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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Bridgestone, alongside Kwik Fit, has announced a new two-year sponsorship deal with Camper Calling Festival covering 2026 and 2027. The partnership, which kicks off over the August Bank Holiday weekend, positions the tyre manufacturer as the Official Tyre Partner and the sponsor of the Lakeside Stage at the Warwickshire event.

Held at Ragley Hall from 28 to 30 August, the festival draws around 25,000 annual attendees, including campers, music fans and families. This collaboration provides a direct channel for Bridgestone and Kwik Fit to connect with that adventure-seeking audience in a relaxed, outdoor environment.

The timing aligns with the UK summer introduction of Bridgestone’s new Duravis Camper Van tyre. Engineered for the growing campervan segment, the premium tyre emphasises durability, safety and driving confidence. The festival setting offers an authentic lifestyle backdrop to showcase the product and strengthen Bridgestone’s reputation among British campervan users.

Drew Chapman, Consumer Sales Director, Bridgestone UK, said, “We’re delighted to announce that Bridgestone, in partnership with Kwik Fit, is joining the Camper Calling family as sponsor of the festival and the Lakeside Stage. The Lakeside Stage is one of the standout parts of Camper Calling, giving festivalgoers the chance to enjoy great live music in a brilliant setting. With our support, it’s set to be a real highlight of the weekend. This partnership reflects our shared ambition to help people enjoy every journey with confidence, focusing on what really matters to drivers – safety, reliability and peace of mind. It also gives us a strong platform to support the launch of the first ever Bridgestone Duravis Camper Van tyre.”

Andy Lane, Director of Marketing, Kwik Fit, said, “Camper Calling is a strong fit for Kwik Fit, giving us the chance to connect with campers, families and festivalgoers during one of the busiest travel weekends of the summer. Our partnership with Bridgestone brings together two trusted brands with a shared focus on helping drivers stay safe, prepared and ready for every journey. It also gives us a strong opportunity to show how Kwik Fit supports customers with practical, dependable service when it matters most. We’re looking forward to bringing the partnership to life at Ragley Hall and showing how Kwik Fit can help keep people moving with confidence, whether they’re setting off for the festival or heading home again afterwards.”

David Arthur, Managing Director of Camper Calling, said, “We’re delighted to welcome Bridgestone and Kwik Fit as official partners of Camper Calling. Both brands are synonymous with quality, reliability and helping people enjoy the journey, which makes them a natural fit for our festival campers.”

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TyreSafe has issued a fresh warning to families during Child Safety Week, emphasising that protecting children on the road requires attention beyond just child car seats. The road safety charity urges parents and carers to consider the entire vehicle’s condition before every journey, particularly the tyres, which are critical for braking, grip and overall control.

The organisation stresses that while correctly fitted child restraints offer vital protection during a collision, vehicle safety begins before a crash ever occurs. Worn, damaged or underinflated tyres can significantly increase stopping distances and compromise a vehicle’s ability to respond in an emergency, undermining the protection that child seats are designed to provide.

This guidance aligns with the government’s new Road Safety Strategy, which aims to reduce road deaths and serious injuries by 65 percent overall and by 70 percent for children under 16 by 2035. TyreSafe notes that achieving these targets depends on a Safe System approach, where multiple layers of safety work together. Recent data from Good Egg Safety CIC community checks reinforces this point, revealing that approximately two thirds of inspected child restraints are incorrectly fitted or unsuitable due to issues such as slack seat belts, loose bases, misrouted belts or improperly adjusted support legs and carry handles.

To help families act, TyreSafe promotes its simple ACT checklist. Air pressure should be checked regularly against the vehicle manufacturer’s recommended levels. Condition must be inspected for cuts, bulges, cracks or embedded objects. Tread depth must meet the legal minimum of 1.6 mm with no uneven wear. These checks are especially important given that children must use an appropriate car seat until age 12 or until they reach 135 centimetres in height.

As part of Child Safety Week, TyreSafe is supporting local initiatives across UK, including free child car seat checking events in West Yorkshire delivered with West Yorkshire Vision Zero and Good Egg Safety CIC. Selected sessions will also offer free tyre safety checks and practical advice. TyreSafe encourages families to attend such events and remember that every part of the journey matters when it comes to protecting children on the road.

Stuart Lovatt, Chair of TyreSafe, said, “A correctly fitted child seat offers vital protection, but it is only one part of the safety picture. Tyres are the only contact between the vehicle and the road and have a direct impact on braking, grip and control. If tyres are not properly maintained, stopping distances increase and vehicle performance can be affected – particularly in emergency situations or poor weather conditions. Keeping children safe means looking at the whole journey and the whole vehicle. Simple checks can make a significant difference.”

Janis James MBE, Chief Executive of Good Egg Safety CIC, said, “Parents and carers go to extraordinary lengths to protect the children they love, yet our national data consistently shows that around two thirds of child car seats are being used incorrectly – often by caring families who simply don’t realise something is wrong. The encouraging news is that many of the issues we identify can usually be corrected quickly with the support of our highly experienced and accredited Safety Advisors, potentially making a life-saving difference in the event of a collision. By working alongside TyreSafe at selected events, we are supporting the wider Safe System approach – helping families stay safer both inside and outside the vehicle.”

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Goodyear highlighted progress at its Amiens tyre plant modernisation during a visit by French President Emmanuel Macron. The facility, which first opened in 1958, is undergoing a major transformation launched in 2022 and supported by the French government’s France 2030 programme. This investment aims to strengthen the site’s long-term competitiveness and future readiness.

Nearly 800 employees work at the Amiens plant, producing consumer tyres for global original equipment and replacement markets. Beyond technology, the overhaul emphasises workforce development through expanded training, upskilling programmes and active recruitment for roles ranging from operators to engineers. These efforts are designed to align the site’s evolution with new technologies while preparing a skilled workforce for the future.

Mark Stewart, Chief Executive Officer and President, The Goodyear Tire & Rubber Company, said, “We’re proud to welcome President Macron to Amiens and show the progress our team has made. Over the past several years, we’ve reshaped this plant – bringing in more advanced technologies, increasing automation and digital solutions to shift its production towards premium, higher-value tyres. This modernisation is about our people and the future of the Amiens facility. Together with the French government, we’ve strengthened this site and built on Goodyear’s longstanding presence in France, reinforcing our commitment to manufacturing and jobs here.”

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The Tire and Rubber Association of Canada (TRAC) has recognised outstanding individuals and organisations for their leadership and contributions to the tyre and rubber industry, including end-of-life tyre management and broader sustainability efforts. The awards were presented on 4 June 2026, following the association’s annual general meeting at the Alt Hotel Toronto Airport in Mississauga.

The 2026 Industry Leadership Awards honoured achievements in three categories: Lifetime Achievement, Sustainability and Young Leader. The ceremony highlighted a range of innovations, from circular economy advancements to operational excellence and community-focused initiatives.

Receiving the Lifetime Achievement Award was Emmie Leung of Emterra Group. Over five decades, she grew a single-person start-up into one of Canada’s largest integrated resource management companies. In 2005, she founded Emterra Tire Recycling, which became a leading supplier of crumb rubber and recycled tyre materials, significantly advancing responsible tyre management nationwide. Beyond business growth, she introduced a formal diversity, equity and inclusion strategy and the Community Care programme, supporting charitable partnerships and environmental awareness.

In the Sustainability category, TRAC recognised three recipients. Dr Marcela Castano of Bridgestone led the implementation of ISCC Plus certification across 15 manufacturing facilities, integrating certified mass balance into operations and strengthening market confidence in sustainable materials. Reliable Tire Recycling was honoured for transforming end-of-life tyres into valuable products through proprietary machinery and research partnerships with the University of Manitoba, focusing on energy efficiency and waste reduction. Muhammad Shah of eTracks Tire Management Systems was recognised for his collaborative, solutions-focused work supporting service providers and ensuring responsible recovery streams across Ontario.

The Young Leader award went to three professionals. Paul-André Gaudreault, plant manager at AirBoss of America, oversees complex rubber production processes and has strengthened operational consistency since joining the company in 2013. Paresh Kulkarni of Kal Tire manages Canada’s only commercial rubber devulcanisation line, helping scale operations across North America, Latin America and Europe. Tyler Scott of Nokian Tyres has built a 26-year career spanning sales, technical service and training, managing national accounts and securing early EV OEM fitments while earning an MBA.

All recipients demonstrated measurable impact in advancing circular economy principles, operational innovation or industry leadership. Their work continues to strengthen environmental outcomes and economic resilience within Canada’s tyre and rubber sector.

The annual awards underscore TRAC’s commitment to celebrating leadership that drives sustainable change. The association noted that the honourees reflect the growing importance of cross-sector collaboration in building a more circular tyre industry.

Carol Hochu, President and CEO, Tire and Rubber Association of Canada, said, “This year’s award recipients represent the strength and diversity of our industry. Across different roles and areas of expertise, they have demonstrated leadership, innovation and a strong commitment to advancing the sector. Their contributions are helping address complex challenges and support the long-term sustainability of our industry. Recipients are recognised across three categories: Lifetime Achievement, Sustainability and Young Leader.”

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