Tyre and Innovation Village

Tyres, a profoundly-changing sector

• Technological progress: faced with environmental and geopolitical requirements, manufacturers are innovating by integrating sustainable raw materials and digital solutions that enable tyres to improve safety, their own lifespan and vehicle driving distance.
• Environmental impact: the industry is working to reduce consumption of energy and non-renewable raw materials, with the aim of using only bio-based materials or those from the circular economy by 2050.
• Supply-side complexity: the growing diversity of tires (seasons, electric vehicles, specific technologies…) makes it difficult for retailers to have the full range of products demanded by their customers in stock. They must rely on platforms and innovative logistics solutions. Both new players and traditional distributors have been compelled to offer new solutions in terms of range, availability and delivery times.
• Need for information: most users think that tyres are simply ordinary products that are always too expensive. And yet they are highly technological products. Sellers must take it upon themselves to educate and inform their customers to ‘denormalise’ the product so it can be sold at its fair price and so they can use it to best effect.
• The human aspect: the industry suffers from a lack of publicity, and needs to upgrade its professions by highlighting their diversity and essential role.
• Digitalization: the upcoming incorporation of RFID chips will thrust tyres into a new era which will oblige the entire sector to get kitted out with new tools