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)
ReMA President Robin Wiener Joins Tire Recycling Foundation Board Of Directors
- By TT News
- July 30, 2026
Robin Wiener, President of the Recycled Materials Association (ReMA), has been appointed to the Board of Directors of the Tire Recycling Foundation (TRF). Her appointment recognises her leadership within both the recycled materials and tyre manufacturing sectors. In this new capacity, Wiener will support the Foundation's mission to enhance the tyre recycling supply chain and foster the growth of innovative markets for recycled tyre materials.
TRF, a joint initiative led by the U.S. Tire Manufacturers Association and the Tire Industry Association, aims to drive circularity and sustainability in the US tyre recycling industry. Wiener joins a board of global industry leaders dedicated to securing funding and allocating grants for critical research and demonstration projects.
Apollo Tyres Sees Long-Term Growth Despite Uncertainty
- By Sharad Matade
- July 29, 2026
Apollo Tyres Chairman Onkar S. Kanwar has said the company remains focused on disciplined execution, sustainability and long-term value creation as it navigates geopolitical uncertainty, changing trade dynamics and a challenging global business environment.
Addressing shareholders at the company's 53rd Annual General Meeting (AGM), Kanwar said FY26 had been a year that tested businesses worldwide, but Apollo Tyres had continued to strengthen its financial performance while investing for future growth.
"The future is not something we inherit. It is something we create through the choices we make every day," Kanwar told shareholders, quoting Mahatma Gandhi's observation that "The future depends on what we do in the present."
Apollo Tyres reported consolidated revenue of INR 284.71 billion for FY26, crossing the INR 280 billion milestone, while operating profit rose to INR 41.43 billion. Kanwar said the company's focus extended beyond financial performance to improving capital efficiency, operational discipline and profitable growth.
"Every important decision we take is driven by one simple question: Are we building a stronger company for tomorrow?" he said.
Kanwar also highlighted the company's efforts to strengthen the Apollo Tyres brand through its association with the Indian national cricket team, describing the partnership as one that reflected Apollo Tyres' values of resilience, determination and excellence rather than merely serving as a branding exercise.
Sustainability remained central to the company's strategy, he said, noting that Apollo Tyres' greenhouse gas emission reduction targets had been validated by the Science Based Targets initiative (SBTi), reinforcing its commitment to achieving net-zero emissions by 2050.
The company continued to expand the use of renewable energy while improving responsible sourcing and resource efficiency across its operations, Kanwar said. "Sustainability is no longer a separate agenda for Apollo Tyres; it has become an integral part of how we innovate, manufacture and grow."
Kanwar credited employees for the company's performance, describing their commitment and adaptability as the foundation of Apollo Tyres' continued progress. He also acknowledged the support of governments and institutions across the markets where the company operates.
He singled out Hungary as a key manufacturing base in Europe, saying Apollo Tyres' plant at Gyöngyöshalász reflected the benefits of long-term collaboration with the Hungarian government.
Looking ahead, Kanwar expressed confidence in the company's growth prospects, citing India's expanding market opportunities and Apollo Tyres' international manufacturing and distribution footprint.
"Uncertainty will always be a part of business, but organisations that remain true to their values, continue to innovate and invest responsibly will be best placed to succeed," he said.
Thanking shareholders, customers, dealers, suppliers, financial institutions and government partners for their continued support, Kanwar said Apollo Tyres remained committed to building "a company that is stronger, more resilient and more responsible with every passing year."
Jason Canning Named VP & Head – International Sales For CAMSO Construction & CEAT OHT
- By TT News
- July 29, 2026
CAMSO Construction and CEAT Specialty has announced the appointment of Jason Canning as Vice President & Head – International Sales for CAMSO Construction and CEAT OHT business units. The executive will assume responsibility for steering the company’s worldwide sales strategy, accelerating international revenue expansion, and fortifying collaborations with original equipment manufacturers, distribution networks and end-users in pivotal global regions.
With a career spanning over two decades, Canning brings extensive commercial leadership experience garnered across the speciality tyre, industrial products and engineered materials industries. His professional track record is distinguished by consistent delivery of sustainable financial growth, the cultivation of high-performance international sales teams and the establishment of durable strategic alliances with major OEMs, channel partners and a diverse clientele across multiple continents.
This strategic hire underscores the organisation’s ongoing commitment to securing premier global talent in support of its ambitious international development objectives. The move also reaffirms the company’s dedication to providing customer-centric, premium-grade solutions on a worldwide scale, aligning with its broader vision for sustained market presence and operational excellence.
Canning said, "I am excited to join CAMSO Construction and CEAT OHT at such a pivotal time for the organisation. I look forward to leveraging my international experience to strengthen our global partnerships, expand our market presence and drive sustainable growth for the business."
Amit Tolani, Director, CAMSO Construction and Chief Executive, CEAT Specialty, said, " Jason's international experience and proven track record of building high-performing sales teams make him an outstanding addition to our leadership team. His deep understanding of the OHT products landscape, along with strong OEM and channel relationships, will support our global expansion."
ZC Rubber Strengthens Indonesia Strategy With First Distributor Conference
- By TT News
- July 28, 2026
ZC Rubber has held its first Indonesia Distributor Conference, bringing together around 140 representatives from the company, PT Matahari Tire Indonesia (MTI) and its core Indonesian distributor network as it seeks to strengthen its presence in Southeast Asia.
The two-day event, held in Jakarta on July 23–24 under the theme "Gathering Momentum in Indonesia, Creating Success Together", focused on the company's manufacturing development in Indonesia, product planning for regional markets and closer collaboration with distributors.
Opening the conference, Henry Shen, Senior Vice President of Zhongce Rubber Group (ZC Rubber), highlighted the progress of MTI since it was established nearly three years ago. According to the company, the Indonesian plant began production 289 days after construction started and produced its first one million tyres a further 282 days later.
"MTI is an important part of our long-term development in Indonesia and Southeast Asia. It gives us a stronger local manufacturing base, closer access to market demand and greater flexibility in serving both regional and international customers,” said Shen.
Located in Kendal Industrial Park in Central Java, the 58.8-hectare facility is ZC Rubber's second overseas tyre plant. The company said Phase I has reached its planned production capacity, while Phase II has entered operation.
During the conference, Wang Xianning, Vice President of ZC Rubber and General Manager of MTI, outlined developments in production capacity, intelligent manufacturing and the plant's end-to-end quality control system.
Zhang Chunsheng, Deputy General Manager of ZC Rubber's Truck and Bus Tire Division and Director of its TBR and OTR Research Institute, presented the company's tyre technology roadmap and product development plans. These include refining products for Indonesia's road conditions, heavy rainfall, high temperatures and demanding commercial vehicle applications.
"Feedback from distributors, fleets and users in Indonesia is helping us refine products for local conditions, while ZC Rubber's global R&D platform allows those products to meet the requirements of wider regional and export markets," Zhang said.
Jeffrey Zhang, General Manager of ZC Rubber's International Business Department, and Justin Cui, Assistant General Manager of MTI, also presented localised product planning, marketing programmes and channel development strategies for the Indonesian market.
The conference included discussions with distributors covering product performance, customer demand and regional market conditions. The company said the feedback gathered would be incorporated into future product planning and market support.
ZC Rubber also announced the formation of an Indonesia Marketing Committee, comprising representatives from four national distributors. The committee will provide a forum for MTI and its partners to discuss product requirements, market developments and coordinated sales and marketing activities.
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