Transforming mobility: when the rubber hits the road

Cars, trucks, tractors, motorbikes, bicycles, airplanes: what do they have in common? Among a few other things, a critical component they share is the tyre. Specifically, rubber tyres that have stood the test of time for more than a hundred years. And guess what? Whether you drive an electric vehicle or a hydrogen-powered vehicle, the tyre remains relevant. Despite tectonic shifts in the world of mobility, advancements in powertrains, and the introduction of software in vehicles, the tyre is the only part of a vehicle that touches the ground.

The tyre is the only part of a vehicle that touches the ground.

Tyres matter

The global tyre market is substantial, exceeding $314 billion in 2022 and projected to grow at a CAGR of over 6% until 2028. Despite the prominence of tyres in vehicle functionality, we often don't think much about these workhorses or what really happens when the rubber hits the road. At best, we give them occasional glances or take them for periodic check-ups at the service center when it comes to passenger vehicles. Commercial and agricultural vehicles, on the other hand, require deeper and regular inspections. However, these inspections are neither smart nor automated. According to the National Highway Traffic Safety Administration (NHTSA), tyre problems cause over 10,000 accidents each year. Beyond anecdotal evidence, research indicates a direct relationship between tyre condition, accidents, vehicle handling, and fuel consumption. Furthermore, tyres impact fleet Operating Expenses (OpEx) directly and indirectly through fuel efficiency and maintenance. According to the NHTSA and other research, tyres can impact OpEx by 10% to 15% in fleets. Additionally, discarded tyres are a growing environmental menace as they are scrap unless retreaded or used for alternative applications. Therefore, tyres matter. However, not only do we lack a smart way to address these problems, but we also don't fully understand how to optimize these rubber components.

Significance of smartness

Some refer to it as "smart", others as "intelligence", and many as "connected". Despite the variations in terminology, the evolution of smartness in tyres has shown promising developments. From the ingenious Bosch bell that alerted drivers of leaking air to RFID and Tyre-Pressure Monitoring Systems (TPMS), the concept of smartness in tyres has come a long way.

However, these terms do not simply refer to bells, whistles, RFID, or TPMS, but rather to the utilization of "rich" data from more sophisticated sensors, such as accelerometers and gyroscopes typically embedded in the tyres. When combined with the internet and integrated with vehicle data as part of the IoT tech stack, these sensors offer a plethora of untapped value streams from an otherwise non-smart rubber. While regulations have driven the adoption of TPMS, the true potential of smartness in tyres is still being explored. It is not enough to only know the temperature or pressure; the rubber holds much more potential for smartness. Added to that, smartness in tyres could also offer a cradle-to-cradle alternative to ensure eco-friendly use at end-of-life.

Approaches to smartness

While in-tyre sensing has been predominant, there are several ways to incorporate smartness into tyres. Multiple approaches aim to solve the same fundamental problems through condition monitoring and optimization. Prominent among these approaches are drive-over ramps equipped with built-in sensors, external tread reader devices, and other non-invasive systems such as computer vision. Although these alternatives sound appealing and cost-effective in theory, they face limitations in terms of sensing robustness and real-time capabilities.

From sensing to making sense

We now understand that a wide range of possibilities exists. From preempting tyre failure to prolonging tyre life through optimization. From measuring tyre wear and tread depth to determining vehicle alignment and load. Depending on who you ask, the depth, breadth, and value of these possibilities may vary. Major tyre manufacturers, startups, and other innovators have realized that this potential is indeed feasible. Through sensor output and the deduction of contact patch patterns using machine learning algorithms, disruptive innovation is taking place. As a result, the tyre's innovative potential is coming to life. From "as a Service" models to freemiums and add-ons, emerging business model patterns are being tested and refined. The goal is not only to make sense of the sensing but also to reimagine the customer experience and address critical business challenges. Many industry leaders have made strategic acquisitions of telematics and fleet management service providers, recognizing that tyre management is a key differentiator for future-proof fleet solutions.

Through sensor output and the deduction of contact patch patterns using machine learning algorithms, disruptive innovation is taking place.

Overcoming challenges

As mentioned, significant advancements are being made in the quest to make tyres smarter. However, challenges in standardization and data security hinder progress. Achieving digital transformation requires scalability, which is impeded when disparate, vendor-specific proprietary solutions restrict market adoption. In this context, the sum of all parts is greater than the sum of one, especially when it involves a behavioral shift in demand and supply. Therefore, it is crucial to establish standards and baselines, at least for key subsegments. Added to that, considering the limitations of battery life and the harsh conditions tyres endure, energy harvesting and ruggedness must be incorporated into their design. Finally, after the induction and deduction of making sense, it is essential to focus on more than just connectivity and spamming with alerts. The ultimate goal is to actuate and optimize automatically. Until economically viable Central Tyre Inflation Systems (CTIS) capable of intelligent actuation become a reality, this may have to wait.

From touching to feeling

Despite the challenges, smartness in tyres represents a profound advancement in mobility, with the potential to offer a wide range of benefits such as improved safety, increased uptime, reduced emissions, and cost savings. Looking ahead, there is even greater potential when the rubber hits the road. What if tyres could not only touch, deduce, and induce using AI but also feel the roads as they roll along? If roads are the arteries of commerce, tyres can be the neural pathways connecting the economy of things and the condition of the ground.

Tyres can augment vehicles with a sense of touch and feel that other components cannot see or hear.

From optimizing tyre condition to optimizing the operations of systems of vehicles through vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communication, tyre technology can revolutionize road safety and traffic management. Software-defined Vehicles (SdV) are already upending the mobility landscape and reimagining personalized customer experience at scale. Smart tyres could be a key component application in the vehicle app stores with emerging use cases beamed Over-The-Air (OTA). While lidar, radar, and computer vision have played a significant role in enhancing vehicle autonomy, tyres can augment with a sense of touch and feel that other components cannot see or hear. As smart tyres continue to evolve, they will undoubtedly contribute to smarter, safer, cleaner, and more efficient mobility, transforming the way we drive.

Innovation of tomorrow calls for collaboration across the board.