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 CO2, 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)
Sun Auto Tire & Service Expands Midwest Presence With Virden Acquisition
- By TT News
- May 23, 2026
Sun Auto Tire & Service has expanded its Midwest footprint by acquiring the Main Street Tire & Auto location in Virden, Illinois. The transaction took effect immediately, and the newly acquired store will become part of the Sun Auto Network before rebranding under the Plaza Tire Service name.
Plaza Tire Service, a Midwest institution known as the ‘Quick Change Artist’ for more than six decades, will see its Illinois presence strengthened through this addition. The move broadens regional service coverage by integrating a trusted community shop with the extensive resources of a national network. Customers at the Virden location will continue to benefit from familiar local relationships while gaining access to enhanced operational support, advanced technology and customer-focused tools.
The Virden site offers a full range of automotive care, including major tyre brands backed by Sun Auto’s price match guarantee, alignments, brake service, oil changes, batteries, diagnostics and preventative maintenance. This acquisition marks the 16th Plaza Tire Service location in Illinois and supports Sun Auto’s ongoing expansion across key Midwest markets.
Rob Kingery, Regional Vice President, Operations, said "Virden represents an important opportunity to continue growing the Plaza Tire Service brand in Illinois. This location allows us to expand our reach while reinforcing the operational strength and consistency our network is known for."
Pirelli Design And Santini Cycling Unveil 2026 Sport Club Collection
- By TT News
- May 23, 2026
Pirelli Design and cycling apparel leader Santini Cycling have unveiled the Santini x Pirelli Sport Club 2026 collection, an evolution of their partnership launched in 2024. Inspired by the Pirelli Sport Club, founded in Milan in 1922 to encourage employee physical activity, the line celebrates Italian craftsmanship, performance and style.
The 2026 collection expands with fresh garments and graphic updates. Among the technical highlights is the new Fast jersey, engineered for maximum aerodynamics with ultralight fabrics and a second-skin fit. Returning Ruota and Tape models receive refined detailing, while the Pirelli SC jersey now features an all-over logo pattern in black and a new chocolate colourway.
All jerseys have a unisex fit and pair with Pirelli SC bib shorts with a C3 chamois for long-distance comfort. A heritage wool jersey features an embroidered Pirelli logo, mother-of-pearl buttons and a metal zipper. The new road skinsuit maximizes aerodynamic efficiency with breathable upper fabrics, woven striped sleeves and high-density lower section for muscular support.
Technical pieces include baselayers, a packable wind jacket and vest, plus socks, caps and bottles. A lifestyle line offers T-shirts, sweatshirts and casual garments with premium materials and distinctive graphics. The collection unites sporting passion, industrial heritage and design excellence, offering cyclists a cohesive wardrobe for both competition and daily life.
TyreSafe Formalises Partnership With On Air Media Group To Amplify Tyre Safety Messaging
- By TT News
- May 23, 2026
TyreSafe has formalised a new media partnership with On Air Media Group, marking a strategic push to expand its road safety messaging through high-impact radio broadcasting. The arrangement cements a previously informal working relationship that had already produced several nationwide campaigns, including a 2025 effort conducted alongside the Diabetes Safety Organisation focused on diabetic drivers and the recent ‘Under Pressure’ initiative for Tyre Safety Month.
Under the deal, On Air Media Group’s production strength and wide broadcast reach will amplify TyreSafe’s technical knowledge, ensuring that critical warnings about tyre maintenance reach national and local radio listeners. The collaboration specifically targets private motorists, motorcycle riders and commercial fleets, promoting straightforward preventive measures.
Looking ahead, the partners plan to roll out interviews, live segments and campaign-linked features across UK. Future work will also support fleet operators, address seasonal safety concerns and launch regional projects tied to TyreSafe’s yearly schedule of awareness events.
Stuart Lovatt, TyreSafe Chair, said, “We’re delighted to formalise our partnership with On Air Media Group. Their creativity and professionalism have been instrumental in helping us deliver the tyre safety message to millions of listeners across the UK. Radio remains one of the most powerful ways to reach drivers where it matters most – while they’re on the move – and On Air’s ability to make safety messaging engaging and relatable has been invaluable. Together, we’re ensuring more people hear, understand and act on the importance of tyre safety.”
Will Luscombe, Creative Director, On Air Media Group, said, “We’re proud to partner with TyreSafe and support their vital work in promoting road safety. Our team is passionate about using the power of broadcast storytelling to drive meaningful change, and working with TyreSafe has shown how creative, well-targeted radio campaigns can make a real difference. This partnership is about amplifying awareness, inspiring behaviour change and ultimately helping to save lives on UK roads.”
AZuR Champions Digital Product Passport As Essential Driver For Tyre Circular Economy
- By TT News
- May 23, 2026
The Alliance for the Future of Tires (AZuR) has confirmed its participation as a cooperation partner for the tyre material flow for an interactive event on the Digital Product Passport (DPP), scheduled for 16 June 2026 at the Bottrop campus of Ruhr West University of Applied Sciences. With the European Union planning to introduce DPP from 2028, the initiative aims to establish greater transparency, resource conservation and functional material cycles. The upcoming gathering will focus on practical applications and future prospects for industry, trade, recycling and the circular economy.
The European Union has classified tyres as a priority product group under the new Ecodesign Regulation. The digital passport will provide accessible data on a tyre’s entire lifecycle, including material composition, carbon dioxide emissions, repair history, retreading suitability and recycling methods, potentially via QR codes or radio-frequency identification technology on the tyre itself.
Significant potential exists for the tyre recycling sector. Retreaders will be able to quickly assess casing history, mileage and past repairs to determine suitability for retreading. Recyclers will gain improved material transparency regarding ingredients, additives and recycled content, thereby facilitating both mechanical and chemical recycling. Thus, the passport can support longer tyre use and more efficient recovery of valuable raw materials.
AZuR views DPP as a key step towards advancing the tyre circular economy. Several manufacturers are already working on pilot projects, including Michelin’s coordination of a scalable system through the CIRPASS-2 project, standardisation efforts by Bridgestone and Michelin via the Global Data Service Organisation and AZuR partners’ work on radio-frequency identification and digital traceability. The upcoming university event offers companies, researchers and municipalities an early opportunity to address the passport’s requirements and develop practical solutions.
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