In 2014, Zivojin Sekulic was presenting a concept about Serbia as a future hot spot for tyre production in Shandong, in China, one of the world’s biggest tyre production province. By then, nobody was bullish on Serbia and saw the country as the next tyre production hub, but Sekulic applied analysis and research methods to support his prediction.

Sekulic has been with the industry for over a decade, and has been responsible for developing, managing and supporting operations in  Europe, Asia, and the USA.

Several reasons could support Sekulic's claims. One of the reasons for that prediction was geopolitical relations between China, USA, EU and Euroasia. To de-risk trade tension, many tyre companies are exploring alternative production locations, and Serbia is emerging to be a viable place to target major markets. Also, Also, 'made in EU' effects are needed for OEM contracts which also help to brand building.

Having those reasons in mind, Sekulic forecast that Chinese tyre companies will come to the Eastern and South-Eastern Europe to setup tyre plants to avoid anti-dumping duties, apply made in EU effect to their brand and to get some OEM contracts as they need to be close enough to automotive plants due to specific logistic delivery contracts.

Five years later, Linglong Tire in 2019 started to build a tyre plant in Serbia with an investment of almost one billion USD. "Serbia is China's first strategic partner in central and eastern Europe and has a favourable environment for development and investment," said the Chinese tyre company. After the completion of the project, the annual output of various high-performance radial tyre will reach 13.62 million units, with yearly revenue of $ 600 million.

In the same year just a few months later, another Asian Tyre producer, Toyo Tire announced that it will setup a plant in Serbia.  The Japanese company will invest around 3.91 million euros in the plant, which will produce tyres for passenger vehicles with an annual capacity of five million tyres. Toyo Tire will start construction of the Serbian Plant in May 2020, and manufacturing operations are expected start in January January 2022, with a capacity of five million tyres annually (based on tyres for passenger vehicles) by the summer of 2023.

Cooper Tire Serbia, a subsidiary of Cooper Tire & Rubber is also increasing production capacity at its Kruševac tyre manufacturing plant. With a strategic manufacturing footprint investment of approximately $55 million in equipment upgrades and facility expansion, the project will increase the size of the Kruševac facility to more than 882,000 square feet.

Cooper Tire Serbia will produce new, larger diameter tyres being demanded in Europe and other global markets. Total annual production capacity at the Kruševac plant will increase by approximately one-third after this expansion, which is expected later this year and will establish a footprint which could further double capacity with additional equipment and people.

"We can say that 2019 was an amazing year for the tyre Industry of Serbia. With already four tyre manufacturing plants of Michelin, Copper Tire, Mitas and Trayal, the country will have two more manufacturing plants soon. That is a huge success for Serbia as we all know that even countries with a bigger population and bigger size have lesser number of tyre plants in Europe," says Zivojin Sekulic.

A chat with Zivojin Sekulic:

Why are tyre companies showing increasing interest in Serbia for setting up plants – and generally in eastern Europe?

The reason for setting up tyre plants in Serbia is because of its specific geopolitical status. Serbia is in Europe, but not in the EU. That means particular goods produced in Serbia can be exported with 0% duty to EU, Russia, USA and countries of CEFTA and EFTA agreements and that's the market of almost one billion people. Comparing to anti-dumping duties for tyres produced in China, sounds like a good benefit, right?

Also, another reason is the label of “Made in EU” for tyre brands. The “Made in EU” effects help tyre companies to become recognisable and increase the prices, comparing to prices of tyres produced in China, and that means more significant profit.

Take the example of Hankook and their plant in Hungary. Only a few years after setting up their plant in Hungary they were selling more than 30% of their total annual production in EU and today with OEM contracts, excellent marketing strategy and outstanding R&D teams, they are in the race to become premium brand. So, imagine one day, maybe in five to eight years from today, Linglong can be close to the premium tyre brand and with the right strategy and marketing activities, if they decide to go that way.

One more reason is OEM contracts. Before setting up the plant in Serbia, Linglong signed a deal with VW and Renault, and now tyres produced in the Chinese company's tyre plant in Serbia will be delivered to these two automotive giants.

What benefits/ incentives that Serbia offers?

There are several benefits that country like Serbia is ready to offer to foreign investors. But I would like to highlight the benefits in general, not to go deeper in an analysis of specific incentives as that depends from situation to situation.

For example, the government is offering land where investors can set up a plant free of charge. There are also some tax incentives for more significant investments which are happening in the tyre industry. For instance, Cooper Tire's expansion project is supported by around $8 million in incentives provided by the Serbian government. Some investors can even get incentives per each employee that they will hire (basically like cashback card ). So, a general conclusion is that country like Serbia is really generous to foreign investors, and they should have that in mind.

Which companies are in the process of setting up?

At this moment Linglong is building the tyre plant in the city of Zrenjanin and Toyo announced that they will start building a plant in the city of Indjija very soon.

On the other side, there are major tyre companies - Mitas, Michelin, Cooper Tire, Trayal, which are producing tyres the country.

What's the future of tyre industry in Serbia?

Even I was right six years ago with a prediction that Asian tyre producers will setup tyre plants in Serbia in the near future that doesn't mean I will be right this time. But I genuinely believe that in Serbia there is a place for one more tyre plant. Specifically, I am thinking about a TBR , Agri and OTR tyre plant that can be built in a place where now Trayal's old plant is located which is still working and producing tyres for agriculture.

Going forward, the future of the Serbian tyre industry will move in another direction. After setting up plants, we will see R&D centres and Testing grounds and facilities in the country. I am predicting this because, for R&D, you need to have an excellent workforce and Serbia really has top-notch engineers and amazing developers. Currently, Continental has an R&D centre in the city of Novi Sad where several hundreds of engineers are employed.

In my working experience of 14 years in the tyre industry and 10 years in the IT sector, and having experience from Silicon Valley, I can tell you that engineers, researchers and software developers in Serbia are outstanding and not expensive like in the western EU or Silicon Valley. So, I am pretty sure that future intelligent tyres that will be based on sensors and specific software and machine learning will be designed and produced in some of the R&D centres based in Serbia.

Regarding testing facilities. Well, why should someone go to Spain or to Nordics to test summer or winter tyres if they can do it in Serbia as our climate is changed, so we have very hot summer and extreme winter, the perfect climate for tyre testing.

Q) Please share some information on your Project SMARTY?

My project SMARTY is related to the tyre industry and related to the development of smart tyres and smart trucks.

Using my vast experience from the tyre industry and IT industry, with a team of developers, I am working on the development of specific sensors, hardware and software that will be used in vehicles to optimise the costs and to prevent the accidents with tyres. We want to predict failure before it happens.

Currently, we have some working models and, shortly, we will start with sales of those models. The final goal is to make SMARTY device to become necessary in every vehicle to become smart or autonomous. Sensors for truck and OTR tyres we will unveil soon.

(Zivojin Sekulic: z.sekulic@gaj.rs)

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Bridgestone has announced a European leadership appointment aimed at sharpening customer focus, streamlining engagement across product groups and supporting its ongoing growth plans. Stefano Sanchini will become President, Europe Sales, effective 1 October 2026, leading the company’s European sales organisation across both Consumer and Commercial segments.

The expanded role unites sales activities spanning passenger car, truck and bus, agriculture, off-the-road, motorcycle and original equipment. Sanchini brings over 20 years of international leadership experience in the automotive and tyre sectors, with a career covering Europe, Middle East, Africa and India. Since joining Bridgestone in 2017, he has held several senior positions, including Managing Director of Bridgestone India.

Most recently, as Vice President for Consumer Replacement in Europe, he helped strengthen customer engagement, commercial performance, profitability and regional market growth. Bridgestone said the appointment underscores its commitment to customer relationships, commercial execution and simpler cross-market operations. Sanchini will pursue sustainable growth while developing capabilities and partnerships supporting the company’s long-term European strategy.

Mete Ekin, Group President EMEA, said, "Our customers increasingly operate across multiple product categories and expect a consistent experience wherever they engage with Bridgestone. By bringing our sales activities together under one European structure, we are creating a simpler, more connected organisation that will help us respond faster, collaborate more effectively and continue building strong partnerships with our customers."

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Yokohama Europe has appointed Giuseppe La Iacona to a series of senior leadership roles as the company seeks to strengthen its position across the region.

La Iacona joined the business on September 15 and will assume responsibility for supporting growth and organisational consolidation in the European market.

He brings more than 20 years’ experience in the tyre industry, spanning sales, marketing, business development, country management and international customer relations. He has held senior roles across several European markets, developing experience in managing local dynamics while driving cross-border business expansion.

Reporting to Takashi Maki, La Iacona has been appointed General Manager for southern Europe, where he will lead a newly created regional cluster covering Italy and France. The role is intended to improve coordination and operational synergies between the two markets.

He will also serve as Chief Executive of Yokohama Italia, with overall responsibility for the Italian subsidiary, alongside taking on the role of head of international customers. In that capacity, he will oversee the management and development of clients operating across multiple European markets, with the aim of creating a more consistent commercial approach and strengthening collaboration between subsidiaries.

His remit includes improving organisational alignment and fostering closer cooperation between markets and customers as the company expands its European operations.

“I am very pleased to welcome Giuseppe to YOKOHAMA Europe at an important stage in our development,” said Maki. “His extensive international experience, deep knowledge of the tyre industry and ability to work across different markets will be valuable assets as we continue to strengthen our European organisation and pursue sustainable growth.”

La Iacona said: “I am excited to join YOKOHAMA Europe and to contribute to the company’s next phase of growth in Europe. YOKOHAMA has a strong heritage, a distinctive brand and significant opportunities across the European market. I look forward to working closely with our teams, customers and partners across countries to further develop the business and strengthen our presence in the region.”

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Özka Tyre, a prominent Turkish manufacturer of tyres for agricultural and construction equipment, has reinforced its leadership team as part of a broader push towards global expansion and technological modernisation in production. The company has appointed Mehmet Yüksel as its new Chief Operating Officer, bringing aboard an executive with extensive senior experience from Goodyear’s Luxembourg-based international organisation.

In his new role, Yüksel will oversee functions central to Özka’s production and operational strength. His responsibilities encompass production, quality, research and development, planning, investment and projects, electricity and maintenance, occupational safety and quality management systems, positioning him to steer critical areas of the company’s industrial performance.

Driven by investments and a focus on advancing its manufacturing strength, Özka continuously monitors shifts in the worldwide tire sector, particularly technological progress in Europe, and uses those insights to shape its future production infrastructure. As new investments prepare to elevate its output capacity and technical systems, the firm is simultaneously bolstering its organisational framework to sustain that transformation.

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Cabot Corporation has named Steve Delahunt, currently Vice President and Corporate Treasurer, to assume the Chief Financial Officer role on an interim basis starting 1 October 2026. He will hold the position while Cabot continues searching for a permanent finance chief.

The interim appointment follows the previously disclosed leadership transition in which Erica McLaughlin, Executive Vice President, Chief Financial Officer and Head of Corporate Strategy, will become President and Chief Executive Officer on the same date. McLaughlin succeeds Sean Keohane and will relinquish her CFO duties at that time.

Delahunt brings over three decades of finance and treasury experience, including nine years leading Cabot's investor relations function through January 2026. As Corporate Treasurer, he oversees global treasury operations, capital markets strategy, liquidity management, banking relationships, risk management and pension investments. He has been central to Cabot's capital allocation, financing, investor engagement and strategic growth initiatives, as well as strengthened shareholder relations during his investor relations tenure.

McLaughlin said, “Steve is a highly respected finance leader with deep knowledge of our business, strong relationships across our global organisation and a proven track record of disciplined financial leadership. As we continue executing our strategy and building on our strong financial position, Steve’s experience, judgment and understanding of our business make him exceptionally well suited to lead our finance organisation while the Company conducts its search for our next Chief Financial Officer.”

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