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.

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Hankook Tire concluded Round 2 of the 2026 FIA World Rally Championship, Rally Sweden, on 15 February in the Umeå region, where its Winter i*Pike SR10W tyre was put to the ultimate test. As the championship’s sole rally tyre supplier, Hankook equipped all competing crews with this dedicated winter tyre, which features specially engineered ice-rally stud pins. Designed to conquer the most severe icy environments, its asymmetric tread pattern works in tandem with the studs to provide exceptional grip, powerful braking and unwavering high-speed stability on frozen surfaces.

Rally Sweden, first held in 1950, is unique on the calendar as the only event contested entirely on snow and ice. Crews were challenged by 18 special stages covering around 300 kilometres, with competition intensified by speeds reaching up to 200 kmph and rapid temperature fluctuations. These punishing conditions demanded precise car control, reliable tyre traction and steadfast braking performance, making the choice of the Winter i*Pike SR10W critical for success.

Following a fierce contest, Toyota GAZOO Racing’s Elfyn Evans and co-driver Scott Martin claimed victory by a margin of 14.3 seconds, securing their second consecutive win in Sweden. Having also finished second in the season opener at Rallye Monte-Carlo, this result propelled the pairing to the top of the championship standings with 60 points.

The WRC now turns its attention to the formidable Safari Rally Kenya, scheduled for 12 to 15 March 2026 near Naivasha. This event is renowned as one of the most gruelling on the circuit, where crews must navigate extreme heat, mud from heavy rainfall and rapidly changing weather.

Hankook’s commitment to the sport extends beyond event supply. The company continues to refine its high-performance rally technology through intensive collaboration with the FIA and major automotive manufacturers, having completed over 2,000 kilometres of real-vehicle testing across eight countries. With its exclusive tyre supply agreement for all WRC classes covering the 2025 to 2027 seasons, Hankook is reinforcing its premium brand identity and solidifying its leadership in motorsport engineering.

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Ecolomondo Corporation, a leading Canadian innovator in sustainable scrap tyre recycling technology, has appointed Craft Capital Management, LLC as its strategic investment banking advisor. This partnership is designed to bolster Ecolomondo’s capital markets strategy, with a focus on financing initiatives and a planned uplisting to the NASDAQ. Securing this position is a key step for the company to obtain the necessary capital for its global expansion.

Eliot Sorella, Ecolomondo’s Executive Chairman, highlighted that Craft Capital’s successful history of providing capital solutions is well-aligned with the company's goal to scale up as a major supplier of recovered carbon black and tyre pyrolysis oil. These materials are produced using Ecolomondo’s proprietary Thermal Decomposition Process. As worldwide demand for circular and sustainable materials grows, this advisory engagement is seen as a vital move to advance the company's market position and support its next growth phase.

Craft Capital, a full-service brokerage firm with over a century of combined financial experience, offers customised investment banking services and connects clients to a broad network of family offices and institutional investors.

Sorella said, “Craft Capital’s proven track record in delivering capital solutions aligns strongly with our strategy to scale as a leading producer of recovered carbon black (rCB) and tyre pyrolysis oil (TPO) using Ecolomondo’s proprietary Thermal Decomposition Process (TDP). As global industries accelerate their transition towards circular and sustainable materials, this engagement is an important step in advancing our capital markets strategy and supporting our next phase of growth.”

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Continental is set to make a significant impact at the upcoming Tire Technology Expo in Hannover with a strong presence at the technical conference scheduled for 3 March 2026. The company will kick off the event with a major presentation centred on the evolution of tyre technologies designed to meet the demands of autonomous driving. Dr Andreas Topp, who leads Platform Development and Industrialisation for passenger car tyres at Continental, will illustrate how the vision of autonomous vehicles is transitioning into everyday reality and how the tyre manufacturer is proactively developing innovative solutions to support this shift.

In addition to the opening session, Continental experts will deliver three further presentations, each addressing critical areas of tyre science and environmental regulation. One of these will explore the use of recovered carbon black derived from end-of-life tyres as a filler material. Professor Jorge Lacayo-Pineda, a specialist in materials evaluation, will delve into the complexities of identifying this material within vulcanised rubber compounds. Recovered carbon black, primarily obtained through pyrolysis, represents a milestone as the first industrially scalable filler sourced from discarded tyres. It is not considered a direct substitute for conventional carbon black but rather a distinct category of filler due to its unique composition, which includes carbon residues and a specific thermal background. Professor Lacayo-Pineda will examine the technological and regulatory possibilities that arise from detecting this material in new tyre compounds, focusing on reliable identification techniques such as electron microscopy and molecular spectroscopy.

Another key presentation will broaden the conversation around tyre emissions. Dr Frank Schmerwitz, a senior test engineer specialising in tyre wear, will address the limitations of current discussions that predominantly focus on tyre and road wear particles. He will highlight additional pathways of mass loss that are not captured by conventional measurements. His talk will consider the release of nanoparticles, the persistence of wear residue on road surfaces and the chemical degradation of this material due to environmental factors like oxygen and ultraviolet light, aiming for a more complete scientific picture.

The final presentation will tackle the complexities of modern tyre development in the context of new regulatory frameworks. Dr Pavel Ignatyev, an expert in rubber friction and wear physics, will discuss how the introduction of standardised abrasion limits and measurement methods under the Euro 7 regulation is reshaping innovation in the industry. He will explain the various parameters influencing tyre wear and how they interact with these new requirements. Through simplified models, he intends to demonstrate the intricate nature of tyre wear and outline the collective challenges that remain for the industry, emphasising that a deep understanding of these dynamics is crucial for translating regulatory mandates into effective technological advancements.

Dr Topp said, “The future of self-driving vehicles has begun. We are developing tyre technologies and products that meet the unique technical requirements of these vehicles. This includes topics such as interaction with smart vehicle dynamic controls, optimised fleet operations and tailored solutions for specific use profiles.”

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The concluding day of 2026 F1 Pre-Season Testing at the Bahrain International Circuit saw Charles Leclerc set the overall fastest lap of the entire six-day programme. The Ferrari driver delivered a time of 1:31.992s on the C4 compound Pirelli tyres during the final hour of running, improving by eight-tenths of a second on the previous benchmark established by Kimi Antonelli. This performance placed him ahead of Lando Norris in the McLaren, who recorded a 1:32.871s on the C3 tyre. Max Verstappen and George Russell followed, with times of 1:33.109s and 1:33.197s, respectively, both also set on the C3 compound. Notably, none surpassed Leclerc's own leading time on that particular compound, a 1:32.655s. Pierre Gasly rounded out the top times, utilising the softest C5 tyres to post a 1:33.421s.

The C5 compound saw limited use on the final day, employed only by Alpine and Williams for short-run simulations. Aston Martin, despite having the tyre available, opted not to run it and instead completed just six laps on C3s before their session was curtailed. In contrast, teams focused on different aspects of performance. Gabriel Bortoleto and Arvin Lindblad set the pace on the harder C1 and C2 compounds, respectively. The day was also notable for the absence of several drivers, including Fernando Alonso, Lewis Hamilton and Alex Albon, who did not participate in any track action.

Beyond outright speed, teams dedicated significant effort to long-distance evaluation. Gabriel Bortoleto completed 25 laps on the C2 compound for Audi, while Esteban Ocon undertook 24 laps on C1s for Haas. Ocon was also the sole driver to run intermediate tyres, completing four laps to assess front wing behaviour. Over the entire six-day test, a total of 41,366 kilometres were covered across all 11 teams, a distance exceeding the Earth's circumference. The C3 compound proved the most popular, accounting for 61 percent of all laps. In total, 591 sets of slick tyres were utilised throughout the pre-season, with 326 of those deployed in the final three days alone.

Mario Isola, Pirelli’s Motorsport Director, said, “The radical changes introduced to the cars have inevitably shifted the teams’ focus towards power units and aerodynamics rather than tyres over the last few days. The final stages of testing are usually dedicated to optimising the car-tyre package, but it is clear some teams haven’t reached that point yet. Generally speaking, track feedback has been consistent with our simulation expectations. Drivers were able to gain confidence with the entire Pirelli range through both performance trials and long runs, even using the C4 and C5 compounds which aren’t particularly suited to a circuit like Sakhir.

“Mechanical resistance appeared strong across all options, with no signs of graining or blistering. Degradation levels are almost certainly higher now than what we expect for the Bahrain race, when temperatures will be lower and cars more developed. A central theme this season will certainly be balancing temperatures between the axles, especially ahead of the first race in Melbourne. The lower loads of a street circuit might require more intensive tyre preparation or differentiated tyre blanket temperatures, particularly in qualifying. In any case, it will be interesting to discover in Australia how much teams have been ‘sandbagging’ their engine power to avoid showing their hand. We only have to wait a couple of weeks to see the true pecking order.”

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