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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Sun Auto Tire & Service has expanded its Midwest footprint by acquiring the Main Street Tire & Auto location in Virden, Illinois. The transaction took effect immediately, and the newly acquired store will become part of the Sun Auto Network before rebranding under the Plaza Tire Service name.

Plaza Tire Service, a Midwest institution known as the ‘Quick Change Artist’ for more than six decades, will see its Illinois presence strengthened through this addition. The move broadens regional service coverage by integrating a trusted community shop with the extensive resources of a national network. Customers at the Virden location will continue to benefit from familiar local relationships while gaining access to enhanced operational support, advanced technology and customer-focused tools.

The Virden site offers a full range of automotive care, including major tyre brands backed by Sun Auto’s price match guarantee, alignments, brake service, oil changes, batteries, diagnostics and preventative maintenance. This acquisition marks the 16th Plaza Tire Service location in Illinois and supports Sun Auto’s ongoing expansion across key Midwest markets.

Rob Kingery, Regional Vice President, Operations, said "Virden represents an important opportunity to continue growing the Plaza Tire Service brand in Illinois. This location allows us to expand our reach while reinforcing the operational strength and consistency our network is known for."

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Pirelli Design and cycling apparel leader Santini Cycling have unveiled the Santini x Pirelli Sport Club 2026 collection, an evolution of their partnership launched in 2024. Inspired by the Pirelli Sport Club, founded in Milan in 1922 to encourage employee physical activity, the line celebrates Italian craftsmanship, performance and style.

The 2026 collection expands with fresh garments and graphic updates. Among the technical highlights is the new Fast jersey, engineered for maximum aerodynamics with ultralight fabrics and a second-skin fit. Returning Ruota and Tape models receive refined detailing, while the Pirelli SC jersey now features an all-over logo pattern in black and a new chocolate colourway.

All jerseys have a unisex fit and pair with Pirelli SC bib shorts with a C3 chamois for long-distance comfort. A heritage wool jersey features an embroidered Pirelli logo, mother-of-pearl buttons and a metal zipper. The new road skinsuit maximizes aerodynamic efficiency with breathable upper fabrics, woven striped sleeves and high-density lower section for muscular support.

Technical pieces include baselayers, a packable wind jacket and vest, plus socks, caps and bottles. A lifestyle line offers T-shirts, sweatshirts and casual garments with premium materials and distinctive graphics. The collection unites sporting passion, industrial heritage and design excellence, offering cyclists a cohesive wardrobe for both competition and daily life.

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TyreSafe has formalised a new media partnership with On Air Media Group, marking a strategic push to expand its road safety messaging through high-impact radio broadcasting. The arrangement cements a previously informal working relationship that had already produced several nationwide campaigns, including a 2025 effort conducted alongside the Diabetes Safety Organisation focused on diabetic drivers and the recent ‘Under Pressure’ initiative for Tyre Safety Month.

Under the deal, On Air Media Group’s production strength and wide broadcast reach will amplify TyreSafe’s technical knowledge, ensuring that critical warnings about tyre maintenance reach national and local radio listeners. The collaboration specifically targets private motorists, motorcycle riders and commercial fleets, promoting straightforward preventive measures.

Looking ahead, the partners plan to roll out interviews, live segments and campaign-linked features across UK. Future work will also support fleet operators, address seasonal safety concerns and launch regional projects tied to TyreSafe’s yearly schedule of awareness events.

Stuart Lovatt, TyreSafe Chair, said, “We’re delighted to formalise our partnership with On Air Media Group. Their creativity and professionalism have been instrumental in helping us deliver the tyre safety message to millions of listeners across the UK. Radio remains one of the most powerful ways to reach drivers where it matters most – while they’re on the move – and On Air’s ability to make safety messaging engaging and relatable has been invaluable. Together, we’re ensuring more people hear, understand and act on the importance of tyre safety.”

Will Luscombe, Creative Director, On Air Media Group, said, “We’re proud to partner with TyreSafe and support their vital work in promoting road safety. Our team is passionate about using the power of broadcast storytelling to drive meaningful change, and working with TyreSafe has shown how creative, well-targeted radio campaigns can make a real difference. This partnership is about amplifying awareness, inspiring behaviour change and ultimately helping to save lives on UK roads.”

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The Alliance for the Future of Tires (AZuR) has confirmed its participation as a cooperation partner for the tyre material flow for an interactive event on the Digital Product Passport (DPP), scheduled for 16 June 2026 at the Bottrop campus of Ruhr West University of Applied Sciences. With the European Union planning to introduce DPP from 2028, the initiative aims to establish greater transparency, resource conservation and functional material cycles. The upcoming gathering will focus on practical applications and future prospects for industry, trade, recycling and the circular economy.

The European Union has classified tyres as a priority product group under the new Ecodesign Regulation. The digital passport will provide accessible data on a tyre’s entire lifecycle, including material composition, carbon dioxide emissions, repair history, retreading suitability and recycling methods, potentially via QR codes or radio-frequency identification technology on the tyre itself.

Significant potential exists for the tyre recycling sector. Retreaders will be able to quickly assess casing history, mileage and past repairs to determine suitability for retreading. Recyclers will gain improved material transparency regarding ingredients, additives and recycled content, thereby facilitating both mechanical and chemical recycling. Thus, the passport can support longer tyre use and more efficient recovery of valuable raw materials.

AZuR views DPP as a key step towards advancing the tyre circular economy. Several manufacturers are already working on pilot projects, including Michelin’s coordination of a scalable system through the CIRPASS-2 project, standardisation efforts by Bridgestone and Michelin via the Global Data Service Organisation and AZuR partners’ work on radio-frequency identification and digital traceability. The upcoming university event offers companies, researchers and municipalities an early opportunity to address the passport’s requirements and develop practical solutions.

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