Bridgestone, a global leader in premium tyres and sustainable mobility solutions, has revealed plans to invest in a new driver-in-the-loop (DiL) simulator at its EMEA R&D Centre, which is located close to Rome, Italy. The company's dedication to completely digitising the tyre development process is demonstrated by the new, cutting-edge DiL simulator, which enhances its Virtual tire Development (VTD) capabilities.

The launch of a Bridgestone-owned DiL simulator enables Bridgestone engineers to replicate tyre behaviour, vehicle interaction and reaction in a variety of scenarios, all while including professional test drivers' subjective feedback. This combination, with the aid of AI technologies, facilitates the virtual trial of novel and creative design concepts and the quicker evaluation of a greater number of design possibilities, speeding up the process of reaching target tyre performance.

In addition to improving speed to market and development process efficiency, the new DiL simulator will assist Bridgestone in fostering innovation and venturing into unexplored territories. Additionally, the investment supports the company's partnership with original equipment manufacturers (OEMs) and its development of high-quality original equipment (OE) and replacement goods. This is made possible by these new capabilities, which allow for the rapid joint iterations necessary to develop tyres and automobiles in simultaneously.

Additionally, on-premises DiL simulation will hasten the business's transition to sustainability. Bridgestone estimates that this expenditure will save up to 12,000 experimental tyres annually by lowering the amount of both produced tyres and physical tyre testing, which will result in a considerable decrease in CO2 emissions. The company's in-house VTD technology already reduces CO2 emissions and raw material use during the OE tyre development phase by up to 60 percent. The savings on replacement tyres are at least 25 percent.

Leveraging data-driven predictors and physics-based simulations, Bridgestone VTD capabilities are being applied to all products. This covers the company's next-generation goods in addition to premium and luxury OE advancements. A brand-new, cutting-edge dynamic driving simulator from VI-grade is being financed by the investment. The business anticipates that the DiL technique will be used for up to 50 percent of OE innovations each year with this simulator, which should be completely operational by the end of 2025. Although Bridgestone presently primarily uses the DiL technique to evaluate dry handling, the business is striving to broaden the range of tyre performance areas it can evaluate as well as the market sectors it may be used to.

Emilio Tiberio, Chief Technology Officer Bridgestone West, said, “This investment in our internal DiL simulation capabilities is a major milestone as we build a comprehensive ecosystem for accurately predicting tyre performance in the virtual world. It also gives us the capabilities to experiment with new and innovative combinations of designs and materials in a fully virtual environment. Bridgestone is a leading investor in R&D in the industry, with more than EUR 800 million invested annually across the globe. This next step is a testimonial to our Bridgestone E8 Commitment. As a sustainable solutions company, we continue to innovate while reducing our time to market. At the same time, we are improving joint development processes with OEMs and enhancing the sustainability of our R&D activities.”

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The Global Data Service Organisation for Tyres and Automotive Components (GDSO) has entered into a Memorandum of Understanding with the RAIN Alliance, a move designed to accelerate the harmonisation of electronic tyre identification and support broader digitalisation throughout the international tyre value chain. This agreement formalises a mutual commitment to advancing interoperable, scalable and globally consistent standards that can be adopted across the sector.

GDSO is responsible for establishing and promoting global data standards for tyres, enabling comprehensive lifecycle applications that serve a diverse group of stakeholders – from manufacturers and logistics providers to fleet managers, recyclers and regulatory bodies. The RAIN Alliance, in parallel, champions the widespread implementation of RAIN RFID technology within a framework that is open, standards-based and interoperable.

The growing importance of electronic tyre identification is underscored by its role in enabling traceability, meeting regulatory requirements, advancing circular economy goals and improving operational performance. Within existing standardisation frameworks, embedded RAIN RFID technology is currently the sole passive data carrier capable of supporting item-level traceability across the full lifespan of a tyre. This partnership seeks to align data standardisation efforts with the underlying identification technologies, thereby reinforcing the ecosystem necessary for reliable and scalable digital identification solutions worldwide.

Although GDSO acknowledges the established position and technical maturity of RAIN RFID, the organisation maintains a technology-agnostic stance. Its primary focus remains on developing robust and adaptable global data standards that foster an inclusive and resilient identification ecosystem. Such an approach supports ongoing innovation and ensures that all actors across the tyre value chain can participate effectively, regardless of future technological shifts.

Through this alliance, GDSO and the RAIN Alliance intend to drive globally aligned standards, enhance system interoperability, support digital use cases throughout the product lifecycle and contribute meaningfully to sustainability and circularity targets. This partnership reflects a shared strategic vision to strengthen the digital infrastructure underpinning the tyre industry.

Riccardo Giovannotti, Secretary General, GDSO, said, “I’m pleased to share that GDSO has signed a collaboration MoU with RAIN Alliance. The collaboration is grounded in a shared commitment to industry-wide standards and to advancing digitalisation across the tyre value chain. As the organisation leading the definition and deployment of global data standards for tyres, GDSO focuses on enabling cradle-to-grave use cases through interoperable and scalable solutions. Within today’s standardisation landscape, the embedded RAIN RFID (i.e. passive RFID) is currently the only data carrier standardised and technically capable of supporting item-level identification across the full tyre lifecycle, which makes this collaboration both relevant and timely.”

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A new milestone in agricultural tyre technology has been achieved through the partnership of Titan International, Inc. and Cerebrum Sensor Technologies, Inc. Together, they have unveiled Titan Pressure Perfect (P2), a smart sensor system designed to transform how farm tyres perform and communicate. This system marks the emergence of a broader category known as Intelligent Tyre Solutions (iTS), developed jointly by the two companies.

At the core of Pressure Perfect (P2) is real-time monitoring of tyre pressure, temperature and load. This data enables continuous oversight and works seamlessly with onboard inflation systems, allowing automatic pressure adjustments while the vehicle is in motion. Whether shifting from roadway to field or responding to varying load demands, the system can reduce air pressure by as much as half. This flexibility helps lower soil compaction by up to 35 percent and has been linked to potential corn yield increases of four to six percent.

Pressure Perfect is compatible with all Titan and Goodyear Farm Tyre products and integrates with nearly all inflation management systems already in use. By supporting more precise tyre management, it contributes to longer tyre life, improved machine efficiency and reduced environmental impact through less ground disturbance.

The innovation draws on Cerebrum’s licensed portfolio of patented technologies, including advanced sensors, proprietary algorithms and sophisticated software capabilities. This technical foundation sets a new standard for intelligent tyre management in agriculture. While other industry players focus on replicating existing central tyre inflation and tyre pressure monitoring systems, Titan and Cerebrum are advancing a more comprehensive and forward-looking approach. Pressure Perfect reflects Titan’s longstanding engineering heritage and its continued commitment to leading the field through purposeful collaboration and applied innovation.

Dubbing it the ‘Holy Grail’ of innovations, Scott Sloan, Global Ag & LSW Product Manager for Titan, said, “This is the first system of its kind that delivers dynamic inflation management. Load, tyre pressure and temperature data are gathered by a single tyre-mounted sensor and integrated with tyre-industry load-inflation tables in real time. Imagine bringing together Central Tyre Inflation System (CTIS) and Tyre Pressure Monitoring System (TPMS) technologies, and now they can work together and talk to each other – all without operator intervention."

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Anyline is displaying its AI-powered TireBuddy platform at the 2026 National Automobile Dealers Association (NADA) Show in Las Vegas (from 3–6 February), demonstrating how it brings objective, digital tyre inspections to automotive retailers. The technology, which standardises tread depth and condition assessments, is used by dealerships, reconditioning centres and independent shops to enhance operational consistency and customer transparency. At Booth 7649N, live demonstrations will show the system’s guided scanning and intuitive workflow, which technicians have adopted for its ability to generate clear, data-backed reports directly in the service bay.

A key adopter includes EchoPark, a national pre-owned vehicle retailer under Sonic Automotive, Inc., which utilises TireBuddy as part of its rigorous 190-point vehicle inspection process across multiple states. The platform provides repeatable measurements that strengthen technical recommendations and build buyer confidence by turning subjective checks into documented insights. Since its 2025 launch, the tool has been implemented by large-scale automotive groups seeking to improve decision-making and efficiency.

Anyline’s exhibition will focus on these real-world applications, showing how digitising tyre inspections creates a more transparent and trustworthy service experience. By replacing visual estimates with precise digital data, TireBuddy helps businesses streamline workflows, empower technicians and ultimately support safer, more reliable vehicle assessments for customers.

Christoph Braunsberger, CEO, Anyline, said, “Our goal with TireBuddy is to equip technicians with the tools they need to make accurate, fast and confident decisions, an important message we’re bringing to the forefront at this year’s NADA Show. By providing objective, AI-powered data, TireBuddy delivers a far clearer path to cost savings, operational efficiency and customer transparency for retailers – benefits that matter at every level of their operation.”

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As urban areas around the world grow increasingly louder, traffic noise has emerged as a critical environmental and public health challenge. Recognised by health authorities as a major risk factor, this pervasive issue extends from European cities to megacities across Asia and Latin America. Continental is addressing this problem by pioneering tyre technologies that significantly reduce rolling noise, thereby contributing to quieter urban environments and enhanced in-vehicle comfort.

The transition to electric mobility has brought tyre noise into sharper focus. With the near-silent operation of electric motors replacing traditional engine sounds, the acoustic contribution from tyres becomes far more prominent, even at moderate city driving speeds. In response, Continental engineers have developed specialised solutions that target noise generation without compromising the safety, durability or performance of the tyre.

One such innovation is the Silent Pattern tread design, featured on models like the EcoContact 7. This technology disrupts the conventional, uniform arrangement of tread blocks that typically creates a rhythmic humming sound on pavement. By intelligently varying the spacing and angles of these blocks, the pattern breaks up this acoustic consistency. Furthermore, it is tuned to cancel out specific sound frequencies, akin to the principle behind noise-cancelling headphones. This results in a measurable reduction of traffic noise at speeds around 50 kmph, where rolling noise is most perceptible to pedestrians and residents.

For reducing noise inside the vehicle cabin, Continental employs its ContiSilent technology. This involves lining the inside of the tyre with a lightweight polyurethane foam that absorbs vibrations caused by the tyre’s contact with the road. By dampening these air vibrations, the technology can cut perceived in-cabin rolling noise by up to nine decibels – a reduction the human ear experiences as nearly halving the volume. This substantial increase in acoustic comfort is integrated into various product lines, including high-performance summer tyres, without affecting driving dynamics or efficiency.

The company’s commitment to low-noise mobility spans multiple vehicle segments. From the Conti Urban NXT for city buses to passenger car tyres like the EcoContact 6 Q and van tyres such as the VanContact A/S Eco, these products are designed to meet stringent noise standards. Consumers can readily identify these quieter options through regulatory labels, like the EU tyre label, which provides clear decibel ratings for external rolling noise. Through these continuous advancements in tread design and sound-dampening materials, Continental is systematically working to diminish the acoustic footprint of road traffic.

According to Achillefs Tsotras, head of Continental’s Tyre-Vehicle Interaction department, “Noise, especially traffic noise from cars, buses and delivery vehicles, is a major burden for people and the environment. With tyre technologies like ContiSilent and innovative tread designs, we are actively reducing rolling noise without compromising safety. This makes every ride noticeably quieter, benefiting drivers, pedestrians, residents and the environment alike.”

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