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.

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Tana Oy has appointed Panu Ärölä as its new Territory Business Manager, a role he will assume on 2 November. In this capacity, he will focus on strengthening customer and distributor relationships across designated markets while contributing to the company’s ongoing expansion within the waste management and recycling sector.

Ärölä returns to Tana after previously serving as Sales Manager, where he developed expertise in distributor network growth. His background includes extensive international experience in sales, marketing, business development and strategic leadership. Most recently, he held the position of Head of Sales and Marketing at Jet-Tekno Oy, overseeing customer relationship development and business growth initiatives.

Gerd Schreier, VP – Sales, Marketing & Channel Development, said, “We are delighted to welcome Panu back to Tana. His industry knowledge, customer focus and experience in international sales make him a valuable addition to our team. We look forward to working with him as we continue to develop our business and create value for our customers and partners.”

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Stephan Sielaff took over as chief executive of the Schill+Seilacher Group on 1^st October , as the chemicals group seeks to strengthen links between its businesses and focus more closely on customer needs.

Sielaff brings about 30 years of experience in developing international businesses and organisations. His previous roles include positions at Unilever, Symrise, Archroma, Lenzing AG and SSI SCHÄFER Plastics.

His priorities at Schill+Seilacher include getting closer to customers, encouraging greater knowledge-sharing across the group and making better use of capabilities across its businesses and locations.

“A good product alone is no longer enough. What matters is the value we create for our customers,” says Stephan Sielaff.

The group said it would seek to share knowledge, pursue opportunities jointly and strengthen connections between its locations and business areas.

Sielaff's appointment is intended to support a more integrated approach across the group as it develops its businesses in the years ahead.

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Toyo Tire Corporation of Japan (Toyo Tire) has announced executive appointments at Toyo Tire Holdings of Americas Inc. (TTHA) and Nitto Tire U.S.A. Inc. (NTU), effective 1 October 2026. Keiko Brockel has become President and Chief Executive Officer at TTHA, while Angelo Naval has beeen promoted to President and Chief Executive Officer at NTU.

Brockel, the first woman and first American to hold the TTHA role, will oversee daily North American business operations. She joined NTU in 2008 and previously served as its President and Chief Executive Officer and President and Chief Operations Officer. Over 18 years at NTU, she has held various executive leadership positions, providing strategic oversight in sales, finance, supply chain and operations, contributing significantly to the company's growth and evolution.

Angelo Naval

Naval, formerly Vice President of Sales and Business Strategy at NTU, will now oversee its business operations. He joined NTU in 2000 and also served as Vice President of Product and Business Strategy. During his 24 years with the company, he has been instrumental in shaping the business, gaining deep understanding and a unique perspective on the Nitto brand, its customers and the markets it serves.

Takashi Shimizu, President & CEO, Toyo Tire Corporation, said, “On behalf of Toyo Tire, I would like to congratulate both Keiko Brockel and Angelo Naval on their well-earned new appointments and thank them for their invaluable contributions to the growth and success of Nitto Tire in the American market.”

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ContiTech, the group sector of Continental, has named Amanda Lacerda as its new Head of Communications, with effect from 15 September 2026. In this capacity, she will report directly to Diana Hoppe, who serves as Head of Human Relations and Communications at ContiTech. The appointment places Lacerda at the helm of the organisation’s global communications operations.

In her new position, Lacerda will act as a strategic partner focused on advancing business performance, transformation and brand value. Her responsibilities encompass corporate, executive and brand communications, alongside media and public relations, public affairs, employee communications and reputation management. She is tasked with maintaining a consistent narrative that bolsters ContiTech’s global reputation and aligns with its business priorities and strategic ambitions. Lacerda takes over from Claudia Lademann-Fleger, who has chosen to depart the company for external opportunities.

Lacerda arrives with over two decades of experience in communications, marketing, and public affairs. Her global leadership background includes roles across Brazil, Middle East, Sweden and Germany. Over her career, she has engaged with diverse international markets and industries, assisting organisations in strengthening their brands, managing change and cultivating meaningful relationships with key stakeholders.

Diana Hoppe, Head of Human Relations and Communications, ContiTech, said, “Effective communication plays a key role as ContiTech continues its transformation and prepares for its future as a standalone company. Amanda brings extensive international experience, strategic insight and domain expertise in communications that will help strengthen our brand, enhance our reputation and deepen engagement with employees, customers, partners and communities around the world. As we continue to build a strong and distinctive brand, her leadership will be instrumental in advancing our strategic ambitions and long-term success. I also want to thank Claudia for her many years of dedicated leadership and service to ContiTech, and I wish her every success in the future.”

Lacerda said, “I am excited to join ContiTech at such an important moment in its journey. ContiTech has a strong heritage, talented people and a clear vision for the future. I look forward to working with colleagues around the world to tell our story, support the company’s transformation and help create value through clear, authentic and engaging communications.”

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