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.”

Finnish tyre manufacturer Nokian Tyres Plc said its chief financial officer Niko Haavisto would leave the company, with the firm moving quickly to appoint an interim replacement whilst searching for a permanent successor.

The Helsinki-listed company announced that Jari Huuhtanen, currently vice president of group business control, would step into the CFO role on an interim basis from June 1st as the recruitment process gets underway.

Nokian Tyres, known for its winter and all-season tyres, provided no details regarding Haavisto's reasons for departure or his future plans.

The announcement comes during a challenging period for the global tyre industry, which has faced supply chain disruptions and fluctuating raw material costs.

"I want to thank Niko for his contributions to the company. Niko has been a valuable member in the Nokian Tyres team, and we wish him all the best in his future endeavours," said Paolo Pompei, president and chief executive of Nokian Tyres.

The company has not disclosed a timeline for appointing Haavisto's permanent replacement.

French tyre manufacturer partners with Cherry Tyre Park for 3,000 sq ft facility in Indiranagar

Michelin has opened a new service store in Bengaluru, expanding its retail footprint in India's technology capital as demand for premium automotive services rises alongside growing luxury car ownership.

The 3,000 square foot Michelin Tyres & Services Store, located in the upmarket Indiranagar district, has been established through a partnership with Cherry Tyre Park, India's largest tyre retail network. The facility offers precision tyre fitting, wheel balancing and alignment services.

Michelin's expansion comes as Bengaluru experiences increased demand for high-performance mobility solutions, driven by a growing market for premium and luxury vehicles in the city, which serves as India's information technology hub.

"Bengaluru has always been a key market for us with our consumers valuing quality, innovation, and performance. The launch of this new Michelin Tyres & Services store in partnership with Cherry Tyre Park strengthens our commitment to bringing world-class services and a premium experience for our customers in this dynamic and fast-growing market," said Shantanu Deshpande, Managing Director of Michelin India.

The store was inaugurated by Siddharth Mehta, Marketing Director at Michelin India, alongside representatives from Cherry Tyre Park.

Cherry Tyre Park has maintained a partnership with Michelin for over 12 years. The collaboration reflects Michelin's strategy to leverage established retail networks whilst expanding its presence in India's southern region.

The French company, which positions itself as a technology leader in the tyre industry, has been tailoring its premium offerings to meet the requirements of luxury and high-performance vehicles as India's automotive market evolves.

Michelin's latest store opening underscores the company's broader commitment to enhancing retail infrastructure and customer service capabilities across key Indian markets, particularly in regions with significant premium vehicle penetration.

Italian industrial machinery manufacturer Comerio Ercole SpA is celebrating its 140th anniversary this year whilst unveiling significant investments in research and development capabilities as the family-owned company seeks to strengthen its position in global polymer processing markets.

The Busto Arsizio-based firm, which exports 94 percent of its production worldwide and employs 250 people across its group operations, has published a commemorative 272-page book documenting its industrial journey from 1885 to 2025. The company was founded by Ercole Comerio, known affectionately as “Ul Balösu”, who launched the enterprise the same year he married Teresa Marcora.

Comerio Ercole will showcase two major technological developments at its main production facility on 6th  June, opening its doors to institutional partners and industry stakeholders. The company is launching a new universal Industry 5.0 manufacturing centre alongside an expanded R&D technology centre featuring advanced experimental equipment.

“Our corporate DNA is based on deep respect for tradition and constant forward-looking drive within an evolutionary process that never stops,” said Riccardo Comerio. “Every day we face challenging and stimulating situations that push us to keep improving.”

The R&D expansion includes two new experimental machines - one for mixing and one for calendaring - equipped with cutting-edge longitudinal stretching units for thin sheets. The facility’s main laboratory operates as a “mini-factory” with a four-roll calendering line that can be reconfigured to three or five rolls depending on process requirements.

The enhanced laboratory features a dual-feeding system accommodating direct extrusion and feeding from mills and internal mixers. A second laboratory houses a calendering line designed for the embossing processes of films and nonwovens, offering up to 100 different patterns for material enhancement.

These investments are designed to bolster the company’s capacity to support customers in developing new polymer and elastomer processing techniques. Comerio Ercole’s R&D team provides project support through patent validation, underlining the firm’s focus on technology and service delivery.

Economic journalist Luciano Landoni, who authored the commemorative book's afterword, highlighted the company’s entrepreneurial example. “The entrepreneurial example of Comerio Ercole is highly motivating, especially for young people, who now more than ever need concrete signals based on competence, passion and vision," he said.

The company operates under the corporate structure of Comerio Ercole SpA a Socio Unico, with a share capital of €2.2 million, and is coordinated by Comerio 1885 Holding Srl SB. Its machinery serves customers in the polymer and rubber processing industries globally, and the firm maintains its headquarters at Via Castellanza 100 in Busto Arsizio, northern Italy.

South Korea’s Nexen Tire, a leading tyre manufacturer, has won the 2025 Red Dot Design Award in the Product Design Category.

The judges appreciated the company’s winter tyre – Winguard Sport 3’s performance-driven design that was tailored for extreme winter conditions. The company shared that the Winguard Sport 3 takes inspiration from bird wings, the V-shaped tread pattern enhances traction and steering control on snowy roads. It uses a specially formulated compound that provides flexibility even at low temperatures, maintaining grip and offering reliable performance in harsh winter climates.

The sidewall features dynamic graphics and a snowflake emblem to combine sporty aesthetics with seasonal identity.

The Red Dot Design Award is organised by the Design Zentrum Nordrhein Westfalen in Germany, evaluates entries based on innovation, functionality, durability and overall design excellence. This also marks the second consecutive year for Nexen to win a Red Dot recognition.

The tyre is expected to be launched in Europe during the winter of 2025.

John Bosco (Hyeon Suk) Kim, CEO, Nexen Tire, said, “This award is a testament to Nexen Tire’s evolution as a brand that combines technological sophistication with strong design capabilities. We will continue to introduce products that balance driving performance with aesthetic appeal, delivering differentiated brand value in the global market.”