Until the start of vaccination, so many deaths and blockages shut down the industry, as well as businesses and individuals. The lack of labour and consumers only brought uncertainty to people's lives. No one, including governments, was able to overcome all the unknowns.

Later, people began to learn to live with this virus and to learn facilities for practicing social distancing and other preventive measures to reduce the spread of germs. Then the daily life went to normal by half. Consumer markets have started offering services with social distancing.

Then, large companies launched initiatives for the vaccination of employees and some promoted the payment of about USD$ 25 as a bonus for the first volunteers. Employees began to work in stores under pandemic conditions. So, it is the same in tyre shops, for example, to help and maintain the tyres of customers' cars in good condition, which of course ensured mobility in cities so that vehicles let vehicles circulate on the road . People could get the food, medicine, supplies and medical care they need.

Manufacturers should sometimes be able to collaborate with competitors to survive together in tough days.

Sustainability has never been more worth talking about in recent decades to be a legitimate topic on pandemic dates.  One thing is for sure, at the same time, we can never know which companies have really benefited from being willing to invest in the past with a desire to make the business sustainable in the future. We will reach and appreciate these businesses later, as accurate tax and market data as a primary result of a successful business emerges after three consecutive years.

Anyone who has taken seriously the alerts of a post-2015 virus that could one day be a reality and a threat to humanity and go unchecked in nearly three years is supposed to be ready for pandemic dates. Is it really possible to take such a viral effect into account in the risk analysis? But if so, this company is already at least six years ahead of its competition.

We never forget that keeping reliable and loyal consumers is our future.

Today, many industries must survive with material suppliers, customers and its service providers. We can add its competitors as a fourth pole at the corner its competitors,. sSo that companies in the same category should move together and collaborate in difficult days. Suppose Suppose they accept each other's stronger side in a part of the main processes, it might help better in that specific part, s. So that sustainability is ensured for the sake of sociality and economy.

As a sustainable business continuity in raw materials, services, market consistency, health and safety of white and blue colours, loyalty and morals of employees, reliability of energy sources and capacity manufacturing operations. Any production company that never lacks the above can be successful and be considered ‘“sustainable”’ in the medium term. In the long term, the requirements of the environmental authorities must be respected;, social projects must be distributed among the employees.

A real investment in the company's brand must be made. It is sure that the ‘“No Waste’” and ‘“Green Company’” image reinforces the company's brand. May all of these lead the company to establishing production lines that consume less energy and are more efficient. Roof or wall solar collectors, rainwater harvesting pipes, efficient coolers, pumps and electric motors are expected to follow so far to be more durable.

Any tyre manufacturer responding to dealer demand and capable of producing with a minimum number of references will have a head start and make the difference in terms of efficiency.

A cumbersome problem for tyre manufacturers is carrying the heavy size list as production gum . Any tyre manufacturer responding to dealer demand and capable of producing with a minimum number of references will have a head start and make the difference in terms of efficiency.

What about reliable and loyal consumers? We have to bear in mind that consumers are our future. Any excessive savings, if it means reluctance in services or compromises on quality, will result in days of unemployment after a while. Thus, a well-adapted balance between costs and savings is always to be favoured in terms of sustainability.

A cumbersome problem for tyre manufacturers is carrying the heavy size list as production gum  even though they still cannot meet the needs of retailers. Retail stores can only cover 10 percent% to 45 percent% of the demand for walk-in customers. On the other hand, tyre manufacturers can meet dealer needs around 50 percent or 75 percent of orders, while supplying that amount with overproduction and heavy SKUs.

Another headache is the production of winter tyres in the summer, although sales are highly dependent on the severity of winter and upcoming snowfall. Tyre manufacturers often have to overproduce and have a large inventory. In recent years, the climate has changed the practices and the ability to estimate winter tyre sales mainly in Europe.

Therefore, any tyre manufacturer that meets dealer demand and is able to produce a minimum number of SKUs will have a head start and make a difference in terms of efficiency.

Anti-climax after stopping production for some reason of uncertainty is more costly.

After the long days of pandemic, which still affects the daily life of human beings, sustainability has become a matter of vitality for most companies. Lost markets can be won over time, but a climax after production ceases for some reason of uncertainty would be more costly.

The truths of having greener products, grasping the digitiszation movement and mobility trends, efficiency improvements, well-organiszed material sourcing, skills development in manufacturing operations, systematic management of product development and R&D activities, the search for alternatives for automation and artificial intelligence are still vital but not much more valuable than being sufficiently sustainable.

We must keep in mind that we are primarily victims of our own behaviours, decisions and actions. It is important to be progressive in the correct initiatives. So tyre manufacturers who manage a well-developed framework for change and agile strategies will win.

We must keep in mind that we are primarily victims of our own behaviours, decisions and actions.  To be progressive in the correct initiatives is inevitable to support. (TT)

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Mitas has officially entered a three-year agreement with the National Tractor Pullers Association (NTPA), marking a significant commitment to one of North America’s most extreme motorsports. The partnership, set to run from 2026 through 2028, designates Mitas as the Official Agriculture Tire sponsor of the championship and Title Sponsor of the Mitas National Finals Pull-Off.

Tractor pulling represents a severe test of both raw power and engineering precision. Competitors pilot highly modified machines to drag a heavy sled down a dirt track, with resistance increasing incrementally until only the strongest and best-prepared vehicles remain. Success depends entirely on transferring massive horsepower to the ground under extreme conditions, where tire grip and consistency frequently determine the winner. The NTPA season includes over 60 events across United States, running from spring through early fall, with deep roots in the Midwest. As an official partner, Mitas will gain prominent visibility on and off the track while actively supporting the growth of the sport.

Central to this collaboration is the Mitas PowerPull tyre, a product specifically engineered for tractor pulling to convert raw engine output into winning performance. Designed to manage extreme torque and deliver maximum grip, the PowerPull functions as a slick tyre that permits teams to cut custom tread patterns based on track conditions and individual race strategy, providing a measurable competitive advantage.

The season will conclude with the Mitas National Finals Pull-Off, the championship’s premier event where the year’s top competitors vie for national titles. Scheduled for 18 and 19 September 2026, in Urbana, Ohio, the finals serve as the ultimate showcase of performance, innovation and passion. As title sponsor, Mitas deepens its connection to the pulling community by attaching its name to this marquee competition.

Roberta D’Agnano, Global Marketing Director Mitas at Yokohama TWS, said, “The collaboration with NTPA connects Mitas to two worlds where performance truly matters: tough daily work in the field and the most extreme competitive environments. Tractor pulling is the ultimate expression of what farmers face every day – delivering power to the ground, staying consistent under pressure and performing when limits are pushed.

“Performance isn’t just about winning on the track – it’s about delivering results when it counts most, whether in competition or on the farm. In tractor pulling, every component is tested to the extreme, just as it is in real agricultural operations. That’s why we feel a strong connection with this community. The NTPA community embodies passion, resilience and a nonstop drive to push boundaries; values that are core to the Mitas brand. We’re excited to be part of this world, learning from these extreme conditions and turning that knowledge into tyres that perform where it matters most for farmers and pullers alike.”

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Maxxis has officially unveiled the next generation of its widely used MaxxTerra rubber compound, engineered to deliver marked improvements in both durability and traction for performance mountain bike tyres. Responding to rider concerns about rising costs and the desire for longer-lasting equipment, the brand has focused on extending tyre lifespan without compromising the rolling efficiency that its products are known for.

Following extensive laboratory development, Maxxis engineers have achieved a reported 30 percent gain in tread wear and durability compared to the original MaxxTerra, alongside a 15 percent increase in traction. Crucially, these enhancements come without any sacrifice in rolling resistance, ensuring consistent performance from the first ride through many subsequent outings, thereby reducing the frequency of tyre changes and maximising trail time.

The updated compound is being introduced across the full range of Maxxis trail tyres in phases, with the first phase available immediately. The new generation is identifiable by packaging marked with a New MaxxTerra graphic, while the tyre’s tech badge now simply reads MaxxTerra, replacing the previous designation of 3C MaxxTerra.

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Tana is poised to deliver a compelling presence at IFAT 2026, scheduled for 4–7 May, where the central invitation for attendees is to Feel the Energy through live displays of high-performance machinery, recent innovations and advanced digital tools. This year’s exhibition focuses on how intelligent technology and powerful waste processing equipment can work together to achieve both efficiency and operational excellence.

Visitors can experience the TANA Hammerhead, a mobile shredder engineered for demanding waste environments with a focus on maximising uptime and productivity. On the first day of the show, Tana will also unveil an exciting new product, representing a major leap in waste management technology through innovative engineering and practical operational benefits. Live demonstrations of the TANA Shark shredder will take place daily at 10:30, 12:00, 14:30, and 16:00 at the stand of German distributor VENETO Schwenter GmbH (FS.911/1).

Another highlight is the Tana Wingman, a live digital operator assistant that improves visibility, safety and efficiency. It provides real-time machine data and a live hopper camera view on a tablet interface without needing cloud services or internet, keeping all data secure on site. This system enhances situational awareness during loading and feeding, helping operators react quickly to blockages or irregular material flow while reducing the need to leave the operating area.

Tana is also piloting an AI-driven proof of concept called the TanaConnect Smart Assistant, developed with spogen.ai, which enables hands-free, voice-activated interaction for operators and service teams. This assistant offers intuitive, context-aware access to machine information, reducing time spent searching manuals. At Stand 227 in Hall B5, Tana welcomes IFAT attendees to an interactive space where experts are available to discuss how these solutions can improve productivity and workflows, offering a firsthand look at the future of waste management technology.

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The Alliance for the Future of Tires (AZuR) is preparing a major presence at THE TIRE COLOGNE 2026, the world’s leading tyre industry trade fair running from 9 to 11 June 2026. Building on its successful collaborative model, AZuR will return with an even larger network of partners representing all facets of the sustainable tyre circular economy. At the joint exhibition stand located in Hall 7.1, nineteen AZuR members from across the tyre and recycling sectors will showcase their work while the alliance takes on an intensive role within the fair’s event programme.

By bringing together industry, small businesses, trade and recycling specialists once again, AZuR demonstrates the full circular value chain under one roof. Visitors to the stand can explore sustainable new tyre production alongside repair, retreading, and both mechanical and chemical recycling processes.

The 2026 fair will place a special emphasis on promoting tyre retreading as a proven method to save resources, slash CO₂ emissions and reduce costs through multiple reuse of quality casings. To help retreading gain wider traction, AZuR is inviting European retreaders to attend and is integrating the topic into dedicated events and new dialogue formats spanning the entire value chain.

Among the fresh initiatives is a municipal dialogue connecting city decision-makers with experts to showcase retreaded tyres for public fleets, waste management and transit systems, highlighting CO₂ savings and up to 30 percent lower operating costs. An educational project called Retreading Goes to School will train tyre dealers, auto shops and their staff on the safety, quality and economic benefits of this technology.

THE TIRE COLOGNE 2026 thus offers AZuR and its partners an unmatched platform for presenting innovations, best practices and concrete solutions. The joint stand will also serve as a meeting hub for policymakers, scientists and business leaders to discuss advancing retreading, new uses for recycled materials, chemical recycling progress like pyrolysis and better political frameworks.

AZuR network coordinator Anna-Maria Guth said, “Our joint stand demonstrates the strength of the industry when it works together on solutions. The increasing number of partners participating confirms our approach and the relevance of the tyre circular economy.”

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