Stumbling under the impact of pandemic lockdown, OEM sector is expected to perform under pressure on account of supply and demand disruptions. However, there are positives vibes from the tyre industry, foreseeing steady and stable future. Bing-Lin Wu, Marketing Head, Maxxis Tyres India, globally leading 2-wheeler tyre makers, talked to Tyre Trends on sustainability, future plans, and strong ethos on which the brand stands

The pandemic has created a challenging situation for the OEM’s and the ancillary industries. However, we are hopeful that as the situation gets better, things will move at a steady pace and will open new avenues for the industry. Once out of this uncertainty, our key focus will be to re-energise the production and marketing department, Bing-Lin Wu, Marketing Head, Maxxis Tyres India, told Tyre Trends in a recent interview   

How does pandemic affect production and market strategies?

Maxxis India plant has started operations in a graded manner following all government protocols of social distancing, limited workforce and other safety measures for the employees. The development came after a recent announcement from the state government, which has permitted companies to resume manufacturing operations. During this time of COVID-19, all our marketing activities have been shifted towards internal/stakeholder communication to apprise them effectively about respecting the lockdown.

What is the role of automation in the Maxxis' plants in India?

Maxxis Rubber India is the latest tyre manufacturing plant in the entire global Cheng Shin group. All the processes like Rubber Mixing, Semi Products manufacturing, tyre building and Curing, Material handling, Inspection and Testing are being done by Automatic or Semi-Automatic machines. These machines are equipped with devices like actuators, sensors, PLCs and HMI (Human Machine Interface) systems to reduce human intervention and automate the process. Quality parameters like the circumference of bead wire, green tyre weight, dynamic balancing of tyre and also many other parameters, which are very crucial in tyre making are controlled and monitored by automated sensors. This automated sensor system is not just monitoring the parameters, but they also stop the defective product from going into the next process. As the quality control parameters are controlled at each step of the manufacturing process, it minimises the defect rates in the final product.

How do you evaluate the developed and developing market when it comes to technology, product offerings, and marketing strategies?

Over the years, developing countries have evolved in a big way, paving the way for global manufacturers to explore opportunities that exist in developing markets today. I think India is a glaring example of how the gap between developed and developing countries is shrinking rapidly. Today’s customers are exposed to new technologies, the latest products, and features that have made them aspirations and created disruption in the market for consumer’s good.

Recently you got the mandate from Yamaha for selected models like Ray, Fascino, etc. How is this changing metrics to Maxxis tyres?

Maxxis had a great start this year as we entered into a partnership with YAMAHA. As per the agreement, Maxxis will be supplying BSVI compliant scooter range of Yamaha Ray ZR, Fascino and Ray ZR Street Rally 125 FI. Additionally, we announced another significant association with Yamaha by collaborating with YAMAHA for a one-of-its-kind retail partnership. As per the association, co-branded Maxxis Tyres will be made available for sale at YAMAHA dealerships. Both these partnerships along with another recent partnership with SUZUKI Motorcycle for Access 125 will help elevate Maxxis' presence across key markets in India and scale up the growth of our replacement market portfolio.

Which are the OEMs you are working with and how do you see the business growing in the near future?

Globally we are in the top 10 ten tyre manufacturing company, in the Indian market we have partnerships with top 2-wheeler manufacturers like Honda 2-wheelers, Yamaha Motor India, Hero MotoCorp and Suzuki Motorcycle India. In addition to this, we do supply four-wheeler tyres to Mahindra & Mahindra, Tata Motors, Maruti Suzuki and Jeep in India. Our goal in India is to gain up to 15% market share in the two-wheeler market including OE projects. Our long-term plan for operations includes setting up of five manufacturing plants in different parts of the country to be able to cater to all requirements in the region.

Even though the circumstances are not very favourable at the moment for the automotive sector, but the OEM sector is optimistic as India is fourth-largest automobile market in the world and the Indian tyre industry expects a 7-9 percent growth over FY19-23.

What are your activities to enhance the brand image?

Maxxis Tyres represent strong ethos on which the brand stands for such as Safety, Reliability and Complete Peace of Mind. In 2018, we started a very unique initiative ‘Women in Front’, the program aims to empower and encourage Indian women to experience the freedom of riding and challenge gender stereotypes. As a company with strong biking DNA, we believe that superior performance and safety go hand-in-hand. Through this initiative, we want to equip the women with relevant training and safety practices that will help them take the front seat and pave their own journey without any fear or hesitation. Additionally, we leverage the dealer to meet platforms and industry events to enhance visibility for the brand. For instance, last year we participated in Gujarat Mechanic Auto Expo and Surat International Auto Expo in which we received over 2,500 and 1,500 inquiries, respectively. We also launched social media campaign #PaanchSaalBemisaal, during Lok Sabha elections around the idea, ‘Waade Pe Gaadi Nahi Chalti, Warranty Pe Chalti Hai’. The campaign used humor through a crisp story to establish the brand property connect with the election theme at the forefront and Maxxis 5-year No Questions Asked Replacement Warranty.

What are the benefits of becoming a dealer and engaging in Maxxis dealer program, currently how big is the dealer network and how does it help customers?

We are one of the biggest tyre manufacturing brands worldwide and we are fast expanding in India. We are exploring new tie-ups and synergies, launching new tyre models with plans of setting up new plants. A Maxxis dealer enjoys several benefits- Training Benefits –Shop Boy Training, Canopy Campaign, Fitters’ Meet and Other Benefits –Branding Support, Feature for customers to locate our Dealer online through our site with directions, Sale & Service Support etc. We conduct dealer meets on a regular basis pan India to ensure seamless communication with the dealers. Currently, we have around 2,000 dealers onboard from all over the country. Last year we opened an exclusive retail store in Goa. This is Maxxis Tyres First flagship store in India and will provide the highest quality tyres in India with a strong customer-first approach.

What is your take on tyre retreading?

Understanding the anatomy of genuine retreading is crucial. Having a cost-effective tyre programme in place, including retreading casings wherever possible, is important. Globally, some tyre manufacturers cite that by adopting a high-quality retreading process, excellent performance levels that are equivalent to those of new tyres are assured, along with efficiency and cost savings. Like Tyre making, retreading also involves certain steps to ensure quality, However, in India, many manufactures in the unorganized sector are not following proper steps which have a bad influence on the overall retreading industry affecting the genuine ones. In the case of two-wheelers, retreading is not commercially viable at all, so the rates at which the illegal retreaded tyres are available, provides no doubt that the quality is compromised and is not properly retreaded.

Apollo Tyres Ltd has secured a one-season shirt-sleeve sponsorship agreement with AS Monaco, one of French football's most successful clubs, to increase awareness for its premium Vredestein brand.

This partnership will leverage Ligue 1's ranking as the fifth most watched football league in the world to raise awareness of Vredestein's award-winning products among a large audience in France and abroad. On November 22, AS Monaco's home league game against Brest will have the new sleeve branding for the first time. The Vredestein brand will be heavily promoted at Stade Louis-II for the 2024–2025 season, including on player sleeves and LED screens around the field. Exclusive social media initiatives will further help make the brand prominent, reaching a large and interested audience.

Yves Pouliquen, Vice President – Commercial, Europe, Apollo Tyres, said, “This partnership is an exciting opportunity to strengthen Vredestein’s presence in one of our key markets. AS Monaco’s rich history and commitment to excellence mirror our focus on performance and innovation. We look forward to building a successful relationship with the club and celebrating its achievements this season.”

Thibaut Chatelard, Marketing and Revenue Director, AS Monaco, said: “We are delighted to welcome Apollo Tyres and its Vredestein brand to the family of AS Monaco partners. This collaboration makes sense in view of the values we share, such as the constant pursuit of performance and excellence. There’s no doubt that this new support will be precious for the rest of our season, which promises to be thrilling.”

Nexen Tire, a leading global tyre manufacturer, has launched the Nexen N´Blue S tyre, adding to its range of summer tyres and providing drivers with advanced safety, energy efficiency and superior driving stability in wet and dry conditions.

Developed using highly dispersed silica and equipped with an optimised structural design, the Nexen N´Blue S tyre provides reduced road noise and improved driving stability. The tyre features an innovative tread compound, formulated with hydrophilic fillers and microstructure-controlled polymers, and provides lower rolling resistance and exceptional dry and wet grip. The tyre also excelled in test results by demonstrating an 11 percent improvement in wet braking distance compared to its predecessor.

Apart from providing excellent performance, the Nexen  N´Blue S also scores high on the sustainability index. The tyre provides an eco-friendly solution for environmentally conscious drivers by minimising fuel consumption and CO2 emissions. The Nexen N´Blue S summer tyre is available in 58 sizes, which makes it compatible with different types of vehicles.

Kumho Tire Vietnam Co., Ltd. is all set to expand its investment project in Binh Duong province of Vietnam, with the phase 3 of expansion commencing in early 2025. This was discussed at a recent meeting between Vo Van Minh, Deputy Secretary of the Provincial Party Committee and Chairman of the Provincial People's Committee (PPC), and Kim Hyun Ho, General Director of Kumho Tire Vietnam Co., Ltd.

The meeting was held on 13 November at the Administrative Centre of Binh Duong province, as per an official statement. Apart from the company’s investment till date and the planned investment for phase 3, the two also discussed about the challenges and obstacles regarding procedures and processes to have more land funds to expand the manufacturing plant, along with taking measures to tackle the obstacles. Kim Hyun Ho also conveyed to the PPC Chairman that Kumho Tire Vietnam Co., Ltd. belongs to South Korea's Kumho Tire Group and is currently ranked 10th in the car tyre manufacturing industry.

The company had invested in a tyre manufacturing plant in My Phuoc 3 Industrial Park in 2007 with a total initial investment of USD 308 million, which was supplemented by another USD 300 million in 2021. This extended the factory scale to six hectares and increased the production capacity to 12.5 million tyres annually. With the expansion in early 2025, the company will raise its total investment to USD 908 million and increase the factory's production capacity to 17 million tyres annually. The expanded capacity is expected to be operational by early 2026.

Yokohama-ATG, a leading manufacturer of all-terrain and off-the-road tyres, has expanded its Galaxy MFS 101 SDS range of forklift tyres with the launch of white, non-marking tyres.

The Galaxy MFS 101 SDS range consists of puncture-proof SDS tyres with extended wear limits designed for high-intensity working shifts and long durability. These are premium, solid rubber tyres developed for tough demands, a long service life and high driving comfort. The addition of white, non-marking tyres is specifically aimed at clean working environments.

Marked by a 3-stage construction process, the forklift tyres feature reduced heat build-up, effective shock absorption and minimised vibrations. The pattern design guarantees a smooth ride and good steerability thanks to its continuous centre lug and circumferential grooves. Furthermore, the flat walls and wide flat profile offer excellent stability when using a forklift for vertical stacking. The tyres are also equipped with anti-slip steel beads for improved rim fitment

In a case study on a CAT 2.5-tonne forklift that was used for handling heavy pallets on asphalt, the Galaxy MFS 101 SDS outshone the competitors with impressive performance. The tyre delivered an approximate 900 working hours before replacement against competitors’ 500 working hours.