Four tire manufacturers: organized the information

All companies are completing a round of business and brand reorganizations in Europe, the Americas, and other regions,

and are showing an aggressive stance to reinforce tire sales toward 2026.

Behind this is the rise of low-priced products by Chinese and other players,

Japanese companies areseeking to compete with high-value-added products and a broad lineup.

Bridgestone (5108)

Once the world’s leading tire maker, it has been reorganizing its business recently,

and currently hands the top sales position to French Michelin.

However, 2026 is positioned as “an important year to strengthen aggressive activities based on the established foundation and move toward growth with quality,” and it plans a large-scale offensive.

Massive new product launches:

In 2026, the number of new passenger car tires to be launched globally is planned to be raised to25 or more, double the usual level.

Technological innovation and main products:

The studless winter tire “BLIZZAK WZ-1,” scheduled for release in September 2025, shortens braking distances on ice by 11% compared to conventional products through changes in tread pattern and improved properties of foam rubber.

In addition, launches of the wet-road performance-focused “FINESSA HB01” and premium tire “POTENZA RE-71RZ” are proceeding.

Sumitomo Rubber Industries (5110)

It has acquired the “Dunlop” brand in Europe and the U.S. to accelerate its global expansion.

In particular, it is focusing on developing products that perform well in all weather conditions and on effective marketing.

Core product “SYNCHRO WEATHER”:

All-season tires “SYNCHRO WEATHER,” with a new technology that changes the rubber properties according to road conditions such as sunny, rainy, and snowy days,are being pushed for wider adoption.

Promotions:

In promotional activities, by featuring Major League Baseball starShohei Ohtanito raise brand recognition.

Yokohama Rubber (5101)

In recent years, through active acquisitions, it aims to expand profits and strengthen its business domains.

Strategic acquisitions:

In 2023, it acquired the Swedish agricultural tire major Trelleborg Wheel Systems (TWS).

Furthermore, in February 2025 it acquired the tire business for mining and construction machinery from Goodyear in the U.S.,and is intensifying its offensive in the special-vehicle market.

TOYO TIRE (5105)

For the fiscal year ending December 2026, while anticipating a decline due to rising seaborne freight and raw material costs, it is proceeding with a bold plan to expand sales volumes.

Sales plan:

It aims to increase total tire sales by 6% for the year ending December 2026.

Key regions:

Targeting Southeast Asia, Japan, and North America, it plans to increase sales for both consumer tires and new-car tires.

Market trends (note)

According to research firms, the global tire market is expected to grow from $208 billion in 2025 to $249.5 billion (about 39 trillion yen) in 2030, a bit over 20% growth.

Although rapid growth is not expected, steady expansion is anticipated, and Japanese firms consider capturing shares in North America and Asia as essential strategies.