
The year 2021 was special for many industries, and the tyre industry was no exception. Even though the pandemic was raging as the year started and ended, only a few months in the middle gave us all hope of returning to normal soon all over the planet. All sorts of vehicles were still on the road from A to B, and tyres were consumed and spent. For some tyre companies, 2021 was actually a better year than ever before, especially those that had secured good stock levels before the sea freight costs skyrocketed.
I always say that you must never lose focus on improvements and development. In times of crisis, it’s what will secure your growth and sustenance when things improve again, and in times of excess, it’s where you need to invest those extra earnings in getting more robust for when the meagre times come back.
The year has offered many innovations to prove my point, though most of them have been centred around the same segment, namely electric vehicles (EV). As the brand leaders in the tyre industry have discovered that this segment is where the industry is heading in most parts of the world, they have brought one innovation after the other to the table. First of all, EV tyres need more
substantial casings to endure the added stress of the rapid acceleration capabilities most EVs feature and the high vehicle weight caused by the large battery packs. Also, they need to be more durable to reduce additional wear caused not just by the same acceleration but also deceleration, which can be rapid. Naturally, they also need better grip to ensure shorter braking distances and handling when turning at speed, again due to the high weight. Still, they also need to offer lower rolling resistance so that the vehicle can travel as far as possible on a single charge. Lastly, they need silent tyres, as they are the only noise source when driving. Knowing how many of these factors contradict each other, it seems like an impossible mission. A more robust casing usually means increased stiffness and weight, and those factors typically result in increased noise and reduced grip. Softening the tread compound to increase grip could result in rapid wear from accelerating and surely increase noise levels. It’s not just a question of how to decrease rolling resistance while improving wet grip and braking distance, as it was the case to obtain good European tyre label values – it’s much more than that. And yet, basically, all the premium brands have cracked it in 2021.
Continental, for example, has secured OE supply for six of the ten largest volume EV manufacturers since 2020 and onwards.
For its latest product, the EcoContact 6, the German tyre company has developed a compound that reduces rolling
resistance by an impressive 15 percent compared to the previous model. Since tyres account for roughly 20 percent of a vehicle's total resistance, it effectively reduces energy consumption by three percent.
- Kumho Tire
- Kumho Tire European Tyre Plant
- Premium OE Segment
Kumho Tire To Open First European Tyre Plant
- by TT News
- April 19, 2025

As part of a strategic effort to increase its presence in the region's premium original equipment (OE) market, Kumho Tire has confirmed its plans to establish its first tyre production facility in Europe by 2027.
The company has shortlisted Poland, Serbia and Portugal as possible locations for the plant, which is projected to need an investment of more than KRW1 trillion (USD 705 million). The decision is closely linked to Kumho’s ambition to strengthen its partnerships with European automakers and was revealed by Kumho Tire CEO during the South Korean premiere of Kumho's new Ecsta Sport tyre line.
Kumho has recently secured OE supply contracts with major brands such as Mercedes-Benz, BMW and Volkswagen Group. At the moment, Kumho runs eight tyre production plants in China, Vietnam, South Korea and the US. Its capacity to compete in the premium OE market, however, has come to be perceived as being constrained by the absence of a European production base. Through the benefits of local production, the new facility will improve response to European client requests, save freight costs and shorten delivery times, all of which will strengthen the company's partnerships.
- Sentury Tire
- Sentury Tire USA
- Associate Dealer Programmes
- Delinte HYPERDRIVE Associate Dealer Program
- Landsail Elyte Associate Dealer Program
Sentury Opens Pre-Enrolment For Associate Dealer Programmes
- by TT News
- April 18, 2025

Sentury Tire USA has opened pre-enrolment for its two associate dealer programmes (ADPs), the Delinte HYPERDRIVE Associate Dealer Program and the Landsail Elyte Associate Dealer Program, underscoring the company’s commitment to rewarding dedication and partnership to the Landsail and Delinte brands.
The ADPs, which are customised for each brand and intended to encourage dealers, will formally start on 1 June 2025. Both programmes give dealers access to special benefits, incentives and strong tools to help them expand their businesses. This involves dependable customer service, effective marketing and worthwhile financial incentives to promote dealers' success at every stage.
Beginning in Q3, dealers may earn up to USD three per tyre through the Delinte HYPERDRIVE Associate Dealer Program. Dealers can receive retroactive benefits for purchases completed in Q2 if they register before 1 June. The awards are available for all Delinte PTR, LTR and the new DV3 LMD AS last-mile delivery tyres. For all Landsail PTR and LTR tyres, independent dealers that sign up for the Landsail Elyte Associate Dealer Program can also earn up to USD three per tyre. For customers who sign up by June 1, the new LMD 100 AS last-mile delivery is also eligible for the benefits and will get the same early bird incentive for Q2 2025.
No initial order is necessary. Dealers only need to register to begin making money. According to the monthly programme rewards structure, 48 tyre purchases each month are eligible for a reward of USD one per tyre, 120 tyres are eligible for a reward of USD two per tyre and 240 or more tyres are eligible for a reward of USD three per tyre.
- ENSO
- ENSO Premium
- EV-Specific Tyres
- Electric Vehicle Tyres
- UHP Tyres
ENSO Launches EV-Specific UHP Tyre Range For Premium EVs
- by TT News
- April 18, 2025

ENSO, a London-based tyre manufacturer engaged in the production of sustainable tyres specially designed for electric vehicles (EVs), has launched its new ENSO Premium range of EV-specific ultra-high-performance (UHP) tyres aimed at drivers of high-performance EVs such as the Tesla Model 3 and Model Y.
Specifically designed for electric passenger vehicles, the ENSO Premium range comes with A/A EU-label ratings for both energy efficiency and wet grip. The tyres are designed to provide safety, increased range and a reduced total cost of ownership. Conventional tyre designs frequently fall short of the special performance needs of electric vehicles, which include greater vehicle weight, regenerative braking and higher torque loads. By lowering tyre wear and rolling resistance, ENSO Premium takes care of these issues.
The company is an authorised provider of replacement tyres for LEVC's electric taxis and has partnered with Uber to install its tyres in high-mileage metropolitan areas. The company now plans to grow throughout Europe and North America, and with ENSO Premium, it is now offering its services to individual EV owners throughout the United Kingdom. According to ENSO, the range offers advantages including longer tyre life and fewer replacements, lower energy usage, fewer charging stops and lower CO₂ emissions and tyre particle pollution.
Gunnlaugur Erlendsson, CEO and Co-Founder, ENSO, said, “We’re plugging a long-standing gap in the tyre market by offering EV drivers a purpose-built, affordable, premium EV tyre alternative that matches the innovation of their EV.”
- Kraton Corporation
- Price Hike
- Bio-Based Products
Kraton Corporation Announces Price Hike For SBS, SIS And HSBC Products
- by TT News
- April 17, 2025

Kraton Corporation, a leading global sustainable producer of specialty polymers and high-value bio-based products derived from pine wood pulping co-products, has announced a general price hike in North America for its SBS, SIS and HSBC product lines with effect from 1 May 2025.
Following a careful analysis of the effects of recently implemented tariffs, related cost increases and a conclusion that the company cannot independently absorb these repercussions, Kraton is adopting these pricing hikes, according to a company statement. The company further said that it will keep an eye on the scene and reassess these measures promptly in the event that conditions and US import tariffs alter.
Comments (0)
ADD COMMENT