Key Learnings from the T.I.R.E. Summit 2024 

Christian Stadlmann

Christian Stadlmann

CRO at Anyline

Jun 27, 2024

Europe’s first T.I.R.E. Summit brought together over 100 automotive executives and decision-makers in Vienna. From the importance of tire data to compliance and automation, here are the main takeaways from this inaugural event. 


2. Empowering the Next Generation of Drivers 

A common theme among speakers was the shift in how we interact with the digital consumer. Chris Roedel, Chief Solutions Officer at incadea, noted, “We need to meet consumers where they are today, their smartphones. In a world where you can instantly order coffee through an app and skip lines, having a digital journey is no longer a luxury, but a necessity.” Service centers, fleet operators, and garages should focus on enabling customers to book services online, purchase tires, receive maintenance alerts, and get personalized offers on their phones.   

Challenges such as building trust and seamless customer experiences across multiple channels were also discussed. Chris McShane, CEO at Avayler and Managing Director at Halfords, showcased how Halfords transformed from a 130-year-old cycling retailer to a leader in automotive services by leveraging digital solutions. “We’re now getting 20% of our total revenue from tire sales in car parks, with no PPC or advertising costs, just our colleagues performing tire scans,” McShane shared. 

 David Shaw, CEO of Tire Industry Research, added that digitizing the customer journey attracts a new generation of digital workers, further supporting businesses through this paradigm shift. 

4. Key Trends 

Insights from the US Market 

Zach Olson, CEO of Treads, highlighted the growing demand for connected cars. “Consumers are ready, willing, and wanting this connected car experience,” he said. With rising car ownership and repair costs, owners are keeping their vehicles longer. New technologies that provide consumers with information about their cars, notify them when service is required, and offer personalized deals are trending in the US market. Olson noted, “This technology will lower maintenance costs for consumers through efficiency gains and new business models.” 

Human-Centric Approach

Despite rapid technological advancements, successful digital transformation in the tire industry hinges significantly on addressing human factors. “These solutions are 10% technology and 90% people”, said David Shaw. Decision-makers within organizations may harbor concerns regarding the risks and complexities associated with adopting new technologies. Educating and engaging these stakeholders is crucial to fostering a culture that embraces innovation and change.


Future compliance and resource management are becoming crucial in the tire industry. Neil Purves from Bridgestone mentioned that regulations might soon require companies to ensure that tires are responsibly removed and recycled, conserving natural resources like steel and rubber, and contributing to environmental sustainability. 

The European product passport, already introduced for batteries and expected to apply to tires by 2027-2028, will facilitate traceability. The Global Data Service Organization for Tires (GDSO) will play a crucial role in uniquely identifying products and providing comprehensive information through a tire information system, ensuring better tracking and resource utilization. 

These insights from the T.I.R.E. Summit 2024 highlight the industry’s future directions and the pivotal role of technology and education in enhancing tire safety and sustainability. 


The T.I.R.E. Summit 2024 underscored the transformative potential of data, digital solutions, and sustainable practices in the tire and automotive industries. By embracing these insights, industry leaders can drive innovation, enhance safety, and meet evolving market demands.

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