Therefore, transitioning to a green economy has sound economic and social justification. For governments, this transition would involve levelling the playing field for greener products by replacing harmful subsidies, reforming policies and redirecting public investment among others. In the private sector, this transition would involve responding to these policy reforms and incentives through increased financing and investment, skill building and innovation capacities to realise the opportunities arising from a green economy.

Automobile industry is one of the key sectors for economic growth, where sustainability is critical to ensure access to clean and eco-friendly mode of transportation. Particularly for the rubber industry, which is largely perceived as non-environmentally friendly, it is imperative to work towards adapting the green economy; largely through development of green technology and introduction of green manufacturing practices including resource decoupling - using less land, water, energy and materials to maintain economic growth and to reduce environmental impact.

Technology innovation remains a key priority. Some of the trends for automotive and tyre industries include, sustainable tyre through introduction of green material technology with further improvement in fuel efficiency (Rolling Resistance) Safety (Dry and Wet Traction), Durability (mileage) and Comfort (Noise, Vibration, Ride & Handling). Besides above, obtaining rubber material from biomass and recyclable avenues, greater use of modelling in performance prediction and tyre design, change in tyre design to tall and thin tires, especially to suit electric vehicles are of paramount importance towards the making of a green economy. In addition, technologies that include real time simulation, virtual proving ground, self-inflation technology, electrified rubber, sensor-based tyres for health assessment and fleet management can help save fuel, reduce operating cost including increased tyre life.

Use of simulation and predictive technology - Finite Element Analysis (FEA), service life prediction, etc. – are expected to contribute towards determining the reliability aspect of tyres. With the advent of high-end software, FEA tools are now extensively used for prediction of structural durability, aquaplaning, heat generation, process simulation and Noise, Vibration & Harshness (NVH). Advanced research is underway to understand the microscopic behaviour of polymer-filler interaction using new generation simulation techniques. This in turn would help to develop ultra-high-performance tyres with reduced hysteresis, improved safety and durability.

In line with the automobile industry, tyre Industry is also looking into possibilities of implementing smart manufacturing practices, which include Big Data-driven quality control, robot assisted production, self-driving logistics vehicles, production line simulation, smart supply network, predictive maintenance, machine as a service, self-organising production, additive manufacturing of complex parts and augmented work among others.

As vehicles directly impact the environment (air quality, noise levels etc.,) and tyres are integral to its functioning, a collaborative effort is required to bring about a change of thinking and a change of culture on pursuing green economy in the rubber industry.

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The Yokohama Rubber Co., Ltd.'s global flagship ADVAN tyres are prominently featured in the latest high-octane instalment of the Gymkhana film series, ‘Gymkhana: Aussie Shred’. Released by Hoonigan Media Machine, the video rapidly surpassed 5.3 million views within its first week. This marks the third consecutive film in the popular stunt-driving series to showcase Yokohama’s tyre technology, following previous episodes released in 2020 and 2022 which have collectively amassed tens of millions of views online.

The film stars action sports icon and Yokohama brand ambassador Travis Pastrana, who performs a series of extreme manoeuvres across Australian terrain. His vehicle is a custom-built, 670-horsepower Subaru ‘Brataroo’, a modern re-engineering of a classic 1978 model specifically designed for Gymkhana stunts. Pastrana’s daring feats include high-speed drifts and a breathtaking 50-metre canyon jump, all captured in the new production.

Supporting these demanding performances, the Brataroo is equipped with Yokohama’s 18-inch ADVAN A052 street sports tyres and ADVAN APEX V601 high-performance tyres. Engineered to deliver an optimal blend of grip and structural integrity, these tyres provided critical stability across varied and punishing surfaces, from race circuits to loose gravel. This technological partnership enabled Pastrana to successfully execute the film's next-level stunts, demonstrating the ADVAN line's capabilities under extreme driving conditions and reinforcing Yokohama’s association with premier motorsport entertainment.

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American electric vehicle manufacturer Rivian has selected the Nokian Hakkapeliitta R5 SUV as the recommended winter tyre for its R1T and R1S models in North America. This partnership marks a first for Nokian Tyres in the region, where the Finnish company markets a full range of all-season, all-weather and winter product. The non-studded tyre is now available for direct purchase through Rivian Gear Shop and can be installed at the brand’s service centres.

Designed specifically for large, powerful vehicles, this latest-generation tyre addresses the particular demands of electric vehicles, including increased weight and instant torque. It incorporates features such as Aramid-reinforced sidewalls for added durability and puncture resistance, alongside a low-rolling-resistance compound to help preserve driving range. The tread utilises Arctic Grip Crystals to enhance grip on ice, and the Green Trace compound integrates recycled and renewable materials.

The Hakkapeliitta R5 SUV carries important safety and suitability certifications. It bears the Three-Peak Mountain Snowflake symbol and the Ice Grip Symbol, confirming its performance in severe winter conditions. Furthermore, it has received Nokian’s Electric Fit designation, indicating it was specially developed and tested for electric vehicles. Together, these elements provide Rivian owners with a winter tyre option engineered for optimised stability, load management and overall safety in cold weather.

Tyler Scott, Nokian Tyres Key Accounts Manager, said, “We are thrilled to partner with Rivian to offer our flagship non-studded winter tyre to drivers who demand the very best from their vehicles. Our groundbreaking tyre technology, rooted in our 90-year tradition of safety, will help Rivian drivers follow through on the company’s quest to Keep the World Adventurous, even in the toughest winter conditions."   

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The Maruti Suzuki Victoris was crowned Indian Car of the Year (ICOTY) 2026 and the TVS Apache RTX 300 secured the Indian Motorcycle of the Year (IMOTY) 2026 title. These prestigious honours were presented by Dr Raghupati Singhania, Chairman and Managing Director of JK Tyre & Industries, alongside the awards' chairmen, Pablo Chaterji of ICOTY and Kartik Ware of IMOTY, during a prominent ceremony in New Delhi. The event, a key date in the industry calendar, gathered leading automotive figures to celebrate these achievements.

Now in their 21st and 19th iterations, respectively, the JK Tyre-sponsored ICOTY and IMOTY awards remain the most credible benchmarks for automotive excellence in India. The ceremony also recognised vehicles in specialised categories, reflecting evolving market trends. The Volkswagen Golf GTI received the Premium Car Award 2026, while the Mahindra XEV 9e was honoured with the Green Car Award 2026 for its contributions to electric mobility.

These outcomes are determined by a rigorous evaluation process conducted by a 27-member jury of senior automotive journalists, whose collective experience spans over three centuries. Modelling global award standards, the jury assesses every shortlisted vehicle across a comprehensive set of criteria. This includes design, safety, performance, technology, value and suitability for Indian driving conditions. This meticulous and transparent methodology sustains the awards' authority and ensures they consistently celebrate the vehicles that truly advance the nation’s automotive landscape.

Dr Raghupati Singhania, Chairman & Managing Director, JK Tyre & Industries Limited, said, “The evolution of India’s automotive industry is gaining remarkable transition, as the focus shifts towards sustainable technologies, intelligent mobility and stronger engineering capabilities. ICOTY and IMOTY recognises the machines that carry this vision into reality. JK Tyre is honoured to stand with a platform that rewards forward-looking innovation. What we have seen this year signals an industry preparing thoughtfully and confidently for the mobility of tomorrow.”

Pablo Chaterji, Chairman, ICOTY, said, “There are many automotive awards in the country, and each has its undoubted merits. Ever since the ICOTY award was instituted, however, it has taken its place at the top of the podium, in no small part due to the support of JK Tyre. This is because the jury consists of the finest automotive journalists in the country, with a combined reviewing track record of over 300 years. The award process is thoroughly vetted by our knowledge partner, Deloitte, and is thus scrupulously fair and transparent. Every OEM is also clear that this award – and its associated awards, IMOTY, Premium Car and Green Car – is the one that matters most, and I think it would not be out of place to say that cars in India have become better in part because OEMs want to win ICOTY, and make every effort to manufacture vehicles that are worthy of that title.”

Kartik Ware, Chairman, IMOTY, said, “IMOTY 2026 has been as diverse and accomplished as possible, with a number of firsts, including the first-ever electric motorcycle in the finalists. To celebrate the best motorcycle from among a lineup of such fantastic machines is not an easy task, but the IMOTY jury is equal to it – a big thank you to each and every one of them, old and new. Of course, due credit must also be given to our partner in this spectacular journey, JK Tyre, for its constant and unwavering support. All of these attributes make IMOTY the 17-year-old institution it has become, and the most cherished two-wheeler award in India. Here's to many more!”

Hisashi Takeuchi, Managing Director & CEO, Maruti Suzuki India Limited, said, “We are honoured to receive the ‘Indian Car of the Year 2026’ award for VICTORIS. This SUV was designed to provide all possible features to today’s new-age customers. It brings together style, technology, safety and a host of smart innovations. With the strong customer pull and now the coveted ICOTY award, VICTORIS lives up to its promise of ‘Got It All’. We are grateful to the ICOTY jury for this prestigious recognition.”

Vimal Sumbly, Head Business – Premium, TVS Motor Company, said, “Being recognised with the JK Tyre’s Indian Motorcycle of the Year award 2026 (IMOTY). This honour reflects a performance legacy shaped by over 40 years of racing excellence and 35 years of rally experience, where every insight has been earned through real-world competition. As TVS Apache completes 20 years as a symbol of racing DNA, innovation and rider trust, the TVS Apache RTX represents our bold vision for the future creating and leading the Rally Touring Extreme segment. Designed, engineered and made in India for the world, TVS Apache RTX reinforces our belief that world-class motorcycles can originate in India and compete with the very best globally.”

Nitin Kohli, Brand Director, Volkswagen India, said, “Winning the Premium Car of the Year award for the Golf GTI is truly special. The GTI is an icon with a 50-year legacy, and seeing it resonate so strongly with Indian enthusiasts has been incredibly rewarding. What began as a limited allocation quickly turned into overwhelming demand, reaffirming that the Golf GTI is more than just a car; it’s a collector’s item and a symbol of pure driving passion. We thank the ICOTY jury for this recognition and our customers for believing in the GTI and its enduring legacy.”

Nalinikanth Gollagunta, CEO – Automotive Business, Mahindra & Mahindra Ltd. & Executive Director, Mahindra Electric Automobile Ltd., said, “We would like to thank the esteemed ICOTY 2026 jury for honouring the Mahindra XEV 9e with the Green Car of the Year award. This award validates the global benchmarks of design, engineering and manufacturing excellence that underpin Mahindra’s Electric Origin vision. More importantly, it reinforces the XEV 9e’s role in truly Unlimiting the electric vehicle adoption in India and by expanding what customers can expect from an EV in everyday life. We are deeply grateful to our customers for their trust and belief; your confidence continues to inspire us to deliver electric mobility that is aspirational, capable and uncompromising.”

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Titan International Inc. is embarking on an official partnership with NASCAR competitor Ross Chastain, who is also an eighth-generation watermelon farmer. This alliance extends far beyond traditional sponsorship, focusing instead on direct agricultural support. Titan is integrating its expertise into the daily operations of the Chastain family farm, where company specialists are collaborating alongside Melon 1 to address the distinct challenges of watermelon cultivation.

The farm’s diverse fleet, which includes everything from primary tractors to specialised sprayers and utility vehicles, requires a wide array of tyre specifications. Titan is supplying a comprehensive portfolio of products and tailored support for this entire equipment lineup, aiming to enhance operational efficiency and minimise potential downtime.

Chastain’s national profile uniquely bridges the worlds of high-speed racing and foundational farming. Leveraging his platform as NASCAR’s prominent ‘agriculture guy’, this partnership is designed to generate meaningful awareness for the broader farming community. The initiative underscores a shared mission to recognise the critical innovations and relentless effort of agricultural professionals who support global supply chains. Ultimately, it represents a functional fusion of motorsport visibility and tangible, on-farm problem-solving.

Chastain said, “I grew up farming watermelons with my family, and that will always be a part of who I am. What excites me about working with Titan is that they’re actually on the farm, looking at our equipment and helping us find real solutions. I trust Goodyear tyres on the track, and now I trust Titan and Goodyear Farm Tires on our farm. That’s what 'Ag to Asphalt' means to me.”

Scott Sloan, Global Ag/LSW Product Manager, Titan, said, “Watermelon farming has unique demands across a wide range of equipment. Our goal is to make each machine perform at its best. If Ross trusts Titan on his farm, that tells other farmers they can trust us too.”

Kim Boccardi, VP – Marketing, Titan, said, “For Titan, this partnership represents exactly what we stand for. We’re here to listen, to learn and to provide the service, support and expertise farmers want and need. Ross and his family welcomed us onto their farm, and together we’re showing the industry that if a machine needs tyres, whether it's tractors, trailers, ATVs or UTVs, we’ve got it handled.”

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