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.

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With a series of new product launches aimed at meeting diverse needs, CEAT aims to target new set of customers who are looking beyond just cost.

Mumbai-based RPG Group’s flagship company CEAT, one of India’s most recognisable tyre brands, is at the cusp of a transformation. From being known for durability and value-for-money tyres, the company is repositioning itself as a technology and sustainability leader – offering products that don’t just meet performance benchmarks but also embody environmental responsibility.

The company recently launched SecuraDrive CIRCL, a limited-edition road-ready tyre with up to 90 percent sustainable materials. This feat makes the company one of the few global players to have introduced sustainable tyre that is just not a concept but a ground reality.

For CEAT, the immediate priority is to educate consumers about sustainable tyres. With the launch of the SecuraDrive CIRCL, available in limited numbers (264 tyres), it is taking a deliberate step to spark conversations around eco-conscious choices.

Lakshmi Narayanan B, Chief Marketing Officer, CEAT Tyres, told Tyre Trends, “The first piece is customers becoming aware. This isn’t just a conceptual product – it absolutely matches the performance of a conventional tyre. The idea is to give consumers a clear-cut option and an opportunity to buy into the philosophy of sustainability.”

The company has introduced two variants for the CIRCL range – Circle 50 (50 percent sustainable content) and Circle 90 (90 percent sustainable content). The limited-edition approach, according to CEAT, is intentional. “We want consumers to make a conscious choice to understand the value of sustainability in a product they use daily,” he added.

The focus, then, is not only on selling a product but on creating a new mindset. As Lakshmi Narayanan B put it: “This is as much a product story as it is a brand story. We want consumers buying into it for the right reasons.”

FROM CONCEPT TO MANUFACTURING REALITY

While many companies experiment with prototypes or pilot runs, CEAT insists that its CIRCL tyres are not small-scale experiments. Instead, they are proof of manufacturing readiness at scale.

“When you can make 264 tyres using 90 percent sustainable content, you have the capability to scale it up to any number,” said Lakshmi Narayanan B, pointing to the three years of dedicated work on CIRCL within CEAT’s broader five-year innovation journey. “This is not a pilot run – it’s literally scale manufacturing. What you see today is the outcome of years of work,” shared Lakshmi Narayanan B.

The company has also leveraged its past innovations – such as run-flat tyres and CALM technology – to strengthen manufacturing processes. “Each innovation adds capability. Whether it is sourcing sustainable materials or manufacturing in a new way, we’re now confident of handling such things at scale,” he explained.

For CEAT, scale is not just about numbers but about readiness. “We have proven that sustainability and performance can co-exist. And when consumer interest builds, we are absolutely ready to scale this into mainstream adoption,” Lakshmi Narayanan B added.

EMBEDDING SUSTAINABILITY ACROSS VALUE CHAIN

The tyre major recognises that sustainability cannot be restricted to a single product line – it must cut across the entire value chain. Renji Issac, Senior Vice President – R&D and Technology, CEAT Tyres, pointed out that CIRCL is only the beginning. “All the learnings from this programme will flow into circular product development, extended producer responsibility (EPR) and end-of-life tyre management. Sustainability doesn’t stop at manufacturing – it extends to what happens after the product’s lifecycle,” said Issac.

This approach also means working closely with suppliers, including MSMEs and startups, to adopt new processes and materials. “Initially there was resistance; why should they change (suppliers)? But over time, they have seen the opportunity. Today, our entire supplier ecosystem is committing to our sustainability goals. It’s a challenge but also a transformation,” averred Lakshmi Narayanan B.

Issac added that part of CEAT’s role has been to handhold startups developing new materials, helping them scale their innovations into market-ready solutions. “Some of these materials come from startups, and it’s not just about us developing the product. We are helping them bring their products to market,” he explained.

This ecosystem development is crucial because CEAT believes that innovation is only as strong as its supply chain. “It’s not only about what we make in-house but how the entire chain contributes to sustainability,” said Lakshmi Narayanan B.

A STRUCTURED FIVE-YEAR ROADMAP

Looking ahead, CEAT is guided by a five-year roadmap that balances near-term launches with long-term capability building.

Issac explained that CEAT has developed “a very firm two-year plan on products that will hit the market. Beyond that, the next three years are about developing enabling technologies. For every product roadmap, there’s also a technology roadmap and a capability roadmap. This ensures we’re not just reacting to the market but anticipating it.”

This structured approach allows CEAT to introduce innovations faster while preparing for regulatory and consumer shifts globally.

Lakshmi Narayanan B stressed that the company wants to stay ahead of the curve. “Our intent is to be proactive, not reactive. Whether it’s a current trend or a future wave, we want to be in the right place at the right time,” he said.

The roadmap is part of CEAT’s larger R&D strategy, which has already delivered multiple first-to-market products in recent times. “Run-flat tyres, 21-inch ZR rated tyres, CALM technology and now the sustainable tyre – all of these are stepping stones in our long-term direction,” Lakshmi Narayanan B explained.

GLOBAL RELEVANCE WITH INDIAN CONSUMER FOCUS

Although CEAT operates in global markets, the company deliberately chose India as the first market for CIRCL. The rationale is clear: while European demand is often regulation-led, CEAT sees India as a consumer-driven opportunity.

“In Europe, sustainability is often about regulation. In India, we want it to be a conscious consumer choice. That’s why we launched here first – we know Indian consumers are asking these questions, especially EV owners and younger buyers. It’s an early adopter segment, but it will grow,” shared Lakshmi Narayanan B.

The CIRCL tyres will initially be available in 8–10 metros, targeting discerning consumers with compact SUVs and EVs. The company acknowledges that the products come at a premium but insists the value proposition lies in sustainability with uncompromised performance. “The promise is clear: sustainability and performance equal to any conventional tyre,” Lakshmi Narayanan B emphasised.

Looking forward, the company believes the CIRCL project positions it strongly for future regulatory shifts worldwide. “With capabilities like this, we can leapfrog in global markets when the time comes,” Lakshmi Narayanan B noted.

From CIRCL’s limited-edition launch to a broader five-year innovation pipeline, CEAT’s future focus revolves around three pillars:

1. Consumer-first sustainability – creating awareness and demand among discerning buyers, particularly EV owners.

2. Ecosystem transformation – enabling suppliers, startups and partners to align with CEAT’s sustainability vision.

3. Structured innovation roadmap – delivering near-term product launches while building long-term capabilities.

As Issac summed it up: “A sustainable tyre is also a low rolling resistance tyre. There’s no conflict between sustainability and performance. In fact, they move in the same direction.”

“It’s a long game, but we’re happy to take the first step. Future is always bright,” concluded Lakshmi Narayanan B.

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The US Tire Manufacturers Association (USTMA) expects total US tyre shipments to reach 337.4 million units in 2025, marginally above the previous record of 337.3 million units set in 2024 and up from 332.7 million units in 2019.

The association noted that the forecast was prepared without August and September trade data, which were delayed by the US government shutdown. It said this may result in higher-than-usual estimation errors for replacement tyre shipments.

Original-equipment shipments of passenger, light truck and truck tyres are projected to fall by 3.5 percent, 3.7 per cent and 18.1 percent respectively in 2025, a combined decrease of 2.8 million units compared with 2024.

Replacement shipments are expected to remain flat for passenger tyres, rise by 2.9 per cent for light truck tyres and increase by 7.9 percent for truck tyres. Total replacement shipments are forecast to grow by 3.0 million units.

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Trelleborg Tires has been named “Best Agriculture Tire” at the 22nd Visão Agro Brazil Awards, held in Ribeirão Preto, São Paulo, on 4 December. The award recognises the company’s focus on technological development and its contribution to sustainable growth in Brazil’s agricultural sector.

The trophy was accepted by Fábio Metidieri, Agri Sales Director at Yokohama TWS Brasil. Metidieri said the accolade strengthened the company’s commitment to Brazilian farming and reinforced the value of its investment in product innovation, field validation and local expertise.

Trelleborg is expanding the use of its ProgressiveTraction technology across its TM range, from the TM600 for row-crop applications to the TM1000 for high-horsepower tractors. The design employs a dual-edge lug intended to improve traction, self-cleaning and vibration levels, supporting efficiency, tyre longevity and soil protection.

“Receiving this award at such a prestigious event once again reinforces our commitment to Brazilian agriculture,” Metidieri said. “Our goal is to keep advancing in technology and field performance, ensuring that every Trelleborg tire delivers real value — helping farmers operate more efficiently, sustainably, and profitably.”

The company maintains a local technical team, conducts extensive field testing and works with well-established OEM partners in major farming regions. This proximity, Metidieri said, helps ensure that tyre development reflects the practical demands of Brazilian agriculture. “This award reflects the trust placed in our team and our products by professionals throughout the sector. It strengthens our commitment to delivering technologies that address local challenges and help shape the future of Brazilian farming.”

The Visão Agro Brazil Awards recognise suppliers and innovators across the national agribusiness sector. A jury of executives, researchers and decision-makers assess companies on innovation, sustainability and performance.

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JK Tyre & Industries has showcased a broad range of products across its truck and bus radial, passenger car radial and two- and three-wheeler segments at Automechanika Dubai 2025, as the Indian manufacturer seeks to deepen its presence in the Middle East and Africa.

The event, held from 9–11 December at the Dubai World Trade Centre, is the largest automotive aftermarket exhibition in the region and marks JK Tyre’s 11th consecutive participation. The company positioned the MEA region as a key driver of its international expansion, citing ongoing infrastructure activity and economic growth as supportive of future demand in the commercial tyre segment.

Dr Arun Kumar Bajoria, Director and President (International) at JK Tyre & Industries, said: “Automechanika provides an excellent platform to meet all our customers under one roof and gain insights into their needs and evolving market demands. We have displayed products from our flagship brands—JK Tyre and Vikrant—along with offerings from our associate company, Valiant. We remain fully committed to serving our customers across the MENA and GCC regions.”

Alongside its regional portfolio, the company unveiled a new range of passenger car and van tyres for Europe, covering summer, winter and all-season use. It also presented its Treel smart solutions, including PCR tyres with embedded sensors, as part of its focus on innovation and sustainability.

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