Former German World Cup downhill and super-G ski racer Thomas Dreßen has been appointed as brand ambassador for Vredestein by Apollo Tyres Ltd. The company has already signed an agreement earlier this year for Vredestein to become the ‘Official Main Sponsor’ of the FIS Alpine World Ski Championships 2025.

Winner of five World Cup victories, including the legendary 2018 finish in Kitzbühel that made him the first skier to win a debut race at the location since 1988, and 10 career podium finishes, Dreßen will leverage his platform as a former competitive skier to promote Vredestein’s range of winter and all-season tyres. As part of the deal, he will also promote the brand’s links to international winter sports.

The 30-year-old took retirement in early 2024 after a series of injuries but still remains active in sports, with the recent participation in the 227 km Ötztal Cycling Marathon across the Alps standing as testimony of his passion for sports. The former champion also serves as an ambassador for the Nicolaidis Young Wings Foundation, a charity that provides grief counselling to children and young adults who have lost a parent or partner.

This new alliance is part of a diversified sports and motorsports marketing campaign designed for the Vredestein brand, after the company's recent collaboration with Olympian and champion French runner Yann Schrub and three-time Formula One race winner Giancarlo Fisichella.

Dreßen said, “Winter sports have always been a huge part of my life, and partnering with the Vredestein brand to support the FIS Alpine Ski Championships is a real honour. The high-performance qualities of the Vredestein winter tyre range naturally align with alpine skiing. As an athlete who values top-tier equipment to perform at my best, I see a clear connection between the demands of competitive skiing and the engineering excellence of Vredestein’s winter and all-season tyres.”

Yves Pouliquen, Vice President – Commercial, Europe at Apollo Tyres, said, “We’re excited for the upcoming ski season and are delighted to welcome Thomas to the Vredestein team. His expertise and vast experience make him the perfect ambassador to promote some of our award-wining winter range, which includes the new Ultra-high-performance Wintrac Pro.”

Sentury Tire USA has opened pre-enrolment for its two associate dealer programmes (ADPs), the Delinte HYPERDRIVE Associate Dealer Program and the Landsail Elyte Associate Dealer Program, underscoring the company’s commitment to rewarding dedication and partnership to the Landsail and Delinte brands.

The ADPs, which are customised for each brand and intended to encourage dealers, will formally start on 1 June 2025. Both programmes give dealers access to special benefits, incentives and strong tools to help them expand their businesses. This involves dependable customer service, effective marketing and worthwhile financial incentives to promote dealers' success at every stage.

Beginning in Q3, dealers may earn up to USD three per tyre through the Delinte HYPERDRIVE Associate Dealer Program. Dealers can receive retroactive benefits for purchases completed in Q2 if they register before 1 June. The awards are available for all Delinte PTR, LTR and the new DV3 LMD AS last-mile delivery tyres. For all Landsail PTR and LTR tyres, independent dealers that sign up for the Landsail Elyte Associate Dealer Program can also earn up to USD three per tyre. For customers who sign up by June 1, the new LMD 100 AS last-mile delivery is also eligible for the benefits and will get the same early bird incentive for Q2 2025.

No initial order is necessary. Dealers only need to register to begin making money. According to the monthly programme rewards structure, 48 tyre purchases each month are eligible for a reward of USD one per tyre, 120 tyres are eligible for a reward of USD two per tyre and 240 or more tyres are eligible for a reward of USD three per tyre.

ENSO, a London-based tyre manufacturer engaged in the production of sustainable tyres specially designed for electric vehicles (EVs), has launched its new ENSO Premium range of EV-specific ultra-high-performance (UHP) tyres aimed at drivers of high-performance EVs such as the Tesla Model 3 and Model Y.

Specifically designed for electric passenger vehicles, the ENSO Premium range comes with A/A EU-label ratings for both energy efficiency and wet grip. The tyres are designed to provide safety, increased range and a reduced total cost of ownership. Conventional tyre designs frequently fall short of the special performance needs of electric vehicles, which include greater vehicle weight, regenerative braking and higher torque loads. By lowering tyre wear and rolling resistance, ENSO Premium takes care of these issues.

The company is an authorised provider of replacement tyres for LEVC's electric taxis and has partnered with Uber to install its tyres in high-mileage metropolitan areas. The company now plans to grow throughout Europe and North America, and with ENSO Premium, it is now offering its services to individual EV owners throughout the United Kingdom. According to ENSO, the range offers advantages including longer tyre life and fewer replacements, lower energy usage, fewer charging stops and lower CO₂ emissions and tyre particle pollution.

Gunnlaugur Erlendsson, CEO and Co-Founder, ENSO, said, “We’re plugging a long-standing gap in the tyre market by offering EV drivers a purpose-built, affordable, premium EV tyre alternative that matches the innovation of their EV.”

Kraton Corporation, a leading global sustainable producer of specialty polymers and high-value bio-based products derived from pine wood pulping co-products, has announced a general price hike in North America for its SBS, SIS and HSBC product lines with effect from 1 May 2025.

Following a careful analysis of the effects of recently implemented tariffs, related cost increases and a conclusion that the company cannot independently absorb these repercussions, Kraton is adopting these pricing hikes, according to a company statement. The company further said that it will keep an eye on the scene and reassess these measures promptly in the event that conditions and US import tariffs alter.

Trelleborg Tires will showcase its latest tyre solutions for the logistics and material handling industry at the upcoming Intermodal South America 2025, Latin America’s largest and most comprehensive event for logistics, intralogistics, cargo transportation, technology and foreign trade, from 22 to 24 April on booth L100.

Trelleborg's XP1000 tyre is engineered to deliver exceptional performance in terms of comfort, stability, fuel efficiency, durability and mileage. To tackle the demands of today's interlogistics work, this tyre is ideal. By using its unique integrated Pit Stop Line technology, fleet managers can better ensure operator safety and save waste and downtime by knowing when to change their tyres. Locally made, the XP1000 has a cutting-edge tread that is intended to operate sustainably. The tyre's revolutionary fibre composition, which is manufactured from recycled materials, reduces CO2 emissions by up to 110 tonnes annually while saving 866 tonnes of new materials. The new CX940 has an extra-strong casing, an enhanced tread design and a wear-resistant compound that lowers the chance of cuts and punctures. These qualities guarantee great stability, outstanding grip and superior load distribution.

Alessandro Sacco, Sales Director of Trelleborg Tires in South America, said, “Being able to respond quickly and effectively to the specific needs of the South American market is essential. Thanks to our local production, we’re bringing top-quality, high-performance tyres exactly where and when they’re needed. We’re not just supplying products; we’re delivering advanced tyre technology built to match the pace and pressure of today’s logistics. Whether our customers operate in high-intensity ports or dynamic warehouse environments, they can count on Trelleborg Tyres to deliver long-lasting performance while ensuring efficiency and cost-effectiveness every step of the way.”