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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Sri Trang Group has reiterated its dedication to developing the natural rubber sector while protecting the environment and assisting nearby communities. The company recently held the second edition of its 2026 ‘One Sri Trang, One Environment’ initiative at Rubberland Products Company Limited's Mukdahan Branch. Worayan Bunnarat, Governor of Mukdahan, headed a delegation of senior provincial officials from the Provincial Industry, Labour and Public Health Offices. Community leaders and partner networks also participated to learn about the factory's responsible management approach.

Welcoming the delegation were Chalermpop Khanjan, Executive Director of Sri Trang Agro-Industry Public Company Limited, and Mustopa Longsaman, Factory Manager of the Mukdahan branch. A symbolic tree-watering ceremony opened proceedings, underscoring a collective commitment to environmental stewardship. Attendees then explored an exhibition displaying natural rubber innovations spanning the supply chain, from traceability systems to programmes enhancing local quality of life. A standout initiative converts discarded plastic bottles into eco-friendly brooms, creating income for residents. The exhibition also recognised collaborative efforts, backed by provincial authorities, that enabled the branch's TO BE NUMBER ONE Club to attain national distinction as a ‘Silver-Level Model Workplace, Year 1’.

Visitors witnessed production processes directly, with particular attention to odour prevention and control at the source. Measures include a fully enclosed raw material storage building, ozone-based air treatment and a biofilter system for reducing odours. The Mukdahan facility has further refined its environmental monitoring through E-Nose intelligent electronic nose technology, which identifies odours and evaluates their dispersion in real time while allowing continuous data sharing with local communities. Alongside this, the V-Pass Smart Receive digital system screens raw material transport vehicles from the outset, helping avert rubber serum leakage along transportation routes.

Sri Trang Group is confident the event will reinforce trust between the factory and neighbouring communities through transparent disclosure of its operational practices. The Group continues to pursue the facility's progression towards ‘green factory’ status and remains committed to stable, sustainable growth in partnership with rubber farmers, local communities and the environment.

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Hankook Tire has secured the title sponsorship of Rally US, Round 11 of the 2027 FIA World Rally Championship, the company announced during a signing ceremony at the 2026 SEMA Show in Las Vegas on 3 November. Representatives from Hankook, the WRC Promoter and the Rally US Organizing Committee attended the event.

The agreement grants Hankook naming rights to the rally, which will be staged as Hankook Rally US under the company’s unified global brand. It represents Hankook’s first title sponsorship of a WRC round.

Hankook Rally US will mark the WRC’s return to the United States after 39 years, since the Olympus Rally in Washington State in 1988. Set for 25–29 August 2027, the event will run on gravel stages across Tennessee and Kentucky, with Knoxville serving as rally headquarters and a ceremonial start in Nashville, which also hosts Hankook’s US headquarters.

Through the sponsorship, Hankook seeks to boost brand awareness in North America, especially in the US, one of the world’s largest automotive markets. The company plans to use exposure across rally stages, the WRC Arena, fan zones and podium backdrops to engage local motorsport fans and strengthen ties with customers and partners. Hankook has supplied tyres exclusively to all WRC classes since the 2025 season and supports more than 70 motorsport competitions worldwide, feeding event data into high-performance tyre research and development.

Rob Williams, Senior Vice President of Hankook Tire North America Headquarters, said, “The WRC’s historic return to the US marks a milestone for Hankook as our first title sponsorship of a WRC round. This partnership will showcase our tyre technology, elevate our premium brand presence and strengthen ties with customers and partners across North America.”

Matt Crews, President and CEO, Rally US, said, “We’re proud to represent America’s return to the World Rally Championship, and especially proud to do it alongside Hankook. Tennessee is my home state, and Hankook is a leader in our automotive industry, with its US headquarters in Nashville and its plant in Clarksville. Hankook Rally US gives them a great platform to showcase their brand to fans here at home and to the WRC’s audience around the world.”

Senator Bill Hagerty said, “Hankook has been a great employer and partner for the Tennessee economy since they decided to move operations to our state more than a decade ago. Seeing them serve as title partner for the FIA World Rally Championship’s return to America, right here in Tennessee, will put our state in front of a global audience, and I couldn’t be more pleased of how far that relationship has come.”

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Firestone, a Bridgestone Americas subsidiary, has introduced the Firestone Pathway AS, an all-season touring tyre built for everyday drivers. It comes in 73 sizes, giving it the widest vehicle coverage of any Firestone tyre, and pairs dependable performance and long tread life with value, all backed by a 65,000-mile limited mileage warranty.

Development was shaped heavily by consumer feedback, which pushed improvements in wet traction, tread life and ride comfort over the predecessor. The original plan called for 48 sizes, but 25 more were added mid-development to broaden market reach, helping Firestone cover nearly 77 percent of registered vehicles.

A tread compound engineered for longevity, additional sipes and an optimised see-through void promote even wear and sustained traction. Deep interlocking 3D sipes deliver grip from light snow to dry and wet pavement. Internal testing recorded wet braking gains of 18 percent against the Uniroyal Laredo HT, 11.7 percent against the Firestone All Season and 7.4 percent against the Toyo Extensa AS2, along with shorter dry braking than six leading rivals. Low rolling resistance also supports fuel efficiency in combustion-engine vehicles.

Nationwide availability is underway, with fitments covering popular models such as the Toyota Camry, Toyota RAV4, Subaru Outback, Jeep Grand Cherokee and Chevrolet Equinox.

Leslie Sawyer, Senior Product Design Engineer, Bridgestone Americas, said, "Most drivers want a tyre they can depend on. The Firestone Pathway AS is designed to deliver reliable performance and long-lasting value, giving drivers the confidence they need in everyday driving situations."

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Scandinavian Enviro Systems AB (publ) has entered into a conditional service agreement with an international operator that provides transport services to the energy sector. The agreement follows a letter of intent signed by the two parties on 17 March 2026 and marks a further step towards establishing a tyre pyrolysis plant in North America. Using Enviro’s technology, the facility is intended to recycle up to 50,000 tonnes of end-of-life tyres annually.

Under the terms of the agreement, Enviro will produce the technical documentation needed for the plant’s permit applications and prepare an initial design for the entire facility. For these services, the company will receive a fixed fee of USD 2,000,000, corresponding to approximately SEK 19.5 million. The fee is divided between USD 500,000 for permit application work and USD 1,500,000 for plant design, with USD 450,000 payable once the customer decides to proceed and the remainder paid in instalments as various parts of the services are delivered. Additional work and technical support beyond the fixed-fee scope will be invoiced on an ongoing basis.

The start of Enviro’s work depends on the customer making a final decision to proceed with the project. That decision, in turn, requires the customer to have secured a site for the plant and to have entered into binding agreements with buyers of the plant’s two main products, oil and carbon black, covering at least 75 percent of expected production for each product. Should the customer neither decide to proceed by 31 December 2027 nor elect to continue, the agreement will terminate.

The assignment covers two principal deliverables: technical documentation required for environmental, planning and fire safety permit applications and an initial design of the whole plant, including drawings, equipment lists, calculations and technical specifications. The design will serve as the basis for more detailed engineering work before an investment decision. Enviro will also provide technical support during the permit application process for 12 months after delivering the permit documentation. The agreement does not grant any right to use Enviro’s technology to construct or operate the plant, which would require a separate licence agreement.

According to the timetable, the assignment is expected to be completed about seven months after the customer’s decision to proceed, with permit application documentation ready after roughly five months. The customer may terminate the assignment with 30 days’ notice, in which case Enviro is entitled to compensation for work performed and costs already incurred. Enviro remains entitled to compensation regardless of whether permits are granted or the plant is ultimately built. The agreement is described as an important step in Enviro’s strategy to establish technology-based plants internationally, with the design potentially forming the technical basis for a future licence agreement.

Fredrik Aaben, CEO, Enviro, said, “This is an important step towards establishing Enviro’s technology in North America. Together with the Customer, we are now moving from a letter of intent to a binding conditional agreement, and we look forward to designing the plant as soon as the project is ready to proceed.”

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