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)

Comments (0)

ADD COMMENT

Link Copied!

Infiniteria, the tyre recycling joint venture backed by Scandinavian Enviro Systems, Antin Infrastructure Partners and Michelin, has named Kajsa Ryttberg-Wallgren as its new chief executive as the company moves into a phase of industrial expansion.

Ryttberg-Wallgren, who has taken up the role on 1 December, succeeds Stefano Madeddu. She most recently served as chief growth officer at Stegra, a Swedish green steel venture. Her earlier career includes senior positions at PIAB, Yara International, Sandvik and Sapa, giving her broad experience in scaling industrial operations internationally.

The appointment signals a shift in leadership priorities at Infiniteria, with an emphasis on what the company describes as “industrial logic and value creation”. Announcing the move, Anand Jagannathan, senior partner at Antin Infrastructure Partners’ NextGen strategy, said: “We are delighted to welcome Kajsa Ryttberg-Wallgren as CEO of Infiniteria. She offers a strong combination of Swedish industrial experience, a track-record in international expansion and strong sustainability credentials, all of which are highly relevant for Infiniteria and the journey ahead of us.”

Enviro is developing a full-scale tyre recycling plant near Uddevalla on Sweden’s west coast, expected to be Infiniteria’s inaugural site. The venture aims to build additional facilities across Europe to process end-of-life tyres using Enviro’s patented pyrolysis technology, which breaks down materials for reuse in industrial applications. The partners say the process will support circular production models and reduce carbon emissions in sectors heavily reliant on fossil-derived inputs.

The expansion plans place Infiniteria among several European initiatives seeking to commercialise advanced recycling technologies as regulators push for higher material recovery rates and lower industrial emissions.

Comments (0)

ADD COMMENT

Link Copied!

The International Institute of Synthetic Rubber Producers will recognise two long-serving leaders at its annual meeting next year. Dr Elizabeth Delzell will receive the IISRP General Award, while Dr Irina Yurovska will be presented with the organisation’s Technical Award. Both honours will be given on 15 April 2026 at the group’s 66th Annual General Meeting in Houston, Texas.

Dr Delzell is an epidemiologist whose research has shaped global understanding of chemical exposure in industrial settings. She earned degrees from the University of North Carolina at Chapel Hill and Harvard University before holding academic posts at Duke University and the University of Alabama at Birmingham. Over three decades, she published more than 200 papers and led work funded by IISRP and several major companies and agencies.

Her landmark study in the North American synthetic rubber industry identified 1,3-butadiene as a cause of human leukaemia. The finding influenced national and international rules on chemical safety. Her research also linked synthetic rubber work to bladder cancer and helped assess cancer risks from styrene exposure.

Dr Yurovska, the recipient of the Technical Award, has held leadership roles across the tyre, rubber and chemicals sectors. She trained as a chemist and engineer in the former Soviet Union and later completed a PhD in polymer physics and mechanics. After moving to the United States in 1991, she worked at Teknor Apex, Precix, Cabot Corporation, SI Group and Himadri, rising to Global Vice President of Technical Service.

She holds more than 80 patents and has published widely on polymer compounding, rubber additives and testing methods. Her work has informed advances in rubber technology used across the global industry. She now runs YIGlobal, a consulting company based in Texas, and remains active in the ACS Rubber Division.

The IISRP said both award recipients have made long-lasting contributions to science and the synthetic rubber industry. The organisation highlighted their influence on regulation, product development and talent mentoring across several decades.

Comments (0)

ADD COMMENT

Link Copied!

Nokian Tyres has named Formula 1 legend Kimi Räikkönen as its newest brand ambassador. This strategic partnership unites two Finnish powerhouses celebrated for excelling under extreme pressure. The company, a world expert in tyres for harsh conditions, aligns perfectly with Räikkönen, the famously cool and accomplished champion known as ‘The Iceman’.

For Nokian, this collaboration is a move to significantly amplify its international recognition. The brand gains a universally respected figure whose persona embodies the resilience and high performance intrinsic to its products. Räikkönen, whose celebrated career includes 21 Grand Prix victories and a World Championship, brings immense credibility and a global following.

Räikkönen notes a personal connection to the iconic Finnish brand, remembering it from his earliest days in motorsport. In his role, he will actively promote Nokian Tyres' capabilities to a worldwide audience, helping to convey their expertise in mastering the most demanding driving conditions on the planet.

Räikkönen said, “Perfect match, great to start working with Nokian Tyres, a brand I remember from the days when my parents drove me to karting tracks, before I even had a driver's license. In my opinion Nokian Tyres is an iconic Finnish brand, I'm excited to start spreading the good news about the great tyres to the world.”

Tiina Frazer, VP for Brand, Marketing and Communications at Nokian Tyres, said, “Some collaborations just make sense, and this is one of them. Kimi Räikkönen and Nokian Tyres share the same DNA: Finnish roots, uncompromising performance and the ability to thrive under pressure. Both are built for extremes – whether it’s conquering the racetrack or navigating roads in changing conditions and harsh weather.”

Comments (0)

ADD COMMENT

Link Copied!

Bridgestone will introduce two new premium passenger car tyres in Japan next year, expanding its Potenza line as demand grows for products that offer both high performance and everyday usability. The company said it will release the Potenza RE-71RZ and Potenza Adrenalin RE005 in February 2026, with 61 and 40 sizes available respectively.

The RE-71RZ is positioned as a high-grip tyre for drivers who want strong performance on both circuits and public roads. Bridgestone said the model delivers faster lap times and better handling than its predecessor, the RE-71RS. At the Tsukuba Circuit 2000, the company recorded a 1.2% improvement in lap time compared with the previous model.

Professional drivers Masahiro Sasaki and Yuji Tachikawa supported the development work. Sasaki said, “As its strong point, ‘POTENZA RE-71RZ’ achieves a high level of performance in both grip and controllability. It delivers improved dry and wet performance for street use, while also achieving faster lap times and better wear resistance on the circuit. This tire delivers high performance in various situations, making it enjoyable and easy to handle for both everyday driving and circuit use.”

Tachikawa added, “This tire is designed for easy handling, allowing anyone to experience precise control along with excellent grip. The tire is focused on quick warm-up for immediate, high-grip performance as well as reliable wet grip, resulting in a well-balanced tire suitable for various driving conditions.”

Bridgestone said the RE-71RZ uses a new compound developed with motorsport know-how and its NanoPro-Tech technology, as well as a redesigned tread pattern and structure aimed at improving grip and wear resistance.

The Potenza Adrenalin RE005 targets a broader range of vehicles, including everyday passenger cars. It is intended for drivers seeking sharper handling in daily use while maintaining fuel efficiency and ride comfort. All 40 sizes meet the “A” grade for wet performance under Japan’s tyre standards, and 19 sizes also achieve an “A” grade for rolling resistance.

The company said the tyre offers stable handling at higher speeds, cornering confidence and better wet braking, supported by upgraded compounds, an A-shaped tread motif and structural changes that reduce energy loss.

Both products are expected to be sold in overseas markets after their launch in Japan.

Bridgestone said the new tyres reflect its long-running approach of using technologies developed in motorsport to improve products for road use. The company added that the Potenza brand will continue to support “safe and enjoyable car and motorsports culture” as part of its long-term E8 Commitment.

Comments (0)

ADD COMMENT

Link Copied!