Tyres, an essential yet often overlooked vehicle component, play a pivotal role in performance and safety. Since 2006, Jonathan Benson’s Tyre Reviews has been a trusted resource, offering independent, data-driven insights. Through his YouTube channel, with over 60 million views, and his website, Benson empowers consumers across Europe and the US to make informed tyre choices.

Tyres are as important as any other component in a vehicle, maybe even more. However, while selecting tyres, we seldom look towards deeper insights to derive which fits our needs best. Reviewing tyres before purchase is crucial for obtaining metrics that help derive optimum performance for any vehicle.

Jonathan Benson-led Tyre Reviews has been working since 2006 to help select tyres better. The automotive enthusiast offers actionable insights into the rubber wear through his YouTube Channel, which has over 60 million views, and his website, covering the European and US markets.

A tete-a-tete with the independent reviewer by Tyre Trends explored his aspirations and methodology. Speaking to us, he said, “It all started with a love for karting and automotive engineering. I was racing a bit when I was younger, but as I grew older and outgrew karting, I transitioned to track days with my first car, a hot hatchback fitted with the original Michelin Pilot Sport tyres. The pivotal moment came early in the 2000s during a routine tyre replacement. After burning through the front tyres at track days, a visit to the garage led to a new set of tyres different from the originals, but still Michelin. I turned the first corner and immediately noticed the difference. The disparity sparked a question as to why do tyres perform so differently, even within the same brand?”  

“It became clear that there was a gap in accessible, reliable tyre information. I decided I could fill it, and what began as a user-generated review site gradually grew, leveraging a blend of aggregated reviews and professional insights. Over the years, it transformed into a trusted authority, testing and reviewing tyres not just for personal consumption but for a global audience,” he added.  

Benson emphasised that tyres are not just rubber circles but a complex piece of engineering that influences vehicle handling, braking, comfort and overall performance. “A good tyre is a good tyre,” he asserts. “If you have a bad tyre on a BMW or a bad tyre on a Volvo, it’s still about the tyre.” With this statement, he shows how critical it is for drivers to understand their tyre's characteristics and performance capabilities. 

Reviewer’s tale

The journey into tyre testing, spanning nearly two decades, was described as enlightening, challenging and painstakingly slow. “It’s a niche within a vast industry, where immense volumes and revenues are influenced by a surprisingly small group of decision-makers. In the UK, particularly among premium manufacturers, the tyre sector is tightly knit with relatively few employees wielding significant sway over major markets,” averred Benson.

 

Reflecting on his early days, he noted that the path to collaboration with manufacturers was far from straightforward. Gaining trust from industry giants as an independent tester, equipped with little more than a website or a modest YouTube channel, required persistence. It was a grind marked by countless late nights and considerable risk including leaving a stable, well-paying job to pursue tyre testing full-time.

Success, as with many industries, did not come overnight. The groundwork laid by established outlets like Auto Bild and Auto Express in independent tyre testing provided a foundation.

He stated that the testing process itself is intricate, often dependent on manufacturers' co-operation. Conducting credible tests required access to proving grounds, facilities typically owned by tyre companies. Securing this access meant navigating a delicate balance – approaching manufacturers at the right time, often when a promising new product is on the horizon.

As for acquiring the tyres, methods vary. Sometimes they are purchased independently to ensure impartiality; other times, manufacturers submit specific patterns for evaluation. Following each test, a verification process is critical, which includes selecting random samples, including top-performing models, and comparing them against market-available versions to maintain transparency and credibility.

With approximately 40 to 50 tests conducted so far, Benson’s work underscores the meticulous, behind-the-scenes effort required to inform an industry and its consumers. Each test, from summer to winter tyres, represents a small step in demystifying an often-overlooked yet essential component of modern vehicles.

Testing the tyres

For a seasoned tyre tester like Benson, preparation has evolved into a minimalist approach. Initially marked by nerves and stress, the process has now become second nature.

The philosophy behind this approach stems from a commitment to impartiality. While the logistics of a test, such as the type and scope, are meticulously planned, Benson prefers not to know which specific tyres are being evaluated. "I don’t even want to see what’s being mounted. If I know a Michelin is going on, it could subconsciously influence my driving, no matter how neutral I try to remain,” he said.

Instead, tyres are assigned anonymised set numbers, ensuring that assessments of handling, comfort, noise and wet or dry performance are recorded without bias. The results are entirely based on what the he feels behind the wheel, unclouded by brand perceptions. 

However, maintaining impartiality isn’t always straightforward. In some scenarios, such as when conducting tests on a local track and personally changing tyres, complete anonymity isn’t possible. In these cases, professionalism and experience come into play. 

Brand inclusion in tests presents another challenge. While blind testing ensures unbiased results, the decision to include major players like Michelin, Continental and Goodyear is driven by audience interest. "If I tested six unknown brands, it wouldn’t resonate with viewers. People want to know how a new tyre stacks up against industry benchmarks like Michelin,” he noted.  

He also explained that the nature of tyre testing changes across regions. In Europe, strict environmental regulations prioritise rolling resistance and sustainability. In contrast, the US market focuses heavily on tread life. “The procedures might be similar, but the demands of each market make the tyres themselves entirely different,” said Benson.

Global outlook

Jonathan noted that there is an increasing interest from Asian manufacturers eager to showcase their advancements. “Companies like Triangle and Linglong are striving to improve quality and gain recognition," he said. However, the influx of low-quality, unregulated tyres from other manufacturers remains a challenge in the global market.

Furthermore, sustainability targets in Europe, particularly regarding rolling resistance and particulate matter, are putting pressure on top manufacturers. “It's tough to improve grip while meeting environmental goals," Benson observed. Despite promising innovations like Continental's dandelion rubber, he feels significant breakthroughs are still elusive.

Non-pneumatic tyres, a much-discussed concept, remain in developmental limbo. “They’re getting close, but they need a major technological leap before mass adoption,” he said, highlighting the delays from manufacturers in launching new products due to stringent performance targets.

Commenting on the demand for tyre reviews in markets such as India, he noted that he was not familiar with many tyre patterns used in such markets. Nonetheless, he remained optimistic about the global industry's ability to innovate under pressure. "The next few years will be fascinating to watch as manufacturers strive to balance performance, sustainability and regulatory challenges,” he said.

Road ahead

As the tyre industry embraces virtualisation and simulation, traditional roles are fading and independent testers like Benson face an uncertain future. "Manufacturers are increasingly relying on simulation in the early development stages, and this shift is reducing the demand for physical testing and leaving reviewers without renewals when roles become redundant,” he explained.

 “I don’t think what I’m doing will exist in 50 years. The decline in driving and shifting consumer priorities towards convenience and autonomy in vehicles have already reshaped how people engage with automotive content,” he added.

He has also begun offering private testing services to manufacturers during development cycles, striking a balance between commercial collaboration and independent content creation.

Now based in the US, Benson finds himself navigating a different market dynamic. “In Europe, independent tyre testing has a long tradition. The US market doesn’t have the same culture,” he observed, noting the added challenge of building trust and credibility with American manufacturers. 

For aspiring reviewers, he shared a realistic perspective, stating, “Starting now is tough. An engineering background and proximity to a proving ground are essential.”

JK Tyre & Industries is aiming for double-digit revenue growth in FY2026, outpacing its forecast for single-digit expansion across the broader tyre industry. Managing Director Anshuman Singhania outlined the company’s ambitions during a post-earnings media call, underscoring confidence in demand recovery and strategic market positioning.

Q1 Performance Overview

For the first quarter of FY2026, JK Tyre reported revenue of INR 38.91 billion, with EBITDA at INR 4.24 billion, translating to a margin of 10 percent. Net profit stood at ₹1.55 billion — up 51 percent compared with the previous quarter, but down 21 percent YoY.

Singhania attributed the annual decline to muted original equipment (OE) demand, particularly in truck and bus radial (TBR) volumes, alongside higher raw material costs compared to the same period last year. He also highlighted an adverse impact from the company’s Tornel business in Mexico, which faced uncertainty due to tariffs on exports from Mexico to the United States, dampening volumes.

Resilience in Domestic and Export Markets

Dr Raghupati Singhania, Chairman and Managing Director, JK Tyre & Industries, said, “The growth momentum in domestic markets remained robust in Q1, with JK Tyre clocking a sales growth of 11 percent YoY, as contributed by a steady demand for our products in both replacement as well as OE segments, underscoring JK Tyre’s continued focus on core growth drivers and strengthening market presence.”

“Despite a challenging and uncertain macro-economic environment, exports of passenger car tyres witnessed a strong traction both on QoQ and YoY basis, signifying pull for our products and enhanced brand perception in the global markets,” said Dr Singhania.

Operational efficiencies and strategic pricing supported performance, even as natural rubber prices remained elevated. Subsidiaries Cavendish (India) and Tornel (Mexico) continued to contribute significantly to the group’s consolidated financials.

Operational efficiencies and strategic pricing supported performance, even as natural rubber prices remained elevated. Subsidiaries Cavendish (India) and Tornel (Mexico) continued to contribute significantly to the group’s consolidated financials.

Regarding trade tensions between India and the US, Anshuman Singhania noted that exports from India to the US account for only around 3 percent of JK Tyre’s revenue and could be redirected to markets such as Mexico, Latin America, Brazil and the UAE if required. With zero tariffs in Mexico, JK Tyre can utilise its production base there to meet demand for both passenger and truck radials. The EU and UK, where JK Tyre holds a strong position in the TBR segment, also remain tariff-free.

Capacity expansion

The company’s INR 14 billion capital expenditure plan is progressing on schedule, covering passenger car radial (PCR), TBR and all-steel truck radial projects. For the year, investment is expected to total INR 9-10 billion, aimed at boosting production capacity by 30-40 percent.

A key driver for future profitability is the shift towards premium products. The share of 16-inch and above passenger car tyres in JK Tyre’s portfolio has grown from 18 percent in FY2020 to 25 percent in FY2025, with a target of 40-45 percent over the next two to three years. This change is being fuelled by rising SUV sales, larger rim sizes in entry-level cars and strong export demand.

The company has also developed a complete range of tyres for electric vehicles, spanning commercial truck radials, bus tyres, passenger radials and two/three-wheeler tyres  Major OEMs such as Ashok Leyland’s Switch Mobility and Tata Motors are sourcing these products, including for last-mile connectivity vehicles and newly launched EV buses.

Market Outlook

The replacement market has been a bright spot, with passenger radial volumes up 32 percent year-on-year and truck radial volumes growing in the high single digits. JK Tyre expects demand to strengthen in the second half of FY2026, supported by infrastructure development, a favourable monsoon, potential interest rate cuts, and improved consumer liquidity.

Anshuman Singhania stressed that the worst of raw material price pressures appear to be over, paving the way for margin improvement as the product mix shifts and capacity utilisation rises. With the small car segment’s gradual decline offset by growth in premium categories, JK Tyre remains confident in sustaining momentum.

“Overall, India is poised for growth,” Singhania concluded. “We see positives across the board — from infrastructure push to evolving consumer preferences — and we are well-positioned to capitalise on these trends.”

Yokohama Rubber has begun supplying its ADVAN V61 tyres as original equipment for BYD’s new SEALION 6 DM-i SUV, marking the Japanese manufacturer’s first OE partnership with the Chinese carmaker.

The SEALION 6 DM-i, a plug-in hybrid SUV launched by BYD Company Ltd. this July, is being factory-fitted with 235/50R19 103V size ADVAN V61 tyres. The announcement comes as Yokohama seeks to grow its footprint in China’s fast-evolving electric and hybrid vehicle market.

The ADVAN V61 is part of Yokohama’s global flagship ADVAN range and is positioned as a premium SUV tyre. The company said the tyre “offers ADVAN’s hallmark premium-grade driving performance, along with a high-level balance of fuel and energy efficiency, handling stability, and quietness, achieving both comfortable city driving and long-distance touring for heavyweight SUVs.”

The SEALION 6 DM-i combines a 1.5-litre naturally aspirated petrol engine producing up to 74kW with an electric motor generating 160kW. Buyers can choose between 18.3 kWh and 26.6 kWh blade battery options, offering electric driving ranges of 93km and 130km, respectively. All models come equipped with advanced driver assistance systems as standard, and the exterior design draws inspiration from the concept of “ocean aesthetics.”

Sumitomo Rubber Industries Ltd said its subsidiary Dunlop Tyre Japan Ltd has completed a Japan Fair Trade Commission investigation into automotive all-season tyre sales after the regulator approved a commitment plan submitted by the unit.

The probe, which examined the subsidiary’s sales practices, concluded without the commission identifying any violation of Japan’s Antimonopoly Act, Sumitomo Rubber said in a statement.

Under Japan’s commitment procedures, companies can submit plans to address potential competition concerns without admitting wrongdoing, allowing them to resolve investigations while avoiding formal sanctions.

"We deeply apologise for the great trouble and anxiety that we have caused to all concerned, including our clients and business partners,” the tyre maker said.

Belgian steel wire maker Bekaert reported resilient first-half 2025 earnings as strong cash generation and cost control offset softer sales, but warned that tariffs and currency pressures are weighing on demand.

The company posted consolidated sales of €1.9 billion, down 5.2 percent year-on-year, with volumes declining 2.6 percent and price/mix effects stripping out a further 2.2 percent. Underlying EBIT slipped 16.2 percent to €171 million, delivering a margin of 8.8 percent compared with 9.9 percent a year earlier.

Free cash flow surged to €123 million from €43 million in the prior-year period, driven by a €135 million reduction in working capital and €21 million in cost savings as the company continued to streamline operations and rein in capex. Net debt fell to €327 million from €399 million despite a continuing €200 million share buyback programme, €74 million of which has been completed.

“We have continued to focus on what we can control best – cash flow and costs - and have significantly reduced overheads and working capital in H1 2025,” chief executive Yves Kerstens said. “Equally, I am very pleased with the hard work of our teams fighting for volumes in the current challenging markets.”

He added: “We are also taking further steps to make our business units more autonomous and agile. Therefore, I am very confident that we will come out of the current business environment stronger and more cost competitive than ever before.”

Bekaert said volumes were particularly strong in its Steel Wire Solutions and Rubber Reinforcement divisions in the United States and China, while European and Latin American demand lagged. Its Brazilian joint ventures delivered €24 million in net profit share, up from €20 million a year ago.

However, the group cautioned that growing trade tensions – including a rise in US steel tariffs from 25 percent to 50 percent – and the weakening of the US dollar and Chinese yuan against the euro were eroding pricing power and softening orders.

“Following a period of resilience in Q2, the tariff uncertainty and weakening economic outlook has started to have an impact on demand,” Bekaert said.

The company now expects slightly lower full-year 2025 sales on a like-for-like basis, with an underlying EBIT margin of between 8.0 percent and 8.5 percent, down from 8.8 percent in the first half.