Sponsored article: THE TIRE COLOGNE 2024

In just a few weeks, the global tyre and wheel industry will come together at THE TIRE COLOGNE 2024 on a unique communication and business platform. As a trade fair with an unrivalled global focus on tyres and wheels, THE TIRE COLOGNE offers numerous forward-looking solutions, expertise and networking opportunities.

In terms of content, the event focuses increasingly on the topics of sustainability, markets and digitalisation. From 4 to 6 June 2024, THE TIRE COLOGNE will bring trends and topics that reflect the needs of the industry to life.

The event programme with high-profile panel discussions and innovative themed areas will provide a wide range of information and moving inspiration.

TIRE STAGE

On the TIRE Stage in Hall 6, the central stage of THE TIRE COLOGNE, other key aspects that are of great importance to the global tyre and wheel industry will be discussed in addition to the topic of sustainability, such as staff shortages, the digital transformation and a look at international markets.

However, the THE TIRE COLOGNE programme also highlights tyre design, recycling, the circular economy and material innovations. In addition, on 4 June, initiated by the innovation forum Allianz Zukunft Altreifen (AZuR), a used tyre resolution will be signed as part of a panel discussion on the TIRE Stage.

The BRV will also provide information on other important topics in the industry, such as the TPMS obligation for commercial vehicles that will come into force on 7 July 2024, together with representatives of the relevant sensor and vehicle manufacturers, and highlight the challenges and opportunities for the specialist tyre trade.

In order to further emphasise the business focus of the event, international markets will be increasingly addressed, with the Iberian Peninsula and Scandinavia forming the start of a series of trade fairs. This year, THE TIRE COLOGNE is also opening up to industry-relevant influencers. It is currently planned that motorsport racing driver Benny Leuchter and another surprise guest will talk about their experiences on the TIRE Stage on the first day of the fair.

CIRCULAR ECONOMY FORUM

THE TIRE COLOGNE 2024 has created its own themed world for the circular economy: the Circular Economy Area. A varied programme of talks will take place on the new stage in Hall 7, Circular Economy Forum. The global trade magazine for the tyre retreading industry "Retreading Business" will accompany topic-specific panel discussions, for example on the future of retreading.

WORKSHOP LIVE

THE TIRE COLOGNE 2024 and the companies Hunter and Würth will be presenting the workshop requirements of the future in the Workshop LIVE themed area in Hall 8: the latest technical applications of a future-proof model workshop will be demonstrated on vehicles twice a day on all days of the trade fair, with a focus on advanced diagnostic and repair techniques.

Services that are increasingly in demand include the ergonomic and efficient design of the tyre service, automated tyre tread measurement during dialogue acceptance and services for quick measurements, which also include glass service and calibrations of driver assistance systems.

TYRE EXPERIENCE AREA

On the boulevard of the exhibition centre, the public can get active themselves in the TIRE Experience Area at the Pitstop Challenge or at the Photo Point: Whether competing with colleagues during a tyre change on a racing car or capturing happy moments in front of an impressive tyre backdrop - the TIRE Experience Area is the place where the special trade fair magic, fun and action are in the foreground for visitors.

THE TYRE COLOGNE PARTY

THE TIRE COLOGNE PARTY, the networking event for the tyre industry, will take place on the evening of the second day of the trade fair. Guests can look forward to an atmospheric evening of talks, food and drinks in the special atmosphere of Cologne's Rheinterrassen.

The complete event programme of THE TIRE COLOGNE 2024 and all important information can be found at https://www.thetire-cologne.de/