of two-wheeler tyres for over three decades, we are confident of making a mark in developed markets and look forward to the future growth potential,” explained P Madhavan. 

The company established itself as a leading global brand in the two-wheeler tyre category in the last three decades. Apart from two-wheeler tyres, the company produces three-wheeler and off-highway tyres for the domestic and international markets. Understanding customers’ needs, aspirations and dreams and providing them the products that enrich their riding experience has always been the focus of TVS Eurogrip. “Brand TVS Eurogrip has all the elements the new-age rider is looking for – design, superior quality, high performance,” said P Madhavan. 

Today, the Gen-Y rider is brand conscious and engages with products and brands that impress his peers. As specialists in the bike tyre domain, the company is geared up to lead its customers into the future of riding with TVS Eurogrip tyres. “Communication pegs and codes in the category have been changing quite swiftly to reflect the new-age rider’s preferences, with the advent of high-speed bikes, and the focus is now also on the emotional aspects behind buying a two-wheeler and a two-wheeler tyre. Our continuous enhancements in product quality and best in class services, high concentration on radials and consistent improvement in product design has always been in line with our brand image,” saidP Madhavan.

TVS Eurogrip focuses on innovation, superior quality standards and high performance to reach out to its potential customers for enhancing the overall riding experience. Though the high CC bike segment is growing fast, the commute purpose bikes segment still dominates the Indian two-wheeler market. “We constantly observe market trends and dynamics; this helps us plan new products, focus on potential geographies and align with market requirements. Our product range caters to the needs of all two-wheeler tyre consumers, from daily commute usage to world-class steel-belted radial tyres. Our media campaigns and on-ground activation programmes are designed to engage the commuter class audience. Today, the commuter class audience too consumes significant digital communication; we have been engaging with such audience on a regular basis,” said Madhavan. 

Digital media consumption is at an all-time high, primarily through the pandemic and post-pandemic eras. The company’s recent integrated marketing campaign ‘Tyres for a Country full of Turns’ has also shown good traction on digital channels and social media. However, for mass reach, television remains the lead medium. “For our category, it is critical to activate marketing campaigns with an integrated 360-degree approach, and hence BTL consumer and trade activations become important. We see this trend continuing, and so we place more and more impetus on the digital front,” said Madhavan. 

TVS Eurogrip has also introduced racing tyres, which help test new technologies under severe conditions. As part of its branding, the company powered the MMSC Motorcycle Endurance Race 2021. At the event, TVS Eurogrip showcased world-class products with cutting-edge technology for today’s new-age bikers. 

Sports have been an excellent platform for companies to reach out to targeted audiences in India, and no sport can beat cricket. Recently, TVS Eurogrip joined hands with Chennai Super Kings as ‘Principal Sponsor’ for the next three years. TVS Eurogrip logo will be seen on the front of the official yellow jersey of the team for the 2022-2024 seasons. “We strongly believe the jersey branding and sponsorship will increase awareness and recognition for our Eurogrip brand name and visual identity. We look forward to co-creating exciting experiences for trade and our customers with this association. We are confident that this partnership will benefit brand TVS Eurogrip in the busy IPL environment,” said the TVS Eurogrip executive.

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The Yokohama Rubber Co., Ltd. has announced that a car equipped with its premium ADVAN tyres has secured a landmark victory in the SP9 PRO-AM class at the 53rd ADAC RAVENOL 24h Nürburgring, held from 19–22 June in Germany. The winning car, the No. 65 HRT Ford Mustang GT3 entered by Haupt Racing Team (HRT), delivered an exceptional performance, finishing fourth overall – the highest ever for a PRO-AM team – while claiming top honours in its class.

The SP9 PRO-AM category features a mix of professional and amateur drivers competing in the premier SP9 class. The HRT Ford Mustang GT3 demonstrated remarkable consistency, maintaining a top-10 position throughout the gruelling 24-hour endurance race. This triumph also marked the first major European victory for the Ford Mustang GT3, further highlighting the performance and reliability of Yokohama’s ADVAN racing tyres.

Beyond this achievement, Yokohama Rubber and HRT continue their collaboration in the Nürburgring Langstrecken-Serie (NLS), where the team will again rely on ADVAN tyres in upcoming races, including the sixth round in August. The Nürburgring 24-Hour Race, held on one of the world’s most demanding circuits, serves as a key battleground for leading tyre manufacturers. Yokohama Rubber has a strong legacy in the event, with three overall victories to its name.

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Frost & Sullivan has officially recognised Linglong Tire as the world's largest original equipment tyre supplier for New Energy Vehicles (NEVs) in 2024, based on its sales performance. NEVs, encompassing both battery electric vehicles (BEVs) and plug-in hybrids (PHEVs), saw Linglong provide over nine million tyres to major automakers, including Hongqi, BYD, Geely and Dongfeng Nissan. The company’s NEV-specific tyres feature low rolling resistance, reduced noise levels and superior grip, tailored to meet the unique demands of electric and hybrid vehicles.

Beyond its global NEV leadership, Linglong Tire also dominated China’s passenger car tyre market in 2024. This success was driven by its dual-engine strategy, focusing on product excellence and sales expansion. The Linglong Sport Master line, known for its premium quality, played a key role in boosting market share across all major segments. Strategic collaborations, such as its partnership with JD Car Maintenance, along with an optimised nationwide distribution network, further fuelled sales growth. These achievements solidify Linglong’s position as a key player in both domestic and international tyre markets.

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Hankook Tire demonstrated its technical excellence at the 2025 Hankook Berlin E-Prix, hosting Rounds 13 and 14 of the 2024/2025 ABB FIA Formula E World Championship. The event marked a pivotal moment in the season, with Mitch Evans and Nick Cassidy securing crucial victories that reshaped the championship battle. Oliver Rowland retained the lead in the drivers' standings with 184 points, though Pascal Wehrlein remains a strong contender with 125 points. Meanwhile, TAG Heuer Porsche Formula E Team has extended its advantage in the teams' championship, now holding 226 points.

The Tempelhof Airport circuit, with its rugged concrete surface originally designed for military aircraft, pushed tyres to their limits. The abrasive track conditions tested grip, durability and braking performance across two intense race days. Hankook’s GEN3 Evo iON Race tyre, engineered exclusively for Formula E’s GEN3 Evo cars, delivered outstanding results. Its specialised compound and tread design ensured consistent traction and thermal management, even as track temperatures fluctuated. Drivers praised the tyre’s stability in high-speed corners and under heavy braking, as well as its ability to handle the unpredictable grip levels caused by off-line dust accumulation.

DS Penske driver Maximilian Günther said, “It gave me the consistency I needed across both races – and that kind of trust in a tyre is key at this point in the championship. Racing here on home soil always means a lot to me – so to feel that level of confidence in the car and tyres was really special.”

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The Tyre Recovery Association has announced the date and venue for the 2025 Briefing Day event. As per the official statement, the UK tyre recycling’s premier event will be held on 16 September 2025 at Ardencote Hotel, located in Warwickshire’s Shakespeare’s country.

Participation is free for media representatives, TRA members and its industry partners and regulators. For other participants, a nominal charge of GBP 70.00 plus VAT per person is applicable, which includes buffet lunch and refreshments.

The Outline Programme is as follows:

• KEYNOTE ADDRESS
Georgia Elliott-Smith, CEO, Fighting Dirty

• MARKET AND DATA INSIGHTS
Astutus Research

• TACKLING ILLEGAL WASTE SHIPMENTS
The EA National Environmental Crime Unit

• PROPECTS FOR PYROLYSIS – THE UPDATE
Weibold Consulting

• OPPORTUNITIES FOR RUBBERISED ASPHALT
The European View – ETRA

• A NEW FUTURE FOR RETREADING
Vaculug Tyres

• SUSTAINABLE AVIATION FUEL – A MAJOR ELT OPPORTUNITY
Wastefront Limited

• POINTS OF VIEW

• RESOLVING THE EXPORT PROBLEM
George Eustice, Penbroath Consultants

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