VMI’s CEO Harm Voortman was among the senior figures to celebrate the global smart manufacturing technology company’s new Indian engineering and service centre, which opened in Vadodara on 4th October. He gave a positive view on prospects for the Indian tyre market: “India is now among the top five global economies,” he said. “Prospects for the tyre market are exceptionally strong. Vadodara was the natural choice for our new engineering centre, which is now part of our global strategy for customer support, software engineering and long-term growth.”

VMI has been operating in India for years, but the new centre marks a step change for the company’s investment in the region. So what does VMI’s new strategy mean for the Indian tyre and automotive industry?

Helping to drive economic growth

India is the world’s fifth largest economy, and a key driver for growth is large-scale investment in road and transport infrastructure. There is growing demand for tyres, especially for trucks, with higher performance standards a must. Infrastructure investment will have a positive impact on the Indian economy, helping make India an even stronger global economic hub.

As we reported in July, VMI’s unique MILEXX automated truck tyre building machine is playing a major role in transforming access to the high-quality truck tyres the logistics industry needs inside India. With more and more Indian citizens also moving to electric vehicles, the need for improvement in quality and performance for car tyres is also clear.

Mike Norman, VMI’s Chief Commercial Officer, said, “We expect to see growth in production accelerate over the next five years – and that goes a long way to explaining why VMI has chosen this moment for major new investment in the Indian market.”

Global software engineering

Perhaps the most compelling reason for VMI’s Vadodara investment is the drive to create an integrated, international software engineering capability for the entire business. India is the world’s most important centre for software capabilities: with home-grown businesses becoming household names and foreign companies building their own Indian research and engineering centres, tapping into the outstanding engineering capabilities India provides.

Automation is the key distinguishing feature of VMI production platforms. From the launch of the MAXX TBM 15 years ago, the concept of ‘hands-off, eyes-off’ has dominated VMI’s design thinking. Stage by stage, new concepts, components and functionalities have been introduced to VMI machines, aiming to reduce human contact and deliver error-free, higher quality, maximum efficiency production.

Vision systems were introduced a decade ago to carry out such key tasks as centring materials correctly, making the right cuts and ensuring consistent quality in output. As improved camera and software options become available, VMI introduces them as standard components to new machines and offers retrofitting to the installed base, enabling customers to operate at best practice level always.

Artificial intelligence and machine learning (AI & ML) are now increasingly vital for VMI production platforms, which drives the need for software engineering capabilities of the highest quality. VMI has developed systems that use AI to identify anomalies (foreign bodies and faults in materials), enabling these issues to be dealt with at once, rather than causing scrap later. The same capabilities will soon be deployed to optimise production.

Smart software is the key to these emerging trends. As demand for new AI-related capabilities accelerates, VMI is building the high functioning, global software engineering team it needs to prosper in this emerging world. By creating an attractive, well-managed centre in Vadodara, VMI expects to mobilise some of the most qualified, ambitious and visionary engineers India can offer. The team is truly global in nature, using a common engineering platform to enable cross-border collaboration and deliver real benefits both to VMI and the Indian economy.

Why is software so important?

Most commentators believe the industry is at an inflection point, where the current business model is changing fast. We see a growing need for many more tyre variants (SKUs), caused by such factors as the move to EVs, need for lighter but stronger and more flexible tyres, introduction of more environmentally responsible new materials (due to lower levels of particulate pollution) and different patterns of demand in the market.

As Norman commented, “The industry is being challenged to move to a different model, with greater production flexibility, less waste and scrap, lower energy costs and reduced emissions.” That means greater process agility and even higher levels of automation. We will need to develop autonomous decision making (requiring AI & ML), near elimination of errors and scrap (better automation of all processes) and the ability to switch from one SKU to another, with short production runs that are still profitable.

None of these changes can happen without intelligent software. Norman added, “The Vadodara investment gives VMI the scale and skills to become the industry leader in flexible AI-enabled systems – with India at its heart.”

Service transformation

The Vadodara centre also means VMI now has a global network of service centres to provide 24/7 ‘follow the sun’ support to customers worldwide. Vadodara is a key part of VMI’s ‘Global but Local’ service approach, covering everything from maintenance, parts and troubleshooting, through to optimisation consulting and training, retrofits and upgrades and remote monitoring to ensure optimal operation.

The Global but Local concept means customers are always served by teams that speak their language and share their culture but operate to consistent, best-practice standards – everywhere. All VMI’s service engineers use the same tools and methods, covering service desk, innovation, core R&D, order engineering retrofits and upgrades.

The Vadodara centre builds on and extends the service support VMI delivers to Indian customers. Now, for example, it is easier and quicker to carry out a routine service on such key components as drums by ‘being local’, with a full maintenance and service facility, minimising downtime and cost. This makes it possible to use a ‘lifecycle approach’ for drums, with much faster swap-over than before.

Investing in the future of India

India is emerging as a highly attractive investment market – perhaps as important as China to foreign companies. Past infrastructure investment levels have been relatively low in India, so there is widespread support for the growth policy now being followed. With the tyre industry now going through a period of significant change, there is huge opportunity for the Indian economy to become one of the most important tyre-building centres in the world.

Norman said, “These are exciting times for us to expand our presence in India. We will be helping to growth the economy in a key sector while tapping into the most important pool of software expertise on earth. As the focus on smart software grows more intense in the next few years, we expect our new Indian colleagues to play a key role in growing both VMI and the Indian economy.”

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In a strategic expansion of its global footprint, Bekaert has agreed to acquire Bridgestone’s tyre reinforcement operations in China and Thailand, encompassing the tyre cord production facilities in China (Bridgestone (Shenyang) Steel Cord Co., Ltd) and Thailand (Bridgestone Metalpha (Thailand) Co. Ltd.). This move significantly strengthens the market leadership of Bekaert’s Rubber Reinforcement division, its largest business unit, which has led the global tyre cord sector for decades. The acquisition, set for completion in the first half of 2026 pending regulatory approvals, is a continuation of the division's proven strategy in integrating the captive production of major global accounts.

This transaction reinforces the enduring strategic partnership between Bekaert and Bridgestone, a leading tyre manufacturer. As part of Bridgestone's mid-to-long term plan to boost competitiveness through collaboration, the deal includes a long-term supply agreement ensuring continued provision of high-quality tyre reinforcement. For Bekaert, the integration of these two established production facilities enhances its manufacturing presence and solidifies its position in the tyre cord market.

Financially, the acquisition is projected to contribute approximately EUR 80 million in annual consolidated sales for Bekaert. The purchase involves a cash consideration of EUR 60 million, which will be drawn from the company's existing cash reserves. By securing these key assets and a lasting supply partnership, Bekaert not only expands its operational scale but also deepens its trusted supplier relationship with a pivotal global account.

Yves Kerstens, CEO, Bekaert, said, “Bekaert and Bridgestone share a longstanding strategic partnership built on mutual trust and collaboration. When the transaction closes, we are delighted to welcome the plant teams to Bekaert and remain committed to joint growth and innovation with Bridgestone. The acquisition is also a clear signal of strengthening our global leadership position in the tyre reinforcement industry.”

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The Yokohama Rubber Co., Ltd. has successfully secured a Certificate of Rubber Fender Test Environment from Japan’s Specialists Center of Port and Airport Engineering (SCOPE), awarded on 23 January 2026. This certification follows a thorough assessment under SCOPE’s Rubber Fender Testing Environment Certification Program, which validates that the company’s testing facilities for marine rubber fenders operate with integrity and reliability. Specifically, the certification confirms that Yokohama Rubber employs a robust system designed to prevent data fraud, ensuring the trustworthiness of all test results for fenders it manufactures and sells.

These fenders serve as critical safety components, acting as cushioning buffers to protect vessel hulls from impact during harbour mooring and ship-to-ship transfers at sea. To promote safer and more secure maritime operations, SCOPE launched its certification initiative in April 2023, focusing on verifying the reliability of fender testing environments. The programme is aligned with technical guidelines from the World Association for Waterborne Transport Infrastructure (PIANC) and evaluates compliance across multiple SCOPE-defined criteria. These include adherence to static compression testing standards, the elimination of opportunities for data falsification, the integrity of statistical values in test data and the establishment of corporate systems that prevent tampering.

Yokohama Rubber’s expertise in this field dates to 1958, when it pioneered the world’s first pneumatic fender for offshore vessel berthing. Recently, the company has broadened its portfolio beyond high-performance pneumatic fenders to include solid fenders, which represent a principal segment of the fender market. This strategic expansion establishes Yokohama Rubber as a comprehensive fender manufacturer and reinforces its revenue foundation.

The achievement aligns with the company’s ongoing medium-term management plan, Yokohama Transformation 2026 (YX2026), which spans fiscal years 2024 to 2026. A key element of this strategy involves driving growth in the MB Segment by focusing resources on core domains such as hose and couplings along with industrial products. Within this framework, Yokohama Rubber aims to strengthen its product lineup and sustain strong market shares for marine products, including fenders, to secure steady profit growth in the industrial products business.

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In a strategic move to strengthen its connection with vital regional audiences, Bridgestone India has partnered with multifaceted Punjabi star Parmish Verma. This collaboration is designed to resonate deeply in North India, a crucial and rapidly expanding market fuelled by increasing vehicle ownership and a youthful demographic. Verma, a prominent cultural figure and known automobile enthusiast, aligns naturally with the brand’s emphasis on safety, reliability and performance. His authentic passion for vehicles and responsible driving complements Bridgestone’s identity as a leading mobility solutions provider.

Central to this alliance is the co-creation of engaging, music-led narratives and digital content for Bridgestone’s campaigns, leveraging Verma’s artistic talents and significant social influence. This approach recognises the powerful role of popular culture in shaping brand preferences within the region. The partnership also advances the company’s broader regional engagement goals, aiming to build deeper trust with consumers nationwide. Furthermore, it embodies the ‘Emotion’ principle of Bridgestone’s corporate commitment, which seeks to inspire excitement and deliver joy through mobility. By uniting with a figure of Verma’s reach and genuine interest, Bridgestone India fosters a more dynamic and culturally relevant dialogue with its audience.

Rajiv Sharma, Executive Director – Sales & Marketing, Bridgestone India, said, “North India is a strategically important market for us. Parmish Verma’s credibility and deep connection with audiences make him an ideal partner to represent Bridgestone. This collaboration enables us to engage meaningfully with young consumers who seek fresh, inspiring and relatable brand experiences.”

Verma said, “Bridgestone is a brand people trust for safety and performance. I’m proud to be associated with an organisation that values quality and puts customers first. I look forward to connecting with audiences in a new and meaningful way through this partnership.”

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Bridgestone Americas has appointed Michele Herlein as its new Chief People Officer. In this role, she will oversee all human resources operations across the Americas, Europe, Middle East and Africa. Her primary focus will be advancing the company's Culture 2.0 initiative, which aims to enhance teammate empowerment, collaboration and accountability.

Herlein rejoins Bridgestone with over two decades of executive leadership expertise. Her background includes previous positions within Bridgestone Americas and Bandag, Inc., centred on culture, leadership development and succession planning. Most recently, she was the Founder and CEO of CultureMax and previously served as the Chief Administrative and Human Resource Officer at Barge Design Solutions. She is also a published authority on creating high-performance organisational cultures. Beyond her corporate work, Herlein is a co-founder of Impact100 Nashville, a philanthropic women’s collective that has awarded more than USD 1.2 million in grants to area nonprofits.

Scott Damon, Bridgestone West CEO and Group President of Bridgestone Americas, said, “I am excited to welcome her back to Bridgestone, recognising the perspective and presence she will add to our West leadership team, the HR function and the broader organisation.”

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