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)

The World Health Organization estimates a whopping 1.9 million deaths worldwide each year due of road incidents. Hence, it can be deduced that approximately 3,200 people succumb to road related incidents each day.

It is also true that governments and organisations are trying to curb this menace that dearly costs the global race. UK-based organisation TyreSafe is one of the many players that are caring for people’s lives.

It dedicatedly raises awareness on the importance of correct tyre maintenance and the dangers of defective and illegal tyres to fight safety issues.

Speaking to Tyre Trends, TyreSafe Chairman Stuart Lovatt said, “We take a strategic, risk-based approach. TyreSafe leverages key seasonal themes such as winter driving, summer journeys and harvest-time rural risks while maintaining suites of evergreen assets that can be used year-round.” 

“Priority is given to vulnerable road user groups through targeted campaigns, alongside all road users via our flagship Tyre Safety Month. Partnerships are critical. By integrating tyre safety into partners’ existing calendars and campaigns, we significantly extend our reach without duplicating effort. This collaborative model ensures resources are used efficiently and messages reach the right audiences at the right time,” he added.

TyreSafe works with over 250 organisations to disseminate the message of safety. Each collaboration enables it to reach different regions, sectors or road user groups, whether that is police forces, road safety partnerships, rural safety groups or charities.

“Cross-sector collaboration is essential to delivering the safe system approach. Safe vehicles and tyre safety in particular must be embedded within long-term, joined-up efforts to reduce and ultimately eliminate death and serious injury on UK roads,” said Lovatt.

The key lesson is that collaboration requires persistence and clarity of purpose. Strong partnerships are built on shared goals, evidence-led strategy and tangible outputs such as research, campaigns and participation in influential working groups. From there, aligning on tone, timing and messaging becomes much easier.

SAFETY GOALS

Vision Zero is a global road safety approach that aims to eliminate all road traffic deaths and serious injuries. It is based on the belief that human error is inevitable but fatalities are preventable through safer road design, responsible speeds, safer vehicles and stronger shared accountability.

Lovatt noted it as an ambitious but essential goal and one that no single organisation can achieve alone.

However, he explained that TyreSafe measures progress not just through a single metric and more through its contribution to the wider safe system approach, particularly the safe vehicles and safe people pillars.

A significant recent milestone has been the launch of the National Road Safety Strategy, which creates a renewed framework for collaboration between government, charities, enforcement, industry and researchers. After more than a decade without a national strategy, this provides the foundation needed for coordinated, evidence-led action.

Looking ahead to 2030, TyreSafe’s focus is on embedding tyre safety more firmly into national conversations around vehicle safety, fleet responsibility and public behaviour change.

“Success will be measured through stronger cross-sector collaboration, increased visibility of tyre safety within wider road safety initiatives, improved data quality and sustained engagement from both industry and road users, which all lead to a marked reduction in number of serious incidents on our roads,” said Lovatt.

TyreSafe continually reviews its resources to ensure they remain relevant and valuable. “We already include EV tyre safety guidance on our website, and this is an area we expect to develop further. With a small team and a wide range of road users to serve, prioritisation is essential. Each year we expand our resource portfolio carefully, ensuring new content delivers genuine value for stakeholders and does not dilute impact,” added Lovatt.

CHALLENGES AFOOT

Lovatt contended that technology offers clear benefits for data collection and diagnostics. However, it also presents risks if it reduces the active, human element of tyre safety.

Visual and manual checks remain critical in identifying damage, wear and defects that technology may not always capture. There is a risk that increased vehicle automation could lead to complacency, so TyreSafe’s approach will continue to reinforce the importance of driver responsibility alongside technological advances.

On the other hand, scepticism and inertia are imminent challenges that are addressed through clear case-for-action statistics, which consistently resonate with the public, media and stakeholders.

“Culturally, the cost-of-living crisis presents real challenges with drivers delaying tyre replacement or repair for financial reasons. For fleets, education is key. We produce targeted content and resources for fleet and compliance managers that emphasise not only safety but liability, duty of care and reputational risk. By framing tyre safety as both a safety and business-critical issue, we are better able to overcome resistance and influence positive behavioural change,” said Lovatt.

Measuring real-world outcomes also remains one of the biggest challenges in road safety. “Data on tyre-related incidents relies heavily on third-party reporting, which limits our ability to directly attribute impact. To address this, TyreSafe conducts its own research, such as the 2023 national tread depth survey, which we are looking to repeat,” explained Lovatt.

It also runs smaller-scale public surveys to understand not just what behaviours exist but why, allowing the organisation to refine messaging and improve relevance. It also utilises partners data and research with their support to continuously refresh and strengthen the case for action.

“While awareness metrics remain important, our focus is increasingly on insight-led evaluation that informs practical behaviour change,” he said.

BALANCING SCALES

Balancing programme expansion with sustainable funding and supporter engagement remains a challenge for a charity organisation leading national safety efforts.

TyreSafe works closely with its industry supporters, who are its primary income stream. The organisation ensures that it has a voice and that its strategic direction, resource development and investment decisions align with their CSR objectives while avoiding conflict with commercial activity.

This collaborative approach helps maintain long-term trust, financial sustainability and shared ownership of TyreSafe’s mission.

TyreSafe also does not advocate for legislative change and operates strictly within existing regulatory frameworks. However, it works closely with a wide range of organisations and partners who are able to engage more directly in policy advocacy.

“Our priority is engaging stakeholders, industry, enforcement partners and the wider road safety community while using our research, status and channels to reach the public both online and offline. The goal is to drive real, practical behaviour change, rather than focusing solely on awareness,” explained Lovatt.

He added that by ensuring that organisational evidence, campaigns and resources are robust and credible, it supports informed dialogue across the sector and contributes to policy discussions indirectly through collaboration and shared insight.

“International engagement is driven by a desire to support organisations embarking on their own road safety journeys. By sharing TyreSafe’s 20 years of research, campaigning experience and resources, we can help others accelerate progress and reach audiences more quickly. The focus is on enabling and supporting, rather than exporting a one-size-fits-all model,” contended the executive.

TyreSafe’s work highlights that meaningful road safety progress depends on sustained collaboration, credible data and behavioural change. By embedding tyre safety within the wider Vision Zero framework and adapting to emerging technologies and challenges, the organisation continues to influence safer roads, vehicles and users, proving that incremental actions can collectively save lives.

Kumho Tire USA has unveiled a completely overhauled consumer website, marking a pivotal step in its journey to establish itself as a premier alternative in the tyre industry. The redesign is a strategic move to modernise the company’s digital storefront, ensuring it accurately mirrors the brand's forward-thinking vision and evolving market identity.

Central to this transformation was the goal of creating a more intuitive and brand-enhancing user experience. The site’s architecture has been meticulously reorganised to guide visitors seamlessly through Kumho’s product lineup and corporate philosophy. By unifying the visual design, tone and messaging, the new platform projects a cohesive brand story designed to build confidence and instil a sense of pride among customers and partners alike.

More than just a catalogue of products, the updated site functions as a dynamic conduit between the company and its audience. It underscores Kumho’s commitment to delivering exceptional value through an innovation-led approach. This digital ecosystem now actively demonstrates how the manufacturer translates technological advancement into tangible benefits, reinforcing its dedication to exceeding expectations at every point of engagement.

Ed Cho, CEO, Kumho Tire USA, said, "The newly redesigned website marks a significant step in Kumho Tire's journey to solidify its position as a premium brand alternative. The enhanced digital platform showcases KUMHO's commitment to delivering high-quality products at a reasonable price to discerning customers who demand value. Our continued efforts to implement innovative technologies and build a brand that consumers can trust enable our ability to pioneer new segments of the global market."

Michelin has achieved notable recognition at the 2026 Tire Technology Expo in Hannover, Germany, securing four major awards that underscore its leadership in innovation, sustainability and technical expertise. The accolades span breakthrough research, product excellence, environmental advancement and individual career achievement, reflecting the company’s comprehensive approach to advancing mobility both on Earth and in space.

The prestigious Concept of the Year award was presented to the Michelin Lunar Airless Wheel, or MiLAW, developed for NASA’s upcoming Artemis lunar missions. This wheel represents over two decades of research into airless tire architecture, cutting-edge polymers and additive manufacturing techniques such as 3D printing. Engineered to endure the moon’s extreme environment, it must withstand abrasive terrain, intense radiation and temperatures ranging from minus 240 to plus 100 degrees Celsius while ensuring reliable traction and durability. The project demanded advanced digital simulation and rigorous testing, and the resulting innovations are already influencing Michelin’s terrestrial developments, particularly in applications where robustness under challenging conditions is essential.

The MICHELIN Primacy 5 Energy tyre earned the Tire of the Year award. This summer tyre has achieved a triple-A rating on the European Union label for wet grip, energy efficiency and noise while also being recognised as the most durable tyre in its category. It has been selected by approximately 20 major global automakers for integration into more than 50 upcoming vehicle models, well ahead of its commercial launch. Designed to meet heightened expectations for safety, electric vehicle compatibility, emissions reduction and sustainable materials, the tyre exemplifies Michelin’s response to evolving market demands.

The BioButterfly programme, a collaborative effort involving Michelin, IFP Energies Nouvelles and Axens, with backing from the French Agency for the Environment and Energy Management, received the Environmental Achievement of the Year – Industrial Contribution award. Following over 12 years of research and an investment exceeding EUR 80 million, an industrial demonstrator at Michelin’s Bassen site successfully proved a method for producing bio-based butadiene from bioethanol. The resulting elastomers meet tyre industry specifications while offering a significantly reduced carbon footprint compared to fossil-fuel-derived alternatives. This breakthrough marks a major step towards establishing a sustainable supply chain for bio-based materials in tyre manufacturing.

Pascal Prost, a Senior Fellow at Michelin, was honoured with the Tire Tech 2026 Lifetime Achievement Award for his 35-year career dedicated to advancing tyre technology. His work has consistently addressed complex and often conflicting performance requirements, particularly in the areas of low rolling resistance and eco-design for passenger and two-wheel vehicle tyres. Beyond his technical contributions, Prost has fostered collaboration across internal teams, academic institutions and automotive partners. His recognition highlights not only his personal dedication but also the collective expertise and innovative spirit present throughout the Michelin organisation.

Together, these four honours illustrate the breadth of Michelin’s capabilities, from fundamental research and product engineering to environmental stewardship and long-term talent development. They affirm the company’s commitment to creating safer, more efficient and sustainable mobility solutions for a wide range of environments.

Philippe Jacquin, Executive Vice President – Research & Development for Michelin and member of the Group Executive Committee, said, “Receiving four awards at Tire Technology Expo is testament to the collective strength of our teams and to the scientific, technological and environmental depth of our innovations. From the Moon to the road, and thanks to Michelin’s deep know‑how in polymer composites, we once again demonstrate our ability to push boundaries, create new experiences, transform research into real‑world solutions and accelerate the emergence of next‑generation materials. These awards honour not only our advances but also the daily commitment of everyone at Michelin who innovates to improve everyday life and drive mobility forward – for people today and for future generations.”

As geopolitical tensions continue to reshape global trade routes and supply chains, tyre manufacturers are being forced to rethink not only where they sell, but how they grow. For KAMA Tyres – Russia’s largest and most diversified tyre manufacturer – this reassessment has become a defining element of its international strategy.

Rather than pulling back amid sanctions and market disruption, the company is steadily opening new doors, with the Middle East emerging as its next strategic frontier.

In an exclusive interaction with Tyre Trends, Shaydullin Ildar, Deputy Director – Marketing, KAMA Tyres, spoke about how the company is looking beyond its domestic market and recalibrating its global ambitions.

“We have rich experience of cooperation with machine producers across the world. This cooperation allows us to produce tyres exactly for certain machines – tyres that are suitable for specific clients,” Ildar said.

That customer-focused manufacturing capability, coupled with a broad and diversified product portfolio, is now underpinning KAMA Tyres’ cautious yet determined push into new international markets.

FROM 50 MARKETS TO 20: A STRATEGIC RESET

Until recently, KAMA Tyres had an expansive global footprint. “Earlier, we exported our tyres to more than 50 countries,” Ildar noted. Today, that number has come down significantly – not due to waning ambition, but because of shifting geopolitical realities.

“Now, because of the situation in the global market, we are exporting our tyres to around 20 countries,” he explained.

Despite the contraction, the company has retained a presence across a geographically diverse mix of regions. “For example, Egypt, Brazil, Turkey, Mongolia, Vietnam. Russia has good relations with Vietnam, so this is one of our key markets,” Ildar said.

This pragmatic reassessment mirrors a broader trend across Russian manufacturing – prioritising markets where political alignment, trade frameworks and logistics remain workable.

“At the same time, we are trying to open new markets. Right now, we are opening for ourselves the Gulf countries,” he added.

This shift also explains KAMA Tyres’ growing presence at regional trade exhibitions. “That is why we are here at this exhibition,” Ildar said, referring to Automechanika Dubai 2025. “This is the first time we are participating here.”

For KAMA Tyres, the Middle East represents a significant opportunity – but one that requires patience. “Yes, for us it is a really big opportunity. We are trying to open it step by step,” he said.

MIDDLE EAST ENTRY: OPPORTUNITY WITH A COMPLIANCE HURDLE

While the Middle East offers scale and strategic relevance, entry into the region is far from straightforward. Regulatory compliance remains the biggest challenge.

“We haven’t started selling our tyres here yet. At the moment, we are preparing,” Ildar clarified.

That preparation, he explained, is extensive. “We are doing all the necessary procedures to start selling our tyres. This includes connecting with potential clients and preparing documents and certification for this market.”

Certification is, by far, the most demanding hurdle. “The main opportunity for us is opening a new market, new clients and new sales. The big challenge is that this market needs different certification,” he said.

Still, the company remains resolute. “We are doing it and we will do it anyway,” Ildar said firmly.

KAMA has already begun building visibility in the region through trade events. “In May, we participated in an exhibition in Riyadh – I think it was Automechanika Riyadh,” he recalled.

The timeline for commercial entry is now clearly defined. “In 2026, we are planning to start selling our tyres here,” he confirmed, with the first quarter of calendar year 2026 emerging as the tentative target.

ONE COMPLEX, EVERY TYRE SEGMENT

One of KAMA Tyres’ key competitive strengths lies in the breadth of its manufacturing capability. Unlike many tyre manufacturers that specialise in one or two segments, KAMA operates as a fully integrated tyre complex.

“We are the only tyre complex in Russia that produces all groups of tyres,” Ildar explained.

The portfolio spans passenger car tyres (PCR), light truck tyres, truck and bus radials (TBR) and off-the-road (OTR) tyres. “We are ready to offer different kinds of tyres. And potential customers are asking us for different groups,” he said.

This versatility gives KAMA considerable flexibility as it enters new markets such as the Gulf, where demand spans multiple vehicle categories. “We can offer both TBR tyres and PCR tyres,” Ildar noted, adding that OTR tyres are also part of the company’s global offering.

Rather than rushing to push specific products, the approach is deliberately measured. “We want to understand the market first. And then offer what is needed,” he said.

This mindset reflects KAMA’s longstanding experience of working closely with OEMs and equipment manufacturers. “Our cooperation with machine producers allows us to make tyres exactly suitable for the machines,” Ildar reiterated.

SANCTIONS, SUPPLY CHAINS AND PREPAREDNESS

Sanctions have been a defining force shaping Russian industry over the past decade. For KAMA Tyres, however, preparedness has significantly softened the impact.

“About sanctions – we are prepared for this situation from 2014,” Ildar said.

This long-term approach has been especially critical in securing raw material supplies, an area where many global tyre manufacturers continue to face volatility.

“At the moment, we don’t have problems with supplying raw materials. We have producers of raw materials in the Russian market and in the Asian market too,” he explained.

By diversifying its sourcing base early, KAMA has ensured continuity even during periods of global disruption. “We are searching for different ways to be ready for any problems in the future,” he said.

As a result, the company has largely avoided the supply crunch faced by several global peers. “So now we have suppliers of raw materials and we don’t have a problem with it,” Ildar added.

In an industry increasingly shaped by geopolitical uncertainty, this resilience has become a competitive advantage.

INDIA ON THE HORIZON, BUT NO SHORTCUTS

Given the historically strong ties between India and Russia, the Indian market naturally features in discussions around KAMA Tyres’ longer-term expansion plans. However, Ildar is careful to manage expectations.

“We are moving step by step, starting with the Persian Gulf. If everything goes well, we will look at the Indian market,” he said.

The key constraint, he explained, is production capacity. “It depends on one thing – we have to sell Russian products. If we have free resources, we are ready to look at the Indian market.”

He is also realistic about the competitive intensity in India. “We understand that there are a lot of good products and strong competition in the Indian market,” Ildar noted.

Certification remains another important consideration. “At the moment, we do not export tyres to India because the Indian market needs BIS certification,” he confirmed.

Still, the door remains open. “If in the future we find potential clients who are interested in our products after studying the market, we will be glad to apply for this certification. We will be glad to open the Indian market too.”

For now, execution takes precedence over expansion promises. “Our strategy is to work step by step,” Ildar reiterated.