Tires that are friendly to the environment are a hot topic in the on-highway market and may enter the off-road realm as well. Popular car tire concepts include tires built with less rolling resistance, designed to save on fuel costs, and rubber compounds that don’t rub off or wear as easily to reduce contaminants released to the air.

Current demand for these tires is concentrated in Europe. “Europe is really pushing these new ‘green oils’ in tires,” says Titan-Goodyear’s Sagar. “Our OE partners who ship tractors to Europe have asked us to provide them with documentation that our tires comply with the European directives. I don’t think North America is tuned into it yet. Right now, the average grower is more concerned with Tier 4 engines and emissions controls coming on new equipment.”