The global tyre industry’s top manufacturers and technology suppliers met at the Tire Technology Expo 2025 in Hannover on 4-6 March to unveil technologies focused on driving sustainability, digitalisation and road safety. At the Deutsche Messe, the exhibition featured advances in tyre engineering, materials science and manufacturing technologies that will define mobility in the future.

In opening the event, expo founder Tony Robinson called on manufacturers to close the knowledge gap with consumers, highlighting how most drivers undervalue the importance of tyres in ensuring a vehicle’s safety. He mentioned that safety rests on the four small ‘footprints’ of rubber linking a car to the road, which tends to be undervalued by the general driver.

Looking to the future, Robinson saw a day when tyres contain sensors that share real-time information with other cars and roadside infrastructure. These sensors could warn drivers of dangerous road conditions like flooding or new potholes, making roads safer and avoiding crashes. He predicted that information from tyres could also feed into weather forecasting services, providing useful real-time information on road conditions.

The exhibition floor showcased innovation and high-performance solutions from more than 240 exhibitors, with Bekaert, Rockwell Automation, VMI Group, HF Group, ARP Technologies, Synthos, Nynas, Schill+Seilacher “Struktol” GmbH, Kordsa, Black Donuts and others.

SUSTAINABILITY AND MATERIAL INNOVATION TAKE CENTRE STAGE

The expo also reflected the tyre industry’s growing focus on sustainability, with manufacturers launching new materials and processes to lower environmental impact. Bekaert launched its Mega Tensile reinforcement technology, a major innovation in its Elyta range. The technology enables tyre manufacturers to produce up to 20 percent less steel and 10 percent less rubber compound in belt plies, achieving a 2-4 percent drop in rolling resistance and a huge 15-20 percent reduction in CO₂ emissions per tyre.

Kordsa introduced its REV Technologies, which are specifically tailored to electric vehicle tyres. The company’s innovations include recycled PET (rPET) cord fabric and RFID tyre tags, enabling improved lifecycle monitoring and data collection. Kordsa expects to enhance sustainability and recycling practices by combining digital identification with tyre production.

Teijin Aramid featured its Twaron para-aramid reinforcement, a material that can manufacture lighter tyres with reduced rolling resistance and eventually lower emissions.

EV AND DIGITAL INNOVATION LEAD DISCUSSIONS

As the electric vehicle (EV) market grows, tyre makers focus on creating solutions specific to the special needs of EVs and autonomous vehicles. Continental Tires unveiled an overall sustainability strategy, emphasising the environmental impact of tyres throughout their life cycle. The firm detailed plans to incorporate more sustainable raw materials, minimise waste during production and enhance tyre durability.

Michelin’s Director of Standards and Regulations for Connected Mobility, Claire Fioretti, outlined the company’s efforts around Digital Product Passports (DPP), a major initiative within the (ESPR). The regulation, enacted in 2024, aims to increase supply chain transparency by mandating that products carry a permanent, readable identifier usable throughout their life cycle. Michelin is already testing the programme in various industries, such as textiles, electronics and automotive components, with the cooperation of French, German and Swedish stakeholders.

The ESPR system, Fioretti characterised as an ‘ambitious information system’, will enable the maker, the recycler and the buyer to make environmentally informed decisions. She stressed that the movement is not so much about compliance as a transition towards the principles of the circular economy. By 2027, by the time broad adoption of the ESPR sets in, product design may improve, recycling efficiency will be elevated and buyers’ confidence will be boosted in second-hand markets.

MANUFACTURING INNOVATION AND AI TECHNOLOGY

The event showcased the latest digital manufacturing solutions to enhance efficiency, lower waste and better quality control. Rockwell Automation launched AI-driven tools to optimise tyre production, including digital thread technologies for tracking data without interruption through various manufacturing processes.

Black Donuts launched its Digital Twin Tyre Plant Simulation, a cutting-edge real-time virtual modelling tool that aids manufacturers in minimising downtime and optimising production. The company’s methodology involves end-to-end finite element analysis, enabling accurate tyre performance simulations before production.

HF dominated the manufacturing technology market with its state-of-the-art electric tyre curing presses. The company illustrated how its new electric curing technology could be applied to new and retrofit installations to minimise energy consumption and enhance process efficiency. Fischer TireTech exhibited computerised cord-cutting lines and premium extrusion technologies aimed at increasing accuracy in tyre production.

Uzer Makina launched a high-end electric tyre curing press focused on energy efficiency and precision production. ARP Technologies showcased its Electromagnetic Heating (EMH) curing system, a more energy-efficient curing process, alongside an artificial intelligence-based inspection machine that can spot tiny defects with great accuracy.

KraussMaffei featured its multiplex extrusion technology, which enhances first-time production quality and eliminates material bleeding during tyre formation. The company showed a new head clamping technology that maximises channel cleaning effectiveness, further expanding the limits of green manufacturing.

REGULATORY DEVELOPMENTS AND ENVIRONMENTAL CONSIDERATIONS

Regulatory matters were on the agenda at the expo, with leading experts discussing the changing scene for tyre production and green compliance. Adam McCarthy, Secretary General of the European Tyre and Rubber Manufacturers’ Association (ETRMA), gave a definitive overview of recent European Commission regulatory interventions impacting the sector.

A specific session on Tyre and Road Wear Particles (TRWP) collaborated with industry experts from Bridgestone, Continental and Michelin, as well as leading research institutions, to address the implications of future Euro 7 regulations. It was centred around reducing tyre wear’s environmental footprint without compromising performance levels.

FUTURE OUTLOOK AND INDUSTRY COLLABORATION

During the three-day conference, experts worldwide exchanged information, delved into future technologies and worked on crafting the mobility of the future. The event highlighted reducing carbon footprint, improving safety and customising solutions for future electric and self-driving cars.

The next edition will be held on 3 and 4 March 2026.

TIRE TECHNOLOGY INTERNATIONAL AWARDS FOR INNOVATION AND EXCELLENCE

A key highlight of the event was the prestigious Tire Technology International Awards for Innovation and Excellence 2025. Recognising achievements across 12 categories, the awards celebrate the latest advancements in tyre technology, progress towards a more sustainable industry and the outstanding contributions of individuals driving innovation. This year’s winners are as follows:

Goodyear bagged Environmental Achievement of the Year – Tire Design for its ElectricDrive Sustainable- Material (EDS) tyre.

Continental was awarded the Environmental Achievement of the Year – Manufacturing award for its CO2-neutral tyre production at the Lousado plant in Portugal.

Nokian Tyres won the Environmental Achievement – Industry Contribution award for its inauguration of the world’s first full-scale tyre factory with zero CO₂ emissions in Oradea, Romania.

Bekaert received the Materials Innovation of the Year award for its next-generation reinforcement solution, Mega Tensile.

Sumitomo Rubber Industries won the R&D Breakthrough of the Year award for its Active Tread technology.

VMI was awarded for Tire Manufacturing Innovation of the Year award for its integrated quality monitoring for the MAXX and MILEXX platforms.

ARP Technologies was selected as Industry Supplier of the Year for its many innovations in the tyre curing sector.

Bridgestone bagged Tire Concept of the Year for its Lunar concept tyre.

Michelin was awarded Tire of the Year for its Primacy 5 tyre.

Continental won the Tire Manufacturer of the Year award for the fourth time, acknowledging the scale and breadth of the company’s achievements over the last year.

Two further awards were also given for individual achievements in the industry:

Katerina Filzer, a PhD student at Twente University in the Netherlands, was awarded the 2025 Young Scientist Award for her presentation, ‘An Innovative  Method to Incorporate a Devulcanization Aid into Rubber’.

Anke Blume, head of elastomer technology and engineering at the University of Twente, received the Lifetime Achievement Award for her outstanding contributions to the tyre industry.

Birla Tyre has launched a new brand identity featuring a redesigned logo and corporate website, marking a major step in its transformation journey under new ownership. The company, now backed by a consortium led by Dalmia Bharat Refractories (DBRL) as Resolution Applicant, and strategic partner Himadri Speciality Chemical (HSCL), aims to position itself as a premium, high-performance and future-ready brand.

The company plans to roll out a multi-platform marketing campaign and focus on re-entering key markets, expanding distribution and strengthening its product portfolio.

The refreshed identity reflects Birla Tyre’s renewed focus on speed, innovation and excellence. The new logo includes a custom wordmark symbolising forward motion and a tiger motif – called ‘Tyger’ – representing power, agility and leadership. The blue and orange colour scheme signifies trust and optimism.

Anurag Choudhary, Chairman and Managing Director & CEO, Himadri Speciality Chemical, said, “This rebranding is more than merely a visual transformation; it is a reaffirmation of our dedication to purposeful development and progress.” 

Dr Chandra Narain Maheswari, Whole Time Director & CEO, Dalmia Bharat Refractories, said, “Our new logo encapsulates the essence of Birla Tyre, which is founded on four fundamental pillars: a legacy that motivates boldness, a product line that is prepared for the future, an unwavering commitment to continuous innovation and a oneness with world around us. As this new identity signals Birla Tyre’s readiness to meet the evolving needs of the automotive industry with energy, innovation, and purpose.”

The 2025 Rally of Poland commenced amid an atmosphere of mourning following the tragic death of Italian motorsport driver Matteo Doretto in a racing accident.

The 81st edition of Europe's second-oldest rally competition, taking place across the challenging gravel roads of the Masurian Lakes region from June 13-15, has been overshadowed by the loss of the rising Italian talent.

"His loss is a tragedy that deeply saddens us," said Terenzio Testoni, Pirelli Rally Activity Manager. "On behalf of Pirelli, I would like to extend our most heartfelt and sincere condolences to his family and friends."

Despite the sombre mood, 63 crews took to the start line for what remains one of the European Rally Championship's most demanding events. Notable competitors include Jon Armstrong driving a Pirelli-equipped Ford Fiesta, alongside Jos Verstappen and Andrea Mabellini, both piloting Skoda Fabias fitted with Pirelli tyres.

The rally features 14 special stages covering 190.40 timed kilometres across terrain known for its technical difficulty. The Masurian Lakes route presents drivers with uneven, often sandy roads where grip proves elusive even for experienced competitors.

"It's a very difficult and high speed rally, where attention to detail is very important," commented Testoni. "With every car passage the terrain gets rougher, forming deep ruts that can challenge even the most experienced drivers."

Weather conditions are forecast to remain dry, though organisers caution that conditions can change rapidly on such challenging terrain.

The rally serves as the third round of this season's ERC Fiesta Rally3 trophy, for which Pirelli provides exclusive tyre supply. Competing crews have access to three variants from Pirelli's Scorpion gravel range: the K4A hard compound, the K6A soft compound designated as the prime choice for this event, and the K8B supersoft option.

Regulations permit each crew to utilise 16 tyres total, including those selected for qualifying sessions. Trophy category vehicles will run on Scorpion 175/70-15 specifications in both K4 hard and K6 soft compounds.

Rally Poland's reputation for difficulty stems from its unique surface characteristics, where the sandy base becomes increasingly rutted as more vehicles traverse each stage. The deteriorating conditions throughout the weekend create an additional strategic element as crews must balance speed with mechanical preservation.

The event's location in the Masurian Lakes region, known for its natural beauty, provides a stark contrast to the intense competition unfolding on its roads. The rally has maintained its position as a crucial championship round despite the technical challenges it presents to both drivers and machinery.

UK-based tyre safety watchdog TyreSafe has welcomed the Society of Motor Manufacturers and Traders (SMMT)’s announcement highlighting Britain’s fast lane position for self-driving vehicles.

While the safety watchdog has acknowledged the potential the technology holds for enhancing road safety and reducing collisions, it maintains a caution towards the effectiveness and safety benefits of Advanced Driver Assistance Systems (ADAS) – and by extension, fully autonomous vehicles. This it shared are intrinsically linked to the fundamental safety and maintenance of a vehicle’s tyres.

Stuart Lovatt, Chair of TyreSafe, said, “We are incredibly optimistic about the future of mobility and the significant strides being made in self-driving technology. Anything that has the potential to save lives and dramatically reduce serious collisions on our roads is something TyreSafe wholeheartedly supports.”

“However, it is crucial to remember that even the most sophisticated ADAS systems rely on optimal vehicle performance, and tyres are the sole point of contact between the vehicle and the road. Without sound tyre safety management – ensuring correct pressure, tread depth, and condition – the integrity and performance of these advanced systems can be severely compromised,” said Lovatt.

He highlighted the persistent issues that is seen among current vehicle owners, when it comes to proper tyre maintenance. 

“For many years, tyres have consistently been identified as the primary cause of MOT failures for vehicles up to seven years old. This underscores a widespread complacency regarding tyre safety that we must collectively address,” he added.

As per the latest statistics, over 35 percent of MOT failures were attributed to previous tyre-related advisories, which translates to 768,410 drivers ignoring warnings and subsequently failed their next MOT due to tyre issues. The trend of vehicles failing MOTs on wheel and tyre-related advisories is unfortunately increasing, indicating a growing disregard for these critical safety components.

“The promise of self-driving vehicles is immense, but their safety cannot be fully realised if the foundational elements are neglected. As we move towards a more autonomous future, the importance of tyres – their condition and correct maintenance – becomes even more paramount. TyreSafe urges all stakeholders, from manufacturers to policymakers and drivers, to recognise that tyre safety is not just an advisory; it is a non-negotiable prerequisite for safe, efficient, and technologically advanced motoring,” concluded Lovatt.

Vaculug has announced the appointment of Darren C. as the company’s Regional Operations Manager for the West, overseeing key areas including Manchester, Birmingham and Wales. Darren brings with him extensive experience, knowledge and skillset and will be a valuable asset to the team, said the company.

Marcus Kirkness, Fleet Operations Manager at Vaculug, said, “These are truly exciting times at Vaculug. We’re incredibly pleased to have Darren join our team. His knowledge of the tyre industry, combined with his experience in managing customer fleets and delivering top-tier customer service, will be instrumental as we continue to expand our customer base. Darren’s expertise ensures we remain agile in addressing challenges and fulfilling our commitments swiftly and effectively."