There are so many factors shaping the global tyre market. Over the last decade alone, the popularity of EVs and SUVs has steadily increased, prompting manufacturers to redesign their tyres. The increasing segmentation of the car market has also resulted in a more complex tyre market. In response, manufacturers have found yet more ways in which to address tyre weight, rolling resistance, noise and fuel efficiency. Future mobility models will reshape the tyre market further. To learn how Goodyear is addressing these market trends, we spoke to Xavier Fraipont, Vice President, Product Development EMEA.