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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Apollo Tyres plans to invest INR 35 billion in FY2026-27, with nearly 80 percent of the capital expenditure earmarked for growth and capacity expansion projects across India and Europe, as the tyre maker seeks to meet strong demand despite escalating raw material costs and geopolitical disruption.

Most of the planned investment will be directed towards expanding truck and passenger car tyre capacity in India, while the remainder will support passenger car tyre expansion at the company’s Hungary plant.

Apollo Tyres said capacity utilisation across both India and Europe had reached about 90 percent, with demand remaining strong in replacement and original equipment markets. The company added that April volumes had continued to show strong momentum despite recent price increases.

The company reported consolidated revenue of INR 73.4 billion for the fourth quarter, up more than 14 percent year on year, while earnings before interest, tax, depreciation and amortisation margin improved to 14.6 percent from 13 per cent a year earlier.

Revenue from Indian operations rose 14.3 percent to INR 52.4 billion during the quarter, supported by high-teen volume growth in both replacement and original equipment segments.

Neeraj Kanwar, Vice-Chairman And Managing Director, said geopolitical developments in West Asia continued to create uncertainty and volatility across raw material, energy and logistics costs.

The company expects raw material costs to rise by mid- to high-teens sequentially during the current quarter, led by a sharp increase in natural rubber prices. Apollo Tyres said natural rubber prices had risen to about INR 250 per kg from around INR 200 per kg during the fourth quarter.

To mitigate the pressure, Apollo Tyres has announced price increases of 6-8 percent across product categories in India during the current quarter and indicated that further increases may be necessary.

Gaurav Kumar, Chief Financial Officer, said the inflationary environment remained highly volatile.

“Mid to high teens is the current reality,” Kumar said. “We’ve taken about half the price increase that is needed.”

The company said it was also implementing cost-control measures across operations, including reductions in discretionary spending, as it sought to protect margins from higher commodity and logistics costs.

Apollo Tyres continues to restructure its European manufacturing operations as part of efforts to improve profitability. The company said the closure of its Enschede plant in the Netherlands remained on schedule, with production expected to cease by June 30.

Management said the decision was driven by persistently weak European market conditions, elevated energy costs and unusually high wage inflation in western Europe.

Apollo Tyres has taken a non-cash write-off of EUR 43 million related to the plant closure and expects total restructuring-related cash outflow, including social plan payments and legal costs, to exceed EUR 55m.

The company said the restructuring should begin improving European margins during the second half of FY2026-27 as production shifts towards lower-cost facilities in Hungary and India.

Apollo Tyres added that India and Europe would remain priority markets for future capacity allocation decisions, although export demand in some overseas markets had softened amid broader macroeconomic uncertainty.

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Linglong Tire has appointed Pradeep Karat as Sales Director OTR for the Middle East and Africa (MEA) region, effective from the beginning of May 2026.

Karat will oversee strategy and sales for the company’s specialty tyres division across the MEA region and report to Jeffrey Hughes, director EMEA. He will work with product and marketing teams to expand the group’s presence in the off-the-road (OTR) tyre segment, develop strategic partnerships and support growth in new markets.

Before joining Linglong, Karat worked at Hankook Tire, where he most recently served as senior manager for truck tyre sales in the Middle East and Africa.

Over a career spanning more than 30 years, he has held sales and marketing management roles at tyre manufacturers including Bridgestone, Goodyear and Continental.

“I am very pleased to be part of the Linglong team with immediate effect and to start as Linglong Sales Director Middle East Africa. I will do everything I can to use my experience and expertise to successfully advance Linglong in the MEA region,” said Karat.

Linglong said Karat would focus on strengthening the company’s position in India and key African markets. He will also work closely with Sherif Degheidy, who joined the company in February.

“I have worked with Pradeep in the Middle East in the past and am very pleased that he is now joining Linglong to help us continue to grow our off-highway business,” Hughes said.

“He brings extensive knowledge of the region, knows how to find new distributors and build strong partnerships. Pradeep will seek to expand Linglong's presence in India as well as in key African markets.”

Karat holds a master’s degree in marketing and economics and speaks Arabic, Hindi, Tamil and Malayalam, in addition to English. He will be based in Dubai.

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CAMSO Construction has announced the appointment of Stefan Bartella as Area Sales Manager for the DACH region. Bartella brings solid sales experience and a deep understanding of regional market dynamics to the role. Company officials stated that his expertise will support the organisation’s continued growth in the area. The appointment reflects CAMSO Construction’s commitment to strengthening its commercial team in Germany, Austria and Switzerland. Bartella’s knowledge of local customer needs and market trends is expected to drive further business development and reinforce the company’s position across the DACH territories.

The company statement read: “We’re pleased to welcome Stefan Bartella to CAMSO Construction as Area Sales Manager for the DACH region. With solid experience in sales and a strong understanding of regional market dynamics, he brings valuable expertise that will support our continued growth. Welcome aboard, Stefan!”

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Nokian Tyres has appointed Glenn Arbaugh as the new Head of Research and Development for North America, marking a strategic move to strengthen product innovation for drivers in the United States and Canada. He will lead the region’s R&D efforts from the company’s manufacturing and research hub in Dayton, Tennessee.

Bringing nearly 35 years of global tyre industry experience in technical leadership, product engineering and design, Arbaugh will oversee next-generation tyre development while enhancing product quality and manufacturing standards at the Dayton Factory. His role supports close collaboration between the North American R&D team and Nokian’s global research operations in Finland.

Since opening in 2019, the Dayton Factory has dedicated all production to the North American market and earned recognition as the first tire plant worldwide to achieve LEED v4 Silver certification. Nokian Tyres, inventor of the winter tyre, continues to offer premium all-season, all-weather and light truck tyres across the region.

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