Yokohama Rubber will equip more than 20 teams competing in this year’s Asia Cross Country Rally (AXCR) with its GEOLANDAR M/T G003 mud-terrain tyres, reinforcing its support for Asia’s premier off-road racing event. The rally, scheduled for 8–16 August, will feature prominent teams such as Team Mitsubishi Ralliart and TOYOTA GAZOO Racing Indonesia, both of which Yokohama aims to help secure championship victories.

Team Mitsubishi Ralliart, backed by Mitsubishi Motors’ technical expertise, has consistently demonstrated strong performance in past AXCR events. After winning in 2022 with its Triton pickup, the team secured third place in 2023 with an updated model. This year, it will field three Triton vehicles, including entries from 2022 champion Chayapon Yotha and 2024 fifth-place finisher Katsuhiko Taguchi, alongside Kazuto Koide, who will debut an automatic transmission variant optimized for competition.

TOYOTA GAZOO Racing Indonesia, the 2023 AXCR champion, returns with two Toyota Fortuner SUVs, driven by Japan’s top off-road racer Ikuo Hanawa and 2023 runner-up Tubagus Adhi Moerinsyahdi. Other notable teams relying on Yokohama tyres include ISUZU SUPHAN YOKOHAMA LIQUI MOLY RACING TEAM, last year’s second- and third-place finishers and the GEOLANDAR takuma-gp FORTUNER team led by 2023 champion Takuma Aoki.

The GEOLANDAR M/T G003 tyres are designed for extreme off-road durability and traction across diverse terrains, combining rugged construction with an aggressive tread pattern. Yokohama’s GEOLANDAR series has a proven track record in global off-road competitions, including back-to-back AXCR titles in 2022 and 2023.

Established in 1996, the FIA-certified AXCR traditionally traverses multiple Southeast Asian countries, but this year’s edition will be held entirely in Thailand. The 3,250-km route, starting and concluding in Pattaya, will challenge competitors with varied landscapes, from jungles to race circuits, nearly doubling last year’s distance. Yokohama’s involvement underscores its commitment to high-performance off-road tyre technology and motorsport excellence.

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Bridgestone Americas has launched a year-long celebration honouring the 125th anniversary of its legendary Firestone brand, marking over a century of leadership in performance, durability and value. Running through August 2026, the milestone will be commemorated with new product releases, immersive experiences and special activations that highlight Firestone’s enduring legacy and vision for the future of mobility.

The anniversary festivities began with an off-road expedition through Wyoming’s Bighorn National Forest, echoing the early 20th-century ‘Vagabonds’ journeys undertaken by founder Harvey Firestone alongside figures like Thomas Edison and Henry Ford. These modern adventures pay tribute to Firestone’s spirit of exploration and rugged reliability, with more storytelling experiences planned in remote landscapes across America. Throughout the celebration, Firestone will roll out a series of advanced tyres designed to enhance performance and dependability. The lineup, set to debut between late 2025 and 2026, will span consumer and commercial segments, reinforcing the brand’s commitment to cutting-edge solutions.

Firestone’s storied motorsports history, which began with its first Indianapolis 500 win in 1911, remains central to its identity. As the exclusive tyre supplier for the NTT INDYCAR SERIES for 26 consecutive seasons, the brand will celebrate its 125th anniversary during the 2026 season, including special activations at the 110th Indianapolis 500.

Firestone will showcase its heritage and innovations at major industry events, featuring The Firestone Journey – a travelling exhibit blending rare archival artifacts with interactive digital experiences. Key appearances include King of the Hammers in California, Overland Expo West in Arizona and the iconic Indy 500, offering fans a glimpse into the brand’s transformative impact on American mobility.

Founded in 1900 by Harvey S Firestone, the company revolutionised transportation with breakthroughs like the first pneumatic tractor tyre and the ‘Ship By Truck’ movement. After merging with Bridgestone in 1988, Firestone solidified its global presence while maintaining its reputation for quality and innovation. Today, with over 75 Indy 500 victories and best-selling tyre lines, the brand continues to embody its founder’s vision of reliability and forward-thinking solutions.

Scott Damon, Chief Executive Officer, Bridgestone West and Group President, Bridgestone Americas, said, “Founder Harvey S Firestone was a pioneer whose life, legacy and commitment to customers remain engrained in our DNA today. We continuously strive to innovate – improving our customers’ lives with our products, services and solutions – and adapt to the evolving needs of tomorrow.”

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The Tyre Recovery Association (TRA) has responded to the Environment Agency’s recently published review on waste tyre exports from the UK, describing it as an important step toward regulatory reform. The 170-page report, which examined the export of used tyres – particularly to India – identified gaps in the current regulatory framework and enforcement capabilities. The TRA acknowledged the report as a constructive analysis that addresses long-standing challenges, including improved tracking of waste tyre exports, and has pledged to collaborate with DEFRA and the Environment Agency to implement these measures.

While welcoming the progress, the TRA emphasised that further action is necessary to establish a circular economy and strengthen domestic tyre processing capacity. The association urged policymakers and regulators to view the report as an interim measure rather than a final solution.

Peter Taylor OBE, Secretary General, Tyre Recovery Association, said, “The TRA welcomes this report; it is a clear and helpful analysis of UK waste tyre exports. It sets out the shortcomings of the current regulatory framework and the EA’s ability to meaningfully enforce these regulations. This is a true step forward after several years of inaction. It includes welcome initiatives on tracing and tracking UK export of waste tyres; the TRA will work with DEFRA and EA to deliver on these. It is important, however, that the policy creators and enforcers [DEFRA and the EA] recognise this is just a staging post on the road to the full reforms needed. We will continue to work with the Government to achieve a zero-waste circular economy and sustain the UK’s capability to process end of life tyres.”

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Hankook Tire, the global tyre leader and exclusive tyre supplier for the ABB FIA Formula E World Championship, has won the ‘Best Fan Experience of the Year’ award for Season 11. This marks the company’s second victory since Season 9, recognising its innovative marketing efforts and immersive fan engagement initiatives.

Throughout the season, Hankook Tire showcased its cutting-edge EV racing tyre technology as part of Formula E’s Allianz Fan Village, attracting approximately 50,000 visitors across events in the US, Germany and London. The company strengthened its connection with motorsport enthusiasts through interactive experiences, including digital racing games, creative workshops and themed photo zones. Online campaigns further amplified engagement, offering fans exclusive race-day tickets and digital interactions.

A standout activation was the ‘Hankook X FE Tube Shop’, a beachside pop-up during the Miami E-Prix, where fans enjoyed unique recreational activities near the race venue. The initiative generated around 120,000 online interactions, significantly enhancing brand visibility. Hankook also reinforced its EV leadership through high-impact content, such as the film Electrified: Hankook iON X Formula E Technology, featuring its GEN3 Evo iON Race tyre reaching speeds of 322 kmph. Additional collaborations, including a generative AI-powered London E-Prix feature and a teaser linking Formula E with the World Rally Championship, expanded global fan engagement.

Behind the scenes, Hankook provided 11 celebrities with an exclusive experience during Miami’s Evo Session, letting them test Formula E race cars equipped with iON tyres under extreme conditions. The company also advanced sustainability in motorsports by integrating eco-friendly materials and energy-efficient technologies into its tyre compounds.

Supporting diversity in racing, Hankook partnered with the FIA’s ‘Girls on Track’ programme, offering over 1,000 aspiring female drivers hands-on racing experiences at the 2025 Jakarta E-Prix – the initiative’s largest participation to date.

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Facing rising operational costs and economic uncertainties, transport and logistics operators in Europe and North America are seeking ways to enhance efficiency. Continental supports these businesses through durable commercial vehicle tyres, digital tools and tailored consulting services. Insights from ‘The Future of the Fleets’ study – conducted by Dataforce for Continental – reveal key industry pressures, surveying 850 fleet managers across France, Germany, UK and US.

The findings highlight cost pressures as the dominant challenge, cited by 76 percent of respondents, while 46 percent express concerns over economic instability due to supply chain vulnerabilities and geopolitical factors. Regional differences in digital adoption and transformation readiness further shape fleet priorities.

British fleets demonstrate strong openness to innovation, with 80 percent acknowledging transformation needs and 73 percent focused on competitiveness. Digital solutions like ContiConnect – which monitors tyre health in real time – are gaining traction for their ability to cut costs, improve safety and minimise downtime. Clarisa Doval, Continental’s Head of Digital Solutions, notes the UK market’s preference for fast ROI technologies that streamline operations.

French fleets show proactive climate commitments, with 65 percent investing in electrification and 43 percent prioritising emissions reduction. Franziska Ohliger, Head of Commercial Consumer Business Solutions, highlights Continental’s Conti Eco tyre for electric trucks and the Conti Urban NXT bus tyre – made with 59 percent sustainable materials – as key enablers of this shift.

German respondents report the highest cost sensitivity but lag in transformation urgency – only 51 percent see it as critical. Just six percent identify as tech pioneers, contrasting sharply with UK (32 percent) and France (21 percent). Driver shortages and fleet electrification also rank as top concerns. Continental aims to bridge this gap through proven digital tools like ContiConnect and strategic consulting.

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