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.

Discount Tire has earned a prominent position on Glassdoor's Best Places To Work 2026 list, ranking 14th in Consumer Services and within the top 100 US employers. This distinction is awarded to organisations with over 1,000 employee reviews on Glassdoor and a minimum rating of 3.5. For the Scottsdale-based retailer, with more than 1,250 locations nationally, the honour underscores a long-standing commitment to its workforce.

The company cultivates a people-first culture for its over 30,000 employees by providing substantial career growth, thorough training, leadership development and competitive benefits. This philosophy, centred on serving others and empowering personal goals, previously earned Discount Tire top Glassdoor rankings from 2018 through 2021. The latest recognition reaffirms its status as an employer dedicated to fostering a supportive and progressive workplace.

Dean Muglia, Chief Executive Officer, said, "We treat our people like family. We're honoured to be recognised by both current and former employees and Glassdoor as a best place to work. We strive every day to deliver the most inviting, easy and safe experience possible for our people and our customers."

Michael Zuieback, Executive Chairman, said, "Through six and a half decades of growth, our primary commitments have stayed true: We want to take care of people and help make more dreams come true.”

Radar Tyres has entered a significant, multi-year global partnership with Cricket South Africa, a strategic move to build its brand within a sport enjoyed by a worldwide audience. This alliance grants the company headline sponsorship for the Proteas Men’s and Women’s T20 International sides, alongside associate partnership status for their ODI and Test matches. Radar will also be the headline partner for South Africa’s Under-19 national teams.

The collaboration provides substantial visibility, featuring exclusive logo placement on both match and training kits, with the new T20I apparel already unveiled. For Radar, this investment is a key step in leveraging high-profile platforms to enhance global brand recognition, all while maintaining its commitment to providing high-quality, value-driven tyre products.

G S Sareen, President and CEO, Omni United, said, "Becoming the Global Partner of the Proteas marks a significant milestone in Radar Tyres' global brand journey and reflects our belief in sport as a powerful platform to build brand equity, strengthen dealer support, enhance trust and credibility and connect with households worldwide. Through this partnership, we are able to engage with cricket fans both locally and globally while reinforcing Radar Tyres' as a reliable, performance-driven brand committed to delivering premium-performance at an accessible price point."

Pholetsi Moseki, Chief Executive Officer, CSA, said, "CSA is extremely proud to partner with Radar Tyres, an organisation that shares our values and commitment to excellence. This partnership is a significant milestone, securing support not only for our senior teams but for our junior teams as well. This partnership reflects our deliberate approach to working with like-minded organisations, guided by a long-term vision of developing the game, supporting our players and delivering memorable experiences for fans. Radar Tyres' support also reinforces CSA's commitment to excellence and inclusion, strengthening our ability to drive high performance across all levels."

For the second consecutive year, the Alliance for the Future of Tyres (AZuR) has been shortlisted for the German Award for Sustainability Projects, following its 2025 win. This renewed nomination underscores the jury’s recognition of AZuR as a pioneering force in sustainability, particularly for its dedicated efforts to advance tyre retreading as a core component of a circular economy. The 2026 award ceremony will be held under the patronage of Brigitte Zypries on 17 September in Berlin.

AZuR’s multifaceted initiative extends well beyond theoretical advocacy. Its work gained significant international attention with the Retreading Summit, held in September 2025 at KRONE Trailer in Werlte. This event convened experts from industry, politics, academia and media for two days of intensive dialogue on the potential, challenges and necessary policy frameworks for tyre modernisation, leading to the launch of concrete action plans. Furthermore, the alliance drives progress through strategic communications and direct support for flagship projects, such as the new passenger car tyre retreading facility established by Rigdon in Pfaffenhofen.

Central to AZuR’s mission is transforming public perception by demonstrating that worn tyres are valuable resources, not waste. Through ongoing awareness campaigns, it highlights the substantial ecological and economic benefits of retreaded tyres, which can be refurbished multiple times to conserve raw materials, reduce climate impact and offer cost-effective solutions. The German Award for Sustainability Projects, judged by a panel chaired by Prof Dr Claudia Kemfert of DIW Berlin, evaluates entries based on their innovation, impact and relevance to a sustainable future. AZuR’s repeated shortlisting affirms that its model for a tyre circular economy is a replicable and exemplary system with groundbreaking potential.

Seasoned tyre industry executive Manish Maharaj has embarked on a new professional chapter, joining Balkrishna Industries Ltd (BKT Tires) in a senior leadership capacity after a distinguished 11-year tenure with Apollo Tyres Ltd.

In his new role at BKT Tires, Maharaj has been appointed General Manager and Head of Business Finance, where he will focus on enhancing financial strategy, driving performance-driven growth, and building scalable systems to support BKT’s global expansion ambitions.

“I am thrilled to begin a new chapter with BKT Tires,” said Maharaj.

Maharaj’s career at Apollo spanned multiple strategic roles in one of the world’s leading tyre manufacturers, most recently serving as Regional Chief Financial Officer for South East Asia, the Middle East and Africa, and later as Business Head for South East Asia. In these capacities, he led multi-market commercial and financial operations, driving robust business performance across diverse cultural and economic environments.

At Apollo, Maharaj was responsible for charting growth strategies in fast-evolving markets, strengthening distributor partnerships, and reinforcing brand positioning across key ASEAN economies. His leadership coincided with initiatives to expand premium brand presence in Thailand, Malaysia, Philippines & South Korea and foster deeper retail engagement across the ASEAN region.