The unprecedented lockdown imposed in March last year turned the supply chain of companies upside down, and the tyre companies were no exception. However, the intensity of disturbance was relatively high for Yokohama Off-Highway Tires (YOHT), which exports more than 90 percent of its production. According to Padmakumar G, Executive Vice President – SCM at YOHT, unprecedented lockdown led to unprecedented initiatives for YOHT. “Most importantly, we learned the importance of being able to react, adapt and set up crisis management mechanisms to weather situations of uncertainty,” says Padmakumar G.

Q) Was Yokohama Off-Highway Tires (YOHT) ready for the unprecedented lockdown?

Padmakumar G: The whole of 2020 was an extraordinary time when ‘business as usual’ was not an option. From the beginning of the year, it was clear that we were braced for a marathon and not a sprint.

At work, we had a unique period of simultaneous supply and demand shocks. Our plants in India were closed for a couple of weeks. As they (plants) were finally allowed to operate, we faced government-mandated operating restrictions and labour shortages that prevented us from running the plants at total capacity.

On the positive side, our plant in Israel was running at full capacity and continued shipments as planned. All sales and administrative employees at global locations were working from home and were doing their best to be accessible at all times. In North America, our network of national warehouses was open, stocked at historically high inventory levels and operating at full local, regional, and national distribution capacity to ensure continued deliveries to locations.

Our competitive position, market share, brand and diversification of our businesses in products and regions helped us see some all-time highs during these challenging times.

Q) Vendors and customers got panicked because of the uncertainties instilled by the lockdowns. How did you keep their morale and confidence intact in those tough times?

Padmakumar G: Unprecedented lockdown led to unprecedented initiatives for YOHT. The acute restrictions and lockdowns created many urgent situations that required immediate attention in the early days of the pandemic. At YOHT, we believe that no crisis should go to waste.

Adaptability, inventiveness and tenacity of our team paved the way to a ‘recovery mode’, and we started planning for the longer-term proactively. We did not face substantial business and operational disruptions – from mitigating the effects of reduced supply to managing disruptions to logistics suppliers and hurdles in meeting their contractual obligations to customers.

YOHT has an agile team that quickly reprioritised the customers’ requirement and ensured critical supply continuation through our multiple sourcing locations. We closely integrated with suppliers, vendors and customers to have better visibility. Consistent communication and streamlining the complexity helped us keep our commitments while keeping the morale and confidence in the most challenging times.

Q) YOHT is mainly into export of products and imports of raw materials? How did you cope up with the supply-demand situation?

Padmakumar G: Prioritisation of critical supply with effective utilisation of available inventories of finished goods, raw materials, and production capacities were the immediate focus in the lockdown situation. What also helped is that we have a wide base of sourcing raw material from multiple sources. We were able to keep our facility running at full efficiency to meet market requirement. We stepped up all measures to ensure that our customers get our products in the earliest shipments.

Q) ATG is now a part of Yokohama, a global giant in the tyre industry. What changes has Yokohama brought in the supply chain?

Padmakumar G: Yokohama has a strong legacy of quality, and its manufacturing and supply chain is very process-driven. The Kaizen processes and digitalisation of our daily supply chain activities helped us improve our process and culture. 

Q) What did you learn from the pandemic?

Padmakumar G: The importance of supply chain resilience and risk management is more apparent than ever. Most importantly, we learned the importance of being able to react, adapt and set up crisis management mechanisms to weather situations of uncertainty. 

Q) There has always been pressure to reduce cost and improve efficiency by shortening the order-to-delivery period. Could you share a couple of examples highlighting the company’s efforts that reduced the cost and enhanced supply chain efficiency?

 Padmakumar G: To shorten the order to delivery, YOHT has initiated Strategic Inventory build-up through S&CP (Sales & Capacity Planning) and effective cost management through strategic buying of raw materials. We have also increased the manufacturing flexibility to reduce delivery in our business of handling 3500+SKU’s.

Q) What new ideas will the company implement at the Visakhapatnam plant to have better supply chain management?

Padmakumar G: Investment in technology that will gain data insights like MES & digitalisation, improving transparency and considerations on sustainability in the supply chain will be key focus areas of our SCM processes in the Visakhapatnam plant. 

Q) What are the current challenges in the business?

Padmakumar G: Current situation of increased raw material cost, an aggressive demand for containers and increased shipping cost are some of the major challenges in SCM across industries. 

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The Tire Industry Project (TIP) has introduced the End-of-Life Tire Toolkit 2.0, a comprehensive resource designed to guide stakeholders in building more sustainable management systems for end-of-life tyres (ELTs). This updated edition offers practical strategies for reducing waste and advancing circularity across the global tyre sector.

Each year, over one billion tyres reach the end of their useful life worldwide. Although ELTs contain valuable materials that can contribute to a circular economy, current management systems remain inconsistent, with significant regional disparities in collection, recovery and recycling outcomes. The new toolkit addresses these challenges by providing adaptable approaches for developing transparent, resilient and effective ELT systems that can function across diverse regulatory landscapes and market conditions.

Created for policymakers, industry associations and tyre manufacturers, the guide also offers relevant insights for recyclers, recovery operators, retailers, researchers and civil society organisations. Building upon the foundation of the 2021 first edition, this iteration stands as the only known compilation that consolidates current knowledge, real-world case studies and expert perspectives on evolving opportunities and obstacles throughout the ELT value chain.

The toolkit draws upon extensive work by TIP and its member companies, combined with contributions from committed experts across the tyre value chain. It features maturity assessment tools that provide structured frameworks for evaluating ELT system effectiveness, concrete examples from nine countries showcasing diverse regulatory approaches and practical improvement guidance with action-oriented recommendations spanning collection, sorting, processing and management.

Additionally, the toolkit advances multiple UN Sustainable Development Goals (SDGs), including improved resource efficiency in consumption and production (8.4), the sustainable management and use of natural resources (12.2) and substantially reducing waste generation (12.5).

Tania Paratian, Director of Action and Engagement, TIP, said, “Effective ELT management is both an environmental imperative and a source of long-term value creation. We developed the ELT Toolkit 2.0 to offer stakeholders, no matter where they are in the world or in their ELT management journey, a strong practical foundation for building their sustainability efforts. The initiative supports our commitment to advancing more sustainable ELT management worldwide, guided by the Sustainable Development Goals.”

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Ironman Tires, a brand owned by Hercules Tire and Rubber Company (HTR), a wholly owned subsidiary of American Tire Distributors, has unveiled the All Country HT 4S, marking the brand's entry into the all-weather highway terrain segment. Engineered for daily drivers, this new model delivers reliable traction throughout the year, improved ride comfort and consistent performance in diverse conditions. It represents an expansion of the established All Country family, now offering a highway-focused option that integrates sophisticated tread architecture and advanced material science.

A key distinction of the All Country HT 4S is its Three-Peak Mountain Snowflake certification, achieved through a specialised all-weather compound without sacrificing longevity or value. The tyre’s intricate tread pattern, developed using advanced modelling, enhances wet road handling and braking while contributing to a smoother ride. Its construction is tuned to sharpen steering response and minimise road noise thanks to a carefully arranged tread block design and simulated pitch sequencing that reduces vibration at higher speeds.

The tyre's capability is supported by four wide circumferential grooves and 3D siping, which work together to expel water and provide grip on snow and ice. Built for both daily commutes and long-distance travel, the HT 4S aims to balance comfort with all-season security. Initially launching in 27 sizes, with a total of 46 planned, it carries a 600 UTQG rating, indicating a focus on treadwear. Ironman backs the model with a comprehensive protection plan that includes a 60-month policy against defects, road hazard coverage and a 55,000-mile (approximately 88,513 km) warranty, reinforcing its commitment to dependable and affordable products.

Keith Calcagno, Chief Strategy Officer, Proprietary Brands, American Tire Distributors, said, “The All Country HT 4S brings all-weather confidence to the highway terrain segment. These tyres are designed for drivers who want a quiet, comfortable ride with dependable traction in rain and snow – all at a value they can trust.”

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Firestone AG, a division of Bridgestone Americas, has broadened its Maxi Traction and Radial Deep Tread 23° tyre portfolios with new sizes engineered specifically for the latest generation of John Deere tractors. The expanded lineup was introduced at the Commodity Classic 2026 show, reflecting a parallel development process with John Deere’s recent machinery innovations, which assures growers of reliable performance from a trusted tyre brand. Now included in the RCI Group 50, the range features the flagship VF480/95R54 size, a 90-inch-tall tyre with a load capacity of 16,100 pounds (approximately 7,302 kg).

Engineered for superior ground contact, the Radial Deep Tread 23° ensures steady traction through optimised lug-to-soil interaction. In contrast, the Maxi Traction tyre, frequently used on front axles, delivers extended tread life and increased load potential. For certain sizes, Very High Flexion technology is offered, enabling farmers to operate at lower inflation pressures. This expands the tyre's footprint, boosts traction and plays a vital role in reducing harmful soil compaction. Availability for these new sizes is scheduled to begin 1 May 2026.

Bill Durivage, Senior Agricultural Product Strategy Manager, Firestone Ag, said, “This expansion takes our most established row crop fitment and carries it forward. By strengthening load capacity and incorporating our VF technology, we’re ensuring the tyres continue to support the performance, efficiency and soil management expectations of today’s tractors.”

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Superteam Wheels, a prominent Chinese manufacturer of carbon fibre bicycle wheelsets, has entered into a significant three-year strategic alliance with GCN Italia, the Italian arm of the internationally acclaimed cycling media outlet, Global Cycling Network (GCN). This initiative follows the brand's successful partnerships with GCN's French and Spanish channels established in 2025. By now collaborating with all three major GCN platforms serving France, Spain and Italy, Superteam Wheels is strategically reinforcing its presence within core European markets. This concerted effort represents a vital step in the company's broader plan to deepen its global footprint, particularly across Southern Europe.

Under the terms of this new partnership, Superteam Wheels intends to capitalise on GCN Italia's substantial regional influence across leading global social media networks such as YouTube, Facebook, Twitter and Instagram. The collaboration will drive comprehensive brand promotion and the development of co-created content tailored specifically for these platforms. The joint initiatives will focus on producing a diverse array of original material, which is set to include professional assessments of carbon fibre wheelsets designed for road and gravel cycling, authentic local riding experiences and thorough explorations of fundamental carbon fibre technologies.

The content strategy is designed to resonate with the unique perspectives and interests of Italian cycling enthusiasts, effectively demonstrating the technological expertise and intrinsic value of Superteam products. Ultimately, the partnership aims to not only bolster the brand's connection with this key audience but also to further ignite the passion for cycling among enthusiasts both within Southern Europe and across the global community.

Chris Zeng, Overseas Business Manager, Superteam Wheels, said, "Italy is the heart of global cycling, with profound heritage and discerning enthusiasts. GCN Italia is our key bridge to connect Superteam's Chinese carbon fibre expertise with local riders. Building on our 2025 partnerships with GCN France and Spain, this collaboration further strengthens our presence across Europe. We are committed to delivering high-performance, cost-effective wheelsets, enabling more cyclists to experience the exceptional performance of our carbon fibre technology and become part of the European cycling story.”

Dario Esposito, Business Director International, GCN Italia, said, "I hope this solution is appreciated by both parties and that we can expand our valuable partnership to GCN Italia.”

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