ETRMA rebrands as Tyres Europe to become ‘tire-only’ organisation

Brussels – The European Tyre and Rubber Manufacturers’ Association (ETRMA) has rebranded as “Tyres Europe”, shifting its focus to become a ‘tire-only’ industry body.

The rebrand reflects “a clear, tire-focused mandate to promote a competitive and innovative European tire manufacturing industry,” said the association 28 Oct.

Representing 13 corporate members accounting for around 70% of global sales, Tyres Europe said it will continue collaborating across the tire value chain – including materials, recycling and logistics – through partnerships and projects.

Commenting on the change, Tyres Europe claimed the new identity would provide “clarity of role and voice” in the face of the EU’s new “political cycle, evolving industrial priorities and market pressures.”

Going forward, Tyres Europe said it will continue to advocate for the tire industry’s positions on ongoing EU legislations and regulations, such as EUDR, ESPR, ELVR, Euro 7 and chemicals regulations.

The Brussels-based organisation added that it will also campaign for an “active industrial policy” to support the competitiveness and viability of Europe’s tire manufacturing base.

The association’s board has elected Pirelli’s European CEO Livio Magni as president and Nokian Tyres president and CEO Paolo Pompei as VP for a two-year mandate.

Commenting upon his election, Magni said Tyres Europe will work with policymakers and key stakeholders to ensure “a predictable business environment that enables manufacturers to invest, innovate and compete in Europe.”

For his part, Pompei highlighted the role of the tire sector investments – in capacity, efficiency and R&D – in supporting European mobility.

Tyres Europe, he said, is committed to advocating for industrial policies that empower manufacturers to deliver value to society and be recognised for their performance.

Meanwhile, secretary general Adam McCarthy said the association will continue engaging with EU institutions to build “coherent, workable rules that deliver real-world outcomes across competitiveness, circularity and innovation.”