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.”

South Korean tyre major Nexen Tire has added another feather to its cap and has received a Gold rating from EcoVadis for the second year in succession. This places the company among the top 3 percent of over 150,000 companies assessed globally.

Established in 2007 in France, EcoVadis evaluates corporate sustainability performance across Environment, Labour & Human Rights, Ethics and Sustainable Procurement. Its ratings are Platinum (top 1 percent), Gold (top 5 percent), Silver (top 15 percent) and Bronze (top 35 percent).

Nexen Tire showed improvements across all assessment areas. In the Environment category, the company's involvement in global sustainability initiatives, including the Global Platform for Sustainable Natural Rubber (GPSNR), the UN Global Compact (UNGC) and the Science Based Targets initiative (SBTi) was noted. Climate education programmes and greenhouse gas emissions disclosure were contributors.

For Labour & Human Rights, Nexen Tire's human rights policy aligns with international standards from the United Nations and the International Labour Organization (ILO). The company also began human rights assessments for risk management.

In the Ethics pillar, the company reinforced internal systems for risk prevention, monitoring, and mitigation. The Sustainable Procurement score improved through ESG assessments, supplier audits and risk response strategies.

John Bosco (Hyeon Suk) Kim, CEO, Nexen Tire, said, “Receiving the Gold rating from EcoVadis for the second consecutive year is a significant affirmation of our global ESG efforts. We remain committed to responsible and transparent management practices that meet the expectations of our stakeholders worldwide.”

TÜV SÜD AG’s Supervisory Board has named Ishan Palit as Interim CEO (Chairman of the Board of Management) effective 15 July 2025, following Dr Johannes Bussmann’s departure to assume the CEO role at MTU Aero Engines AG. Bussmann will leave TÜV SÜD on 14 July 2025. Palit will co-lead the company with CFO Sabine Nitzsche until a permanent successor is appointed.

With over 30 years at TÜV SÜD, Palit has held key leadership roles, including establishing the company’s India operations, serving as Asia Pacific CEO and leading the global Product Service Division. Since 2017, he has been Chief Operating Officer, driving strategic and operational initiatives.

Nitzsche, who joined as CFO in March 2025, brings extensive financial and executive expertise from the high-tech and automotive sectors. Her prior roles include CFO of Vitesco Technologies AG and senior financial leadership positions at Infineon Technologies and GlobalFoundries.

Frank Hyldmar, Chairman of the Supervisory Board of TÜV SÜD AG, said, “We are very pleased that Ishan and Sabine will oversee the interim management of TÜV SÜD during this transition. Ishan is a seasoned TÜV SÜD senior executive with deep knowledge of our business and strong global leadership experience. Sabine brings a proven track record as CFO across multiple multinational enterprises. Together, they form a strong leadership team as we work towards appointing a long-term CEO.”

Hankook Tire & Technology has announced a series of executive leadership changes at its North American headquarters in Nashville, reinforcing its commitment to growth in passenger and commercial tyre markets. The restructuring brings fresh leadership across key sales and marketing functions.

Kyuwang (Ken) Cho assumes the role of Senior Vice President of North America Marketing, transitioning from his previous dual leadership of PC/LT Sales and Marketing. The industry veteran brings 25 years of Hankook experience, including a stint as Vice President of Global Sales in Korea. K C Jensen steps up as Vice President of US PC/LT Sales, expanding his responsibilities from regional to national oversight after demonstrating strong leadership in the Western market since 2018.

The company welcomes back Mark Roe as Vice President of US TBR Sales, where his four decades of commercial tyre expertise will guide replacement and OE sales strategies. Roe's extensive background includes previous leadership roles at Hankook and most recently at Ralson Tire North America.

Regional sales teams also see strategic promotions. Shaun Prott advances to Regional Director of PC/LT Sales for the West, building on his eight-year tenure with Hankook and prior experience with National Tire Warehouse. Travis Jones rejoins the organisation as Northeast Regional Director, bringing valuable perspective from Michelin and Pirelli. Brian Ford earns promotion to Regional Director of TBR Sales for the West after successfully managing key commercial accounts since 2021.

Rob Williams, President of Hankook Tire America Corp, said, "These leadership appointments reflect Hankook's strong momentum in North America. Ken, K.C. and Mark each bring exceptional industry experience, strategic focus and leadership qualities to their roles. Together, they will help elevate our presence across both consumer and commercial channels, and support our long-term growth ambitions in the US. These moves speak to the strength of our internal talent pipeline & ability to attract top talent and our continued investment in customer relationships. Shaun, Travis and Brian all bring deep knowledge of their markets and proven ability to grow key partnerships."

French tyre major Michelin has introduced its new X Line Grip D range, which is designed to work up to 1 million miles (1.6 million kilometres) with up to four retreads. The company shared its designers' claim that this is a ‘once-in-a-lifetime’ leap in tyre technology for fleets.

In addition to the higher range, the tyres also provide 20 percent more mileage and a 20 percent reduction in rolling resistance compared to the Michelin XDN2 tyre.

Designed to meet both wet and snowy conditions thanks to the chevron tread design, these tyres are said to prove 90 percent better starting traction in snow and over 25 percent better wet starting traction.

Fleets also benefit from using the Michelin X Line Grip D tyre, as it is built on the company’s Duracore casing, featuring Infinicoil and Powercoil technologies. 

Pierluigi Cumo, VP – B2B Marketing, Michelin North America, said, “Michelin is never satisfied with current tyre technology when it comes to constantly improving and innovating our products. That’s why Michelin is so proud to introduce the Michelin X Line Grip D tyre. This tyre has the potential going forward to redefine the drive tyre standard in fleets for years to come. It is not an evolution to existing products, but something entirely different the fleet world has never seen before.”

“Michelin has a proven track record of delivering high-quality, reliable products that exceed performance expectations. This fantastic leap in drive tyre technology bring new levels of performance to the road and new levels of savings to our customers,” he concluded.

The Michelin X Line Grip D tyre is available in sizes 295/75R22.5 and 11R22.5.