The global tyre industry is in the midst of its greatest upheaval since the pneumatic tyre – driven by rapid digital transformation. Siemens, the German global technology company, is leading this revolution, quietly redefining how tyres are designed, manufactured and maintained worldwide.

In a sprawling industrial complex outside Nuremberg, Peter Haan, Head of Global VM Tire, Siemens, brings the enthusiasm of someone who has witnessed an industry’s complete metamorphosis to the oversight of Siemens’ global tyre operations. Recently, Haan outlined the company’s comprehensive strategy for modernising tyre production – addressing the price-sensitive manufacturers of Asia as well as the sustainability-focused plants of Europe.

“Digital transformation didn’t start yesterday, and it didn’t even start during the pandemic,” Haan explains, dispelling common misconceptions about the industry’s technological evolution. “We’ve been working on this for more than 10 years now. We had digital twins a decade ago, which might surprise people who think this is cutting-edge technology.”

The Industrial Metaverse Revolution

The foundation of Siemens’ approach lies in what Haan calls ‘digitalisation for design’ – the creation of what the company now terms the industrial metaverse. This comprehensive digital simulation integrates machines, programmes and entire production processes. It represents years of focused development and has achieved what Haan considers ‘very good status with our integrated approach’.

Haan’s descriptions of recent projects clarify these implications. “We are just building a new plant in Singapore and expanding an existing plant in Germany” he reports. Due to confidentiality agreements, he cannot display the complete digital representation on his computer. Instead of seeing only lines and geometric shapes that require imagination to translate into real machines, one can now observe photorealistic models: virtual people moving, machinery operating and materials progressing through the production process.

This industrial metaverse requires immense computing power, necessitating a close partnership between Siemens and Nvidia. While most consumers know Nvidia for its gaming graphics cards, the company also produces high-end simulation capabilities that enable Siemens and Siemens customers to run simulations in real time with an absolute realistic look and feel.

A second key pillar is digitalisation for operations, achieved through advanced planning and scheduling systems. Tyre manufacturing today exists in a dynamic environment, where customer demands can change daily, a stark contrast to the older, more predictable monthly or quarterly cycles.

“Today, a customer might want to capture one market segment. Tomorrow, they might pivot to electric vehicle tyres. Next week, they could have entirely different ideas based on market conditions,” Haan explains. “Traditional planning systems simply cannot handle this level of flexibility.”

The solution involves Manufacturing Operations Management (MOM) systems that provide immediate responsiveness to market changes. Siemens has successfully implemented this approach across multiple regions, including a completely new greenfield facility in Chennai, which was designed from the ground up using digital operations principles.

Modernising Legacy Infrastructure

The process of implementing digitalisation becomes more challenging when accounting for the hundreds of tyre manufacturing plants worldwide, many of which are equipped with machinery that has decades of operational history. Nevertheless, Siemens has crafted a methodical approach to address these ageing systems.

“This is actually easier to answer than most people expect, though the implementation requires careful planning,” Haan notes. The process begins with laser scanning systems that create high-precision three-dimensional digital representations of entire facilities, mapping every machine location, material flow and worker movement pattern.

This laser-generated data becomes the foundation for plant simulation software that models current operations. “The next crucial step is comparing our simulation results with actual reality to ensure accuracy,” Haan explains. “Initially, no improvement is achieved – we’re simply creating a digital mirror of existing operations.”

Once accurate digital representations exist, optimisation can begin in the virtual environment first. Companies can simulate workflow changes, test automated guided vehicle implementations and identify bottlenecks without disrupting actual production.

To add intelligence to existing machinery, Siemens utilises edge computing devices. “Our SIMATIC IPC127E, for instance, can connect to all existing automation systems, even equipment that’s 30 years old,” Haan says. “We can interface with legacy automations systems from Siemens and any supplier, thus adding intelligence to old machines”

The retrofit approach varies based on existing capabilities. Some situations require minimal hardware changes, while others demand comprehensive replacements of the automation system. “If you have a state-of-the-art automation system, you might need no new hardware at all – just download additional functionality,” Haan explains.

Digital Twins And Real-Time Optimisation

The concept of digital twins running parallel to actual production represents one of Siemens’ most sophisticated technological achievements. These systems utilise edge computing to operate what Haan calls ‘live twins’ that mirror physical machine behaviour in real-time.

Tyre curing provides a compelling example of this technology’s potential. “The temperature inside the bladder during the curing process is challenging to measure directly, especially with traditional rubber bladders,” Haan explains. “But with our digital twin technology, we have virtual sensors so sophisticated that you can specify any point in the bladder, and our system can compute and calculate the exact temperature at that location.”

This capability bridges the gap between simulation and the real world, providing measurement data that is unobtainable through physical sensors. The digital twin processes information such as product geometry, material compression due to steam or water and flow directions influenced by the physical layout. With this, precise optimisation of curing parameters becomes achievable.

“The simulation can then influence real curing behaviour, making the process more accurate and potentially reducing curing time,” Haan notes. For electric curing systems, this precision enables targeted heating adjustments, such as applying additional heat to tyre edges while maintaining optimal internal temperatures.

Regional Market Dynamics

The global tyre industry’s digital transformation unfolds differently across regions, requiring distinct strategies tailored to local market conditions and regulatory environments. These differences significantly impact how Siemens approaches each market.

In China and the broader Asia-Pacific region, price sensitivity dominates decision-making processes. “Customers are extremely price-sensitive, focusing primarily on capital expenditure (CAPEX). Operational expenditure (OPEX) considerations often aren’t in scope initially,” Haan explains. “We have to continually focus about lifecycle costs versus initial purchase prices.”

This dynamic creates challenges for Siemens’ solutions. When comparing automated guided vehicles, for example, Chinese manufacturers often prefer locally-produced systems based on proprietary electronics that appear cheaper initially. Siemens takes a different approach, building AGVs exclusively with industrial automation components – standard PLCs, drives, motors and HMIs.

“Initially, our solution costs more compared to a proprietary electronics-based AGV – we simply cannot compete on initial price with local suppliers,” Haan acknowledges. “However, when you consider lifecycle costs, our approach becomes significantly less expensive.”

The advantage becomes apparent during maintenance scenarios. When a motor fails in a Siemens system, customers can replace it with standard components they likely maintain in inventory for other machinery. Proprietary systems require specific spare parts from original manufacturers, assuming availability and reasonable delivery times.

European Cybersecurity And Workforce Challenges

Europe presents entirely different challenges, beginning with the Cyber Resilience Act (CRA) that will fundamentally reshape the automation landscape starting in 2026. This legislation mandates that all industrial automation products meet specific cybersecurity requirements, with significant implications for existing equipment.

“The European Commission has decided that industrial production and critical infrastructure must be secured against cyber-attacks,” Haan explains. “Given that Europe is effectively at war and cyber attacks are a daily occurrence, this is not just theoretical.”

Siemens is proactively addressing this transition by working with customers to review their equipment bills of materials and provide updated specifications for compliant replacements. This affects both new installations and retrofits, as any significant upgrade must meet new security requirements.

Europe also faces demographic challenges that influence automation requirements. “We have an ageing society with fewer people than countries like India or China, and we’re experiencing a shortage of experienced workers and technical experts,” Haan explains. “This means our products must be simple to use, and machines of our customers must be operated simply.”

European manufacturers also demand continuous operation capabilities. “24/7/365 operation – production cannot be interrupted by unexpected downtime. Predictive maintenance isn’t just nice to have; it’s urgently necessary,” Haan emphasises. “When we work with major German tyre manufacturers, predictive maintenance is included from the beginning. If anyone offered a mixing line without predictive maintenance, they wouldn’t even be considered.”

Artificial Intelligence In Manufacturing

The application of artificial intelligence (AI) in tyre manufacturing has moved from experimental to essential, particularly in areas traditionally requiring human intervention. Visual inspection represents the most obvious opportunity for AI implementation.

“Even in highly automated plants – and I’ve visited completely automated facilities that are quite impressive – you still typically see 20 people doing visual inspection of finished tyres,” Haan observes. “But here’s the fundamental problem: after inspecting 100 tyres, human consistency inevitably declines. We’re not machines – our attention wavers, we get tired, we make mistakes.”

Siemens is collaborating with companies to develop AI-powered inspection systems that integrate high-quality optical equipment with sophisticated pattern recognition algorithms. “The AI must determine whether there’s a fault, what type of fault it is – is it a bubble, is it incorrect wire placement, is it a surface imperfection?” Haan explains.

When discussing accuracy expectations with plant managers, Haan maintains realistic perspectives. “When asked whether the machine recognises 100 percent of failures, I’m honest – no, not 100 percent. But I can say that it recognises defects more accurately and consistently than human beings.”

AI applications extend beyond inspection into production processes themselves. In curing operations, Siemens utilises AI through digital twin technology that operates in parallel with physical equipment. “We measure all incoming variables – electric power consumption, steam pressure, external temperature, internal conditions – and feed this information to our digital life twin running on edge computing devices,” Haan explains.

Using computational fluid dynamics simulations, the system accurately understands how heat behaves throughout the curing process. Real-time comparison between simulation predictions and actual conditions enables continuous optimisation. “For electric curing systems, we can even create different temperature zones – applying more heat to tyre edges while maintaining optimal internal temperatures.,” says Haan.

Sustainability Beyond Green Materials

Sustainability in tyre manufacturing encompasses far more than renewable raw materials, extending through entire product lifecycles from manufacturing to end-of-life processing. Siemens has developed comprehensive approaches to address these challenges.

The company’s ‘SiGREEN’ system calculates complete product-related carbon footprints using standardised communication protocols that include all supplier contributions. “Most companies, when asked about the carbon footprint of a specific tyre, can’t provide accurate data,” Haan notes. “Approximately three-quarters of a tyre’s carbon footprint doesn’t come from the manufacturing plant. It comes from purchased materials and the energy used to produce them.”

This complexity requires sophisticated tracking capabilities. “These complex calculations change dynamically as supply chains shift towards geographically closer sourcing locations,” Haan explains. “Our system links to the bill of materials for each product, tracking exactly what compounds are used in tyre treads versus sidewalls and maintaining complete supply chain traceability.”

This transparency is becoming crucial for business relationships. “Previously, negotiations between tyre manufacturers and automotive companies focused primarily on price. Now we have a new critical component: carbon footprint,” Haan says. Automotive manufacturers face government-mandated carbon limits with significant penalties for non-compliance, making tyre carbon footprints a competitive differentiator.

Tyre recycling represents another sustainability frontier where Siemens provides technological solutions. The company collaborates with several organisations that are advancing pyrolysis technology for tyre breakdown, including joint ventures involving major tyre manufacturers that utilise our completely web-based process control system SIMATIC PCS neo.

“Pyrolysis plants are sophisticated chemical operations requiring precise parameter control,” Haan explains. “You cannot simply shut down a pyrolysis plant during lunch breaks like some other manufacturing processes. These systems require continuous operation with carefully managed temperature, pressure and material feed rates.”

Siemens also supports ultra-high-pressure water jet technology for tyre breakdown, which uses high-pressure water streams to separate tyre components for direct reuse. “This technology requires precise PLC control to manage water pressure, flow rates and separation processes,” Haan notes.

Innovative Equipment Design

Siemens has identified fundamental inefficiencies in traditional tyre manufacturing equipment and developed innovative solutions to address them. Curing presses exemplify this approach effectively.

Standard curing presses typically feature large HMI screens for operator interaction, but actual utilisation analysis reveals these expensive displays are used less than five percent of operating time. “These screens are costly to build and maintain, especially in curing environments with high temperatures and corrosive gases that damage electronic displays. Yet they sit unused most of the time,” Haan explains.

Siemens’ solution eliminates local HMI screens entirely, replacing them with mobile devices, such as tablets, connected to centralised SCADA systems running WinCC software. Haan says, “All screens for all curing presses across a plant are hosted on centralised servers. When an operator needs to interact with a specific curing press, they log into that machine through their mobile device,” says Haan.

This approach provides identical functionality while dramatically reducing costs and improving reliability. “If a plant has 10 operators, providing 10 tablets costs far less than installing individual screens at each curing press. The mobile devices also have much higher utilisation rates and can be used anywhere in the facility,” adds Haan. Electrical curing technology represents another significant innovation thanks to Siemens’ modular ‘e-Starter’ systems, which control heating circuits in electric curing presses. The modular design accommodates various press configurations while providing automatic protection against electrical faults commonly found in high-temperature environments.

“In steel moulds at high temperatures, insulation can fail, creating dangerous grounding or short circuit conditions. Our system recognises these automatically and sends immediate alerts to operators,” Haan explains. The flexibility allows manufacturers to configure systems precisely for their needs, whether they require eight heating segments or 20 or more.

Advanced Fleet Management

Material handling and logistics automation have evolved significantly. Siemens’ offerings include SIMOVE AGV technology along with comprehensive fleet management solutions, featuring free navigation capabilities that offer greater operational flexibility compared to traditional guided vehicle systems.

The company’s unique approach to AGV fleet management centres on the SIMOVE platform and fleet manager software. “We use only industrial automation components in our AGVs – standard PLCs, drives, motors and HMIs that customers already understand and maintain,” Haan explains.

The fleet management system supports VDA 5050, a standardised communication protocol enabling AGVs from different manufacturers to communicate with each other and central management systems. “Think of it like Profinet for industrial automation – a common communication standard,” Haan says.

Siemens can integrate proprietary protocols from various suppliers, with the fleet manager currently supporting over 20 different AGV communication protocols. This capability gives customers the flexibility to operate mixed AGV fleets while maintaining centralised control.

“The system can control both real-world operations and simulations. If you have a digital simulation of your plant, our fleet manager can demonstrate how AGVs will operate before physical implementation,” Haan notes.

Predictive Maintenance Evolution

Siemens’ Senseye predictive maintenance system distinguishes itself through two key advantages over competitor offerings. First, the system utilises data from standard automation components that generate extensive operational information automatically.

“All drives, all PLCs generate extensive operational data automatically. You can get current consumption, torque output, operating temperatures and many other parameters directly from standard components,” Haan explains. “Just by analysing this standard information, we can predict when machines are at risk.”

Pattern recognition enables early identification of developing problems. Unexpected changes in current consumption patterns might indicate bearing wear or other mechanical issues weeks before actual failure occurs.

The second advantage involves Senseye’s internet-based architecture, which, with customer permission, compares similar machines across Siemens’ global installed base by connecting to standard databases. “This means customers benefit not just from learning about their own machines but from patterns identified across all connected machines worldwide,” Haan says.

This global learning capability creates powerful network effects. When Siemens identifies a failure pattern in one facility, that knowledge immediately becomes available to prevent similar failures in other locations using comparable equipment.

Industry Consolidation And Future Outlook

The global tyre industry is experiencing dramatic structural changes, particularly evident in China, where consolidation has accelerated significantly. “Five years ago, there were approximately 500 tyre manufacturers in China. Now we’re down to fewer than 300,” Haan reports.

This consolidation reflects both market forces and deliberate government policies that promote industry efficiency and environmental performance. “China’s manufacturing policy demands higher technology adoption, better environmental performance and reduced energy consumption,” says Haan. Export challenges compound these pressures, making it difficult for smaller manufacturers to achieve the scale necessary for survival. Government support actively encourages consolidation towards larger, more technologically advanced companies capable of global competition.

Siemens is positioning itself for these changes through what Haan calls ‘glocalisation’ – the company’s new plant that is planned in Singapore reflects this approach. “We’ll see increasingly region-specific trends that require local adaptation while maintaining global technological standards,” adds Haan. The future belongs to companies embracing comprehensive digital transformation rather than piecemeal automation upgrades. “Companies must understand lifecycle costs rather than focusing solely on initial purchase prices. They need to integrate sustainability metrics into operations from the beginning, not as an afterthought,” Haan emphasises.

Most importantly, successful manufacturers will be those capable of rapid adaptation to changing market demands through flexible, digitally-enabled production systems. “The technology exists today to achieve this flexibility – the question is which companies will have the vision and commitment to implement it comprehensively,” says Haan. As Haan concludes: “The tyre industry’s digital transformation is no longer a future possibility – it’s happening now. Companies that delay this transition risk being left behind in an increasingly competitive and regulated global marketplace.”

India’s mounting tyre waste problem has found a determined challenger in Home Zone Rubber Solutions, a young but ambitious company from Vapi, Gujarat. Founded just four years ago by stainless-steel-industry veteran Jitendra Agarwal, the recycler has quickly scaled to processing more than half a million scrap tyres annually with plans to double capacity through an upcoming IPO. Armed with cutting-edge Danish Eldan technology and a vision that blends environmental responsibility with industrial innovation, Agarwal is positioning Home Zone not just as a recycler but as a pioneer of India’s circular economy in rubber.

Home Zone Rubber Solutions, headquartered in Vapi, Gujarat, is rapidly establishing itself as one of India’s foremost tyre recycling companies. Established just four years ago by Managing Director Jitendra Agarwal, the company’s roots trace back to a legacy in stainless steel manufacturing. However, post-pandemic, Agarwal saw an opportunity to pivot towards environmental sustainability through tyre recycling owing to its immense potential but significant challenges.

Speaking exclusively to Tyre Trends, Agarwal said, “Our family has always been in the stainless steel business, but I have long been passionate about environmental issues and recycling. When the opportunity presented itself after lockdown, we grabbed it with both hands.”

Today, Home Zone processes around 5,000 tonnes of scrap tyres every month, which translates to over half a million tyres annually. Agarwal shared that with an upcoming initial public offering, the company plans to double this capacity, targeting recycling of up to 10 million scrap tyres annually.

“This is a huge achievement because tyres are among the most hazardous wastes worldwide. They can take 150 to 200 years to decompose if left unchecked. They pollute landfills and oceans alike, so taking millions of tyres off the roads and recycling them is vital to protecting our environment,” Agarwal explained.

INNOVATIVE METHODOLOGY

At the heart of Home Zone’s process is a sophisticated tyre recycling line sourced from Denmark, known as Eldan. This machinery stands out as one of the most advanced globally, capable of reclaiming 99.9 percent crumb rubber granules from shredded tyres, claimed the executive.

“Separating components like steel is fairly straightforward, but the fibre and rubber separation is incredibly complex. Our line is the only one currently in India with a full Eldan setup, and it delivers unparalleled efficiency and quality,” Agarwal said.

The crumb rubber generated is classified in mesh sizes in granular levels ranging from 5 up to 20 mesh currently. The company is working towards finer mesh granules going up to 40 and eventually 80 to 120 mesh, which are essential for manufacturing new tyres from recycled material. Agarwal notes that this progression is gradual given the technological challenges of grinding tyres to such fine granularity in a controlled environment.

The applications for crumb rubber extend beyond new tyres. The company’s crumb rubber is widely used in diverse sectors including sports turf grounds, anti-slip tiles, automotive components, conveyor belts, industrial footwear and infrastructure projects.

The company maintains a research and development team, including experts in robotics technology, to ensure product quality and innovation. “As we move into finished products ourselves, quality testing and consistent innovation are vital,” Agarwal stressed.

One particularly unique product is the cow mat, exported from India to dairy-producing countries worldwide. Made from crumb rubber, these mats improve cow comfort, reduce blood pressure of animals and consequently increase milk production. This innovation exemplifies how recycling can impact even agricultural practices.

MARKET WATCH

While Home Zone currently primarily serves the domestic market, exports are an important growth area. Plans include selling crumb rubber and finished mats to markets in the Middle East, Europe and China. Agarwal sees China as a significant opportunity, especially for finished rubber products rather than just raw crumb rubber.

To support this expansion, the company has identified a 25-acre land parcel near Mundra port, approximately 9.5 kilometres from the port itself. This facility aims to be a fully integrated recycling and manufacturing hub, where crumb rubber will be processed into finished products before export. The target for beginning operations is late 2026.

Furthermore, while India remains the third largest generator of scrap tyres globally, Agarwal pointed out that the supply of these tyres for recycling is fragmented and inefficient, forcing Indian recyclers to import scrap tyres from the US and Europe, often at lower costs due to government subsidies and more streamlined collection systems abroad.

To tackle this, Agarwal has launched Re-Tyre Bazar, India’s first organised scrap tyre collection network. Initially rolling out centres in states like Tamil Nadu, Telangana, Rajasthan, Maharashtra and Madhya Pradesh, this initiative aims to consolidate the fragmented supply chain and enable recyclers to source Indian scrap tyres exclusively in the near future.

“If we can organise this chain effectively, we won’t need imports except as a bonus. That would validate the model and mark a major step forward for the Indian recycling industry,” Agarwal said.

Re-Tyre Bazar operates as an independent company and is intended to serve the entire Indian recycling sector, rather than being exclusive to Home Zone Rubber Solutions.

FOCUS VIEW

Agarwal highlighted that about 70 percent of Indian scrap tyres come from the truck and bus segment. “TBR scrap tyres generally lend themselves to higher quality  recycling applications, compared to passenger car tyres,” he explained. This focus area presents significant opportunity for the company as it scales production and refines crumb rubber quality.

Addressing common misconceptions about tyre quality, he stated, “Many believe that American and European tyres are superior, but it’s not true. Indians may even have a 5 to 10 percent advantage due to how tyres are used and road conditions.”

He was also candid about rumours that some importers misuse scrap tyre imports licenses, selling raw material rather than using it in production. “Such misuse is limited to a small minority, but government agencies must enforce regulations strictly to protect industry credibility,” he said.

On the regulatory front, Agarwal views government initiatives such as Extended Producer Responsibility (EPR) as positive developments that place recycling obligations on tyre manufacturers. However, careful enforcement is needed. He also advocates for consumer awareness campaigns and incentives like green labelling for recycled products.

“Consumers want environmentally friendly choices. A green label on products made from recycled rubber could boost demand and support the circular economy,” Agarwal noted.

FUTURE PROSPECTS

The upcoming IPO is a major step towards funding Home Zone’s expansion. Public filings indicate the company aims to increase production capacity from around 57,000 metric tonnes annually and invest in new machinery and facilities.

“We expect the next decade to be very exciting for the industry,” Agarwal said confidently.

Reflecting on the company’s environmental mission, Agarwal concluded, “We inherited this planet from our parents and grandparents. If we cannot leave it better, let us at least leave it as we found it.”

Ian Andrews steps into the role of NTDA Chief Executive at a precarious moment for the UK tyre industry, where skills shortages, demographic shifts and mounting environmental pressures threaten to outpace the sector’s readiness. New to tyres but not to membership organisations, Andrews must prove his ability to turn fresh perspective into actionable solutions bridging gaps in recruitment, diversity and sustainability while convincing members that the nearly century-old association can adapt quickly enough to safeguard its relevance.

Ian Andrews, the newly appointed Chief Executive Officer of the National Tyre Distributors Association (NTDA), has embarked on a mission to address urgent challenges within the UK tyre sector, undertaking a comprehensive strategy to tackle recruitment issues, enhance member engagement, promote collaboration and advance environmental sustainability.

Coming from two decades of senior leadership in membership-based organisations but new to the tyre industry itself, Andrews brings a fresh perspective combined with seasoned leadership skills to the nearly 100-year-old trade association.

Upon assuming his role, Andrews emphasised a grounded approach focused on learning directly from NTDA members. “My immediate priorities are to understand the challenges and opportunities that face the tyre sector here in UK, principally, but globally as well,” he shared.

Approaching the role without preconceived notions, he aims to listen and respond to member feedback. Early indications point to recruitment and careers as pressing issues. “Careers and recruitment seem to be one of the early areas of work that we need to focus on. There are significant recruitment issues here in UK, not just in tyres but across the whole motor vehicle sector,” said Andrews during the exclusive interview with Tyre Trends.

TACKLING GAPS

The UK tyre sector faces a looming demographic shift with a substantial number of experienced professionals expected to retire over the next decade, risking a critical loss of institutional knowledge and technical skills.

Andrews warned, “The sector has got a significant number of people who will retire in the next 10 years. So there’ll be a significant loss of knowledge and skills.”

While larger companies have training and HR departments to manage recruitment and development efforts, smaller businesses face a heavier burden. “They are doing it themselves, and if you’re employing somebody new, then it’s a huge commitment to train and develop that person until they start generating revenue and making a return on the investment,” he explained.

Recognising the sector’s traditionally male-dominated nature, Andrews stressed the imperative of building a more diverse workforce. “We need to look at getting a better and more diverse workforce. Moreover, any business should be reflective of the community it’s working in. If you’re in an ethnically diverse community, your workforce will be best when it’s ethnically diverse,” he noted.

Yet he acknowledged the cultural shift required will take time and that’s not going to happen overnight.

Furthermore, Brexit has complicated recruitment by reducing access to talent from Europe, shifting the focus predominantly to UK-based recruitment. “Most of the tyre sector focus is on UK recruitment, perhaps more so now after Brexit,” Andrews noted.

Despite these constraints, his message was clear: “If we keep doing what we’ve always done, we’ll end up with what we’ve always had. So we need to look at doing different things. Reaching different groups of people.”

To address the skills and professionalism gap, NTDA has expanded its tyre technician licensing schemes significantly. Andrews reported robust uptake with over 16,000 technicians licensed by the NTDA.

This growth is particularly notable in the past two years. Acknowledging the specialised skills needed in emerging technologies, he highlighted the introduction of licensing for electric vehicle tyre (EV) technicians. “The whole electric vehicle is bringing a new plethora of challenges and opportunities. It’s a different skill set. Everything is different in EVs,” he said.

ENGAGING MEMBERS

Member engagement and retention stand as foundational pillars for Andrews’s leadership as well. He aims to increase members’ awareness of

NTDA’s benefits and encourage their active participation. “Often, members pay their membership fee but don’t really explore all the member benefits,” he observed.

Plans include surveying members on their benefit awareness and usefulness while exploring additional services that may be introduced. To foster greater connection, Andrews is looking at enhancing local engagement through regional events across UK, alongside leveraging digital platforms.

He mentioned, “We run large national events in October, including our National Tire Conference and National Tire Awards, which are very well supported. But we need to explore how else we can engage with members on a more local basis for physical events but also on a digital basis.”

His previous experience includes organising half-day digital forums with speakers and interactive participation, offering participants the flexibility to attend live or watch recorded sessions later.

Collaboration within the sector forms a cornerstone of Andrews’s strategic outlook. While mindful and cautious of anti-competitive regulations, he believes substantial benefits can come from sharing resources and best practices, especially on recruitment and sustainability challenges.

“There’s always greater advantage in collaboration than there is in competition. Who is doing it well? What are they willing to share? What resources do they have that might be made more widely available?” he asserted.

At the same time, he acknowledged the necessity of protecting commercially sensitive information: “There will always be things that are commercially sensitive and need to be kept such, but that’s fine. Let’s collaborate on the 90 percent that isn’t commercially sensitive and keep the 10 percent that is.”

ENVIRONMENTAL STEWARDSHIP

Environmental stewardship and sustainability have emerged prominently on the NTDA agenda. Andrews described active engagement with the UK Environment Agency regarding the management of end-of-life tyres.

“We’re engaged with the agency that is responsible for where end-of-life tyres end up, making sure that they end up in the right place at the right time and don’t clog up our rivers, canals and green spaces,” he stated.

Growing government interest in tyre runoff impacting watercourses may further intensify oversight. “There’s government interest in where runoff from tyres is ending up in the water courses,” Andrews noted, emphasising the importance of proactive dialogue. “With all aspects of working with government, it’s about getting to them before they get to you.”

He committed to openness and transparency if issues arise, stating, “If there’s an issue, then be upfront and open that there’s an issue and we’re working on it and there is a solution.”

Looking to the future, Andrews identified his plans for NTDA’s next three to five years that include member growth, recruitment and environmental awareness. “Internally, it is driving member engagement and member value and therefore driving up member growth,” he shared.

Externally, recruitment and environmental matters are key concerns. Noting that larger companies typically have sustainability specialists, Andrews highlighted the need to support smaller businesses struggling to navigate sustainability practices. “Helping the whole sector regardless of the size of the business is important,” he said.

Throughout the interview, Andrews repeatedly underscored the fundamental role of the tyre industry in public health and safety. “The tyre sector is fundamentally about health, safety and well-being,” he emphasised.

“You wouldn’t put your most precious things anywhere without some assurance that they’re going to be safe. Let’s not put our partners, children, parents into vehicles without some assurance that the tyres are going to do the job that’s expected of them,” he asserted.

Based in Halesbury, Buckinghamshire, Andrews expressed enthusiasm for leading the NTDA forward. While new to tyres, he is confident in his ability to learn quickly with the board and executive council’s support. “The tyre stuff I will learn. When I joined the BPCA, I knew nothing about pest control. Now I’d like to think the same will be true of tyres. It’s all learnable,” he said.

He also stressed his readiness to bring expert colleagues to discussions, for example, when facing government ministers, to ensure the expertise needed is present.

As he takes charge of NTDA during a time of transformation, Andrews seeks to position the association as the collective voice of the tyre sector, delivering professional standards and fostering a collaborative, diverse and sustainable industry that prioritises safety and well-being.

Fornnax has officially launched one of the world's largest integrated hubs for recycling innovation: a New Product Development centre and demo plant spanning over 12 acres. This facility is a critical milestone in the company's strategic vision to become a global leader in recycling solutions by 2030. It is designed to accelerate the advancement of recycling technology through a comprehensive, customer-focused approach.

The centre’s core function is its New Product Development framework, which is built upon a meticulous Gate Review Process. This system ensures precision from conception to completion. The journey begins with market research and ideation from the Sales and Marketing team, followed by a strategic review by the Leadership Team. The Design Team then creates detailed plans that are evaluated by Manufacturing, Service and Safety teams. After final approval, a functional prototype is built and subjected to a rigorous six to eight-month validation phase. The process concludes with design optimisation for mass production, officially launching the equipment for the global market. This method not just upgrades Fornnax's shredders and granulators – enhancing their capacity, energy efficiency and operational availability to 18–20 hours per day – but also validates the equipment for up to 3,000–15,000 hours under real-world conditions

A key feature of the facility is its open-door policy for clients. Customers can bring their specific materials to the demo plant to test equipment performance across various machines and conditions, providing a risk-free environment for informed investment decisions. The centre will also drive research into emerging recycling applications, such as E-waste, cables and lithium-ion batteries, where specialised engineering teams will conduct feasibility studies to design tailored solutions.

Beyond technology, the facility includes an OEM training centre dedicated to developing a skilled workforce. The programme trains operators and maintenance engineers, who gain hands-on experience before being deployed to support Fornnax's customer base. The company will also deliver comprehensive corporate training to domestic and international clients, empowering them with the expertise for optimal plant operation and maintenance. By uniting R&D, testing and training under one roof, Fornnax is establishing a powerful foundation to scale its offerings and lead the next generation of recycling technology.

Jignesh Kundariya, Director and CEO, Fornnax, said, "Innovation in product development is the key to success of becoming a global leader. With this new facility, we now have the speed, flexibility and controlled environment to design, test and validate new technologies in just six to eight months, something that would take significantly 4–5 years at a customer site. Each machine will undergo validation according to global standards, with every critical part and assembly rigorously tested under Engineering Build (EB) and Manufacturing Build (MB) protocols. Our goal is to empower customers with clarity and confidence before they invest. This facility allows them to test their own materials under real-world conditions, compare machines and see results firsthand. It’s not just about selling equipment; it’s about building trust through transparency and delivering solutions that truly work for their unique needs.”

Smithers, the US-based testing and consulting group, is expanding its tyre testing operations in China with three new capabilities designed to better replicate real-world driving conditions. The investment will enhance the company’s rolling-resistance testing at its Suzhou tyre and wheel centre, strengthening its offering to global carmakers and tyre manufacturers.

The new features focus on factors that can influence vehicle energy loss, range, and overall efficiency—a growing concern as regulators tighten standards and EV makers push for longer driving range.

One new capability will allow rolling-resistance testing to be carried out with variations in slip and camber angles for passenger car and light truck tyres. Standard tests are performed at zero degrees, but even small changes in wheel alignment or body movement during real driving can affect energy consumption. The enhanced system lets customers study these effects and refine tyre designs accordingly.

Smithers is also adding high- and low-temperature rolling-resistance testing for truck and bus tyres, an extension of the temperature-controlled testing it introduced for passenger tyres in 2022. The company said demand has risen as manufacturers look to understand how cold weather affects range—a key issue for electric commercial vehicles.

A third new service will allow tyres to be tested together with chassis components such as half-shafts and brake discs. This gives OEMs independent data on how these parts contribute to overall resistance, helping them to identify where energy is being lost and to fine-tune vehicle efficiency.

All three capabilities are expected to be online by 1 December 2025.

“Smithers is seeing increased demand on a global scale for testing of tires and vehicles that more closely mimics real-world conditions,” said Derek Read, Vice President of Asia Pacific / Global Development, Materials Science and Engineering, Smithers. “These new capabilities are strategic investments into the refined, scenario-based testing our clients require to improve both tire and tire-chassis-vehicle system performance.”