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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MRF has announced a significant move to expand its manufacturing footprint in southern India. The company revealed that it has signed a non-binding memorandum of understanding (MOU) with the Tamil Nadu Government, facilitated through the state’s nodal investment promotion agency, Guidance. This preliminary agreement outlines the company’s intent to establish a greenfield manufacturing unit dedicated to the production of automotive tyres and related ancillary products. The proposed facility is planned for location within the SIPCOT Industrial Park situated in the Sivaganga District of Tamil Nadu.

As the agreement is currently non-binding, its progression to a final commitment is contingent upon several conditions. These include the Tamil Nadu government’s sanction of a bespoke incentive package, the provision of necessary infrastructure, the allotment of land and the securing of all requisite statutory approvals in accordance with applicable state laws.

According to the official statement released by MRF, the project, upon receiving all clearances and moving forward, envisions a substantial capital outlay. The estimated investment for this venture is projected to be approximately INR 53 billion, with the capital expenditure to be phased over a 12-year period. Beyond the financial injection into the region’s economy, the initiative is also anticipated to be a major source of employment, with expectations of creating direct job opportunities for around 1,000 individuals.

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The second Sustainable Development (ESG) Industrial Ecosystem Innovation Competition for Chinese and Foreign Enterprises in Shanghai’s Pudong New Area recently concluded, with Sailun Group emerging as a distinguished honouree. Recognised for its collaborative ESG efforts with Vale, a global leader in metal and mining, Sailun received the prestigious ‘Innovative Model’ award, standing out as the sole tire company to achieve this recognition.

Organised jointly by the Shanghai Pudong Foreign-Invested Enterprises Association and the Shanghai Pudong Domestic-Funded Enterprises Association, the competition welcomed participation from companies registered and operating in the area, along with their partners. Invited by Vale Metals (Shanghai), Sailun took an active role by meticulously organising and presenting its innovative achievements in sustainable development. Through a structured application process highlighting solid practices and creative excellence, the company successfully secured the award.

Vale, one of the world’s foremost iron ore producers, maintains a longstanding strategic partnership with Sailun. Driven by a mutual dedication to sustainable supply chains, the two organisations have intensified collaboration, particularly in mining tyre supply. By integrating Sailun’s low-carbon tyre technologies, they inject environmental vitality into operations while enabling Vale to achieve refined efficiency through cutting-edge solutions. Their partnership exemplifies a synergistic model that harmonises efficiency, safety and low-carbon practices, serving as a standout case of ESG-driven empowerment across the industrial chain.

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Hankook Tire convened its annual Proactive Awards ceremony on 3 March 2026 at the Hankook Technodome, the company’s advanced research and development centre in Daejeon’s Yuseong District. This marks the 19th iteration of a programme that began in 2007, designed to acknowledge teams and personnel across its global operations for exceptional performance driven by innovative thinking and a willingness to take bold steps. The initiative stands as a key vehicle for embedding the Proactive Culture, a management philosophy championed by Hyunbum Cho, Chairman of Hankook & Company Group, throughout the organisation.

Around 100 people attended the gathering, including awardees from overseas and their families, alongside executives from the headquarters. The programme distributed accolades in four distinct classifications: Leadership, Performance, Challenge and Innovation. Ten groups and individuals, judged to have demonstrated the highest distinction in their respective fields, received trophies and monetary prizes reaching as much as KRW 20 million (approximately USD 13,568).

Within the Leadership category, honour was bestowed upon those who guided meaningful organisational transformation through adept communication and decisive action. Recognised here were Bonbae Koo, who heads the Gyeonggi Central PC/LT Team within the domestic sales division; Deokhee Ryu, leading the Material Machinery Team under Safety & Production Technology; Jiyoung Kim, who manages a manufacturing sub-team at the Keumsan Plant and Yue Peng, a line leader at the Chongqing Plant in China.

The Performance category, celebrating entities that have bolstered commercial competitiveness through remarkable achievements, saw awards presented to Manufacturing Team 2 at the Indonesian facility and the Romanian subsidiary representing European operations. Changmo Kang, a senior manager engaged in a real estate development project, received the Challenge honour for demonstrating significant results through an enterprising and bold approach.

Finally, the Innovation category recognised efforts producing substantial outcomes through transformative initiatives, particularly those involving digital advancements and practical, site-driven enhancements. Honourees included Nayoung Jeon, a manager within the Quality Digital Innovation Task Project; the Qingfeng Quality Control Circle from Manufacturing Team 3 at the Jiaxing Plant in China and the Oil Quality Control Circle, part of the DP PCR1 Sub-Team at the Daejeon Plant.

Through the consistent application of its foundational Proactive Culture, Hankook Tire continues to foster an environment where all employees are encouraged to evolve into proactive leaders capable of shaping the future of mobility. The company actively promotes open, horizontal communication to unlock individual creativity while simultaneously using the Proactive Awards to stimulate a healthy competitive spirit, thereby motivating both personal advancement and wider organisational progress.

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American Honda Motor Company has honoured Maxxis with its 2025 Racing Spirit Award, recognising the tyre manufacturer's exceptional performance as a supplier. This accolade acknowledges Maxxis’ consistent ability to meet Honda’s stringent requirements regarding product quality, punctual delivery and cost efficiency.

The two companies have maintained a strong partnership since 2005, when Maxxis first began supplying original equipment tyres for Honda’s powersports division. Today, Maxxis tyres are fitted to popular Honda models such as the FourTrax Foreman Rubicon 4x4 and the Pioneer SxS. Expressing his gratitude, Andy Lee, President of Maxxis International – USA, conveyed that the entire organisation feels deeply honoured by the recognition. He attributed the achievement to the dedicated efforts of Maxxis employees, whose daily commitment ensures excellent products and service for their long-standing partner. Lee also reaffirmed the company’s dedication to upholding Honda’s expectations in the years ahead.

Lee said, “I know I speak for everyone at Maxxis when I say that we are truly honoured and delighted to receive this award. I’m also proud of the Maxxis employees who work hard every day to deliver excellent equipment and service to our OE partner of more than 20 years. We thank Honda and look forward to continuing to meet their expectations in 2026 and beyond.”

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