Tire manufacturers that produce and supply electric vehicle (EV)-specific — and in some cases, “EV-ready” — tires are charging ahead with the continued development of these products, as are other tire suppliers.
“Regardless of whether EV demand slows down or rebounds, the fact is the number of EVs on the road is increasing each year,” says Ian McKenney, senior product manager, Bridgestone Americas Inc. “While no one can be exactly sure how EV demand will ultimately play out, we do anticipate there will be more EVs on the road.”
“We continue to view EVs as a promising growth market,” says Jin Han, product marketing manager, Hankook Tire America Corp. “It is important to remember that there is a market beyond just new vehicles.
Aftermarket demand for EV-specific tires is also a crucial area of support and an area in which we see continued potential.”
Jack McClure, PLT segment manager, North America, Sailun Tire Americas, says electric vehicle manufacturers’ “full EV transition” targets may have been “overly ambitious,” but EVs “are among the most eye-catching vehicles and have the most tech being offered. EVs will only gain in popularity, especially as they are now offering legitimate range per charge and are continuing to reduce the time to charge.”
“There is a pool of existing electric vehicles on the road that will need replacement tires, which in general, require new tires more frequently due to the unique characteristics of electric vehicles, such as increased weight and instant torque, versus the internal combustion engine,” notes Todd Bergeson, senior manager, product planning and technical services, Toyo Tire U.S.A. Corp.
“In the long-term, the broader industry shift toward electrification suggests that demand will continue to rise over time,” says Joaquin Gonzalez, president of Tire Group International LLC (TGI). “Factors such as government incentives, charging infrastructure expansion and improvements in battery technology will play a crucial role in driving future growth.”
“We do not see the sales of tires for EVs declining due, in part, to the demand of the existing electric vehicle parc,” says Omer Waysman, vice president of B2C marketing, Michelin North America Inc.
“We see EV adoption as a long-term trend that will likely continue progressing,” says Andre Oosthuizen, chief marketing officer, Pirelli Tire North America (PTNA).
“Consequently, our commitment to EV-specific development remains strong.”
“While short-to-medium-term EV demand in North America may be flagging or unpredictable, it’s hard to see (EVs) as just a fad that will dissipate,” says Steve Bourassa, director of products, Nokian Tyres North America. “Electric vehicles are here to stay and tiremakers are wise to factor them into product development plans.”
“Electric, hybrid and alternative fuel vehicles are not going away,” says Phillip Kane, CEO of Turbo Wholesale Tires LLC. “They will make up an increased percentage of the car parc moving forward.”
Michael Cati, global head of strategy and product for Omni United S. Pte. Ltd., says his company’s Radar brand “focuses on the replacement market, which is expected to grow significantly as EVs sold between 2019 and 2023 (will) begin needing replacement tires.”
“As the North American infrastructure is improved, cost structure for production (improves) and upgraded batteries are available, it is likely that EV demand will have significant share growth,” says Brandon Stotsenberg, vice president, automotive division, American Kenda Rubber Industries Co. Ltd.
EV tires for today and the future
Nearly 300,000 new electric vehicles were sold during the first quarter in the U.S., “an increase of 11.4% year-over-year,” according to an April 10 bulletin from Cox Automotive.
“Despite many obstacles ... electric vehicle sales continue to grow at a healthy pace in the U.S. market.”
This is all good news for EV and EV-ready tire manufacturers and suppliers as they continue to invest in new designs and technologies to further enhance their product offerings.
Bridgestone’s McKenney says the Bridgestone Turanza EV, which was introduced in 2023, “was specifically designed to address the unique performance characteristics of the most popular, premium EVs in terms of wear, rolling resistance and noise.”
The tire “opened the door to a whole range of possibilities in terms of how we apply our latest technologies,” including Bridgestone ENLITEN. “We’ve spent a great deal of time and energy really understanding our customers to make sure we’re addressing their specific and varying needs.”
Hankook has “a strong roadmap to continue EV-specific tire development for the North American market,” says Han. Hankook added to its EV tire line with the iON evo and iON evo SUV tires in 2023.
Hankook is also “developing a business strategy to manufacture and supply EV light truck tires. Our full EV portfolio will address the needs for SUV/CUV, LT and sedans, underscoring our commitment to meeting accelerating demand for EV tires across all segments.”
Sailun, which introduced its ERANGE EV tire to the U.S. market in 2022, “continues to watch the growing EV vehicle list and tire size offerings,” says McClure.
“In the last 12 months, we have added five sizes and will continue to grow as the market evolves.
“The electric vehicle market is still in its infancy,” says Toyo’s Bergeson. “All signs point to continued market growth in the long term as the infrastructure, technology and consumer knowledge improve.
“The unique requirements of electric vehicles — such as instant torque, rapid acceleration, additional weight and range efficiency — will continue to push tire technologies. For example, while the Toyo Open Country A/T III EV was developed as an EV-specific tire, those technologies can also provide added benefits for ICE vehicles.”
“We do see EV adoption increasing over the next decade and so will the need for tires designed to accommodate the unique performance, efficiency and durability requirements of electric vehicles,” says TGI’s Gonzalez. “We developed the Cosmo Kurrent,” which was unveiled in 2024, “as an EV-ready tire, but at its core, it is first and foremost a premium touring tire. This strategic approach allows us to serve a broader market.”
“Michelin has always seen the development of the EV market as one that will take decades to mature,” says Waysman. “During this transition, existing vehicle technologies such as hybrids and internal combustion engines will remain an important consideration for consumers. This is why Michelin has taken the approach of making our lines EV-ready.”
According to Waysman, the EV market hasn’t peaked yet and “many factors will influence the rate of consumer adoption in the coming years. We foresee an evolution in the vehicle market, moving from pure ICE to electric options, like hybrid vehicles, as well as full battery electric vehicles.”
“Looking forward, PTNA has a positive long-term outlook on EV-specific tires,” says Oosthuizen. “We’re investing in solutions like Pirelli Elect technology, designed to meet the unique demands of EVs, from enhanced range to quieter rides. We anticipate growth in this segment as EV adoption strengthens.”
“We believe there is a strong market for EV-specific winter tires due to the complex demands EVs require in wintry weather,” says Nokian’s Bourassa. “Our latest-generation winter tires, the Nokian Hakkapeliitta R5 and the Hakkapeliitta 10, both come with dedicated EV versions.”
“It is our belief that more and more owners of (EVs) are desiring high-value, high-performing, ,high-image options like the Lexani Volt-EC to the original fitment tire at first and second replacement,” says Turbo’s Kane. “We think that’s the more important long-term trend to watch.”
Omni United’s Cati says EVs “are expected to become an important segment,” but “we don’t believe they will dominate the entire market as some initially thought. EVs are not likely to address all drivers’ needs and requirements, so a range of options such as ICE and plug-in hybrid electric vehicles will likely remain available. Omni United/Radar Tires is already catering to EVs and (is) expecting significant growth in the replacement EV tire segment.”
“North American vehicle applications will continue to match the unique needs of the (region’s) demographics and geography,” says Kenda’s Stotsenburg, whose company unveiled an ultra-high performance tire for EV applications, the Vezda UHP A/S2-EV, in late-2024.
He expects EV adoption will continue to grow as “initial vehicle cost, maintenance and long-term reliability are improved.”
“Because Maxxis products are sold in markets around the world, we have to think in those terms and stay twosteps ahead of global demand in our planning,” says Brad Williams, vice president of operations, Maxxis International-USA. “We believe that it’s important to continue to improve our technology so that we’re prepared for future upswings in demand.”
A spokesperson for Continental Tire the Americas LLC says the company “is well-positioned to serve customers’ needs,” citing the Continental ProContact RX and Cross Contact RX as “two examples of EV-compatible tire lines.”
A representative from Goodyear Tire& Rubber Co. says the Akron, Ohio-based tiremaker “remains committed to delivering premium products that meet the needs of all consumers, including electric vehicle owners.”
