Declining Sales and Customer Complaints Drive Urgent Need for Improved Tire Grip on Wet Roads.
The management of a leading tire manufacturing company urgently sought to improve tire grip on moist surfaces to address customer dissatisfaction. The product development team faced the challenge of identifying innovations that could solve the problem of skidding and losing control during acceleration, steering, and braking on wet roads.
Amid declining sales and increasing customer complaints, management was keen to understand the latest advancements in tire grip technology and strategically position the company in the market. Despite being aware of potential solutions, the team needed to explore innovations, industry trends, and consumer expectations to regain their competitive edge.
Guidance on Sustaining Innovation Rate to Stay Competitive in Tire Grip Technology
The team was provided with data-driven insights into the patent landscape and the broader automotive market, focusing on innovations addressing tire grip issues on moist surfaces. This detailed analysis highlighted key trends and provided actionable recommendations for the team to enhance their product development strategy.
For instance, despite the relatively small number of players in the space, most competitors were actively innovating. To build a strong portfolio, they were advised to match the average innovation speed of 4-5 developments per year, resulting in around 20 patents/applications over time. Regional insights showed that 60% of US innovations came from local companies, 77% of European innovations from European firms, and all Russian innovations originated locally. Standout innovations included Apollo Tyres’ graft polymerization approach and Hankook‘s friction-induced pressure using silica particles.
These insights empowered them to address customer concerns, improve their brand image, and regain sales momentum, while also helping them align with technological advancements and regulatory standards to stay competitive in the market.
Key Findings from the Analysis
The analysis discovered key innovations in tire technology, providing crucial insights into leading players in the wet grip performance sector:
Apollo Tyres
Apollo Tyres has significantly improved wet grip performance, with nine inventions among 27 patent records. A standout is their 2021 EP application, which introduces a novel method using graft polymerization. This approach incorporates a thermo-responsive polymer into the rubber matrix, allowing the tire to adapt to temperature changes. The polymer swells when wet, enhancing grip and reverts as temperatures rise, addressing both wet grip and rolling resistance. This innovation presents a cross-linkable rubber composition that is effective across a wide temperature range, marking a breakthrough in tire performance.
Hankook Tyre
Hankook Tyre has also demonstrated substantial innovation, with 16 inventions across 75 patent records, surpassing the industry average. One notable patent from 2018 introduces a unique method for improving wet grip at high speeds. By utilizing silica in the tire tread, Hankook’s solution incorporates smaller silica particles in the upper layer and larger ones in the lower layer. This structure rapidly absorbs and discharges water through friction-induced pressure, significantly enhancing wet grip performance on moist surfaces.
These insights revealed new opportunities for the team to explore product development and strategic collaborations in the tire industry.
Research Process- How did GreyB Help?
Identifying Solutions and Trends
A comprehensive patent analysis and market research were conducted to uncover solutions for improving wet tire performance and enhancing the team’s brand image.
Data Extraction and Domain Understanding
The process began by studying technical literature to understand how patents in this domain are structured and to identify key terminologies. A technology tree (taxonomy) was then developed to map out the domain and its various components, making it easier to navigate the associated concepts. This taxonomy also guided the creation of exhaustive search strategies, which were run on commercial databases to extract a relevant patent set. The extracted patents were then screened to ensure only relevant ones were included in the study.
Patent Analysis and Categorization
The relevant patent set was analyzed in detail, focusing on rubber compositions, additives, and other technical aspects. The patents were categorized into the taxonomy, with key sections highlighted to facilitate easier consumption by their R&D engineers.
Data Insights and Trends
The categorized patents were then used to derive meaningful insights and trends, helping to address the team’s challenges and inform future strategy. The findings were presented via SLATE, GreyB’s document repository tool, which featured an interactive dashboard allowing them to explore data and trends in real-time. Additionally, a PowerPoint presentation was provided for a more traditional review format.
This dual approach ensured they had actionable insights to address their wet tire performance issues, with an overview of patent trends, key innovations, and major companies working in the domain, helping them shape their future strategy.
Navigating the challenges of wet tire performance and staying ahead in the competitive tire industry requires a strategic approach to innovation. Companies often face hurdles such as:
- Improving tire grip on moist surfaces to meet customer expectations.
- Exploring emerging technologies to stay competitive in a rapidly evolving market.
- Identifying opportunities for collaboration and product development to regain sales momentum.
If you’re looking to overcome these challenges with tailored insights and innovative solutions, connect with our specialists today and discover how to drive your competitive advantage in tire technology.
