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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Bridgestone Retail Operations (BSRO), a subsidiary of Bridgestone Americas, has concluded its fourth annual ‘Download the App, Plant a Tree’ campaign, resulting in nearly 59,000 new trees being planted across United States. The initiative, which ran from Earth Day on 22 April through the end of Bridgestone’s Sustainable Business Week on 12 May, encouraged customers of Firestone Complete Auto Care and Tires Plus to transition away from paper-based processes. In partnership with The Nature Conservancy, the company committed to planting one tree seedling for every new download of its mobile applications.

Since the programme’s inception in 2023, the cumulative effort has contributed over 244,000 tree seedlings to a conservation project spanning 3,600 acres. For the second consecutive year, Bridgestone has collaborated with The Nature Conservancy to focus reforestation on flood-prone areas within the Mississippi Delta region, protecting vulnerable farmland. This work builds upon a significant prior contribution, as the company donated over 5,700 acres of Tennessee land to the organisation in 2018, the largest land donation in that chapter’s history.

The mobile applications function as digital glove boxes, enabling customers to schedule appointments, access vehicle histories and review promotional offers. By incentivising digital adoption, BSRO seeks to curtail paper waste across its 2,200 retail locations. Beyond reducing paper consumption, the company’s sustainability strategy incorporates electric vehicle maintenance and charging services, alongside recycling nearly all products and byproducts used in stores.

This reforestation effort supports the Bridgestone E8 Commitment, a framework of eight corporate values guiding sustainability objectives. The campaign exemplifies the company’s dedication to Energy, Ecology and Efficiency, demonstrating how customer engagement drives environmental outcomes. Through these actions, BSRO integrates ecological responsibility into its retail operations and long-term business model.

Marko Ibrahim, President, BSRO, said, “We are proud to see this campaign continue to grow and support Bridgestone’s long-term sustainability goals. By helping expand green space in communities across the country, our stores are demonstrating what it means to live out our Promise to Care.”

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NEXEN TIRE has inaugurated a fully automated logistics centre at its European manufacturing facility in Žatec, Czech Republic. The strategic project significantly boosts the plant’s storage capacity by roughly 57 percent, elevating it from 530,000 to 830,000 tyres.

Spanning 7,104 square metres and rising 51 metres high, the new warehouse employs cutting-edge automation, including RFID-based product tracking and fully automated inbound and outbound systems. These technologies streamline the entire production-to-shipment process, enhancing both operational efficiency and inventory accuracy. Consequently, the European subsidiary gains greater agility to address seasonal demand shifts, ensuring faster and more reliable deliveries that bolster regional customer satisfaction.

Since commencing European production in 2019, NEXEN TIRE has persistently expanded its local presence. The warehouse project, launched in October 2024 following the plant’s second-phase completion, directly supports rising output and underscores the company’s commitment to strengthening supply chain resilience and manufacturing capabilities across Europe.

John Bosco (Hyeon Suk) Kim, CEO, NEXEN TIRE, said, “This warehouse expansion does more than just increase storage capacity. It is a strategic investment that will strengthen our integrated production and logistics capabilities. By continuously enhancing the operational capabilities of our European plant, we will improve the trust of customers and further accelerate our growth in the European market.”

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Tegeta Green Planet, a pioneering Georgian organisation authorised by the Ministry of Environmental Protection and Agriculture under the Extended Producer Responsibility (EPR) system, partnered with Shine Energy for an educational visit to GLC School (Georgian Learning Center School). The organisation specialises in the circular economy collection, transportation and recycling of used tyres, waste oils and batteries.

Students from grades VI to IX engaged in dynamic discussions, practical exercises and interactive tasks designed to impart crucial knowledge on waste management and resource conservation. The session illuminated the mechanics of the EPR system and underscored the vital role of individual citizens in environmental stewardship. To commemorate their enthusiastic participation, the students received certificates and symbolic gifts.

This initiative is part of a broader strategy by both companies to cultivate environmental consciousness among youth. By utilising practical examples and interactive learning methods, including presentations and games, the project aims to instil sustainable behaviours and a deep understanding of circular economy principles in the next generation.

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The Alliance for the Future of Tires (AZuR) has expanded its European network by integrating REGOM, a French innovator specialising in automated sorting and identification systems for end-of-life tyres. This partnership strengthens the collaborative push towards a sustainable tyre circular economy, leveraging REGOM’s technological expertise to enhance digitalisation and transparency across the industry.

Proper assessment and classification of used tyres is the foundational step in establishing a functional circular system. Determining whether a tyre is fit for reuse, retreading, recycling or alternative recovery processes is essential to maximising the lifespan of valuable materials. REGOM’s solutions directly address this critical juncture by providing precise, data-driven evaluations.

The company employs advanced artificial intelligence, image processing and real-time data analysis to capture key attributes like tyre dimensions, manufacturer details and tread depth. This technology enables accurate sorting, directing each tyre towards its most suitable end-of-life pathway, thereby improving the efficiency of material flows and boosting recycling rates. Such automated objectivity is a significant asset for waste managers, recyclers and retreaders.

Looking forward, REGOM is actively engaged in pioneering initiatives like the Digital Product Passport and RFID-based identification. These tools are vital for ensuring full lifecycle traceability, from production through multiple use cycles. By enabling comprehensive data collection and process optimization, these technologies promise to drive greater resource efficiency and solidify the digital backbone of the future circular economy.

Christina Guth, AZuR network coordinator, said, “Digital technologies will play a key role in the tyre circular economy in the future. They help to keep tyres in circulation longer, strengthen high-quality recycling pathways and use valuable raw materials more efficiently.”

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