Assuming nothing will be the same with COVID-19, all associated economic growth figures will be revised in the near future. The European tyre market was severely affected in the first quarter of 2020 and declined by around 20% in all segments, which is exactly the opposite of the previous forecast of achieving a total CAGR of 20% for the 2018-2022 period. It will not return to normal short-term trends and will certainly be revised.

With the global economic slowdown, the Chinese tyre market, with earlier growth of more than 6%, will no longer be mentioned in the coming years. The global pandemic has overshadowed the global economy, and the most important tyre manufacturers are only showing moderate optimism for 2020. The downward trends in demand in many international markets are therefore irreversible. When the entire industry is back on track and at the same time safe?

Tyre Industry will not return to normal short-term trends and all economic figures will certainly be revised.

In the 1950s and 1960s, the margins for industrial products were good. Many companies in industrialised countries have been looking for alternatives to invest in different parts of the world, and export rates have continuously helped them make enough money. So far, globalisation has prompted investors to tackle the underdeveloped eastern globe. The 1970s in this direction were the new way of investing a large amount of accumulated capital for the countries of the Far East. China and Singapore, then Vietnam, Thailand and Malaysia were the subject of foreign direct investment. Indonesia seems to lag behind the Philippines and Taiwan for foreign investors. Exceptionally, Japan and partially South Korea won in the early 1950s and 1960s and were more aware of the importance of technological culture. They managed to develop their own capital to invest in technological products. The tyre and rubber industry were two of the main companies.

Globalisation has prompted investors to tackle the underdeveloped eastern globe. The 1970s in this direction were the new way of investing a large amount of accumulated capital in Far East.   

Western automakers had also sparked interest in countries in the eastern world. This has helped investors to focus more on this part of the world. When investors were looking for new horizons to make more money, all supporting technologies came to these countries.

When we entered the 1990s, Glasnost began to influence Europe's socio-economic structure. The main European brands initially focused on Eastern Europe to invest in the main products. Foreign direct investment went to the Central and Eastern European countries. Major European brands in the tyre industry have acquired certain tyre factories. Some factories were opened late.

It is a difficult task to attract foreign direct investment. Many parameters need to be combined, including incentives, laws, rules, agencies and procedures to attract foreign investment. The Central and Eastern European countries spent a lot of time and effort and finally made it. Not only legislative issues, but also macroeconomic measures such as combating inflation, the goal of joining the euro area, setting competitive but sustainable tax rates and laying the foundation stone for companies that acquire applications for property permits, liberalisation of the labor market, privatisation of all areas of the economy finance, public services and telecommunications, as well as road and airport construction are different pieces of equipment than investors. Usually you look for them first.

When we reached 2000, the primary concerns of European and North American tyre manufacturers were attacks on poor quality tyres

The Czech Republic, Hungary, Poland and Slovakia are the first four countries to follow. Ukraine, Romania, Bulgaria and Croatia tend to attract foreign direct investment over time. In any case, they have all learned that low labour costs are not enough to attract foreign investment if the main attractive features are not realised.

When we reached 2000, the primary concerns of European and North American tyre manufacturers were attacks on poor quality tyres in the East and Far East regions. Instead of banning imports, the safety problems of tyres in this part of the world are highlighted and certain measures are taken to prevent the huge import channels of these branded tyres. ETRMA, the association of the largest tyre and rubber manufacturers, mainly followed the REACH restrictions of these companies. The media also supported user conscience. The tyre labeling is also the result of safety concerns. The European Commission and the White House have introduced additional anti-damping and additional countervailing duties on tyres made in the Far East. The cheaper tyres no longer had the opportunity to be rated well. Note, however, that companies in the Far East are now able to manufacture high-quality high-tech tyres and organise deliveries in the market.

At the other end of the world, many industries which invest mainly in China initiated alternatives to return to the continent in 2015.

When the time came, the former Eastern Bloc countries began to join the EU. After 2010, Chinese and Far Eastern tyre manufacturers accelerated or invested in new factories in Eastern Europe. South Korea and China have started to have tyre factories in this region. Tyres manufactured in Europe or Eastern Europe indicate the Western European and US markets and are exempt from high customs taxes. They have set up a production line that is adapted to the requirements of European and American consumers.

When we reached the other side of the world in 2015, many industries with investments mainly in China initiated alternatives to return to the continent. Export tariff barriers and rising labor costs, state requirements for environmental legislation and industrial reforms do not keep foreign investors and local companies alive. The international climate and the atmosphere of the trade struggle between East and West also play a role in this latter trend. Today, investments in Eastern Europe in the countries of Asia and Western Europe continue. However, this is not a guarantee for the next few years.

Whatever the truth is or it is assumed that yesterday's reality will be opposite or different. Therefore, nothing will be similar or as expected. Companies that covered risks today and had tools today are luckier and will be successful tomorrow.

Comments (0)

ADD COMMENT

Link Copied!

Triangle Tyre has significantly strengthened its European off-the-road operations with the appointment of Federico Parmesan as the new European OTR Technical Manager, a position he assumed on 1 March 2026. This strategic appointment represents a key milestone in the company's ongoing efforts to enhance its technical capabilities and expand its market presence across the continent's specialised tyre sector.

Parmesan brings more than three decades of tyre industry experience to his new role, with particular expertise concentrated in OTR and earthmoving applications. His extensive background encompasses not only deep technical knowledge but also a comprehensive understanding of the challenges faced by dealers and end-users operating in demanding environments. This combination of technical proficiency and practical insight positions him to effectively bridge the gap between product development and real-world application requirements.

In his new capacity, Parmesan will work closely with Triangle's partner network throughout Europe, providing support for both aftermarket and original equipment segments. His responsibilities include strengthening the company's field application expertise and contributing directly to the continued development of the OTR product portfolio. These efforts aim to deliver enhanced value and service to partners across the region.

The appointment reflects Triangle's strategic priority of reinforcing its technical structure to support ambitious growth objectives in the European OTR segment. The company seeks not merely to consolidate its existing market share but to achieve sustainable expansion while elevating support levels for its partners. Parmesan's extensive experience, energetic approach and positive attitude are expected to prove invaluable assets as Triangle pursues these goals and strengthens its position within the competitive European market.

Comments (0)

ADD COMMENT

Link Copied!

ATF Tyres, one of India’s leading manufacturers of off-highway tyres, has announced the appointment of Rajesh Vyas as its new Vice President of Sales and Marketing. Vyas brings over 25 years of global experience to the role, having worked across diverse international markets to build high-performance sales teams and enhance distribution networks.

His professional background includes leadership roles in brand positioning and product portfolio expansion within competitive sectors. Prior to joining ATF, Vyas served as Vice President at Rubber King Tyre Group. He also held key positions at Balkrishna Industries Limited as Head of Mining Tyres for India and spent a decade at Apollo Tyres Ltd as Business Head for Off-Highway Tyres.

With the company working to expand its footprint in the agricultural, industrial and OTR segments worldwide, Vyas’s strategic leadership and commercial insight are expected to support ATF Tyres in delivering performance-driven solutions across multiple regions.

Comments (0)

ADD COMMENT

Link Copied!

Continental Tire has introduced a fresh and distinctive marketing figure known as the ‘Nod of Confidence’ ambassador to connect with drivers on a deeper level. This initiative is designed to encapsulate the precise moment a customer feels absolute certainty in their purchase decision, visually represented by a simple, affirming nod. It is a symbolic gesture that conveys the reassurance, trust and satisfaction associated with selecting a premium tyre brand.

For years, Continental has been regarded as the smart choice in the industry, a reputation built on a steadfast dedication to superior quality, advanced technology and dependable performance. The company consistently responds to market demands by engineering tyres that deliver exceptional comfort and peace of mind. Recognising that the process of buying tyres can often be complex and filled with uncertainty, this campaign targets the emotional journey of the consumer. It aims to capture that pivotal moment of clarity when a driver moves from questioning and comparing options to confidently confirming they have chosen the best solution for their vehicle and family.

This new ambassador is an extension of Continental's broader mission to simplify and enhance the tyre-buying experience. By blending cutting-edge tread innovations with customer-focused education and support, the brand continues to prioritise driver needs while reinforcing its leadership in the automotive industry.

Brian Beierwaltes, Head of Marketing US PLT, Continental Tire, said, “We understand that today’s consumers are looking for more than just a product, they’re looking for confidence. This creative idea brings our ‘Smart Choice in Tires’ philosophy to life in a simple, relatable way. That nod represents reassurance, expertise and the peace of mind that comes from selecting a brand that consistently delivers on performance, comfort and innovation.”

Comments (0)

ADD COMMENT

Link Copied!

GRI, a leading producer of speciality tyres from Sri Lanka, has named Eldo Verhaagen as its new Sales & Operations Director for Material Handling and Agriculture across the Benelux region. This strategic move underscores the company’s drive to enhance its regional footprint by reinforcing leadership, improving operational efficiency and strengthening relationships with local customers. Verhaagen’s arrival marks a continued push to expand GRI’s presence in both the material handling and agricultural sectors.

With extensive experience in the tyre and automotive fields, Verhaagen brings a proven background in guiding strategy, boosting commercial performance and refining operational processes. His familiarity with a broad range of tyre types – including those used in trucking, farming, construction and material handling – combined with a direct, customer-oriented working style, makes him well-suited to steer the region through its upcoming growth phase.

Verhaagen takes over from Herman Klumpenaar, whom GRI has thanked for his dedicated leadership and smooth handling of the leadership transition. The Benelux team is now set to collaborate closely with Verhaagen, aiming to sustain regional progress and ensure long-term, steady development.

Giorgio Gramegna, Director of Europe – Sales, Marketing and Distribution at GRI, said, “We thank Herman for his leadership and contribution over the years. We are pleased to welcome Eldo and are confident that his experience and market knowledge will further strengthen our presence and performance in the Benelux region.”

Comments (0)

ADD COMMENT

Link Copied!