As e-commerce becomes more relevant and vehicle types change drastically, the younger generation may never go to the tyre shop.

Do you remember when you bought your first new tyres? Middle-aged people used to change their car tyres every four to six years. Do you think the younger generation who has never been to a shop will ever visit a dealer and change their car tyres? Probably never, but they have been able to acquire precise knowledge and enough experience to buy the best tyres. What innovations are there in the tyre trade? What will inspire the younger generation to be more aware and better informed?

If the airless tyres are widespread and cover a certain part of the market, do we need to go to the shop? We probably won’t! Or what will be the responsibility of the people when driverless autonomous cars become more popular? Let’s just think. We should keep in mind that many shops have at the same time a traditional car care service outside of tyres for main parts of internal combustion engine cars. The typical large car dealership generates 55 percent of its sales from tyres and related services and 44 percent from automotive services. We know that the market penetration of electric cars is increasing enormously, and essential systems for vehicles with internal combustion engines are missing. Do you think electric vehicles with no fuel system, complicated transmission or exhaust system pose no challenge for dealers and suppliers?

The way tyre retailers do business is changing dramatically; showroom design and product presentation cannot compensate for the overwhelming influence of e-commerce.

OEM sourcing never makes the manufacturer the market leader. Retail, consumer, and commercial sales account for nearly 80 percent of the global market. In this sense, as essential suppliers, manufacturers have always pushed dealers to favour points of sale that strengthen customer loyalty. The lighting of the product and, the showroom, the colours of the decoration allow customising the customer’s look. Showroom smell is also important, which is why some dealers prefer to keep a limited number of tyres in the showroom. Well-ventilated showrooms lead to better sales practices.

Customer trust begins with impressions from the parking lot even before entering the store. Clear and clean windows are always an advantage when the customer starts walking through the store. Worker and employee uniforms as image-bearers keep them customer-oriented. Customers always judge the seriousness and strengthen their loyalty.

These tips for tyre dealers are applied in whole or in part in different ways. However, as technology advances, expectations change dramatically. Today, with a simple touch on a tablet or smartphone screen, a basic operation of a dealer or wholesaler is done in seconds via e-commerce software.

Tyre retailers need to combine and enrich their current business with the latest software tools for inventory organisation, store management and e-commerce tools running on mobile devices.

If you look at all sectors and not just the trade, some customers see e-commerce as a contactless shopping option rather cautiously. However, every day it becomes standard in many ways. It’s trendy and admirable because everyone discusses or talks about what they bought online and how it was suitable, cheaper or quick with happy results. Online shopping is not always successful, and there are always dissatisfied customers. Yes, e-commerce is tough but popular and promoted on all social media platforms.

The incremental growth rate of e-commerce will remain the fastest-growing sales channel; it is already called the ‘online to offline platform – O2O – as new online marketing. Nearly one billion shoppers used e-commerce platforms to find and buy the best in 2020. In the industry, 55 percent of buyers research product lines online before purchasing, and around 15 percent of them are already shopping online today. To the extent that online sales channels can schedule appointments at the fitting station, the rate of online sales will increase. This is also the reason why people no longer have to go to a shop to buy tyres.

Online and custom e-commerce programmes are now integrated and include cloud-based web applications running on mobile phones, tablets, PCs, laptops and smartphones through various interface modules used at points of sale, order management, inventory, accounting and marketing and in particular, the e-commerce needs of retailers and wholesalers of all sizes.

Mobile phones are mainly used for online shopping, with a total share of 73 percent. When open, 56 percent of shoppers are happy to visit a store to check quality and shop on the mobile app for the best price and options via ‘Check price and availability.

Current e-commerce techniques are rapidly being restructured by combining physical and digital experiences online.

 

Retailers should be prepared for possible and repeated store closures. Customer preferences are direct online platforms that offer physical environments and integrate physical and digital experiences through a new generation of digital channels.

The latest trend is ‘live streaming selling’, which is already popular and being adopted by well-known retail giants. Current online retail programmes allow online shoppers to see a visual preview of exactly how the tyres will look on their vehicle with a simple click. Live streaming takes the guesswork from customers who don’t have face-to-face interaction with the product. This is solved with a real person showing you the tyres and answering your questions in real-time. Personal and unique interactions with consumers via social channels are also proliferating.

‘Live streaming selling’ is presently the latest point before augmented reality is streaming on retail shops. These two latest trends explain why the younger generation does not have to go to dealer retail shops to buy a new set of tyres. 

The coming energy crisis and war-related economic sanctions, together with the e-commerce appetite of major tyre brands, bring new days of disaster for tyre retailers.

Dealers around the world are usually second or third generation and have seen many disaster days in the past. Sales volumes have yet to fully recover to the pre-Covid level; on the other hand, soaring energy and fuel prices and unstoppable inflation rates are leading to new economic uncertainties, less travel and lower demand.

Due to the invasion of Ukraine, a further decline in demand is expected. The inevitable impact of economic costs will further slowdown economies. Sanctions on transactions and logistics will bring uncertainty. Toughest days are coming in world trade. Therefore, European production and small retailer activities will be very vulnerable.

Major tyre manufacturers have launched online retail programmes to sell passenger tyres directly to consumers. The programme is explained in response to changing consumer behaviour and the ongoing transition to e-commerce. They say the programme is bringing in additional customers for dealers rather than bypassing them. Under this programme, tyres are provided by the manufacturer while dealers remain as e-commerce partners and are paid for tyre fitting labour. The other big brand’s “Rolling Programs” covers sales and assembly at the address is built in.

Given that the new economic difficulties are weighing on everyone, we understand that the tyre retailing will always be in a good mood, except for the dealers.

For the second year running, CHIMEI Corporation has secured the prestigious Platinum rating from EcoVadis, placing it in the top one percent of 150,000+ global companies evaluated for sustainability performance. This recognition reflects CHIMEI’s excellence across environmental stewardship, labour practices, ethical operations and sustainable procurement.

The EcoVadis assessment, a gold standard for corporate sustainability, has seen growing participation and stricter criteria as ESG awareness rises worldwide. CHIMEI demonstrated particular progress in 2025, advancing its Sustainable Procurement score through platinum-level Responsible Business Alliance (RBA) certification. This strengthened supply chain oversight, workplace safety standards and employee welfare initiatives. The company also elevated its Ethics performance via ISO 27001 information security and ISO 37001 anti-bribery certifications, reinforcing governance transparency.

Since joining EcoVadis evaluations in 2021, CHIMEI has systematically enhanced its sustainability framework through continuous strategy reviews and operational improvements. Back-to-back Platinum ratings validate its leadership in sustainable business practices and commitment to the ‘Clean & Green’ vision. Moving forward, CHIMEI will intensify efforts in carbon reduction, eco-innovation, and supply chain collaboration to accelerate progress towards net-zero goals. This achievement not only recognises current performance but also fuels the company’s drive to set new benchmarks in responsible corporate citizenship.

For nearly three decades, Titan International has championed agricultural preservation and education through its Antique Tractor Restoration Program. Since 1996, the company has contributed over USD 1 million to FFA chapters nationwide through tyre donations, auctions, and fundraising support – including USD 50,000 worth of tyres in 2025 alone. These investments have enabled students to breathe new life into historic farm equipment while developing hands-on technical skills.

The programme’s impact shines through success stories like Jenna Rosener, a 4-H member from Anthon, Iowa, whose restored tractor earned recognition at the Iowa State Fair thanks to Titan’s rear tyre donation. Similarly, Nevada FFA Chapter President Lily Henderson redirected savings from Titan’s donated tyres towards premium restoration materials for her 1948 Oliver tractor project. According to Nevada High School agriculture instructor Kevin Cooper, such partnerships do more than preserve machinery – they inspire future agricultural leaders.

Beyond individual projects, Titan’s commitment extends to community engagement. This year marks their inaugural sponsorship of the Central Iowa Tractor Club Display at the Iowa State Fair, featuring over 70 vintage and modern tractors. The exhibit offers fairgoers a tangible connection to farming’s evolution while showcasing student restoration achievements.

From California to Maine, Titan’s specialised antique tractor tyres and restoration support help students master mechanical skills, project management and agricultural history. By bridging generations through these initiatives, Titan reinforces its dual mission: honouring farming’s heritage while equipping the innovators who will shape its future.

Kim Boccardi, VP – Marketing, Titan, said, “At Titan, we believe strong roots lead to a stronger future. Through our Antique Tractor Restoration Program, we're not only helping preserve agricultural history but also inspiring tomorrow’s innovators, teachers, technicians and leaders. I wish I’d had access to a programme like this when I was in 4-H – it truly fosters craftsmanship, education and community, and fuels the passion for farming for generations to come.”

Bridgestone Americas has unveiled its latest innovation for the trucking industry with the launch of the W920, a tandem-axle radial drive tyre built to deliver reliable performance in all seasons. Engineered with Bridgestone’s next-generation ENLITEN technology, the W920 combines extended tread life, superior traction, and sustainability enhancements to meet the evolving demands of commercial fleets.

As the third ENLITEN-equipped tyre introduced for the commercial truck segment in 2025, the W920 represents Bridgestone’s commitment to advanced engineering that aligns with both operational efficiency and environmental goals. The tyre builds on the success of its predecessor, the W919, with notable improvements, including Three-Peak Mountain Snowflake certification for dependable performance in rain and snow.

Fleet operators can expect a six percent increase in wear life compared to competitors like the Michelin XDS 2, translating to an estimated 10,000 additional miles (17,000 kilometres) per tyre, states the company. The W920’s non-directional tread design simplifies mounting and rotation, while features such as stone rejector platforms, specialised tread compounds and full-depth sipes enhance durability and all-weather capability. Additionally, the tyre’s premium casing supports multiple retread cycles, further extending its service life.

Manufactured at Bridgestone’s Warren County Plant in Tennessee, the W920 will debut in the 11R22.5 size, with additional sizes planned for release in 2026.

Brad Booth, Director, Canadian Commercial Sales, Bridgestone Americas, said, “Weather plays a significant role in every fleet’s journey. Our aim with the W920 is to mitigate risks and elements that weather brings to the road and give drivers more confidence in these uncertain conditions. The Bridgestone W920 tyre with ENLITEN technology illustrates our company’s passion for bringing products to the market that directly respond to the needs of fleets in different regions.”

The U.S. Tire Manufacturers Association (USTMA) projects total tyre shipments will reach a historic high of 340.2 million units in 2025, surpassing the previous record of 337.3 million set in 2024. This represents a 0.9 percent year-over-year increase and a 2.3 percent gain compared to 2019 levels (332.7 million), signalling continued recovery and growth in the tyre industry.

The forecast reveals diverging trends between original equipment (OE) and replacement markets. OE shipments are expected to decline across all categories, with passenger tyres dropping 2.0 percent (42.3 million units), light truck tyres down 1.4 percent (6.6 million) and truck tyres falling 8.0 percent (5.2 million) compared to 2024. This 1.4-million-unit overall reduction reflects softening demand from vehicle manufacturers.

In contrast, the replacement market shows robust growth, particularly in light truck (37.7 million units, +2.5 percent) and truck tyres (24.3 million, +3.7 percent), which have surged 15.7 percent and 28.2 percent, respectively, since 2019. Passenger replacement tyres (224.2 million) maintain steady demand with a 1.2 percent annual increase. Combined, replacement shipments are projected to grow by 4.4 million units in 2025.

These trends highlight shifting dynamics in the tyre industry, with aftermarket demand driving overall growth even as OE shipments contract. The data suggests consumers are prioritising tyre replacements and upgrades, potentially influenced by extended vehicle ownership cycles and evolving fleet needs.