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. 

Comments (0)

ADD COMMENT

Link Copied!

DUNLOP (company name: Sumitomo Rubber Industries, Ltd.) will present a dedicated exhibit at the Automotive Testing Expo Europe 2026, scheduled from 23 to 25 June in Stuttgart, Germany. The showcase is organised by UKIP Media & Events Ltd.

At booth number 1474 in Hall 1 of Messe Stuttgart, the company will feature its proprietary SENSING CORE software. This technology detects tyre and road surface conditions without extra sensors by analysing wheel speed rotation data and Controller Area Network (CAN) vehicle transmissions. Key detections include tyre pressure, load, wear, road conditions and wheel detachment.

The display will highlight use cases for mobility challenges under five themes: autonomous driving, smart navigation, one-stop maintenance with insurance optimisation, smart infrastructure and digital twin. SENSING CORE supports software-defined vehicle advancement and autonomous driving, fostering partner collaboration for the evolving automotive industry.

Comments (0)

ADD COMMENT

Link Copied!

Radar Tyres, the flagship brand of Singapore headquartered Omni United, has announced that its Radar RED (Radar Elite Dealer) programme now includes more than 1,000 dealers across Europe. The initiative provides participating tyre retailers with exclusive incentives, brand visibility support, product training and a dedicated platform aimed at fostering long-term business growth.

The European dealer network expansion has been carried out in stages. The first phase launched in Romania, Bulgaria, Greece, the Czech Republic, Slovakia and Portugal. An enhanced phase followed last year in UK, Spain, Italy, France and Germany, with the programme now also being introduced in Poland. Reaching the 1,000‑dealer mark represents a significant step in the programme’s regional development.

Radar Tyres’ European strategy emphasises close collaboration with local distributors and dealers rather than focusing solely on end consumers. The company recognises tyre professionals as key advisors who help drivers select products based on vehicle manufacturer guidelines, driving conditions and budget. Depending on the market and programme level, Radar RED offers point‑of‑sale materials, online visibility through a dealer locator, product training, staff tyre benefits, structured rewards and access to select Radar Protect Program benefits such as Road Hazard Protection and the 30‑day Satisfaction Promise.

To support the next phase, Radar Tyres has introduced dedicated Network Managers in selected markets and posted new dealer testimonial videos on the RED landing page. In those videos, participating dealers share how the programme supports daily business operations, customer confidence and long‑term relationships.

G S Sareen, CEO, Omni United, said, "Reaching more than 1,000 Radar RED dealers across Europe is a proud moment for us. While the number itself is an important milestone, what matters most is the trust and commitment we have built with our dealer partners over the years. The success of Radar RED is driven by dealers who believe in the brand, understand their customers' needs and see long-term value in growing their business with Radar Tyres.

“As the network continues to expand, our goal is to keep strengthening these relationships and create more opportunities for dealers to connect, share experiences and learn from one another. We look forward to bringing the RED community together through new initiatives, partnerships and events, not only across Europe but also with RED dealers in other markets around the world.

“Tyre dealers play a central role in the purchase decision. They know their customers, they understand local driving needs and they can explain product value in a practical and trusted way. Through the Radar RED programme, we are supporting the dealers in building the brand at a local level and building stronger relationships with their own customers.”

Comments (0)

ADD COMMENT

Link Copied!

Giti Tire has broken into the top tier of the global tyre industry, securing the eighth position on the Brand Finance Tyres 25 2026 ranking. The annual financial report also crowned the manufacturer as the world’s fastest-growing tyre brand, a distinction driven by a remarkable 37.7 percent surge in brand value. This financial lift brought the company’s valuation to USD 1.47 billion, pushing it one spot higher in the global order and signalling a sharp increase in its competitive clout.

Analysts at Brand Finance pointed to a trio of strategic priorities behind the company’s ascent: relentless innovation, advanced tyre engineering and deliberate worldwide expansion. Over the last 12 months, the tyre maker has solidified its hold on both original equipment and replacement markets while tailoring a new product family for the booming electric vehicle sector. A standout technical achievement came through a partnership with BYD’s luxury Yangwang division, where Giti’s Sport e.GTR2 Pro tyres helped the Yangwang U9 hit several high-speed performance milestones, directly challenging traditional premium brands in the EV and high-performance arenas.

The company’s physical footprint now includes five manufacturing plants and five R&D and testing hubs, distributing goods to more than 130 countries. Heavy investment continues in the AdvanZtech and T5 Smart Technology platforms, which are designed to produce next-generation tyres for passenger cars, commercial fleets and electric vehicles. That industrial reach is matched by a retail network of over 100,000 professional outlets worldwide, a logistical asset that Brand Finance cited as a key enabler of the brand’s rapid global service delivery and market penetration.

Giti’s new standing places it alongside industry titans such as Michelin, Bridgestone, Continental, Goodyear, Dunlop, Pirelli and Yokohama. Beyond the ranking itself, the fastest-growing tyre brand title reflects mounting recognition from carmakers, business partners and consumers alike. As the mobility sector undergoes electrification, digital shifts and sustainability demands, Giti continues to channel resources into modern tyre solutions, aiming to cement its status among the world’s tyre industry leaders.

Comments (0)

ADD COMMENT

Link Copied!

Bridgestone Retail Operations, a subsidiary of Bridgestone Americas and operator of the largest network of company-owned automotive service providers in the world, has unveiled plans to mark the 100th anniversary of Firestone Complete Auto Care. The yearlong observance will include special events, promotions and new customer initiatives across more than 1,800 US locations.

Among the centennial offerings, Firestone Complete Auto Care will release its inaugural state of auto care report this summer, drawing on millions of data points from its retail network to highlight customer trends and cost-saving insights. The company is also launching an interactive online history archive that showcases a century of achievements and innovations. Additionally, the brand will donate its 100th Driving Great Futures passenger van to the Boys & Girls Clubs of America, expanding reliable transportation for youth programs, a partnership active since 2015. Anniversary promotions and offers are available throughout the year.

The business traces its origins to founder Harvey Firestone, who, a 100 years ago, established one-stop service stations for tyres, gasoline, oil, batteries and brakes. During the 1920s and 1930s, the company helped shape the auto care industry through warranties, lifetime guarantees, advanced diagnostics and specialised training. Harvey Firestone’s customer-first philosophy remains a cornerstone of operations today.

Currently, the Firestone Complete Auto Care network spans 48 states and employs more than 9,500 technicians, all supported by an Automotive Service Excellence accredited training programme. The brand’s century-long legacy continues to emphasise trusted reliability and dependability, honouring both past and present employees who have built that reputation.

Marko Ibrahim, President, Bridgestone Retail Operations, said, “When Harvey Firestone established the first network of Firestone service stations in 1926, he helped pioneer the automotive care industry and set us on a course of innovation as the automobile evolved. Over the past century, Firestone Complete Auto Care has become a trusted neighbour and dependable resource in communities across the nation. We are grateful to our customers past and present and look forward to continuing this journey together for another 100 years.”

Comments (0)

ADD COMMENT

Link Copied!