THE TIRE COLOGNE (TTC) 2026 is adopting a new WALK OF SERVICES format that will focus not just on products but on solutions for the economic and organisational sustainability of the tyre industry. The event is scheduled to be held from 9 to 11 June 2026.

The WALK OF SERVICES addresses the dynamic change currently experienced by the tyre industry. Today, having the proper workshop equipment, specialised software architecture, good technical experience and long-term staff engagement and retention tactics are essential for surviving in a market that is becoming more and more complicated. By strategically connecting the pertinent partners, information and solutions in branded areas across the trade show, THE TIRE COLOGNE will provide visitors additional value through the WALK OF SERVICES.

Clear visitor instructions, exhibitor booths with a theme, live demonstrations and a diverse programme on the Service Stage all contribute to the WALK OF SERVICES' content-driven narrative. Employees, system and process solutions, workshop technology and tyre service, vehicle services and disposal and sustainability are the five topics covered by the WALK OF SERVICES. Additionally, the model gives exhibitors access to new prospects. They gain from more visibility, a tailored strategy for their target audiences and a pertinent content foundation for excellent conversations. This new format's emphasis on services shows a strong commitment to the trade show's continued growth.

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Hankook Tire, the global tyre leader and exclusive tyre supplier for the ABB FIA Formula E World Championship, has won the ‘Best Fan Experience of the Year’ award for Season 11. This marks the company’s second victory since Season 9, recognising its innovative marketing efforts and immersive fan engagement initiatives.

Throughout the season, Hankook Tire showcased its cutting-edge EV racing tyre technology as part of Formula E’s Allianz Fan Village, attracting approximately 50,000 visitors across events in the US, Germany and London. The company strengthened its connection with motorsport enthusiasts through interactive experiences, including digital racing games, creative workshops and themed photo zones. Online campaigns further amplified engagement, offering fans exclusive race-day tickets and digital interactions.

A standout activation was the ‘Hankook X FE Tube Shop’, a beachside pop-up during the Miami E-Prix, where fans enjoyed unique recreational activities near the race venue. The initiative generated around 120,000 online interactions, significantly enhancing brand visibility. Hankook also reinforced its EV leadership through high-impact content, such as the film Electrified: Hankook iON X Formula E Technology, featuring its GEN3 Evo iON Race tyre reaching speeds of 322 kmph. Additional collaborations, including a generative AI-powered London E-Prix feature and a teaser linking Formula E with the World Rally Championship, expanded global fan engagement.

Behind the scenes, Hankook provided 11 celebrities with an exclusive experience during Miami’s Evo Session, letting them test Formula E race cars equipped with iON tyres under extreme conditions. The company also advanced sustainability in motorsports by integrating eco-friendly materials and energy-efficient technologies into its tyre compounds.

Supporting diversity in racing, Hankook partnered with the FIA’s ‘Girls on Track’ programme, offering over 1,000 aspiring female drivers hands-on racing experiences at the 2025 Jakarta E-Prix – the initiative’s largest participation to date.

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Yokohama Rubber will equip more than 20 teams competing in this year’s Asia Cross Country Rally (AXCR) with its GEOLANDAR M/T G003 mud-terrain tyres, reinforcing its support for Asia’s premier off-road racing event. The rally, scheduled for 8–16 August, will feature prominent teams such as Team Mitsubishi Ralliart and TOYOTA GAZOO Racing Indonesia, both of which Yokohama aims to help secure championship victories.

Team Mitsubishi Ralliart, backed by Mitsubishi Motors’ technical expertise, has consistently demonstrated strong performance in past AXCR events. After winning in 2022 with its Triton pickup, the team secured third place in 2023 with an updated model. This year, it will field three Triton vehicles, including entries from 2022 champion Chayapon Yotha and 2024 fifth-place finisher Katsuhiko Taguchi, alongside Kazuto Koide, who will debut an automatic transmission variant optimized for competition.

TOYOTA GAZOO Racing Indonesia, the 2023 AXCR champion, returns with two Toyota Fortuner SUVs, driven by Japan’s top off-road racer Ikuo Hanawa and 2023 runner-up Tubagus Adhi Moerinsyahdi. Other notable teams relying on Yokohama tyres include ISUZU SUPHAN YOKOHAMA LIQUI MOLY RACING TEAM, last year’s second- and third-place finishers and the GEOLANDAR takuma-gp FORTUNER team led by 2023 champion Takuma Aoki.

The GEOLANDAR M/T G003 tyres are designed for extreme off-road durability and traction across diverse terrains, combining rugged construction with an aggressive tread pattern. Yokohama’s GEOLANDAR series has a proven track record in global off-road competitions, including back-to-back AXCR titles in 2022 and 2023.

Established in 1996, the FIA-certified AXCR traditionally traverses multiple Southeast Asian countries, but this year’s edition will be held entirely in Thailand. The 3,250-km route, starting and concluding in Pattaya, will challenge competitors with varied landscapes, from jungles to race circuits, nearly doubling last year’s distance. Yokohama’s involvement underscores its commitment to high-performance off-road tyre technology and motorsport excellence.

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Facing rising operational costs and economic uncertainties, transport and logistics operators in Europe and North America are seeking ways to enhance efficiency. Continental supports these businesses through durable commercial vehicle tyres, digital tools and tailored consulting services. Insights from ‘The Future of the Fleets’ study – conducted by Dataforce for Continental – reveal key industry pressures, surveying 850 fleet managers across France, Germany, UK and US.

The findings highlight cost pressures as the dominant challenge, cited by 76 percent of respondents, while 46 percent express concerns over economic instability due to supply chain vulnerabilities and geopolitical factors. Regional differences in digital adoption and transformation readiness further shape fleet priorities.

British fleets demonstrate strong openness to innovation, with 80 percent acknowledging transformation needs and 73 percent focused on competitiveness. Digital solutions like ContiConnect – which monitors tyre health in real time – are gaining traction for their ability to cut costs, improve safety and minimise downtime. Clarisa Doval, Continental’s Head of Digital Solutions, notes the UK market’s preference for fast ROI technologies that streamline operations.

French fleets show proactive climate commitments, with 65 percent investing in electrification and 43 percent prioritising emissions reduction. Franziska Ohliger, Head of Commercial Consumer Business Solutions, highlights Continental’s Conti Eco tyre for electric trucks and the Conti Urban NXT bus tyre – made with 59 percent sustainable materials – as key enablers of this shift.

German respondents report the highest cost sensitivity but lag in transformation urgency – only 51 percent see it as critical. Just six percent identify as tech pioneers, contrasting sharply with UK (32 percent) and France (21 percent). Driver shortages and fleet electrification also rank as top concerns. Continental aims to bridge this gap through proven digital tools like ContiConnect and strategic consulting.

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NEXEN TIRE has unveiled its latest innovation, the N'FERA Supreme EV ROOT, a high-performance tyre designed to meet the requirements of both electric and conventional vehicles. This new offering enhances the company's existing premium comfort model with specialised features for modern automotive needs.

Engineered to accommodate the increased weight of electric SUVs, the tyre incorporates a High Load (HL) rating and advanced sound-absorbing materials to reduce road noise. Its square-shaped contact patch and proprietary 3D kerf technology enhance traction and stability across diverse driving conditions. Performance tests conducted with the KIA EV6 showed notable improvements, including a 13 percent increase in wet and dry handling and comfort, along with a 20 percent reduction in rolling resistance for greater efficiency.

The EV ROOT designation, introduced in late 2025, represents NEXEN TIRE's commitment to delivering tyres that excel for both EV and ICE applications. Initially available in South Korea, the N'FERA Supreme EV ROOT will gradually expand to global markets as part of the company's strategy to standardise high-performance solutions across its product range.

To support its innovation efforts, NEXEN TIRE has implemented advanced technologies, including an AI-driven performance prediction system that analyses key tyre attributes such as noise, grip and fuel efficiency. Additionally, the company has pioneered a VR-based High Dynamic Driving Simulator, the first of its kind in South Korea, enabling real-time virtual testing to refine tyre performance during development. This initiative underscores NEXEN TIRE's focus on technological leadership in the evolving automotive industry.

John Bosco (Hyeon Suk) Kim, CEO, NEXEN TIRE, said, “EV ROOT is more than just a mark – it represents our vision for the future of mobility, where one tyre can deliver top-tier performance across all vehicle types. We will continue to push boundaries to create innovative products that meet the evolving needs of today’s drivers.”

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