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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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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