Last year, Oxford Dictionaries declared that “Unprecedented” is the word of year that chosen by the famous English language experts to sum up the preceding 12 months. It’s been more than a year since the pandemic changed the way we live and work, and nothing feels more important than staying connected to our communities. Tyre industry is no exception.

As we all know, the automotive society is changing at rapid pace world-wide due to various factors such as new customer trends, growth of middle class and new mobility concepts. The performance requirements of tyres continue to rise ever higher, meaning that even further advancement in tyre technology as well as fighting with complex issues are now our new normal. The requirements of tyre performance parameters are much greater than past therefore now we work with “octagon,” instead of historically used “triangle.”

Today, we are talking about “Desired performance” instead of “Prioritised performance” which covers all required factors as well as sustainable green product concept. As we all know, many tyre manufacturers have announced their aggressive plans to have “carbon-neutral” products and aimed to adopt renewable materials and sustainable solutions.

As noted earlier, there are also additional challenges facing mobility and there are many new topics. In this article as TIC, we focused some of the hot topics to be involved by tyre companies. The below topics will force fundamental changes and our industry is going to be more complex. We need to understand those which would affect market dynamics, breakthrough developments and mobility revolutions.

We believe that a holistic approach is needed to see the future as well as new opportunities and treats. TIC-Tire Industry Consulting’s recommendations are given for some of the important areas, which should be involved by tyre manufacturers in order to continue their business.

Air-Free tyres

The airless concept tyre is one of the initiatives aimed towards many tyre manufacture’s long-term vision of the use of sustainable materials. Many of tyre manufacturers revealed their second or third generation air free technologies by featuring improved load-bearing capabilities, driving performance and environmental design. However, there are a lot of works to be made before air free tyres available for customers. Anyone looking for the future of tyre industry needs to involve Air Free tyre technology. Although it is very hard to estimate, we believe CAGR would be reached 3-4% within ten years globally.

Sustainable solutions

This is one of the most popular topics for automotive industry since many years by aiming CO₂ emission reduction. The motivations are: increasing pressure from legislation to move to zero CO_2, EV sales booming in many countries and consumers are increasingly seeking to buy from environmentally responsible companies. Main players have announced very challenging targets to use all-sustainable materials by 2030 and 2050. Tyre industry has to follow this path and needs to do fundamental changes regarding all processes such as R&D, supply chain and others. We believe that tyre industry should implement multiple technological innovations for sustainable solutions by working with their suppliers. In order to keep the competition, tyre manufacturers should: have a Science Based Target (SBT) for sustainability, engage with suppliers for joint activities and improve R&D activities regarding new materials, new designs and higher the usage of recycled materials.

EV tyres

Global automotive sector is responsible for 15% of global GHG emission and Paris agreement targeted to have “zero” GHG emission by 2050 to limit global warming. This is a very challenging target ever seen that committed by all countries. Private sector is co-responsible for implementation and rapid fleet electrification is one of the on-going solution items. OEMs have set the pace for CO₂ reduction and tyre manufacturers should have the EV tyre that meets “desired performance” as a sustainable green product.

The best example would be Germany , that aims to have 14M electric cars in 2030 by having almost 30% share of total car and electric passenger car new sales would reach to 75-80%  of total cars sale in 2030. Those figures show how big opportunity is exist for EV tyre manufacturers for OE and replacement markets. In that respect, we should continue to improve New Product Development (NPD) process even harder by expanding R&D efforts.

Artificial Intelligence

One of the important breakthrough innovations is AI and now widely use in all industries. We have seen many new applications by using AI in tyre industry too. Some of the areas would be sensor adoptions, prediction of compound physical properties, data mining in production processes and performance predictions during service time such a wear life and others. As TIC, we see AI as a “white space” for tyre manufactures that needs special skills as well as knowledge to adapt AI to existing systems.

Dynamic Testing

This has been performed by many tyre manufacturers using different test methodologies  such as component level, Hil (Hardware-in-the-Loop), ViL (Vehicle-in-the-Loop) test during the development and test & verification states of the product. In addition to those currently available test technologies, there are new developments in testing, such as dynamic driving simulators, in other words DiL (Driver-in-the-Loop). This technology enables tyre manufacturer to test and verify their next-generation tyre designs in virtual environment using the vehicle digital twin, which replicates the actual vehicle including vehicle driving dynamics, with real driver interaction. The DiL will improve the development process and create new opportunities for tyre manufacturers as preferred one. TIC believes in “Speed to market with right solutions and innovation,” and ready to support you. Design & development process duration is getting more and more crucial and all manufacturers are trying to reduce it by using modern simulation and testing technics. We recommend adopting Virtual technology in order to provide the best service to your customers.

As a conclusion, tyre industry is facing a lot of challenges and having very dynamic competition, in that respect the tyre technology and tyre knowledge will be extremely important to compete in the future, more than at any time in the past.

TIC Subject Matter Experts (SMEs) have vast hands-on experiences for above topics and ready to support your activities. We provide specialised technical solutions for challenges and TIC guarantees a high standard of professional-ethical principles that we have kept and developed for years. (TT)

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Tana Oy, a Finnish environmental technology company specialising in manufacturing mobile solid waste shredders, screens and landfill compactors, is expanding its customer support in Norway. The company has entered into a partnership with Vest Assistanse, designating them as a new aftermarket service provider.

This collaboration ensures that TANA machine operators across the country will have access to reliable and efficient maintenance and technical support. Vest Assistanse brings a strong local presence and a team of experienced service professionals, positioning them to deliver swift response times and high-quality field service. Their expertise is aimed at helping customers maintain optimal machine performance and maximise operational uptime.

This strategic appointment reflects Tana’s sustained commitment to the Norwegian market. By strengthening its local service network, the company is enhancing its ability to provide comprehensive after-sales care, ultimately reinforcing its dedication to superior customer service and operational efficiency throughout the region.

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Falken has entered the 2026 summer season with notable achievements in independent tyre evaluations, securing strong ratings for three distinct models. The high-performance AZENIS FK520, versatile ZIEX ZE320 and electric vehicle-focused e.ZIEX each demonstrated their capabilities in assessments conducted by leading automotive clubs and specialist media.

The ultra-high-performance AZENIS FK520 earned high praise in the sportauto summer tyre test, receiving an overall Very Good rating. With a total score of 8.6 out of 10 across all categories, it positions itself among top contenders in its class. The tyre achieved perfect 10 out of 10 points for exceptionally short braking distances on both wet and dry surfaces. Its handling, lateral grip and comfort also received commendable scores. The publication distinguished it as best value for money, highlighting its blend of performance and affordability.

In the Automobile Club of Germany (AvD) test, the Falken ZIEX ZE320 secured a Very Good rating and finished fifth among 15 competitors in the 215/55 R17 size. It delivered outstanding wet performance, earning high marks between 4.4 and 4.6 out of 5 for aquaplaning resistance, cornering stability and braking. The tyre maintained consistent dry performance and was noted for low noise levels. In the Greenovation category, it received a Good rating for efficient rolling resistance and low weight.

The e.ZIEX achieved a Good overall rating in the auto motor und sport summer test. With 7.2 out of 10 points in wet conditions and 8.4 on dry roads, it demonstrated balanced and secure performance. Exceptional ride comfort and very low interior noise, both scoring a perfect 10 out of 10, were particular highlights. Testers described it as an efficiency recommendation for electric vehicles, praising its quiet, predictable handling.

These test results demonstrate Falken's technical expertise and product evolution, reinforcing the brand's commitment to quality as the summer season approaches.

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Kumho Tire USA has confirmed its return as a sponsor of the home plate signage programme for the 2026 Major League Baseball season, appearing in six stadiums nationwide. This marks the brand’s second consecutive year participating in the initiative, which aims to strengthen visibility among consumers, clients and retail partners.

The selection of ballparks was based on strategic market analysis, prioritising regions with strong growth potential for brand recognition. By securing rotational digital signage directly behind home plate, the company ensures consistent exposure to both live audiences and televised broadcasts, enhancing its presence in high-impact settings.

Kumho Tire will feature its brand at the following stadiums:

• Angel's Stadium: Anaheim, Calif.
• Busch Stadium: St. Louis, Miss.
• Chase Field: Phoenix, Ariz.
• Citizens Bank Park: Philadelphia, Penn.
• Comerica Park: Detroit, Mich.
• Great American Ball Park: Cincinnati, Ohio

These locations enable deeper collaboration with local dealer networks and increase the company’s footprint in areas vital to its long-term goals. Through this targeted investment, Kumho Tire reinforces its commitment to community engagement while advancing broader objectives in key US markets.

Ed Cho, CEO, Kumho Tire USA, said, “We are thrilled to continue our significant presence in America's favourite pastime, leveraging rotational stadium signage in six key markets with high growth potential. This initiative not only elevates Kumho Tire's visibility and strengthens our position as a premium brand alternative but also creates valuable opportunities for our dealer partners to capitalise on increased local recognition.”

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Hankook Tire reinforced its brand presence on the global stage as the Semifinals of TGL presented by SoFi Season 2 took place on 17 March 2026 at the SoFi Center in Florida. Serving as the inaugural Official Tyre Partner and a Founding Partner of the league, the company leveraged this platform to highlight its premium identity. By embedding advanced technological solutions within the sports entertainment sector, Hankook aligned itself with the principle of ‘Technological Innovation’ promoted by Hankook & Company Group Chairman Hyunbum Cho. This strategy effectively communicated a progressive and contemporary brand image to audiences spanning 150 countries.

The competition unfolded as a high-intensity doubleheader featuring the regular season's top four teams. In the opening matchup, the No. 2 seed, Los Angeles Golf Club, faced Atlanta Drive GC, the tournament’s 2025 champion and No. 3 seed. Although Atlanta initially held an advantage, Los Angeles secured a 6-4 victory to advance. After trailing 4-3 at the conclusion of the Triples session, Los Angeles mounted a comeback in Singles by claiming three consecutive points. A pivotal moment came when Justin Rose levelled the score on the 10th hole before taking the lead with a birdie on the fourteenth, ending Atlanta's pursuit of consecutive titles.

The second semifinal featured the regular-season leader, Boston Common Golf, against Jupiter Links GC. This contest attracted widespread attention due to the participation of golf stars Rory McIlroy and Tiger Woods in a high-stakes playoff atmosphere. Jupiter Links emerged victorious with a 9-5 win after a competitive Triples session. In Singles, Max Homa secured decisive victories over McIlroy in both of their encounters, propelling his team into the Final Series for the first time.

Both winning teams are set to compete in the Finals, a best-of-three series scheduled for 23 and 24 March 2026 at the same venue. As the season approaches its conclusion, Hankook Tire continues to connect with international audiences through elite sporting events. The company sustains a diverse global sports marketing strategy, encompassing partnerships with the UEFA Europa League, UEFA Conference League, Borussia Dortmund and Al Ittihad. Additionally, its role as an official partner in premier motorsport series like Formula E and the World Rally Championship underscores its commitment to demonstrating technological leadership.

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