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.

Bridgestone will supply tailored-made tyres for Lamborghini’s Huracán STO, which will be launched in 2021.

Bridgestone ensured the high-performance tyre can maximise the Huracán STO’s traction, handling, control, and extreme overall performance.

Key to the tyre’s success in maximising the super sports car’s performance is the combination of pattern and cavity design. The Potenza tyres apply an asymmetric tread design for enhanced steering response and cornering stability, and an internal crown structure that distributes footprint pressure evenly when cornering.

As well as the road-focused, custom-developed Potenza fitment, Bridgestone will also be providing a track-oriented, road-homologated version of the tyre that applies “race” technologies to maximise the vehicle’s track performance, especially in dry conditions.

Steven De Bock, VP Consumer Replacement and OE at Bridgestone EMIA, said, “It’s been a pleasure for our team to work so closely with Lamborghini for the first time, and on such an exciting project. The Huracán STO is an incredible piece of engineering that deserves a custom tyre that can fulfill its full potential. I can proudly say that Bridgestone has delivered such a high-performance tyre. It has been fantastic for the team to have worked on a project that is at the forefront of technology in so many ways.”

Hankook, one of the major global tyre brands, has started testing and development operations at its new ultra modern facility in Spain.

The testing facility has been set up on the premises of the Applus+ IDIADA Group and can also cater to European premium car manufacturers that have their own demanding tyre tests. The facility is completely automated and will host a 20-member team from the Spanish testing centre, which is affiliated to the Hankook Europe Technical Centre.

Klaus Krause, Head of European Research and Development Centre, said, "With the further expansion of our testing capacities in Spain, we are reaching the next level together with our local partner Applus+ IDIADA."

He also added, "We are confident that the newly installed testing facilities in particular will significantly improve our efforts to provide the best tyre testing conditions and services to our employees and customers. In addition, we will also be able to conduct significantly more tests on site." (TT)

ASCENSO introduced a construction tyre - BLB 730- which is used for boom lift vehicles used in construction and other industries. It comes with several features that cater to the unique needs of aerial lifting equipment.

The BLB 730 tyre is available in different sizes to fit various boom lift vehicles. This range of sizes provides versatility and compatibility with different types of aerial lift work platforms.

“ASCENSO's BLB 730 tyre is a significant advancement in specialised equipment for the construction industry. It focuses on load capacity, stability, traction, and durability to improve the performance and safety of boom lift vehicles. Whether working at heights or manoeuvring on tough terrains, this tyre offers reliability and durability for efficient operations,” said the company in a statement.

The BLB 730 tyre is built to handle heavy loads and stabilise boom lift vehicles. It has solid lugs and a more extended shoulder design, which ensures good traction and prevents slipping during operation. This is important for safely carrying heavy weights at high elevations. ASCENSO has used a special rubber compound in making the BLB 730 tyre, making it durable and long-lasting, resulting in less downtime and more productivity on construction sites.

To make the tyre even better, the company has optimised its inner volume to reduce tyre fill consumption, reducing the risk of tyre punctures, minimising the need for maintenance, and keep the vehicles running smoothly.

Falken Tyre Europe is an official IHF Men's World Championship 2023 partner for the upcoming tournament, the company has announced. The tournament is taking place at nine venues in Sweden and Poland from 11-29 January, 2023. Falken Tyre claims that the partnership was organised by the sports marketing agency SPORTFIVE. SPORTFIVE is responsible for exclusive marketing and media rights for all IHF World Championships until 2031.

Falken Tyre claims that this is its second agreement with the International Handball Federation. In addition to title and logo rights (Official IHF Men's World Championship 2023 Partner), the company has also secured advertising rights, including the Falken logo in each goal and centre circle of the courts, as well as the presence of Falken branding in the official tournament social media communications and print materials. According to Falken Tyre, this is complemented by 30-second video ads that will be shown on the big screens in the nine sports halls before the start of each match and at half-time.

Sharing his views, Robert Müller von Vultejus, Chief Growth Officer at SPORTFIVE, said, “With Falken, the IHF World Handball Championships have secured a great partner who is positioned with far-reaching influence in the relevant core markets. We are delighted to have been able to bring two global partners together for one of the most exciting sporting events of next year.”

Markus Bögner, COO and President of Falken Tyre Europe GmbH, explained, “Handball isn’t just of great importance in Europe, but all over the world, which has led us to partake in this top-level tournament once again. The fact that the international tournament is taking place in countries that are among our core markets is another great reason for our involvement. We can also look back on a long partnership with our colleagues at SPORTFIVE, who always offers us excellent opportunities that are an excellent fit for the Falken brand, which stands for enthusiasm, performance and achievement.”