In the global tyre market, Japanese company Kinto Tyres is gradually establishing its global presence through a strategic blend of Japanese engineering know-how and low-cost manufacturing facility in Thailand. Tyre Trends interviewed Melvin Ho Mun Hoong, International Sales Manager of Kinto Tyres, to learn about the company’s strategy and expansion plans.

JAPANESE HERITAGE, STRATEGIC MANUFACTURING

“Kinto represents the Japanese commitment to technology and innovation,” explained Melvin Ho Mun Hoong, International Sales Manager of Kinto Tyres, during his interview at the TyreXpo Singapore 2025, the company’s second appearance at this regional trade show. “Japanese tyre technology has long been recognised for superior quality. Our founders wanted to deliver this level of performance at more accessible price points.”

Kinto comes into the business of premium tyre manufacturing alongside other major Japanese tyre brands, although with a differentiated approach to manufacture and market. Although Japanese, the company based its main plant in Thailand, not Japan, in 2022.

“Even in our home market of Japan, competition from national brands is exceptionally strong due to established consumer loyalty,” Ho noted. “The competitive environment led us to establish manufacturing operations in Thailand while maintaining our R&D capabilities and headquarters in Japan.”

This strategic move has enabled Kinto to manage production expenses while maintaining engineering quality typical of Japanese tyre production. The factory in Thailand is the company’s manufacturing centre that facilitates export activities to over a dozen countries, with major markets in Southeast Asia being the Philippines, Cambodia, Myanmar and Malaysia. The company also has established market presence in Egypt, Hong Kong and China.

“Malaysia is now one of our most resilient markets,” Ho said. “Our products have picked up very well there, proving the success of our strategy to bring Japanese technology at more affordable price points.”

DIVERSIFIED PRODUCT RANGE

Kinto’s existing product portfolio includes passenger car radials (PCR), truck and bus radials (TBR), agricultural tyres and all-terrain products. Each segment meets Japanese engineering standards but is produced at the company’s Thailand plant.

When asked about potential expansion into motorcycle tyres, Ho indicated interest but suggested a more collaborative approach might be appropriate for that specialised segment. “For motorcycle tyres, particularly in markets like Vietnam where usage is extensive, we’re considering partnership opportunities with established producers. We would provide the technology while they handle the production aspects,” Ho explained.

This practical diversification strategy mirrors Kinto’s overall corporate plan of focused growth in markets in which they are able to maintain competitive edge via their Japanese engineering heritage.

MARKET DIFFERENTIATOR VIA QUALITY ASSURANCE

One of the pillars of Kinto’s market strategy is its warranty programme, which Ho labels as ‘100 days Unconditional Warranty’. This all-encompassing system of quality assurance has proven as a unique selling point for distributors and retailers.

“We provide this special warranty to ensure our distribution partners can sell with confidence,” Ho explained. “It offers a one-to-one exchange for road hazard damage beyond repair. Customers can claim without extensive questioning, provided the damage isn’t from deliberate abuse, vehicle mechanical failure, and improper car maintenance or normal tread wear.”

As explained by Ho, this warranty programme has helped build the company’s reputation for reliability, with the firm enjoying ‘very low claim rates’ in its markets. The policy demonstrates Kinto’s faith in the quality of its products, as well as in confronting prospective concerns over a fairly new brand in certain markets.

MARKET CHALLENGES AND COMPETITIVE DYNAMICS

When referring to recent market issues, Ho cited growing price competition from Chinese producers as a main influencing factor in the global tyre sector: “Chinese prices are becoming more aggressive because of domestic competition. They are giving extremely competitive prices to use their capacity.”

This pressure on prices has built a more difficult scenario for all tyre makers, pressuring Kinto to be highly efficient in production in order to stay competitive and meet the expected standard of quality demanded of a Japanese-designed product.

“We’re not positioning ourselves as the lowest-priced option,” Ho clarified. “We’re offering Japanese engineering standards at reasonable prices. Our development costs remain manageable because we’re operating in a mature technical environment, focusing on optimising formulations to meet specific market requirements.”

Unlike certain makers that diversify to contract manufacturing for purposes of facility maximisation utilisation, Kinto stays single-focused. “We are focusing only on our own brand development and distribution. We have no intentions of making for other companies,” Ho said emphatically.

STRATEGIC EXPANSION PLANS

Kinto’s global expansion plan focuses on a number of priority markets for short-term development. Ho named the United States, Latin America, the Middle East and Oceania as the top markets of interest, with the company actively pursuing distribution partners in these markets.

“For South Asia – India, Bangladesh and Pakistan in particular – we’re exploring potential distribution partners now,” he said. “We’ve set up in Sri Lanka, which is our first beachhead into that region.”

Even with its emphasis on overseas expansion, Kinto has not neglected its domestic market. “We still have plans to build a stronger presence in Japan, probably in the near future,” Ho disclosed. “We’ve had many enquiries from Japanese buyers looking for cheaper alternatives to high-end national brands, where prices are much higher.”

This prospective re-entry into Japan’s market would be a milestone in the development of the company, finally completing its value proposition of Japanese engineering for competitive prices in a full circle to where it originated.

MANUFACTURING EFFICIENCY AND PRODUCT DEVELOPMENT

Although Ho would not give precise production capacity details for the Thai plant, he stressed the focus of the company on manufacturing efficiency. “We’ve put in advanced production technology to provide consistent quality at the right cost,” he said.

Product development is still based in Japan, where the engineering staff of the company develops formulation improvements for various markets and uses. “Our technical development process takes into account specific regional conditions,” Ho said. “Road conditions, climatic conditions and usage patterns typical to the region all influence our product specifications.”

This balance between centralised development and regional adaptation allows Kinto to have core engineering standards while meeting the unique needs of various international markets.

DISTRIBUTION STRATEGY AND PARTNER CHOICE

While Kinto goes on expanding, Ho underlined the significance of choosing the right distribution partners for each market: “We’re looking for distributors who comprehend our value proposition and can effectively articulate it to retailers and consumers.”

The company gives extensive support, such as marketing material, technical training and warranty administration systems, to distribution partners. This holistic strategy is intended to provide uniform brand representation in varied markets.

“Our goal is to create long-term relationships with distributors who, like us, are dedicated to quality and customer satisfaction,” Ho said. “The correct partnerships are essential to our long-term success.”

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Gaurav Kumar has resigned as a whole-time director of Apollo Tyres, the Indian tyre manufacturer, after more than two decades with the company, though he will remain chief financial officer during a transition period.

The Gurugram-based company's board approved the resignation at a meeting on Thursday. Kumar steps down as a director, and consequently as a member of the risk management committee, with effect from the close of business the same day. The company said he had confirmed there was no material reason for his departure beyond that stated in his resignation letter.

Kumar will continue as chief financial officer for such period as is necessary to ensure a smooth transition, after which he will cease to be part of the company's senior management.

In his resignation letter, Kumar said: "It has been terrific to be part of the incredible journey at Apollo Tyres thus far. I have learned, and hopefully contributed in equal measure, and now seek to explore alternative and new challenges. I wish Apollo Tyres the very best for the journey ahead and will always be part of the Apollo Tyres Family." He added that he was grateful to Onkar Kanwar and Neeraj Kanwar for their support during his tenure of more than 22 years at the company.

Neeraj Kanwar, Vice-Chairman and Managing Director, said: "Gaurav deserves kudos for the critical role he has played in the growth of Apollo Tyres, both in India and overseas, in the last twenty years. While we do regret losing him, we are conscious of his personal aspirations and wish him the very best in his future endeavours."

The company said it was in the process of appointing a new chief financial officer.

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Shrader Tire & Oil (STO) has announced the appointment of Bob Feldbauer to the role of President, effective 1 August 2026. He will concurrently serve as Chief Operating Officer, while Joe Shrader maintains his position as Chief Executive Officer.

Feldbauer’s ascent follows his arrival at STO in early 2025 as Chief Operating Officer, a role built upon a robust industry resume. His prior engagements include a lengthy stint at the helm of Jack’s Tire & Oil in Utah and a substantial period with Michelin North America, where he handled sales and managerial assignments.

Under the new structure, Feldbauer’s purview widens to encompass both internal fleet management across 14 sites and outward-facing commercial development, including alliances and market expansion. With the founding family’s fourth generation now active within the firm, the succession plan reinforces the enduring principles established when the company opened in 1948.

Shrader said, “Bob has proven exactly what we hoped he would when we brought him on board – sharp operational instincts and a real drive to help this company grow. Putting him in the President seat lets us move faster on the growth plans we’ve been building towards.”

Feldbauer said, “It has been a fast year and a half at Shrader Tire & Oil. I have gained tremendous insight and valuable knowledge about our organisation’s structure, company culture and an understanding of our overall goals and commitments. One thing is clearly obvious – the commitment Shrader employees have to deliver the best customer experience each and every time. I appreciate this and look forward to supporting them as their President and COO.”

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Balkrishna Industries Ltd. (BKT) has unveiled a brand installation at the Mumbai International Airport Limited (MIAL) T2 Elevated Road Underpass as the tyre manufacturer seeks to broaden its positioning beyond its traditional Off-Highway business and strengthen awareness of its expanding on-highway portfolio in India.

The 2,000 sq. ft. installation, inspired by the company's "Elevate Your Drive" philosophy, highlights BKT's portfolio across agriculture, construction, mining, earthmoving, commercial vehicles, two-wheelers and passenger vehicles. The activation comes as the company expands its presence in India's two-wheeler and commercial vehicle tyre segments.

Designed to move beyond conventional outdoor advertising, the installation features nine illuminated tyre-shaped displays, each 8 feet in diameter, using the tyre itself as the central storytelling element. It opens with a large-format visual featuring BKT brand ambassador Ranveer Singh, followed by a sequence of displays illustrating the company's expanding mobility portfolio. The installation will remain at the airport for 24 months.

Mumbai International Airport handled a record 55.5 million passengers in 2025, providing the company with sustained visibility among business travellers and consumers.

"For BKT, innovation goes beyond product engineering; it extends to how we tell our story. This installation reflects a simple yet powerful idea: our tyre itself becomes the medium through which travellers experience the breadth of BKT's world. As we expand our presence across India's mobility landscape, it is important that consumers see BKT not through a single product category, but as a brand that supports movement across diverse terrains, applications and journeys. Mumbai Airport provides an ideal stage for us to express that transformation in a memorable and distinctive way," said Satish Sharma, Senior President & Director – Business Development and Strategy, BKT.

The installation was conceptualised by Infectious Advertising and uses immersive design, sequential storytelling and its airport location to showcase the company's wider mobility portfolio. According to BKT, the activation is intended to connect its established Off-Highway business with its growing presence in India's on-highway mobility market.

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Mumbai-headquartered leading carbon black manufacturer Epsilon Carbon has reported a 10 percent reduction in carbon dioxide equivalent emissions across its upstream transportation operations during FY2025–26. The reduction was achieved through the deployment of an electric and liquefied natural gas freight fleet.

An independent third party certified the emissions data. The reductions achieved in transport logistics equate to carbon absorption figures associated with approximately 29,000 trees. The verified figures allow supply chain partners to include these reductions within Scope 3 emissions reporting frameworks and environmental disclosures.

Gaurav Mathur, Chief Executive Officer, Epsilon Carbon, said, “Decarbonising logistics is central to our climate strategy. What makes this milestone meaningful is that the results are independently verified with a 10 percent reduction in CO2e emissions within the upstream transportation category over a single financial year, driven by the adoption of electric and LNG fleets. These carbon reductions strengthen our own sustainability disclosures and those of our customers, and we intend to scale this model across our supply chain.”

Following Phase 1 operations, Epsilon Carbon intends to expand the number of electric and LNG vehicles in its transport fleet during FY 2026–27 to scale low-carbon freight transport across its supply chain network.

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