Asian Tyre Brands Set to Shake Up Premium Tyre Market
The premium tyre market is about to experience its biggest shake-up in a generation as Asian tyre brands enter the scene with high-quality, advanced products at lower prices. According to Piero Misani, the CEO of Pirelli, these new brands, particularly from China, will quickly catch up to traditional marques in terms of quantity and quality.
In the past, the focus was on traditional competitors, but now there are newcomers from Asia, especially China, that are progressing rapidly and aggressively. One prime example is China’s Triangle, which was once considered a typical economy alternative but has now launched its own high-performance Sportex range and is predicted to become one of the industry’s leading brands.
Another brand that has successfully transitioned from a budget tyre to a mid-range brand is Japan’s Falken. It has gained original-equipment approval from several car makers, including Mercedes-Benz, and often outperforms more expensive rivals in independent tyre tests.
While the entry of these new brands may pose a threat to established players, Misani believes it is a positive development. It will push the established brands to develop new technology and maintain their lead over the competition. He emphasizes the importance of being better than the newcomers by staying ahead in terms of innovation.
Pirelli itself is at the forefront of innovation with its Cyber Tyre technology. These tyres are connected to a data network, such as 5G, and can communicate with other vehicles. This enables them to alert nearby vehicles about road conditions such as potholes, wet surfaces, or areas of low grip. The technology also has potential applications in autonomous vehicles.
The Cyber Tyre technology is already being used in the McLaren Artura supercar. The tyres transmit data to the car’s electronics, which calibrate driver-alert systems and provide information on optimal tyre temperature for track use. This technology has been made possible, in part, by Pirelli’s 13-year exclusive supply deal with Formula 1, which has helped the company develop tyres capable of handling extreme loads and transmitting torque efficiently.
Looking ahead to the future of electric vehicles (EVs), Misani believes that tyres can play a role in giving EVs unique characteristics. As more EVs are based on similar platforms and designs, the tyre’s performance can differentiate the driving experience. EV tyres also need to be more hard-wearing to withstand the extra weight and higher torque outputs of EVs. This increased durability not only benefits performance but also contributes to sustainability by reducing the need for frequent tyre changes.
Pirelli is committed to sustainability and has recently unveiled the P Zero E, a greener variant of its P Zero tyre. The P Zero E is made with over 55% bio-based and recycled materials, making it an eco-friendly option without compromising on wear rate or performance. This is just the first step in Pirelli’s journey towards a more sustainable range of tyres.
In conclusion, the entry of Asian tyre brands into the premium tyre market is set to disrupt the industry. These brands are bringing high-quality products at lower prices, challenging traditional marques to innovate and maintain their competitive edge. Pirelli, as a leading tyre manufacturer, is at the forefront of innovation with its Cyber Tyre technology and commitment to sustainability. The future of tyres lies in connectivity, advanced technology, and sustainability, as the industry adapts to the changing landscape of automotive technology and consumer demands.