Scandinavian tyre service provider Citira sees robust potential for premium tyres in the Nordic region, driven by seasonal demands and safety priorities. CEO David Boman highlights that premium tyres including Pirelli’s offerings hold a significant share in passenger car, light truck and truck tyre segments supported by harsh winter conditions that emphasise performance and reliability. Despite a slight recent decline amid broader economic pressures and rising price sensitivity, premium brands remain relevant. Citira’s new long-term partnership with Pirelli and acquisition of Dackia AB aims to consolidate and optimise premium tyre distribution across Sweden.

Scandinavian tyre service company Citira recently told Tyre Trends that Nordic countries have excellent potential for premium tyres during a discussion over its partnership with Italian tyre major Pirelli.

Speaking on the market potential, Chief Executive Officer David Boman said, “When it comes to the Nordic markets, Scandinavia in particular has a relatively high share of premium tyres across categories including passenger car, light truck and TBR segments. Compared to other global regions, the demand for premium tyres here is notably strong.

“One of the main reasons for this is the seasonal nature of our market. Winter tyres, in particular, drive a more premium-oriented approach because of the need for high performance and safety under harsh conditions. While we’ve observed a slight decline in the premium tyre share over the past few years, it still holds a significant portion of the market. This demand is closely tied to seasonal safety concerns, especially in winter, autumn and early spring. Drivers here prioritise safety and reliability, which naturally supports the continued relevance of premium brands like Pirelli.”

He noted that the decline is likely tied to broader financial challenges in the market, especially following the Covid period. Both consumers and companies have become more price-sensitive, making cost a bigger factor in purchase decisions.

As a result, there’s been a gradual increase in demand for lower-cost, imported non-European tyre brands, while the market share of European premium tyre brands has slightly decreased.

Pirelli and Citira have entered a long-term strategic partnership aimed at enhancing their market presence in Sweden. As part of the deal, Citira will acquire Dackia AB that has a network of 102 retail outlets from Pirelli.

In return, Pirelli and Dackia have signed a supply agreement extending to 2030, ensuring Pirelli remains the main tyre supplier. The transaction, pending regulatory approval, is expected to close by 2025. The partnership will boost Pirelli’s distribution and market coverage while supporting Citira’s goal of expanding a sustainable, flexible and high-quality customer service network.

THE PACT

Citira currently runs over 50 tyre shops and over five retreading units across Scandinavia and Poland. “Citira is actively working towards creating a more efficient and consolidated tyre market. While our current focus is primarily on the Scandinavian region, it’s not out of the question that we may consider expanding beyond this geographic perimeter in the future. This agreement is part of a broader industry trend where partnerships and acquisitions are used to enhance efficiency, strengthen distribution networks and provide end customers with better service coverage,” revealed Boman.

Nonetheless, the deal specifically pertains to the Swedish market, and as part of the regulatory process, Citira has conducted a market analysis to understand the potential implications on market share. However, the specifics of that study were said to be confidential and could not be disclosed prior to the official closing of the deal.

Explaining how this partnership will influence the supply chain of premium tyre in the Nordics, Boman said, “We do anticipate some changes, particularly within Citira. We operate a number of logistics centres, and this partnership presents an opportunity to optimise our overall supply chain setup. Enhancing logistics will be a key enabler of better service and responsiveness in premium tyre distribution.”

He added, “This particular deal is unlikely to have a direct or immediate impact on independent retailers or smaller distributors. More broadly, the Scandinavian tyre retail sector is undergoing consolidation. Several players are actively reshaping the competitive landscape and that trend could gradually influence the positioning of independents. But again, this specific acquisition is not a disruptive event in that context.”

Alluding to the current demand for replacement tyres, he said, “In general, the tyre market has proven to be quite non-cyclical. Even in challenging economic conditions, it tends to remain stable. That said, I believe we’re entering a phase where circularity and life-extension solutions will gain more momentum. We’re likely to see increased focus on services that extend tyre life, especially for larger fleets. This shift won’t just be driven by cost or fleet uptime concerns but increasingly by environmental responsibilities.”

THE BUSINESS

According to Boman, Pirelli represents a very minimal share of Citira’s overall sales, currently. However, the strategic partnership mainly revolves around Dackia and Pirelli, and the former is intended to become part of the Citira Group. “Moving forward, there is definitely an opportunity to deepen the collaboration with Pirelli and potentially grow their share within our overall brand mix,” added Boman.

Citira currently follows a multi-brand strategy and will continue with it even after closing of the deal. Besides, it is also involved in process and sales of retreaded TBR tyres and wheel rims.

“We operate a facility in Poland where we refurbish truck and bus rims. The process involves media blasting and repainting the rims to restore its appearance and functionality. The logic behind it is quite similar to retreading. In most cases, the structural integrity of the rim is still intact; it’s just the surface or aesthetics that degrade over time. By restoring these rims, we’re able to extend the life and reduce waste,” said Boman.

The company operates five retreading facilities collectively, located in Finland, Sweden and Poland. It uses both hot-cure and cold-cure retreading methods. Hot-cure is used in Poland and cold retreading in Finland and Sweden. Annually, it retreads around 160,000 tyres, averaging about 13,000 per month. While its current focus is on retreading, Citira is actively exploring expansion into tyre recycling as part of a broader push towards sustainability and circularity.

The company also manages tyre distribution for fleets across countries. Its circular tyre distribution approach involves not only delivering new tyres to customers but also collecting used tyre casings from them. These casings are then sent back to its retreading facilities, creating a closed-loop system. Besides, Citira has different suppliers across Europe for sourcing tyres for retreading.

MARKET WATCH

Citira sees a strong willingness in the market for consolidation and it has already engaged in several partnerships. Commenting on market challenges, Boman said, “One key challenge is the need for a player capable of driving consolidation at a larger scale. In the Scandinavian markets, this kind of brand-independent consolidation hasn’t really taken place over the last 10 to 15 years. Previously, consolidation efforts were primarily led by tyre manufacturers or affiliate networks players. However, consolidation has largely been on hold recently, leaving space for an independent actor to step in. We see that opportunity clearly and believe it is well received both by other market participants and customers. The challenge lies in successfully executing this consolidation while maintaining trust and delivering value across a diverse market.”

Commenting on the demand for retreading, he said, “The Scandinavian market has a long tradition of retreading heavy vehicle tyres. Currently, there is a growing shift towards pay-per-kilometre or tyre-as-a-service models, especially among large fleets like bus companies and hauliers. Notably, public tenders increasingly require a certain share of retreaded tyres, reflecting a strong environmental focus. Retreading extends the life of a tyre by reusing about 70 percent of its original material, making it a significant sustainability tool. The market share of retreaded tyres is gradually increasing with expectations that the retread market will grow faster than the new tyre market in the coming years.”

“The main challenges for the retreading industry lie in overcoming the longstanding perception that retreaded tyres are merely a low-cost option rather than an environmentally friendly and sustainable product. This is mostly prevalent is Scandinavia and it is crucial to shift this mindset by educating customers and the broader market about the true benefits of retreading. Moving away from a purely price-driven sales approach to one that highlights quality, durability and positive environmental impact remains a significant hurdle for the industry,” he added.

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Italian premium tyre manufacturer Pirelli has equipped the new McLaren W1 supercar with three bespoke tyre fitments made from more than 50 percent bio-based and recycled materials. This figure has been certified by the independent body Bureau Veritas.

Pirelli is the sole tyre supplier for the new model, which features a hybrid powertrain capable of delivering up to 1,275 PS and 1,340 Nm. The W1 has acceleration of zero to 300 kmph in less than 12.7 seconds and a top speed limited to 350 kmph.

The three new tyres – P Zero R, P Zero Trofeo RS and P Zero Winter 2 – were developed in collaboration with McLaren's R&D teams, starting in a virtual environment with driving simulation technology before progressing to physical tests. Testing locations included the Nardo circuit in southern Italy and the Idiada track in Spain.

The fitments cover every aspect of the supercar's use:

• P Zero R: Designed for daily driving.
• P Zero Trofeo RS: A track-biased tyre delivering high performance.
• P Zero Winter 2: Handles colder seasons.

All three tyres for the W1 will be produced at Pirelli’s plant in Settimo Torinese, Italy.

These bespoke P Zero tyres are the first supercar tyres to be made with over 50 percent bio-based and recycled materials. This is part of Pirelli’s industrial plan, which aims to launch the first tyres containing 80 percent of these materials by 2030. The company’s P Zero E, launched in 2023, was the first tyre on the market to contain more than 55 percent bio-based and recycled materials.

A logo identifies all Pirelli products containing at least 50 percent sustainable materials.

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Italian engineering firm Comerio Ercole S.p.A. said its participation at K2025 in Düsseldorf exceeded expectations, underscoring its reputation as a global leader in technological innovation and sustainable industrial development.

During the week-long plastics and rubber trade fair, Comerio Ercole’s booth became a major hub for international engagement, welcoming delegations from across Europe, Asia and the Americas. The company said visitors expressed “genuine and concrete interest” in its advanced technologies and long-term sustainability vision.

“The quantity and quality of specific requests received from clients and new contacts alike were truly remarkable,” Comerio Ercole said in a statement, adding that many inquiries related to “ambitious, tailor-made projects” that its R&D team has already begun studying.

The company also celebrated its 140th anniversary at the fair on 11 October , with organisers surprising the team with a commemorative cake — a gesture reserved for exhibitors marking milestone anniversaries.

“K2025 was a success: we return home inspired, proud and motivated to continue innovating for a more sustainable and dynamic industrial future,” the company said.

Separately, Comerio Ercole announced it had been recognised for the fifth consecutive year among Italy’s top-performing companies in sustainability, ranking in the Top 75 for Integrated Finance and the Top 100 for Sustainability Excellence 2025.

The Sustainability Award, presented recently at Borsa Italiana in Milan, honours companies that integrate ESG principles into their business strategies while turning environmental and social challenges into opportunities for innovation.

Representing the company at the ceremony were Olga Comerio, Board Member of Comerio 1885 Holding Società Benefit, and Riccardo Comerio, CEO of Comerio Ercole.

“We know there is still much to do, but we are committed every day to improving, with a strong focus on environmental sustainability, responsible resource management and innovation for a greener future,” said Riccardo Comerio.

The event, attended by institutional and industry leaders, featured key partners including Kon Group, Elite Euronext Group, Altis Advisory, Università Cattolica, Open-es, Eni, BCG, Google Cloud, RepRisk, Azimut Italia and Forbes Italia.

Founded in 1885 and headquartered in Busto Arsizio, Italy, Comerio Ercole specialises in high-precision engineering solutions for the rubber and plastics industries, combining technological excellence with a strong commitment to sustainable industrial development.

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In a significant leadership transition, PCBL Chemical, a part of the RP-Sanjiv Goenka Group, has appointed Nilesh Koul as its Managing Director for a five-year term, effective immediately. The company's Board confirmed this appointment during its meeting on 3 November 2025 subject to final ratification by shareholders through a postal ballot. This change was prompted by the resignation of the former Managing Director, Kaushik Roy, who stepped down for personal reasons, effective from the same date. The Board emphasised that selecting Koul is a strategic step aimed at ensuring leadership continuity and driving the company's future growth.

Koul is an experienced leader with a career spanning 28 years across diverse sectors including metals, oil and gas, construction materials and FMCG. His professional background includes senior executive roles at prominent organisations such as Hindalco Industries, British Petroleum, Castrol India, LafargeHolcim and Pidilite Industries, where he managed international operations. His most recent position was Senior President and CEO of the Aluminium Downstream business at Hindalco Industries. Academically, he is a graduate of G B Pant University and an alumnus of IIM-Ahmedabad, and he also serves on the Board of the Aerospace India Association.

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Tire Rack is celebrating the induction of its co-founder and longtime CEO, Mike Joines, into the Tire Industry Hall of Fame. The company credits Joines' automotive passion as the foundational spark for its mission to transform the tyre industry. Under his leadership, Tire Rack pioneered one of the first e-commerce platforms for tyre retailing, fundamentally changing how consumers research and purchase tyres.

The company’s philosophy, established by Joines, centred on empowering customers through comprehensive information rather than just completing a sale. This customer-first approach was built upon providing detailed product reviews, performance testing data, side-by-side comparisons and expert guidance.

Tire Rack also acknowledges that Joines understood the critical role of its team, noting that the ingenuity and integrity of its employees have been the true driving force behind decades of innovation and sustained customer trust. The company honours Joines as an enthusiast, innovator and leader whose devotion remains a source of inspiration.

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