As global demand for high-performance and sustainable speciality tyres rises, Indian manufacturers are stepping up, and CEAT is not behind. With a bold ambition to derive a quarter of its revenue from international markets, the company is leveraging deep farmer insights, advanced research and development capabilities and a quality-first mindset to penetrate competitive regions like Europe and North America. Its growing presence among global OEMs, automation-led manufacturing and entry into OTR segments signal a strategic evolution aimed at long-term global leadership.

The international tyre markets are getting ripe for Indian tyre makers. Every major tyre maker in the country is vying for a piece of share in European and American markets. While Europe has been predominantly the go-to market for Indian brands, recent expansions have led giants like CEAT explore speciality tyre markets in North and South America too. And the reason for a successful ride is its farmer and quality-first approach.

Speaking exclusively to Tyre Trends, Amit Tolani, Chief Executive at CEAT Specialty, said, “We’re aiming for 25 percent of our revenue to come from international markets. Currently, our key markets for exports include Europe, North America and Brazil in South America. Apart from these, South Africa and Australia round out our top five regions for off-highway tyres (OHT).”

CEAT has been steadily investing in capacity to ensure that it can meet demand across volumes and variety as it’s essential to have a complete product portfolio and sufficient production capacity to cater to these markets effectively.

“Our growth strategy for OHT revolves around completing the range, beyond agriculture and entering product white spaces where we have minimal offerings. This will help us deepen our presence in existing markets, enter new ones and diversify our portfolio further,” added Tolani.

However, the executive acknowledged that capturing the OHT tyre market in Europe is not an easy task considering its high competition. “In OHT, the first priority is to have a full-range product offering. We decided early on that we must become a one-stop shop. If our distributor or partner can’t find all their SKUs with us, they’ll look elsewhere. Today, we cover 70–80 percent of the SKU

range needed across major geographies. The remaining long tail is large in number and we’re actively working to close those gaps,” explained Tolani.

Differentiation is the next piece. CEAT’s quality-first approach has enabled it to enter international as well as local OEMs. Validating its tyres through OEMs is a rigorous process, but it gives customers and farmers confidence in product quality.

Europe is currently the larger market for the company as a cluster, but it’s growing rapidly in North America, especially in Canada, where it supplies to many OEMs and is present in the replacement market as well. In the US, it follows a multi-distribution strategy with good channel coverage.

EVOLVING DEMANDS

Tolani noted that there is an increasing demand for technologically advanced tyres in these markets due to changes in farm machinery. And to satiate it, CEAT offers increased flexion (IF) and very high flexion (VF) tyres. These tyres flex more, improving soil contact and resulting in higher farm productivity. Both technologies are designed to allow tyres to carry heavier loads at lower inflation pressures. VF offers greater flexibility than IF, translating into better soil protection and improved traction.

Citing an example of working closely with OEMs, Tolani said, “Farms in Brazil are often located on sloped terrain. One OEM there asked for tyres that wouldn’t skid on gradients and we developed custom sizes and tread designs to meet this specific need. We work closely with OEMs and end users to understand such requirements and develop tailored solutions. This farmer-first approach underpins our research and product development.”

The executive also noted a trend of de-premiumisation in agricultural tyres as farmers are moving away from traditional premium brands and leaning towards quality players like CEAT, especially as the performance gap has narrowed significantly.

“We now deliver nearly comparable performance at more accessible price points. So our value proposition, which is quality-first products at competitive prices, resonates well, particularly in uncertain market conditions with rising tariffs and volatility. Even in slowdown years, Indian brands like ours have grown in global markets. We believe this trend will continue and CEAT is well-positioned to benefit from it,” averred a confident Tolani.

The company’s penetration in these markets starts with an OE-first approach, wherein farmers see the tyres on OEM-fitted equipment, which builds trust in the brand. This naturally drives traction in the replacement market.

The tyre maker is also expanding country-wise and region-wise, ensuring it has a strong on-ground teams across Europe, North America and South America to deepen the market presence.

AUTOMATION AND SHARE

The world of tyre manufacturing is unequivocally leaning towards automation for reducing downtime and increasing production efficiency. Riding on these two pillars, global giants have reorganised internal processes, and Indian tyre makers, including CEAT, are not shy of such advancements.

“Our Ambernath plant has a high level of automation. Unlike traditional OHT plants that rely on heavy manual labour, our facility is run by highly trained women operators, which is proof of how advanced and safe our systems are. With just the push of a button, they can produce high-performance tyres,” said the executive.

He added, “Our plant is unique in that it supports highly flexible production. We can manufacture single units based on customer demand. That’s rare in this industry and is a significant competitive edge in meeting varied and low-volume speciality requirements.”

CEAT has dedicated vendor capacity for tyre moulds too. Since it serves a wide range of OEMs globally, turnaround time is critical. It works with trusted partners in India and abroad, who are aligned with its well-structured annual and monthly planning cycles. For complex or urgent requirements, it co-develops solutions with these partners.

Currently, CEAT has a combined manufacturing capacity of approximately 350 tonnes per day in the speciality segment.

Commenting on current market challenges in the segment, Tolani explained that serving OEMs requires agility as their specifications change quickly, especially if a particular vehicle model needs to be revised or discontinued. CEAT’s ability to handle smaller lot sizes and fast turnaround helps it stay ahead.

In the aftermarket, its biggest challenge is awareness. “Farmers in Eastern India, where rice is cultivated in flooded fields, need different tyres than those used in drier regions. We’ve developed tyres specifically for rice puddling and now the task is to educate the farmer on why this new design performs better than conventional options. We conduct field meets and demos to bridge that knowledge gap,” noted the executive.

He also divulged that selling speciality tyres is a different ballgame compared to passenger or commercial tyres. It’s highly consultative and requires deep technical knowledge. Some of CEAT’s international sales professionals have over 30 years of experience in the segment.

“We have a healthy mix of seasoned professionals, mid-career talent and freshers. We also deploy product specialists in key markets like Europe and North America, who train and support the front-line sales teams. Our research and development team are closely involved in this process as well,” contended Tolani.

EXPANSION PLANS

Currently, CEAT’s revenue split in the OHT segment is around 60 percent domestic and 40 percent international. It aims to increase the international share in the near future.

“We’re now expanding into construction and mining (OTR) tyres. This segment accounts for nearly 70 percent of the OHT market, while agriculture makes up the remaining 30 percent. The next big step for us is manufacturing all-steel radial OTR tyres,” said Tolani.

He added, “We’re upgrading our Ambernath plant to start production of these tyres. Testing will begin this year, followed by phased market entry. This expansion is critical not only to enter a new category but to become a one-stop shop for our channel partners.”

Sharing the reasons for entering the segment, Tolani said that being present across categories gives the company more share of wallet and with India’s ongoing infrastructure boom, there’s significant domestic demand as well. So, while exports remain a priority, the Indian market for OTR steel is also ripe with opportunity.

Over the next five years, CEAT aims to establish itself as a significant global player in agriculture, OTR and track segments. “We plan to increase our international footprint and continue building on our philosophy of innovation, speed and customer-centricity. With the planned acquisition of Camso, we will have access to global customers and product portfolio of construction OTR and tracks, thus accelerating our white space coverage,” quipped Tolani.

He also noted a trend of consolidation within the global tyre sector: “We’ve already seen large global groups acquiring speciality players. Material handling and solid tyres are also part of this trend. The real opportunity lies in how the segment evolves and premiums over time. That’s where differentiation and depth of capability will matter most.”

Backed by farmer insight, technological depth and a nimble, quality-first mindset, CEAT is redefining what it means to be a global Indian tyre brand. With bold moves into OTR and international markets, its speciality tyre journey is only just gaining traction. n

INNOVATIVE SOLUTIONS COMING UP NEXT!

CEAT is investing heavily in research and development for speciality tyres and has also achieved commendable feats. It currently manufactures the world’s largest agricultural tyre by size, claimed Tolani.

“We developed it for an OEM in Canada. We also make the world’s widest sprayer tyre. Developing them required significant engineering. We’re constantly working on new sizes, technologies like VF and IF, custom tread designs and machine-specific applications,” he contended.

The company’s approach to innovative solution is demand-led as it inculcates the needs of OEMs and farmers within the development scene and responds with highly specific, performance-driven innovation. Whether it’s anti-skid designs for Brazilian slopes or sprayer tyres with large footprints, its research and development team is geared towards meeting future agricultural demands.

Moreover, the company has an 80 percent sustainable agricultural tyre made from sustainable materials. It’s currently undergoing testing at Finland and will be officially launched at the upcoming Agritechnica exhibition. This is one of the major innovations the company is excited about.

“We’re also collaborating with our partners to develop intelligent tyres for port applications. These tyres will be equipped with embedded chips that enable real-time tracking of usage, wear patterns and operational hours, transforming them into smart, connected components of port machinery,” divulged Tolani.

In the past, CEAT has partnered with an Israeli start-up to develop cup-wheel and airless tyres. “There’s a lot of innovation happening in this space, especially because downtime is so critical for farmers. We often think of tyre downtime from the perspective of a car or truck owner, but when a farmer’s tractor stops in the middle of a field, it’s a major operational and emotional setback. We’re focused on reducing that risk through smarter and more resilient products,” contended Tolani.

The manufacturer is also seeing a shift in the industry towards electric tractors and machines, which require higher torque and frequent stop-start movement. That means specialised compounds and tyre designs, and it has developed a dedicated range to meet those needs as well.

Commenting on the company’s research and development strength, Tolani explained, “Most of our research and development happens in Mumbai, India, but we also have a strong global setup. We have a design and validation centre in Germany and a satellite design cell in Israel that contributes valuable inputs. In India, our core research and development is centred at our new research and development hub in Ambernath. Additionally, we utilise our research and development facilities in Chennai and Halol for materials, compounding and simulations.”

The executive also thinks that sustainable materials in speciality tyres is not just a trend but a necessity. He acknowledged that sustainable inputs are costly and require significant investment in research and development, but global warming is not a theoretical issue anymore. Consumers, especially in Europe, are becoming far more conscious.

“Sustainable materials in tyres may be expensive today, but with scale and progress, we expect cost normalisation. CEAT is committed to this journey and wants to give customers that choice,” Tolani concluded.

With a sharp focus on performance, precision and sustainability, CEAT is redefining the future of speciality tyres through customer-led innovation. Its global research and development network and strategic collaborations signal a long-term commitment to smarter, greener mobility solutions.

Continental AG’s Supervisory Board is experiencing a significant transformation in the wake of its Aumovio spin-off. This restructuring involves several high-profile departures and new appointments. Stefan E Buchner resigned on 4 September 2025 to assume the role of Chairman of the Supervisory Board at the newly independent Aumovio SE. Shortly thereafter, on 17 September, Dr Gunter Dunkel also stepped down.

The most significant new appointment is that of Sabrina Soussan, who is slated to join as a shareholder representative. Subject to her anticipated formal appointment by the local court at the end of September 2025, Soussan will then be nominated for election at the Annual Shareholders’ Meeting on 30 April 2026. Following that meeting, the Supervisory Board is expected to elect her as its new Chairperson. She will succeed the long-serving Prof Wolfgang Reitzle, who is scheduled to conclude his 16-year tenure at the close of the 2026 meeting.

Soussan is a German-French executive with over 25 years of experience in the automotive and transport sectors. Her extensive background includes leadership roles such as CEO of Siemens Mobility, senior positions at Siemens VDO and Continental, and most recently, serving as CEO and Chair of the French SUEZ Group. She also holds a position on the Shareholders’ Committee at Henkel.

Substantial changes are also occurring among the employee representatives. Petra Hartwig, Sabine Kühn, Michael Linnartz and Nicole Werner have been nominated for appointment, which is also expected to be finalised by the court in late September. Their appointments follow the resignations of several individuals, including Christiane Benner and Dr Matthias Ebenau, who stepped down because their roles at IG Metall no longer encompass responsibility for Continental. Furthermore, the employee representatives from the spun-off automotive business have also departed.

Assuming all anticipated court appointments proceed, the reconstituted Supervisory Board will comprise a blend of continuing and new members, including Prof Reitzle until his departure, and the newly appointed representatives.

Wolfgang Reitzle, Chairman of the Continental Supervisory Board, said, “Following the successful spin-off of Aumovio, we are now paving the way for an orderly succession. In Sabrina Soussan, the Nomination Committee has secured a highly qualified candidate for this role. I look forward to working with her and the other new Supervisory Board members. I would also like to thank the departing members for their commitment during this intense phase of transformation and for many years of trusted collaboration on the board.”

Soussan said, “Being nominated to the Continental Supervisory Board is a great honour for me. I look forward to becoming part of this outstanding team and supporting the Executive Board in implementing its strategy.”

BKT Tires has reinforced its organisational structure with the strategic appointment of Paolo Mantovani as its Head of OEM Industrial & OTR Europe. This move signifies a key development for the European division of Balkrishna Industries Ltd as it pursues an elevated position within the global Original Equipment sector.

Mantovani is positioned to play a critical role in this expansion, leveraging his 15 years of comprehensive experience across various European tyre industry segments, including passenger vehicles, trucks, retreading and off-road machinery. His established commercial expertise and strategic insight into original equipment manufacturer requirements are anticipated to be instrumental in driving growth for BKT within the industrial and off-the-road tyre markets.

His primary responsibilities will involve implementing a defined strategy to enhance the company's OEM channel, solidifying its international presence. This will entail nurturing and expanding partnerships with equipment manufacturers, championing innovative initiatives and advancing the company's overarching objective of achieving sustainable and profitable worldwide growth.

Hankook Tyre UK has expanded its Truck and Bus team with two key appointments. Jason Bloor has been appointed as National Account Manager, while Peter Hatton has been appointed as Regional Sales Manager for the combined Midlands and Northwest region.

Bloor, who will be overseeing national fleets activities, brings with him 34 years of experience in the tyre industry, while Hatton, who joined Hankook Tyre UK in May, has over three decades of expertise in the tyre and transport industry.

Chang-Yool Han, Managing Director, Hankook Tyre UK, said, “Following the opening of Hankook House, our new UK headquarters, we are pursuing ambitious growth plans for the UK market. We are delighted to welcome Jason Bloor and Peter Hatton to the team. Their extensive industry experience will undoubtedly make an immediate impact on the company’s continued success."

Bloor said, “I joined the tyre industry straight out of school in 1991 starting as a fitter where I discovered a passion for fleet management. Over the last 20 years, I have managed mileage contracts and key accounts, taking on responsibility in both sales and operations. I am excited to bring my decades of experience to Hankook and help drive brand awareness and strengthen customer relationships.”

Hatton said, “Having spent 30+ years working in the tyre and transport industry, I am privileged to be part of the Hankook UK team. The company offers an excellent range of tyre products across its premium Hankook brand and associate brand Laufenn. I look forward to applying my skills and experience in supporting both current and new customers while working alongside a brilliant team.”

CAMSO Construction has appointed Steffen Sahl as Director of Sales for Europe. Sahl brings with him 25 years of experience in the European OTR mobility sector.

The company statement read: “With over 25 years of experience in the European OTR mobility sector, and a successful entrepreneurial journey in distribution, Steffen combines deep market insight with a customer-first mindset.”

“This is a tremendous opportunity, and I am filled with gratitude for everyone who has been part of my professional path so far. A huge thank you to my previous colleagues, mentors and teams – I carry your lessons and support with me. I am deeply honoured by the trust of the CEAT leadership, and am immensely looking forward to building on Camso's strong foundation, driving growth across European markets and collaborating with the talented team in the CEAT speciality family,” said Sahl on his appointment.