Six currencies, with an estimated population of 184 million - the East African community exists around the Great Lakes Region. “The Cradle of Mankind” is what it is called. This region lies in the heart of Africa and is home to both flora and fauna as it may have existed in the primordial times, undisturbed – SMART.

Mobility has changed considerably in this region by the way the tyres here have found their way into this market. In 1998, Truck Tubeless Tyre Conversions began in Kenya and quickly spread out to the neighboring regions. Presently 95% of the tyres found in fleets are tubeless and there is 100% conversion rate on Passenger and 4x4 range of vehicles. It was the SMART thing to do. The millennium saw an influx of Fleet Management softwares, Tyre Management Contracts, with the help of Budini Tyre Management Software. Unprecedented tyre training, growing investments in tyre machinery, tools and accessories investments. Technology and processes peaked and the bubble burst.

On the tyre spectrum 12.00R20, which was the predominant tyre size, was replaced by the low profile 315/80R22.5 (not the 13R22.5) which continues to hog 60% of the truck tyre market. The 8.25R16 was replaced by the 265/70R19.5 and 295/80R22.5 (together with 12R22.5) replaced 11.00R20. On the tyre spectrum and front we were ahead of developed, space (nuclear) age countries like India and the Gulf where tubeless conversions were less and the predominant sizes remained to be 10.00R20 and 12.00R24 respectively.

Tubeless rims became the order of the day and even when Trilex Split rims (80 years technology) are still in use in the Gulf. For a market that churns out approximately 600,000 trucks tyre casings per year, tyre retreading is the environmentally SMART thing to do. The cold procured tread process replaced the hot casing damaging process.  East Africa has not been left  SMARTing in this field either.

What went wrong:

1.  Intelligent Organisations. Any intelligent system must be data-driven

The primary objective of any successful organisation is to analyse large pools of data accumulated over long periods of time in their areas of operations (This includes transporters, tyre importers and distributors and tyre manufacturers). Increasingly organisational decisions are NOT taken by managers’ intuition and common sense but algorithms and data derived electronically from recording of our interactions and experiences with customers. Selling tyres has ceased to be a contact sport it has degenerated in some quarters into a Nintendo like encounter.

Intelligent organisations normally SCALE (Sense, Comprehend, Act, Learn and Explain) their environment with managers/ owners / directors ceding authority over certain decisions while acquiring new capabilities and roles for themselves. As conjoined twins, SMART (Specific, Measurable, Achievable, Realistic, Timely) and SCALE goals must be matched.

Let me give illustration with a story. In Africa we love to do so. Reader’s discretion is advised!

A (SMART) priest arrived late at the foot of Mt. Kilimanjaro, Africa’s tallest mountain, for a climbing expedition the following day. Exhausted, he searched for a room in the nearest inn. Only one room was available which he was requested by the motel owner to share with a beautiful lady wearing a stunning fishy (SCALEy) dress who had arrived late for the same expedition. To make matters worse, there was only one mattress. The exhausted lady prepared and slept on one side of the mattress, while the honorable  priest laid the sheet and slept on the cold floor two meters away. The following morning at the breakfast table the priest formally introduced himself to the beautiful lady as asked her where she was from. She on the other hand enquired of the priest as to his mission at the Kilimanjaro. “ I have come to climb and conquer this greatest mountain in Mother Africa,” he said proudly trying to impress her. She paused and after a sigh said to  the priest in a low voice, “Tell me exactly how you intend to climb this mountain when you cannot SCALE up a six-inch mattress?!”  Moral of the story: No matter how good your SMART goals are, you must act on SCALE-ing the heights.

2. Smart Technologies portend a smart working force

Tony Nicolini – Founder of the Budini Tyre Software and Systems, puts it beautifully when he says “Technology is only as smart as the users want it to be.”  The exponential growth of data capturing capability has not been matched by its harnessing and channeling into useful avenues largely because investments are low in the field of tyre education and  tyre infrastructure. Having experience Tyre related trainings in different parts of the world, our region receives but a trickle of the much-needed skill laced training that would sharpen their senses in order to tyre SCALE better.

The three aspects related to Smart Tyre Technology are:

Smart transporters

Zul is a transporter who runs a successful bus company. Operating from the heart of Nairobi, to most parts of Kenya. He keeps meticulous records on all his tyre records. These records were the basis for decision making for a transport company that has had the least number of fatalities in the country. Zul represents about 5% of transporters in this region who have scrupulous, readily available  data that is open to scrutiny not only by his own company but can be used by suppliers.

In 2012 I had a chance to visit Tyre Heaven, a company in Sao Paulo. They invited Nicolini (Budini) and me to visit their premises. With over 700 trucks and trailers, there were there only three persons working in the tyre department. Cradle-to-Grave tyre data is maintained for all tyres. Once or twice a year, like a pilgrimage, representatives major tyre suppliers congregate in the transport premises to tender openly for 8,000 tyres.

Smart processes

Special Sales approaches to the market determine the success or failure or a sales person. Many transporters, tyre importers or dealers approach to own products with little comprehension on the conditions of use. Mismatch between tyres and vehicles, tyre and routes, have only added to the chagrin on the end-user. Professional ethics prohibit me from dwelling too much into these sales processes to end-users and dealers, but to say the least, these methodical approaches have no substitute. As a result of tyres being treated as a commodity, where price is the only point of discussion, SMART tyres with lipstick and high-heels have found their way into a hostile market that has unpaved roads, untrained staff and uncaring drivers in some instances.

The readers of this article may have had access to better tyre optimisation processes than the ones I will mention below. Yet I can say without a doubt now will match the dedication and follow-up that is offered by the Budini Tyre Management Systems.

• The Tyre Optimisation Process is a non-patented process that was arrived at by a team of tyre experts on casing (yet not tyre optimisation) in order to achieve the lowest cost per Kilometer in a particular fleet. Pocket Suit, Survey Web and TMS are worth a glance.

Feature Benefits and Evidence (FABEs) is the way tyres were sold, sadly price has over-shadowed all three since both  the purchaser nor the seller are reluctant to discuss the matters relating to performance. Benchmarking of tyre mileages across fleets is more often than not misleading.

Smart sales people

Ajay, Yves, Mick and Tony belong to a fading rare breed of people who were tyre  fleet problem solvers. These gate-keepers and well-trained mentors in process described above played and continued to give solutions and on-site training in the harsh environments. What is common about this people in how  SMART or wise they are. It is the extremely long span of attention they dedicate in their line of duty. It is therefore worrying that today when the tyre is being treated as a commodity and not a Safety Engineering piece of equipment, Africa and Africans without secure gate keepers and anti-dumping laws will fall prey to fast talking sales persons with tik-tok attention spans. If I were to be the Chief Tyre General –  Certain Tyres would only be sold on prescriptions.

In  South Africa, it was uncommon for representatives of different companies to meet at a major transporter and conduct a joint scrap and claim analysis. Just like doctors conducting a post-mortem, sample casings from each brand would be analysed and reported before they would rest back for a Friday  Brae and Beer. SMART. I know this may be happening in other parts of the word any it is the reason we now have the Radial Tyre Damage Book.

RFID, push alerts, Translogic tools, TPMS (Tire Pressure Monitoring Systems) are all example of Smart technologies that many sales persons, managers, owners and directors are aware of but are not capable of implementing just yet. However, training might be that essential key that unlocks the thirst for the much-needed necessities.

I end this article with the SMARTest thing I have heard this year and maybe for a long time. It comes from a great mind in Tyre Management “It does not matter how you record (label) tyres in whatever system you have….what matters is what you do with that tyre after that. A basic tyre system understood by all is the best way to involve others and come out with shining success. It beats even the tyre RFID systems - Marcio Olievera (Budini Systems – SMARTyre SCALER).

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Tana Oy, a Finnish environmental technology company specialising in manufacturing mobile solid waste shredders, screens and landfill compactors, is expanding its customer support in Norway. The company has entered into a partnership with Vest Assistanse, designating them as a new aftermarket service provider.

This collaboration ensures that TANA machine operators across the country will have access to reliable and efficient maintenance and technical support. Vest Assistanse brings a strong local presence and a team of experienced service professionals, positioning them to deliver swift response times and high-quality field service. Their expertise is aimed at helping customers maintain optimal machine performance and maximise operational uptime.

This strategic appointment reflects Tana’s sustained commitment to the Norwegian market. By strengthening its local service network, the company is enhancing its ability to provide comprehensive after-sales care, ultimately reinforcing its dedication to superior customer service and operational efficiency throughout the region.

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Falken has entered the 2026 summer season with notable achievements in independent tyre evaluations, securing strong ratings for three distinct models. The high-performance AZENIS FK520, versatile ZIEX ZE320 and electric vehicle-focused e.ZIEX each demonstrated their capabilities in assessments conducted by leading automotive clubs and specialist media.

The ultra-high-performance AZENIS FK520 earned high praise in the sportauto summer tyre test, receiving an overall Very Good rating. With a total score of 8.6 out of 10 across all categories, it positions itself among top contenders in its class. The tyre achieved perfect 10 out of 10 points for exceptionally short braking distances on both wet and dry surfaces. Its handling, lateral grip and comfort also received commendable scores. The publication distinguished it as best value for money, highlighting its blend of performance and affordability.

In the Automobile Club of Germany (AvD) test, the Falken ZIEX ZE320 secured a Very Good rating and finished fifth among 15 competitors in the 215/55 R17 size. It delivered outstanding wet performance, earning high marks between 4.4 and 4.6 out of 5 for aquaplaning resistance, cornering stability and braking. The tyre maintained consistent dry performance and was noted for low noise levels. In the Greenovation category, it received a Good rating for efficient rolling resistance and low weight.

The e.ZIEX achieved a Good overall rating in the auto motor und sport summer test. With 7.2 out of 10 points in wet conditions and 8.4 on dry roads, it demonstrated balanced and secure performance. Exceptional ride comfort and very low interior noise, both scoring a perfect 10 out of 10, were particular highlights. Testers described it as an efficiency recommendation for electric vehicles, praising its quiet, predictable handling.

These test results demonstrate Falken's technical expertise and product evolution, reinforcing the brand's commitment to quality as the summer season approaches.

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Kumho Tire USA has confirmed its return as a sponsor of the home plate signage programme for the 2026 Major League Baseball season, appearing in six stadiums nationwide. This marks the brand’s second consecutive year participating in the initiative, which aims to strengthen visibility among consumers, clients and retail partners.

The selection of ballparks was based on strategic market analysis, prioritising regions with strong growth potential for brand recognition. By securing rotational digital signage directly behind home plate, the company ensures consistent exposure to both live audiences and televised broadcasts, enhancing its presence in high-impact settings.

Kumho Tire will feature its brand at the following stadiums:

• Angel's Stadium: Anaheim, Calif.
• Busch Stadium: St. Louis, Miss.
• Chase Field: Phoenix, Ariz.
• Citizens Bank Park: Philadelphia, Penn.
• Comerica Park: Detroit, Mich.
• Great American Ball Park: Cincinnati, Ohio

These locations enable deeper collaboration with local dealer networks and increase the company’s footprint in areas vital to its long-term goals. Through this targeted investment, Kumho Tire reinforces its commitment to community engagement while advancing broader objectives in key US markets.

Ed Cho, CEO, Kumho Tire USA, said, “We are thrilled to continue our significant presence in America's favourite pastime, leveraging rotational stadium signage in six key markets with high growth potential. This initiative not only elevates Kumho Tire's visibility and strengthens our position as a premium brand alternative but also creates valuable opportunities for our dealer partners to capitalise on increased local recognition.”

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Hankook Tire reinforced its brand presence on the global stage as the Semifinals of TGL presented by SoFi Season 2 took place on 17 March 2026 at the SoFi Center in Florida. Serving as the inaugural Official Tyre Partner and a Founding Partner of the league, the company leveraged this platform to highlight its premium identity. By embedding advanced technological solutions within the sports entertainment sector, Hankook aligned itself with the principle of ‘Technological Innovation’ promoted by Hankook & Company Group Chairman Hyunbum Cho. This strategy effectively communicated a progressive and contemporary brand image to audiences spanning 150 countries.

The competition unfolded as a high-intensity doubleheader featuring the regular season's top four teams. In the opening matchup, the No. 2 seed, Los Angeles Golf Club, faced Atlanta Drive GC, the tournament’s 2025 champion and No. 3 seed. Although Atlanta initially held an advantage, Los Angeles secured a 6-4 victory to advance. After trailing 4-3 at the conclusion of the Triples session, Los Angeles mounted a comeback in Singles by claiming three consecutive points. A pivotal moment came when Justin Rose levelled the score on the 10th hole before taking the lead with a birdie on the fourteenth, ending Atlanta's pursuit of consecutive titles.

The second semifinal featured the regular-season leader, Boston Common Golf, against Jupiter Links GC. This contest attracted widespread attention due to the participation of golf stars Rory McIlroy and Tiger Woods in a high-stakes playoff atmosphere. Jupiter Links emerged victorious with a 9-5 win after a competitive Triples session. In Singles, Max Homa secured decisive victories over McIlroy in both of their encounters, propelling his team into the Final Series for the first time.

Both winning teams are set to compete in the Finals, a best-of-three series scheduled for 23 and 24 March 2026 at the same venue. As the season approaches its conclusion, Hankook Tire continues to connect with international audiences through elite sporting events. The company sustains a diverse global sports marketing strategy, encompassing partnerships with the UEFA Europa League, UEFA Conference League, Borussia Dortmund and Al Ittihad. Additionally, its role as an official partner in premier motorsport series like Formula E and the World Rally Championship underscores its commitment to demonstrating technological leadership.

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