To promote its premium SecuraDrive range of tyres, Ceat has launched another marketing campaign featuring Aamir Khan.

The Mumbai-headquartered company will air three advertisements with Aamir Khan playing different avatars in each version throughout the second leg of IPL across media platforms.

The new campaign will focus on using high-quality tyres that provide complete safety in any situation. The storyline of the first advertisement is unique --- it talks about a utopian world where everyone follows traffic rules. However, in reality, roads are full of surprises, and one needs the safety of tyres that offer outstanding braking and impeccable stability.

The idea behind the campaign is to highlight the importance of high-quality and safe tyres for unexpected surprises on roads. It aims to showcase how the Ceat’s SecuraDrive Car and SUV tyres enable a comfortable drive across different situations through superior control and precise braking.

Amit Tolani, Chief Marketing Officer, Ceat Tyres Ltd, said, “Safe and smart mobility has been Ceat’s primary goal. The new campaign with Aamir focuses on our vision of ‘Making Mobility Safer and Smarter Every day’. Our SecuraDrive Car and compact SUV tyres offer a safe ride through improved braking performance and ultimate riding comfort--- the best friend for your car on any road. The campaign emphasises the significance of buying reputable and reliable tyres. Aamir embodies Ceat’s honesty, enthusiasm, perfection, and innovation and has been a great brand ambassador for us.”

The latest data released by the Society of Indian Automobile Manufacturers (SIAM) show that the Indian automotive industry wrapped up FY 2024-25 with a solid performance, driven by resilient domestic demand, an uptick in exports, and a renewed push toward green mobility.

While the pace of growth varied across segments, the industry overall clocked a healthy 7.3 percent increase in domestic sales, reinforcing its steady recovery trajectory in a post-pandemic economy.

The passenger vehicles segment posted its highest-ever annual sales, breaching the 4.3 million mark – a 2 percent rise over the previous year. Although the high base of FY 2023–24 tempered the growth rate, the segment continued to impress with its scale.

SUVs emerged as the dominant sub-segment, accounting for 65 percent of total PV sales, up from 60 percent last year.

The market responded enthusiastically to new launches and customer demand towards higher ground clearance models. It is also important to note that discounts and promotions kept demand buoyant.

On the exports front, a record 770,000 units were shipped, up 14.6 percent, fuelled by demand from Latin America, Africa and emerging interest from developed markets.

India’s ubiquitous two-wheelers rebounded strongly with 19.6 million units sold, marking a 9.1 percent growth over the previous year. The scooter category led the charge, boosted by improved rural and semi-urban road connectivity.

EV penetration crossed 6 percent, reflecting a growing preference for sustainable options.

Two-wheeler exports rose by 21.4 percent, supported by macroeconomic stability in Africa and expansion into Latin American markets.

The three-wheeler segment on the other hand scaled new highs with 741,420 units sold, a 6.7 percent growth over FY 2023–24. Urban and semi-urban demand for last-mile transport, especially electric models seem to have played a key role.

The commercial vehicles segment posted a slight 1.2 percent decline in annual sales, though Q4 offered a glimmer of hope with a 1.5 percent uptick. Light CVs struggled, while Medium & Heavy CVs (M&HCVs) remained steady. Infrastructure development spurred demand for buses and higher-GVW trucks.

CV exports jumped by 23 percent, indicating global recovery in freight mobility.

In terms of EV sales, the country saw 1.97 million green vehicles sold, up 16.9 percent, with electric two-wheelers seeing a 21.2 percent rise in registrations.

Looking Ahead: Optimism with Caution

The industry body stated that going forward leaders are cautiously optimistic about FY 2025–26. Normal monsoon forecasts are expected to aid rural demand. Recent personal income tax reforms and RBI rate cuts could boost vehicle financing and overall consumer sentiment. Continued export momentum, especially in Africa and neighbouring regions, will offer strategic resilience.

But on the other hand, challenges loom in the form of global geopolitical tensions and evolving supply chain dynamics.

Shailesh Chandra, President, SIAM, said, “The Indian automobile industry continued its steady performance in FY2024–25, driven by healthy demand, infrastructure investments, supportive government policies and continued emphasis on sustainable mobility. Passenger vehicles, two-wheelers and three-wheelers grew in FY2024-25 compared to FY2023-24, but growth rates have been varied across segments. Passenger vehicles and three-wheelers witnessed a moderate growth on account of the high base effect but saw the highest-ever sales in these categories, while the two-wheeler segment registered strong growth in FY2024-25. However, commercial vehicles witnessed a slight degrowth in the FY2024-25, though performance in recent months has been comparatively better. On the exports front, good recovery is seen across all segments, particularly passenger vehicles and two-wheelers reflecting improved global demand and India's growing competitiveness. In FY2024-25, the government of India introduced the PM E DRIVE scheme and PM e-Sewa schemes which underscores the firm commitment of the Government towards promoting sustainable mobility. Looking ahead, the backdrop of stable policy environment, along with recent measures such as reforms in personal income tax and RBI’s rate cuts, will help in supporting consumer confidence and demand across segments.

In an interview with Tyre Trends, Markus Winter, Director of Marketing and Sales at Kokusai Europe, and Kazuhiro Murauchi, Vice President and Head of Engineering at Kokusai Headquarter, share insightful perspectives on the fast-changing reality of tyre testing. With regulatory demands increasing and car technologies developing, Winter shares how the industry responds to new challenges presented by electric vehicles, tighter emission requirements and shifting consumer demands. With Kokusai manufacturing around 130 tyre test machines every year, Winter presents a special point of view regarding the technological advancements and market forces that are determining the future of tyre development and testing practices.

Every nook and cranny within tyre markets across the globe, big or small, is echoing a confluence of old and new practices in the age of new mobility. Attempts to constantly derive upcoming trends are massively influencing stakeholders within the tyre ecosystem as they mull over operational shifts for meeting future demands. The intricate world of tyre testing is also attuning itself to such changes to deliver a seamless transition to end users as progress unfolds.

Markus Winter, Director – Marketing and Sales, Kokusai Europe, contended that tyre testing has surged in recent times as emission norms become stricter and manufacturers methodically formulate new compounds to develop tyres for new-age vehicles.

“Over the past five to 10 years, tyre testing has undergone significant changes driven by regulatory pressures and evolving consumer expectations. In Europe, automotive manufacturers have prioritised high-speed uniformity testing to enhance ride comfort,” noted Winter while speaking exclusively to Tyre Trends.

“Simultaneously, there has been a strong industry-wide push towards improving wet grip, not only for new tyres but also for worn ones. More recently, with the introduction of Euro 7 regulations, the spotlight has turned to wear testing. The emphasis is on minimising microplastic emissions and fine dust particles, aligning with broader environmental and health concerns. As regulatory scrutiny intensifies, tyre manufacturers are expected to invest further in wear-reduction technologies, shaping the next phase of innovation in the industry,” he said.

The Japan-headquartered company that produces around 130 tyre testing machines each year believes that Euro 7 regulations will impose stringent limits on wear particle emissions, leading to a major shake-up within the global tyre industry.

The new rules, targeting a 30 percent reduction in particulate emissions, could disqualify a substantial number of current tyre models from original equipment (OE) fitment on new vehicles. While exact figures remain uncertain, industry estimates suggest that up to 50 percent of existing tyre types may be phased out, with some projections even higher. This has placed immense pressure on manufacturers to accelerate testing and compliance efforts.

The initial response from tyre makers will likely focus on outdoor testing, given its simplicity. However, there is growing consensus that standardised drum testing will be essential for consistent evaluation. Over the next one to three years, demand for advanced wear testing solutions is expected to surge, creating significant business opportunities for testing providers.

At the same time, the industry is closely monitoring regulatory discussions and standardisation efforts as test methodologies continue to evolve. Regional differences are evident with Japanese and European manufacturers prioritising distinct approaches to compliance.

While no dedicated testing equipment for wear particle emissions exists yet, there is increasing interest in integrating sensors and analytical systems into existing tyre wear testing frameworks.

As regulations tighten, companies positioned at the forefront of wear testing innovation will be well-placed to capitalise on the shifting market dynamics.

SHIFTING DYNAMICS

The rise of electric vehicles (EVs) is fundamentally reshaping the tyre testing industry. With EVs requiring bigger, heavier tyres and delivering significantly higher torque, testing methodologies must adapt to these changing dynamics.

“With EVs demanding bigger, heavier tyres and generating higher torque, the industry must adapt. Our testing concepts are divided into two key areas including force and moment testing, which accounts for the torque and velocity changes and endurance testing such as tyre wear assessments. While high torque isn’t a requirement for endurance testing, these machines must still meet rigorous performance standards,” noted Winter.

Another major transformation is the accelerated development cycle of new tyres. Previously, a single tyre model would take six months to a year to develop, but manufacturers are now introducing new models every three months. Each iteration features different materials, tread designs and wear characteristics, increasing the need for highly flexible and efficient testing solutions. “This shift creates a greater demand for flexible, high-throughput testing solutions. We’ve opened a technical centre in Tokyo, where manufacturers can evaluate new tyre designs and test methods in real time,” informed Murauchi.

Smart tyre technology is also influencing the testing landscape. According to the executive, tyre testing involved manually recording data such as temperature, pressure and wear characteristics in the past. Today, with the integration of tyre pressure monitoring system sensors and RFID tracking, data collection is becoming increasingly automated. These advancements allow for real-time analysis and improved accuracy in performance evaluations. Although not all tyres currently include RFID technology, the trend is clearly moving towards fully automated data integration.

High-speed uniformity testing is another area undergoing transition. “Demand for this type of testing peaked several years ago, particularly for performance and luxury vehicles. However, as EVs continue to grow heavier, the impact of uniformity variations at high speeds has diminished. A vehicle that is 500–800 kg heavier places less emphasis on tyre uniformity, making it less of a critical factor for the driver. Despite this trend, high-speed uniformity testing remains essential in laboratory settings, where it provides valuable insights into braking performance, torque application and wet grip. While production-line high-speed testing has seen a slight decline, laboratory testing remains a necessary step in ensuring that EV tyres meet safety and performance standards,” noted Winter.

Investment trends in the industry also reflect this evolving landscape. Many tyre manufacturers are opting for outdoor testing because it requires lower upfront investment. Outdoor tests can be conducted by hiring test vehicles and drivers rather than investing in costly laboratory equipment.

Nonetheless, core testing parameters such as uniformity, geometry and balance will remain essential despite the shifts, noted the executive.

INTELLIGENT MACHINES

Winter noted that artificial intelligence (AI) will also play a significant role in tyre testing, particularly in analysing wear test results. While machine builders focus on developing equipment that ensures precise and reproducible testing conditions, AI is increasingly being used in areas like shearography testing.

“For now, AI’s role in direct test result analysis remains limited as interpreting the data largely falls to manufacturers. Testing machines must guarantee consistent results under identical conditions ensuring uniform abrasion rates. However, manufacturers leverage AI to assess tread compounds and wear conditions, an area beyond the machine builder’s core business,” said Murauchi.

Software is also becoming increasingly important in tyre testing, though integration varies by manufacturer size. Major companies prefer to use proprietary quality tools and focus on seamless data integration.

Smaller manufacturers, however, seek guidance on handling test data, creating opportunities for collaboration with software firms.

Despite handling vast amounts of test data, the company is not pursuing a business model centred on data analytics or test services. Some competitors have expanded into internal testing and data-driven solutions, but this firm remains committed to machine building.

UPGRADING SYSTEMS

Customers today are increasingly seeking testing machines that can be upgraded rather than replaced after 15–20 years. Their expectation is to minimise costs while extending the machine’s lifecycle, though upgrading a machine directly in a customer’s plant at minimal cost is not always feasible. Despite this, manufacturers are focusing on designing equipment that allows for easier upgrades over time.

“One key aspect of this shift is the move away from hydraulic systems. All of our testing equipment is now fully electric, whether it is a compression tester, steering tester or vibration tester. This transition was influenced by Japan’s experience with earthquakes, particularly the 2011 disaster that led to power shortages. Following the Fukushima incident, the Japanese Government required manufacturers to reduce power consumption by 15 percent. Unlike hydraulic systems, which require stable oil temperature and pressure, our fully electric machines can be turned on and off instantly, making them more energy-efficient and reducing operational downtime,” averred Murauchi.

The focus on energy efficiency extends to long-term improvements in machine performance. Over the years, the company has developed systems that significantly reduce electricity consumption. Since tyre wear testers run for long durations daily, its energy usage directly impacts operating costs.

“We developed an innovative drive concept that provides force-synchronised control of the drum and test tyre, allowing tyre slip to be precisely applied via a highly dynamic torque-on-demand system. Combined with our specially adapted load case collective, this new system achieves a nearly 90 percent reduction in energy consumption compared to conventional hydraulically driven wear testers. As a result, we can dramatically reduce the running cost for our customers. The first sets of these advanced systems have already been successfully implemented at a major Japanese company, demonstrating the effectiveness of our energy-efficient approach,” revealed Winter.

REGULATORY CHANGES

Regulations play a critical role in shaping the tyre testing industry as manufacturers continuously adapt to new requirements. Winter anticipates significant regulatory changes, particularly in Europe and Asia, over the next four to five years that will impact tyre testing and development.

“One of the key upcoming regulations is related to tyre wear. There is increasing focus on how quickly tyres wear out and how that affects road safety and environmental impact. In addition to wear, the wet grip performance

of tyres is expected to come under stricter regulations, pushing manufacturers to provide more transparent data on its products’ real-world performance. Another area of growing interest is tyre lifespan, particularly for commercial truck and bus tyres. Customers are becoming more focused on the overall service life of tyres rather than just wear resistance, which means testing procedures may need to evolve,” said Winter.

“Tyre safety is another area where regulations are expected to tighten. In the past, tyre testing has primarily focused on new tyres, but we foresee that future regulations may require testing on worn tyres as well. This is because a new tyre performs optimally, but its behaviour can change significantly after use. Factors such as tread depth, air pressure variations and temperature fluctuations influence how a tyre performs over time, and regulators may demand better data on these aspects,” he added.

Currently, tyre testing is done under standard conditions, but in reality, tyres are used in extreme temperatures ranging from sub-zero to scorching heat. With the rise of autonomous driving, there is an increasing need for tyres to be tested in a variety of weather conditions.

Future regulations may require more comprehensive testing to ensure that tyres perform predictably across different temperatures, humidity levels and road conditions. Autonomous vehicle systems will likely rely on detailed tyre performance data to make real-time driving decisions, which could drive the development of new testing methodologies.

FOOTPRINT

Asia remains the strongest market for the company, where it has established itself as the market leader with deep customer relationships. While competition is intense in Europe, the company has tested its machines with premium manufacturers and is adapting its equipment to meet the specific needs of different tyre makers.

The company is deploying pilot projects across various segments including passenger car and truck tyres to expand in Europe. These initial installations allow for extended testing before securing approvals to participate in larger procurement processes. In contrast, the wear tester segment is less competitive with only a few global suppliers, positioning the company as a key player with extensive collaborations worldwide. The focus now is on strengthening technical partnerships, installing pilot units and integrating its solutions within the operational frameworks of major tyre makers.

The company has set a target to expand capacity to 150 units per year, potentially by the end of 2025. While European markets face margin pressures, the company’s challenge lies in scaling up production in Asia, US and Europe to meet growing global demand.

Sumitomo Rubber Europe GmbH has appointed Michael Haupt as Senior Manager Tyre Design/Automotive Original Equipment (OE) with effect from 1 April 2025. Haupt will lead the company’s OE division and take care of tyre development activities for its Falken and Dunlop brands.

Haupt has more than 30 years of expertise in the tyre and automotive industries. He began working for Ford Motor Company in 1994 as a research engineer before joining Porsche in 1996. He advanced to the role of team leader in tyre development throughout his tenure at Porsche, where he significantly contributed to the advancement of quality management procedures. Haupt worked for Nexen Tyre for five years in top positions, first as Vice President for OE development in Europe and then as top Vice President for worldwide OE and replacement tyre development, prior to joining Sumitomo Rubber Europe. His achievements there included creating high-end tyres specifically for German original equipment manufacturers, optimising manufacturing procedures and raising brand awareness through media and motorsport initiatives.

Dr Bernd Löwenhaupt, Managing Director, Sumitomo Rubber Europe, said, “Michael Haupt is an excellent fit for our team. His leadership qualities and extensive experience in tyre development and OE strategy make him a strong addition to our company as we continue to innovate and grow in the European market.”

Jake Rønsholt has left Bridgestone after 12 years of service, during which he held several important positions and helped bring about some of the company's biggest changes in the EMEA area.

Rønsholt became Vice President of Strategy & Transformation for EMEA in 2020 after rising through the ranks from his position as General Manager of Corporate & Brand Communication Europe when he joined the company in 2012. Rønsholt was generally regarded with leading several important strategic initiatives during his tenure at Bridgestone, most notably the Consumer Tyre business turnaround in 2015. He contributed to the company's record-breaking financial success in 2021 and 2022 by assisting in its response to market disruption following Covid-19 and other difficulties.

Rønsholt's impact at Bridgestone was particularly noticeable in the way the business modified its operations and strategy in response to a shifting market environment. In order to develop forward-looking market models that assisted in guiding business choices during uncertain times, he played a significant role in redefining the company's vision and incorporating technology like artificial intelligence and machine learning. Rønsholt placed a strong focus on teamwork, purpose and long-term effects throughout his tenure as leader. Rønsholt has a Master's degree in Science of Management from the Solvay Brussels School of Economics and Management and worked in marketing and business development at Unilever Europe before joining Bridgestone.

Rønsholt said, “I am immensely proud of what we achieved together, from record-breaking financial results to reshaping the company’s vision for the future. I leave with great memories, invaluable lessons, and strong relationships that I will always cherish. Bridgestone will forever remain in my heart. Business is nothing without people!”