Banner image caption: Europäische Fachpressekonferenz, v.l.n.r.: Dr. Ralf Deckers (Bereichsleiter Research Experts, IFH Köln GmbH), Ingo Riedeberger (Director THE TIRE COLOGNE), Maximiliane Sarwas (Moderatorin), Gerald Böse (Vorsitzender der Geschäftsführung Koelnmesse GmbH), Stephan Helm (Vorsitzender BRV), Motorworld Köln

The German Tyre Retail and Vulcanisation Trade Association (BRV) and Koelnmesse has announced that the Tire Cologne 2021 will be a hybrid trade fair. It will be held in the classic trade format as well as in the digital format called the ‘TTC@home’. According to Koelnmesse, a global leader for Digital Media, Entertainment and Mobility segments, the two parallel formats would ensure that the industry participants from around the world, whether exhibitors or trade visitors, can exchange ideas live in Cologne or digitally via a platform developed specifically for this purpose.

Desperate conditions demand discerning measures
The event organisers have revealed that the trade fairs will be carried out safely and successfully while keeping all the safety measures in place. The stand
areas are limited to a maximum of 150 sq.m. Additional capacities are offered by the ‘Lead Café’ – consultation rooms that can be used flexibly. Koelnmesse has developed a host of measures under the ‘#BSAFE4BUSINESS’ in accordance with the provisions of the corona protection ordinance of the state of North Rhine-Westphalia and in close coordination with the authorities in Cologne. These measures work together seamlessly and regulate interaction at the trade fair.

The digital platform developed by Koelnmesse, on which the TTC@home digital trade fair components are realised, is already currently being used successfully at DMEXCO, the largest trade fair for digital marketing & advertising in Europe that concluded today. ‘Digital’ exhibitors can present their products as photo and text information within the exhibitor showrooms and increase the attention their company attracts by embedding video content. Content on products and companies can be presented in digital panels or conferences to a circle of interested parties and in greater depth via special networking functions in chats or digital meetings. In addition to a large number of additional tools, TTC@home also supports new visitor target groups and is at the same time the basis for a sustainable community platform that will continue to exist beyond The Tire Cologne 2021. All the exhibitors will receive a digital basic package at no charge. TTC@home thus also makes an important contribution to the digitalisation of the tyre industry.

Oliver Frese, Chief Operating Officer of Koelnmesse, (pictured above) said, "One thing is certain; trade fairs will remain indispensable. Only here can direct personal encounters for the maintenance of existing contacts and the initiation of new business opportunities be assured with precision and certainty. We are more than prepared to carry out trade fairs safely and successfully for all participants, and to thus provide the so urgently needed impulses for the further development of the industries.”

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The Goodyear Blimp has redefined its century-long legacy of hovering over major pop culture moments by hosting a first-of-its-kind music festival inside an airship hangar. Dubbed BANGR at the HANGR, the event marked the brand’s second annual birthday celebration, transforming the massive space into a high-energy bash.

Festivalgoers experienced a series of exclusive attractions, including a ride aboard the Wingfoot One blimp itself. A headlining DJ set from Noizu was delivered from a stage built with Goodyear tyres, while guests also browsed signature merchandise and attended an after-party in a uniquely blimp-worthy atmosphere.

The event featured an eclectic roster of attendees, from nostalgic mascots to local sports icons. Participants included the Care Bears, puppies from Kind Paw Rescue wearing Fi GPS wearables, the Oscar Mayer Wienermobile, an inflatable Flo from Progressive, Rainforest Cafe’s Cha! Cha! The Tree Frog, Geoffrey from Toys“R”Us and Vita Coco’s Coco Man.

Swensons Drive-In also made an appearance, alongside Ohio-based sports mascots such as Chomps from the Cleveland Browns, Flash from Kent State University and Zippy from the University of Akron. From chaotic dance floor moments to oversized photo opportunities, the birthday celebration was a blend of fun and charm as intended by the high-flying guest of honour.

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Hankook Tire moved to accelerate its market expansion in the United Arab Emirates by hosting the ‘Laufenn Partner Event’ on 21 May. The company collaborated with its official UAE distributor, Gulf Coasts Co L.L.C., a well-established player in the Middle Eastern automotive sector.

Over 150 regional wholesalers, retailers, dealers, fleet customers and executives from Hankook Tire’s Middle East and Africa Division attended the gathering. The event served to share strategic plans for growing Laufenn’s presence in the UAE, leveraging Gulf Coasts’ advanced logistics and technical workforce to solidify Hankook’s business influence.

The programme highlighted Laufenn’s high-performance passenger car and SUV tyre lineups, including the new EV-compatible LK12 model, which promises improved performance, handling, stability and longer mileage. A brand session unveiled the strategic roadmap for the UAE, followed by a business conference aimed at maximising partner collaboration.

Jong Woo Kim, Vice President and Head of the MEA Division at Hankook Tire & Technology, said, "Based on the strong distribution synergy with Gulf Coasts, we will rapidly expand Laufenn's footprint in the UAE market. By delivering Laufenn's value-conscious strategy, which is anchored in Hankook Tire's global top-tier technology and strict quality standards, we are committed to driving sustainable, mutual growth alongside our local partners."

Hamed Ghaedi, Managing Director, Gulf Coasts Co L.L.C, said, "We are tremendously excited to lead the official distribution of Laufenn, a global brand engineered by Hankook Tire. Moving forward, we will fully activate our channels, combined with our robust sales force, to maximise Laufenn's market visibility and deliver meaningful commercial outcomes across the UAE."

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Sun Auto Tire & Service has advanced its strategic expansion in the Midwest by opening a new Plaza Tire Service location in Collinsville, Illinois. This addition strengthens the company’s footprint on the east side of the greater St. Louis area and represents Sun Auto’s 17th store in the state.

With more than six decades of service in the Midwest and a reputation as the Quick Change Artist, Plaza Tire Service continues to emphasise trust and dependable service. Situated at 1501 Golfview Drive near the Orchards Shopping Center and just off Belt Line Road, the new Collinsville store reinforces Plaza Tire Service's commitment to delivering best‑in‑class automotive service and top tyre brands backed by Sun Auto’s price match guarantee.

Sun Auto Network continues to grow nationwide through both strategic acquisitions and new‑build locations, now operating over 575 stores across the country.

Rob Kingery, Regional Vice President, Operations, said, "The greater St. Louis market remains a priority in our growth strategy. This location enhances Plaza Tire Service regional coverage and reinforces our commitment to covering customers in the Midwest."

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Continental has officially transferred ownership of its French service and distribution arm, ContiTrade France, to the investment firm ASC Investment. The planned sale, first revealed by the company in December 2025, has now been completed. Under ASC’s management, the business is expected to gain flexibility and operate more nimbly, helping it retain existing clientele while attracting new customers with a specialised tyre and service lineup.

The deal encompasses over 130 corporate BestDrive outlets, two retreading centres and all associated administrative support for the tyre and repair business, employing approximately 1,200 people. Although sold, all service points will stay within Continental’s BestDrive France network through franchise arrangements. Both sides have chosen to keep the purchase price and other financial specifics confidential.

ASC Investment, with offices in Luxembourg and Munich, focuses on European corporate carve-outs and succession opportunities. Its leadership team brings decades of industry experience, aiming to boost performance in acquired companies through operational refinements rather than structural overhauls.

Véronique Giraud, head of Continental’s tyre business in France, said, “We are proud to support a franchise network of more than 200 BestDrive outlets throughout France. With our strong brand and longstanding expertise in the tyre and vehicle services business, we remain fully committed to supporting all our franchisees, helping them grow their businesses and realise their full market potential.”

Frederic Hierl, Managing Director, ASC, said, “We would like to thank Continental for its trust and excellent collaboration over the past few months, as well as for its confidence that we are the right partner for the long-term development of 130 BestDrive branches in France. Having signed a long-term franchise agreement, we look forward to being a reliable, agile partner for our customers and suppliers while continuing to be an important partner for Continental France in the years ahead.”

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