“Sustainability” is the word of the 10’s that will surely last well into the 20’s. But how far is the tyre industry on the path to contributing to a sustainable future? I touched upon the matter a little bit in the last issue, where I compared game-changing product development efforts in the tyre industry to British Tobacco starting to advertise against smoking. While the point there was that it’s not likely we’ll see major tyre manufacturers entering the passenger drone manufacturing industry or similar engagements, while at the same time advertising against tyre usage, a similar point can be made from a sustainability perspective.

Because the fact is that tyre production consumes a massive amount of energy, and the products are a source of massive pollution all over the world. The microparticles shed by tyres on the road enter the ecological systems everywhere and impact nature in a way we might not be able to undo. So, sustainability efforts in the tyre industry must therefore focus on product development as much as on energy sources.

Emission management

The latest trend in emissions management is including third party emissions in the calculation, meaning the emissions from the entire supply chain involved in the production must be connected to the products put out. That makes a lot of sense but does pose challenges for controlling the facts when engaged in global supply chains. It surely requires that a supplier is able to measure its emissions in a reliable and proven way. Naturally, it’s a measure to prevent “emission shopping,” where countries will buy emission quotas from each other, so they can pollute more while the selling countries can pollute less – it blows the mind that it was at all possible in the first place, so the actions taken now make a lot of sense, even if it is a challenge to manage. Because it doesn’t matter much that a manufacturer only uses green energy to power its production units in Europe, where local emission requirements are very strict, if it sources materials produced using fossil energy sources from other countries.

On top of that, globalisation has provided another unsustainable factor to the mix: transportation. Earlier, manufacturers would source as many materials as possible locally, while only crossing borders to source products that were available inside its own. These days, the market is global. If a material or component is slightly cheaper on the other side of the planet, it will be sourced from there to ensure the lowest possible cost structure. But the irony in terms of environmental impact is that this often results in materials being shipping across the globe and finished products being shipped back to where the materials came from. It’s a complex analysis to get the full picture of the cradle-to-grave environmental impact of manufacturing these days, but it’s very likely that transportation emissions weigh heavier on the negative scale than they ever did before. That’s why local sourcing is as important to large manufacturers as basing production on renewable energy consumption.

Impact during life-cycle

The other element in the equation is at least as important as the sustainability of how the product was put into the world: the environmental impact of the product itself during its life cycle, and especially of the disposal at end-of-life. 10 years ago, the first big step in reducing the environmental impact of tyre usage was made introducing the REACH regulation in the EU. It stipulates restricted chemicals and very low limit values for “substances of very high concern,” which is an ever growing list of chemicals that manufacturers must actively stay updated on. Naturally, the regulation didn’t aim at tyres specifically, but it did mean that in order to supply tyres to the EU markets, all tyre manufacturers had to change the softening oils used in their rubber compounds, and to date it still poses a strategical challenge to many manufacturers to split production into conforming and non-conforming lines, as the cost of managing two systems can weigh heavier than the added material cost of the clean oils. Some still separate the lines, as product performance requirements in some non-EU markets are still easier met using the softening oils not permitted in the EU. It’s a difficult balance for manufacturers when environmental regulations not only make the product more costly to produce, but also increases the difficulty of staying competitive in the market in terms of performance parameters.

‘Green’ in name

Naturally, many manufacturers have been quick to take on the challenge and coin it in their marketing communication as if they are now suddenly “green” tyre manufacturers, and countless tyre brands pop up that have the word “green” in the name. But in reality, in terms of environmental impact, the changes implemented in the industry so far are only baby steps. Tyres can easily be made more durable while still offering the same levels of comfort and safety as they do now, in fact they can be improved on all parameters by using more innovative pattern designs and rubber compounds. Why isn’t it done, then?

The obvious explanation is that product pricing would increase drastically, and consumers in most parts of the world are not willing or able to pay more for their tyres, even knowing that they would last a lot longer than the ones they have bought before. Producing longer lasting tyres would also drastically increase the effectiveness of global production lines, reducing the quantity of energy consuming factories in a way that will have a real global impact for the environment. But, as consumers are not likely to support this with their wallets, the only way to get there is through regulation and legislation. And then maybe tyre manufacturers will start developing products they can call green without being accused of marketing ruses.

Intelligent tyres

Though we probably won’t see them all moving into the aforementioned passenger drone segment, we might see them moving towards developing products that will display no or almost no wear during the life cycle, potentially outlasting the vehicle they are fitted on from birth. I have seen innovative designs for intelligent tyres that can adjust the pattern and hardness to adapt to any surface and weather condition guided by AI, and maybe we will get there some day. Until then, tyres need to live longer than they do today. Not just to reduce particle pollution during use, but also to reduce the burden of disposing of worn out tyres, which is a massive challenge all over the world. Here’s hoping we’ll see some of the large manufacturers bring a truly sustainable agenda to the table soon, including both full supply chain emissions and product environmental impact from cradle to grave.

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In a first for its century-long legacy, the Goodyear Blimp transported a precious cargo of eight-week-old puppies from Smyrna, Tennessee, to Nashville. This unique flight, conducted in partnership with Canine Companions and Peanuts, marks a new chapter in transporting future service dogs, who typically travel by plane to reach volunteer puppy raisers across the country.

The puppies – named Marcie, Peppermint Patty, and Snoopy in honour of the long-standing connection between Canine Companions and Peanuts – embarked on their journey during a milestone year for all three organisations. Goodyear celebrates 100 years of its iconic blimp, Peanuts commemorates 75 years and Canine Companions marks its 50th anniversary.

The Nashville flight is part of Goodyear’s centennial tour, which will see its airships visit more than 100 cities across North America and Europe. Upon arrival, the puppies will be placed with Canine Companions volunteer raisers, who will provide loving homes while guiding them through the first stages of service dog training. Over the next 16 to 18 months, the raisers will ensure the puppies receive proper nutrition, veterinary care and socialisation while teaching foundational skills. This early training is vital in preparing the dogs for advanced professional training, where they will eventually assist children, adults and veterans with disabilities, enhancing their independence and quality of life.

Jeannie Schulz, Canine Companions National Board Member and Board Chair Emeritus and widow of Peanuts creator Charles M Schulz, said, "As a longtime supporter of Canine Companions, I'm always thrilled to see a new troop of puppies begin their training to become vital members of the dog service community. And of course, we all know of Sparky's affection for dogs! I'm particularly delighted that Snoopy gets to join in the fun this time around – all while riding the Goodyear Blimp!"

Paige Mazzoni, CEO, Canine Companions, said, "We're honoured to celebrate our milestone anniversaries with this one-of-a-kind opportunity. For 50 years, we've been transforming the lives of people with disabilities through expertly trained service dogs, and partnering with beloved brands like Peanuts and Goodyear brings that mission to life in a joyful way. Peanuts reminds us that 'Happiness is a warm puppy’, and now, thanks to Goodyear, these future service dogs get a sky-high sendoff aboard an iconic blimp – a perfect start to a lifetime of service."

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Apollo Tyres Ltd has extended its position as Official Tyre Partner of Italy's legendary 1000 Miglia through 2027, marking a decade of collaboration since 2017. The renewed agreement ensures continued visibility for the premium Vredestein brand across the rally's centenary celebrations, including associated events like the Coppa delle Alpi and 1000 Miglia Experience Italy.

The company simultaneously confirmed Formula 1 veteran Giancarlo Fisichella will remain Vredestein's brand ambassador through August 2026. The three-time Grand Prix winner has been instrumental in developing performance tyres like the Ultrac Pro since 2024, while serving as the brand's public face. Fisichella will return to this year's rally (17-21 June) piloting a Fiat 1100/103 TV Berlina on Vredestein Sprint Classic tyres.

The 41st edition will feature over 300 pre-1957 vehicles tracing the historic 1,000-mile Brescia-Rome-Brescia route. Strict entry rules preserve authenticity, permitting only models that competed in the original 1927-1957 races.

Vredestein's Classic range, including the event-proven Sprint Classic, blends period-correct styling with modern engineering to deliver optimal comfort, noise reduction and grip – making it the preferred choice for discerning classic car enthusiasts at premier motoring events worldwide. This extended partnership underscores Apollo Tyres' commitment to heritage motorsport and tyre innovation.

Yves Pouliquen, Vice President – Commercial EMEA, Apollo Tyres Ltd, said “Now in our eighth year, we are proud to extend our partnership with the 1000 Miglia – an event that celebrates automotive heritage like no other. Our Vredestein Classic range is engineered for connoisseurs who demand both style and performance, and there is no better stage to showcase this on than the world’s most beautiful race.”

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Trade commission finds Chinese manufacturers circumventing duties through "country hopping"

South Africa's trade regulator has imposed provisional anti-dumping measures on pneumatic tyres imported from Thailand, Vietnam and Cambodia, determining that Chinese manufacturers are circumventing existing duties through these countries.

The International Trade Administration Commission (ITAC) announced the six-month provisional measures following a preliminary investigation into allegations of "country hopping" - where exporters route products through third countries to avoid anti-dumping duties.

The investigation was initiated after the South African Tyre Manufacturing Conference (SATMC) filed a complaint alleging that Chinese tyre manufacturers were bypassing anti-dumping measures on new pneumatic tyres used on motor cars, bakkies, buses, small pick-up trucks and lorries.

ITAC's preliminary determination identified several companies as circumventing the original duties: Sentury Thailand, Huayi Group Thailand, Prinx Chengshan Thailand, Linglong Thailand, General Rubber Thailand, and Sailun Vietnam.

However, the commission excluded Vietnam Cofo, Firemax Cambodia, and Haohua Cambodia from the anti-circumvention review investigation.

The regulator found that the Southern African Customs Union (SACU) industry "is experiencing material injury and a threat of material injury" as a result of the circumvention practices.

SATMC represents the official industry body for local tyre manufacturers Bridgestone, Continental, Goodyear, and Sumitomo, which together account for 100% of domestic production volumes in the SACU region.

The provisional measures will remain in place pending the finalisation of the anti-circumvention investigation into tyres originating from or imported through the three Southeast Asian countries.

Circumvention refers to actions taken by exporters to bypass anti-dumping duties that have been legally imposed to address unfair trade practices, according to ITAC's definition.

The move highlights ongoing trade tensions between South Africa and Asian tyre manufacturers, as the domestic industry seeks protection against what it considers unfair competition.

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Continental has reinforced its commitment to sustainable manufacturing with its tyre plant in Sarreguemines, France, earning the globally recognised International Sustainability and Carbon Certification (ISCC) PLUS sustainability certification. This certification validates the plant’s adherence to stringent sustainability standards, particularly in the use of renewable and recycled raw materials, while ensuring full traceability throughout the production process.

Compliance with and documentation of certain procedures for the mass balance of raw materials served as the foundation for the certification. In current systems and processes, the mass balancing method blends recycled, renewable, and fossil raw resources. Since the amounts consumed are monitored along the value chain, they can always be distributed appropriately. Continental is able to progressively raise the percentage of more environmentally friendly materials in its products by using the mass balancing technique. It guarantees correct reporting of the balance of certified more sustainable resources.

The Continental tyre mill in Sarreguemines, France, was established in 1964 and has over 1,300 employees. With an area of 323,000 square metre, the factory can produce up to 8.5 million passenger car and light commercial tyres a year. Over 330 million tyres have been produced at the factory since it started. In 2024, the plant's adoption of the Contyre.Tex technology marked a major turning point in its sustainable development. PET bottles that wouldn't be recycled otherwise are used in this method. Polyester yarn, which can tolerate the unique stresses in tyres, is made from the bottles without the need for any further chemical processes. Since this year, Continental has started producing more tyres with materials approved by the Mass Balance. Carbon black, which is partially created from oil from circular processes, and synthetic rubbers derived from bio-based and bio-circular raw materials are two examples.

Jorge Almeida, head of Sustainability for Continental Tyres, said, “Step by step, we are working to ensure that all of our tyre plants worldwide have the internationally recognised ISCC PLUS certification. The certification of our tyre plant in Sarreguemines underscores our strong commitment to more transparency along the entyre supply chain, while enabling the introduction of new and more sustainable materials”.

Didier Fuchs, head of the Continental tyre plant in Sarreguemines, said, “Receiving the ISCC PLUS certification is a strong recognition of our team’s commitment here in Sarreguemines. We are continuously integrating more sustainable solutions into our production processes. Together, we are shaping a more resource-efficient and responsible future.”

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