CEAT Becomes First Tire Company Worldwide to Receive Deming Grand Prize

CEAT and Michelin have entered into a definitive agreement for CEAT to acquire Camso brand’s Off-Highway construction equipment bias tire and tracks business from Michelin in an all-cash deal valued at about $225 million. The transaction will include the business with revenues of around $213 million for CY 2023 and global ownership of the Camso brand along with two state-of-the-art manufacturing facilities. 

Camso is a premium brand in construction equipment tire and tracks with strong equity and market position in the EU and North American aftermarket and OE segments. This will expand CEAT’s product portfolio in the high margin Off-Highway Tires (OHT) and tracks segments, which includes agriculture tires and tracks, harvester tires and tracks, power sports tracks and material handling tires. Michelin will exit from the activities related to compact line bias tires and construction tracks.

The acquisition is a significant milestone for CEAT in its ambition to become a leading global player in the high margin OHT segment. Over the last decade, CEAT has been focusing on building its OHT business, which now consists of 900+ product offerings and covers around 84% of the range requirement in the agricultural segment.  Camso will give CEAT the ability to widen its product base into tracks and construction tires.  More importantly, it will give CEAT access to a global customer base including over 40 international OEMs and premium international OHT distributors. CEAT brings in the ability for Camso to expand to other segments such as agriculture tires. Both brands are highly complementary in their positioning and capabilities. 

Amit Tolani, Chief Executive, CEAT Specialty, said: “This acquisition is a transformative step for CEAT Specialty as it significantly enhances our capabilities in the Off Highway tyres and tracks segment. By integrating Camso’s manufacturing expertise and innovation-driven approach, we are poised to provide even greater value to our customers. We look forward to building on the legacy of the Camso brand while strengthening our position as a one stop shop of all off-highway tire and track needs.”

About CEAT ( www.ceat.com) 

CEAT, an RPG Company, is one of India’s leading tire companies making passenger car, two-wheeler, truck and bus, light commercial and off highway tires. It caters to leading OEMs as well as domestic and international markets, exporting to 110+ countries. CEAT is the first tire brand globally and one amongst only 33 companies in the world ever to be awarded the Deming Grand Prize for its contribution to Total Quality Management. CEAT is also the first tire brand globally to be accorded ‘Lighthouse Designation’ for adoption of Industry 4.0 technologies by the World Economic Forum. 

About RPG Enterprises (www.rpggroup.com)

RPG Enterprises is one of India’s fastest-growing business groups with a market capitalization of over USD 8 billion. The group has diverse business interests in Infrastructure, Tyres, Pharma, IT, Specialty, and innovation-led technology businesses. RPG Group companies include KEC International, CEAT, Zensar Technologies, RPG Life Sciences, Harrisons Malayalam, Raychem RPG, and Spencer International Hotels.

CEAT Specialty strengthens its premium market presence in Europe through the fitment of its high-end Farmax agricultural tires on AGCO’s Massey Ferguson tractors, a leading name in the global agricultural machinery market. 

The straightforward and dependable Massey Ferguson tractors fitted with CEAT Specialty Tires will first debut in the Massey Ferguson 5700 M series, with plans to extend across multiple product lines, further strengthening their long-standing collaboration.

The first to roll out in the CEAT-Massey Ferguson collaboration is the MF 5711 M 115 HP tractor, now equipped with CEAT Farmax R65 tires in sizes 440/65 R28 and 540/65 R38. With tilted lug tips for superior comfort, self-cleaning mud breakers, and a wider tread to minimize soil compaction, CEAT Farmax tires provide excellent roadability, long-lasting performance, and enhanced traction. 

Further in the plans are CEAT Specialty’s advanced agricultural radials and innovative technology ranges engineered for diverse agricultural applications. CEAT Specialty’s top-selling tires, including Torquemax, Farmax R70 and Farmax R80, will also be seen rolling out in the near future. This partnership marks a significant milestone for CEAT Specialty, further strengthening its presence in the higher hp tractor segment.

The fitment highlights the continued global collaboration of AGCO - Massey Ferguson and CEAT Specialty, building on the success of their partnership in Brazil since 2021. Working alongside Massey Ferguson’s engineering and production center for higher hp tractors in Beauvais, France, the fitment exemplifies the seamless synergy between two industry leaders. Together, CEAT Specialty and AGCO are delivering the best of both worlds to farmers across Europe and beyond – high performance tractors paired with premium tires, engineered to meet the challenging demands of modern agriculture.

Commenting on this landmark collaboration, Amit Tolani, Chief Executive of CEAT Specialty, said: " Our collaboration with AGCO-Massey Ferguson’s European Operations represents a new chapter in the journey of CEAT Specialty. The CEAT Farmax tires, coupled with Massey Ferguson’s cutting-edge tractor technology, offer unparalleled performance and durability. Together, we are setting a new standard for excellence in the agri-equipment industry, empowering farmers with the best tools to meet their farming needs."

This partnership signals CEAT Specialty’s commitment to innovation and excellence, further enhancing its position in the premium agricultural tire segment.

CEAT, the flagship company of RPG Enterprises, was established in 1924 in Italy.

Today, CEAT is one of India’s leading tire manufacturers and has a strong presence in global markets, including North America. CEAT Specialty, which markets Ag, OTR, industrial and forestry tires, entered the North American market seven years ago and has received rave reviews on product quality.

CEAT received the distinction of being the first tire brand worldwide to be awarded the “Lighthouse Designation” by the World Economic Forum, recognizing its Halol plant in Gujarat for adoption of leading-edge technologies. Additionally, it is the first tire brand worldwide to have earned the prestigious Deming Prize from JUSE (Union of Japanese Scientists and Engineers).

Headquartered in Mumbai, CEAT has six state-of-the-art, technologically advanced manufacturing facilities and contributes to the global agenda of sustainable development through its innovative R&D centers at Halol and Frankfurt, Germany.

CEAT produces more than 41 million tires annually, serving both domestic and international markets with export to more than 110 countries. Its future as a global leader in tire manufacturing is, indeed, very bright!

CEAT has renewed its partnership with Italian football club Torino Football Club for another two years. This extension cements the strong bond between the two brands, united by a shared passion for excellence, innovation and competitive spirit.

Amit Tolani, CEO of CEAT Specialty, expressed his excitement at the renewal of the partnership: “Renewing our partnership with Torino FC is more than just a collaboration; it is a celebration of our shared passion for agility, sportsmanship and the power of camaraderie. At CEAT Specialty, we believe that peak performance is driven by the same values ​​that Torino FC embodies on the pitch. This alliance reflects our commitment to push boundaries, explore new frontiers and achieve excellence together in every path we take.”

CEAT, with a history of over a century, has deep-rooted ties with the Italian market. Hailing from Italy, the brand has a deep understanding of the local landscape, consumer preferences and industry dynamics. The partnership with Torino FC further cements CEAT’s presence in Italy, reinforcing its commitment to supporting local sports and contributing to Italy’s vibrant cultural scene.

CEAT has established itself as a major global player in sports partnerships, with a presence spanning various disciplines, from rodeo to football, cricket and motorsports, among others. Globally, CEAT’s long association with sports is evident through its strategic partnerships in cricket, including collaborations with Tata IPL, Tata WPL and leading cricketers. In recent years, CEAT has also strengthened its support for motorsports, supporting events such as the Indian Supercross Racing League and others.

About Torino FC

Turin Football Club, founded in1906, is one of the most traditional Italian football clubs. Winner of 7 league titles and 5 Italian Cups, Toro is known worldwide for its history and the passion of its fans.

About CEAT

Since its foundation in 1924, CEAT has been on a journey spanning almost a century, emerging as a leading global player in the tire manufacturing industry. A significant milestone was reached in 1958 when CEAT Tyres of India was established in partnership with RPG Group, signaling a strategic expansion into the burgeoning Indian tyre manufacturing market. Over the past century, CEAT has consolidated its position as a multinational powerhouse, shaping the tyre manufacturing landscape in India and beyond. Today, CEAT Specialty is at the forefront, offering a diversified portfolio of agricultural and off-road (OTR) tires, serving customers in over 120 countries worldwide.

CEAT is working towards a smarter tomorrow by investing in technological and R&D capabilities to deliver superior quality, innovative and customer-centric products.

The CEAT R&D centers in Germany and India are well-equipped with new simulation technologies and predictive testing.

An advanced state-gate new product development system ensures customer requirements are converted into product quality. A great example of CEAT’s “customer-centric products” is the FLOATMAX CARGO PLUS.

Brad Schmucker, owner of Millersburg Tire Service in Ohio, had been asking a leading tire manufacturer to build a 28LR26 tank tire for over 15 years, knowing that there was demand in the market for a quality high speed radial flotation tire. CEAT Specialty brought the FLOATMAX CARGO PLUS to market within one year, a timeframe practically unheard of in the tire industry.

With FLOATMAX CARGO PLUS installations happening on a regular basis now, it appears that the guys at Millersburg Tire Service knew what they were talking about . . . which is not at all surprising; you don’t stay in business as a tire dealer for decades without taking care of your customers with expertise and outstanding service.

Millersburg Tire Service began selling CEAT Ag tires seven years ago when CEAT entered the North American market.

“CEAT is a company that is willing to listen to the needs of its customers and tries to meet those requests. They are amazing to work with because they want dealer and customer input to help make them stronger in the market,” said John Miller of Millersburg Tire Service.

CEAT, the flagship company of RPG Enterprises, was established in 1924 in Italy. Today, CEAT is one of India’s leading tire manufacturers and has a strong presence in global markets.

CEAT Specialty, which markets Ag, OTR, industrial and forestry tires, entered the North American market seven years ago. The company has steadily been gaining market share thanks to outstanding product quality and customer service.

CEAT achieved the distinction of being the first tire brand worldwide to be awarded the “Lighthouse Designation” by the World Economic Forum, recognizing its Halol plant in Gujurat. Additionally, it is the 1st tire brand worldwide to have earned the prestigious Deming Grand Prize from JUSE (Union of Japanese Scientists and Engineers).

Headquartered in Mumbai, CEAT has six state-of-the-art, technologically advanced manufacturing plants and contributes to the global agenda of sustainable development through its innovative R&D centers at Halol and Frankfurt, Germany.

CEAT produces more than 41 million high-quality tires annually, serving both domestic and international markets, including 2-3 wheelers, passenger and utility vehicles, commercial vehicles and off-highway vehicles.

CEAT Specialty, which markets a full line of Ag, OTR, industry and forestry tires, has only been in North America for seven years, so you may be surprised to learn that the CEAT tire brand is 100 years old. Here are some other interesting CEAT factoids:

CEAT is a global tire company selling products in more than 110 countries.

CEAT is the only tire company in the world to receive the prestigious Deming Grand Prize for total quality management (TQM) excellence.

“CEAT” is pronounced “See Ott.”

CEAT Specialty has been sponsoring US professional and amateur rodeo associations for five years.

Tires made by CEAT Specialty consist of 34% of sustainable materials, including natural and reclaimed rubber, as well as plant-based resins.

CEAT Specialty brought 100 new tire sizes to the market in 2023.

CEAT Ag radials are backed with a seven-year manufacturer’s warranty and three-year field hazard warranty.

The CEAT Ambernath plant in India produces 105 tons of off-highway tires daily.

CEAT VF tires can carry 40% more load than standard Ag radials, or the same load at 40% less air pressure.

CEAT Specialty entered the North American forestry segment in 2024 with several innovative tires for forestry equipment.

CEAT has announced its membership in the Global Platform for Sustainable Natural Rubber (GPSNR), a multi-stakeholder initiative dedicated to transforming the natural rubber industry into a more sustainable and equitable sector.

This move underscores CEAT’s commitment to Environmental, Social, and Governance (ESG) principles throughout its operations. By joining GPSNR, the company aims to:

• Enhance Supply Chain Traceability: Membership in GPSNR will allow CEAT to improve transparency and traceability within its natural rubber supply chain. This will ensure responsible sourcing practices and eliminate deforestation risks.
• Promote Sustainable Practices: CEAT will collaborate with other GPSNR members to promote environmentally friendly practices across the natural rubber industry. This includes advocating for responsible land use and minimizing the environmental impact of rubber production.

Amit Tolani, Chief Executive, CEAT Specialty, said: "We are proud to join the Global Platform for Sustainable Natural Rubber.  This membership reflects our deep commitment to environmental and social responsibility. By working alongside other stakeholders in the industry, we can ensure a sustainable future for natural rubber production that benefits both the environment and the communities that rely on it."

About GPSNR

The Global Platform for Sustainable Natural Rubber (GPSNR) is a multi-stakeholder initiative that brings together producers, traders, manufacturers, civil society organizations, and governments to transform the natural rubber sector into one that is environmentally responsible, socially equitable, and economically viable.

About CEAT Specialty

Since its inception in 1924, CEAT has traversed nearly a century-long journey, emerging as a premier global player in the tire manufacturing industry. A significant milestone was reached in 1958 when CEAT Tyres of India was established in collaboration with the RPG Group, signalling a strategic expansion into India's burgeoning tire manufacturing market. Over the past century, CEAT has solidified its position as a multinational powerhouse, shaping the landscape of tire manufacturing in India and beyond. Today, CEAT Specialty stands at the forefront, offering a diverse portfolio of off-highway (OTR) and agricultural tires, serving customers across more than 120 countries worldwide. CEAT Specialty began selling a comprehensive line-up of OTR and Ag tires in North America six years ago.

CEAT Specialty’s Ambernath Plant, which produces Ag radial tires for North America and other worldwide markets, has won a prestigious Sword of Honour from the British Safety Council.

The company, a division of CEAT Tires dedicated to producing Off-Highway (OHT) tires, with its dedicated Ambernath plant at the forefront of this manufacturing process, was one of 115 organizations worldwide that achieved a Sword of Honour, awarded to companies which have demonstrated excellence in the management of health and safety risks at work.

CEAT has been on quite a roll this month in terms of prestigious honors. Earlier this month, the company was awarded the Deming Grand Prize, considered one of the highest achievements in TQM (Total Quality Management) worldwide. In doing so, CEAT became the first tire brand and one of only 33 companies globally to receive the prestigious award.

In order to compete for the Sword of Honour, an organization first had to achieve the maximum five stars in British Safety Council’s health and safety management audit scheme. The qualification period for this is between 1 August 2022 and 31 July 2023. The organisation has also demonstrated to an independent panel of experts that it has achieved excellence in its health and safety management throughout the business – from the shop floor to the boardroom.

For the first time this year, a new Shield of Honour Award was also introduced for organizations which can demonstrate excellence in well being management.

Peter McGettrick, Chairman of British Safety Council, said: “On behalf of the board of trustees and staff of the British Safety Council I would like to congratulate CEAT Specialty on achieving the highest standards of its health and safety management. These awards recognize the commitment, dedication and absolute professionalism undertaken. We are proud to support your organization in its achievement and delighted we can contribute to your ongoing success.”

Mike Robinson, Chief Executive of British Safety Council, added: “I would like to congratulate CEAT Specialty and its staff on this award, in tribute to their commitment to keeping their workplace safe and healthy.

“All of the Sword and Globe – and now Shield – award-winning organizations share a commitment and resolve to achieve the uppermost standards of health and safety – or now wellbeing. We thank CEAT Specialty for contributing to achieving our vision that no-one should be injured or made ill through their work.”

Amit Tolani, Chief Executive, CEAT Specialty added “We take pride in winning the prestigious Sword of Honour from British Safety Council, a testament to our steadfast dedication to safeguarding the health and well-being of our employees and stakeholders. We remain committed to enhancing our health and safety management systems, aiming to uphold our status as an exemplary organization.”

Global tire company CEAT has been awarded the Deming Grand Prize, considered one of the highest achievements in TQM (Total Quality Management) worldwide. In doing so, CEAT has become the first tire brand and one of only 33 companies globally to receive the prestigious award.

The Deming Prize, instituted out of Japan, is a recognition of business excellence. It is awarded to organizations that have achieved the Deming Prize and have continued to sustain and elevate their Total Quality Management (TQM) practices for more than three years. CEAT has been on the TQM journey for over fifteen years and was the first tire company outside Japan to win the prestigious Deming Prize in 2017.

This award recognizes companies that set and achieve challenging business objectives and strategies that are customer focused and quality oriented through the practice of TQM principles, concepts and techniques. The entire organization was assessed, including its supplier and distribution network.

Receiving the Deming Grand Prize is the highest quality honor. Among the 32 companies to receive the Deming Grand Prize since 1970 are: Toyota Motor, Philps Taiwan, M&M -Farm, Tata Steel and Komatsu Ltd.

Mr. Arnab Banerjee, MD & CEO, CEAT Ltd., said “We are extremely delighted with this achievement. Winning this prize reflects our robust business systems and processes, leading to the creation of highly reliable and dependable products and services every time.  This is delivered through involvement of every employee and all stakeholders making it truly partnership based. We believe that CEAT’s customer-centric approach and superior quality standards have played a critical role in winning us this honor.”

Mr. Amit Tolani, Chief Executive, CEAT Specialty, said ” Securing the Deming Grand Prize is a phenomenal achievement for CEAT and a resounding testament to the relentless dedication and unwavering commitment of every member within our organization. I wish to extend profound thanks and heartfelt gratitude to our invaluable partners for their unwavering support. This award reflects our  pursuit of excellence, our unyielding commitment to innovation, and our steadfast devotion towards exceeding customer expectations. It serves as a powerful source of motivation, propelling us to reach newer heights in our industry.”

Deming Grand was institutionalized in 1969 and is one of the longstanding quality awards presented by the Union of Japanese Scientists and Engineers (JUSE) for excellence in Total Quality Management (TQM).

Instituted in 1958, CEAT is one of India’s leading tire brands and the flagship company of the RPG Group. CEAT tires are sold in more than 115 countries worldwide. The company produces more than 41 million high-performance tires, catering to various segments like 2-3 Wheelers, Passenger and Utility Vehicles, Commercial Vehicles and Off-Highway Vehicles.

CEAT Specialty Tires, headquartered in Jefferson City, MO, began selling CEAT Ag and OTR tires in North America five years ago. In the specialty segment, CEAT manufactures farm, mining and earthmover, industrial, and construction equipment tires, as well as special application off road tires.

CEAT Specialty (division of CEAT Tires) is proud to announce that its Ambernath facility, which produces Ag radial tires for the North American market, has received a Five Star rating in the Occupational Health and Safety Audit conducted by the British Safety Council.

The company’s Ambernath plant underwent a comprehensive, quantified, and robust evaluation of its occupational health and safety policies, processes and practices. The audit process included documentation review, interviews with senior management, employees and other key stakeholders, together with samplings of operational activities.

Mike Robinson, CEO British Safety Council, said: “The award of a five-star grading following our occupational best practice Health and Safety Audit is an outstanding achievement and is reflective of a proactive organization which is committed to continual improvement in its health and safety arrangements and managing risks to workers’ health, safety and wellbeing.”

CEAT Specialty Chief Executive Amit Tolani added, “We are delighted to announce that we have been awarded a Five Star rating by the British Safety Council Occupational Health and Safety Audit. This accomplishment highlights our firm dedication to ensuring the safety and welfare of our employees and stakeholders. We aim at constant enhancement of our health and safety management systems to uphold our standing as a best practice organization.”

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide. The brand came to India in 1958, and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3.6 billion.

In the specialty segment, CEAT manufactures farm, mining, and earthmover, industrial, and construction equipment tires, as well as special application off road tires. CEAT Specialty entered the North American market five years ago. The North American headquarters is located in Jefferson City, MO.

Feedback from North American tire dealers and farmers on CEAT Ag radial and bias-ply tires has been outstanding:

• “If you have a good tire that performs well in the field and equally well on the road, you have a winner,” says longtime Ag tire industry veteran Barry Hawn who serves as Director of Off-Road Products for Tirecraft Ontario. “CEAT is that tire!”
• “We have been very pleased with the CEAT tires”says Georgia peanut farmer Justin Studstill. “Our tractors spend a lot of time on the road, and the CEAT tires provide a smooth steady ride. They don’t get squirrelly like some tires do; very stable even when pulling heavy implements.”
• Brent Sisson, Agricultural Tire Specialist for Tirecraft Sarnia in Ontario, Canada, says it takes him about four years to truly evaluate an Ag tire brand. He’s been selling CEAT farm tires for four years now and he is all in! “For myself, it’s about a 4-year process before I can feel confident in telling my customers I have confidence in a product,” Sisson notes. “I have to see it first-hand with known comparisons. CEAT is one brand that has surpassed my requirements. They provide a high quality, precision product. We have had lots of excellent customer feedback.”
  

CEAT Specialty (a division of CEAT Tires) has entered into an agreement with CNH Industrial to supply FARMAX agricultural radial tires for their Case IH and New Holland tractors being produced in Brazil and Argentina.

The agreement was locked after several rounds of assessment and audits by the OEM of the Mumbai-based radial plant of CEAT and after multiple tests done on tires on various parameters.

“We have always been confident about the quality of our agriculture radials ever since we introduced them to the world in 2017. We have invested in world class technologies and the best people to design our products. This partnership with CNH Industrial further lends credibility to that. We hope to be a long-term partner to them and want to help farmers grow their productivity,” says Amit Tolani, Chief Executive, CEAT Specialty.

CEAT Specialty Tires, with its North American headquarters in Jefferson City, MO, has been selling Ag tires in North America for six years now with steadily gaining market share.

FARMAX Radials

Durable and efficient, FARMAX radial farm tractor tires are designed to deliver enhanced roadability, superior traction, and longer service life, raising the levels of efficiency on farms and ranches across North America. The reviews from tire dealers and farmers have been outstanding!

About CEAT

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide.

The brand came to India in 1958 and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3.6 billion.

In the specialty segment, CEAT manufactures farm, mining and earthmover, industrial, and construction equipment tires, as well as special application off road tires.

Some insight was provided recently on why CEAT farm tires are being so well received by farmers and ranchers in North America.

CEAT Ltd’s Halol plant has been awarded the ‘Lighthouse Certification’ by the World Economic Forum. The certification is given to manufacturers that use fourth-industrial revolution technologies to transform factories, value chains, and business models for sustainability, empowering the workforce and increase in productivity.

CEAT Specialty Tires began selling Ag and OTR (off-the-road) tires in North America five years ago, and the feedback from farmers and tire dealers on CEAT quality has been outstanding. The prestigious certification from the World Economic Forum confirms the unflagging commitment to innovation and quality manufacturing at CEAT.

“We are the first tire company in the world to get the certification and this journey started 3-4 years back. To get certified one has to use fourth industrial revolution technology that includes advanced analytics, machine learning, and predictive analytics in their plant,” said Anant Goenka, Managing Director, CEAT Ltd.

The technologies are used to improve equality, efficiency, factory parameters, and productivity of the plant.

Anant Goenka- MD (second from right) and Jayasankar Kurrupal- SVP Manufacturing, receive the award for CEAT’s Halol plant at the Global Lighthouse Network at Davos from The World Economic Forum & McKinsey.

“Checks and audits are undertaken by the members of the World Economic Forum. The fourth industrial revolution came with digitization, using sensors in different parts of the machine that enables it to become the smart machine. It reduces the use of energy in the factor,” said Goenka.

Servicing OEM and international markets

With the use of the latest technology, CEAT is aiming to advance its OEM and international market.

“Important markets that we are looking into growing is the OEM market where the demand from automakers is present and second is the international market. Both sets are the customers that need high type specifications in terms of production of tires especially,” added Goenka.

About CEAT

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide.

The brand came to India in 1958, and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3.7 billion.

In the specialty segment, CEAT manufactures farm, mining and earthmover, industrial, and construction equipment tires, as well as special application off road tires.

CEAT Specialty Tires has become a corporate member of the National Cattlemen’s Beef Association (NCBA) and looks forward to meeting many great folks who participate in the US beef industry.

The company, which produces and sells a wide range of Ag radial and bias tires, is making great inroads in North America since entering this market four years ago. While new to North America, CEAT is a 93-year-old company.

After advertising on the NCBA website this year and attending the recent national conference, CEAT is pleased to be expanding on its relationship with the NCBA, said Ryan Loethen, president of CEAT Specialty Tires Inc.

CEAT has expanded its radial and bias tire production to keep up with demand. Loethen said ranchers who may have purchased better known farm tire brands in the past are now giving CEAT a try due to product availability.

“Once ranchers experience CEAT quality, they want to stay with our brand and they tell their neighbors about CEAT,” Loethen said.

The CEAT FARMAX R80 farm tractor tire is a real work horse. High roadability, reduced soil compaction and superior traction are just a few features that make FARMAX R80 radial farm tractor tires an all-round performer.

Features and benefits include:

• With a higher angle lug and lug overlap at the center, the FARMAX R80 offers superior roadability. A lower angle at the shoulder delivers superior traction.
• A wider tread, with larger inner volume, reduces soil compaction, while rounded shoulders cause less disruption to the soil and crop.
• A tread depth of R1-W lends the FARMAX R80 a long service life.

Monty Hawthorne, who has been involved in the US commercial tire industry for close to 20 years, has joined CEAT Specialty Tires as director of agricultural sales, North America.

Hawthorne’s previous position was South Central territory manager for IMI, which provides tire, wheel, and fuel preserving solutions for commercial tires. Prior to joining IMI, Hawthorne was with Michelin for 15 years, serving the truck tire and agriculture business segments.

“We are thrilled to have Monty join the team as we continue to expand our distribution footprint across North America,” said Ryan Loethen, president of CEAT Specialty Tires, North America. “He has a proven track record in working closely with tire distributors and dealers. CEAT is growing rapidly but it is still a relatively new tire brand here. Monty will help our distributors and dealers tell the CEAT story of quality and value to their farmer and rancher customers.”

Loethen added that Hawthorne’s technical expertise in Ag tires will be very beneficial as CEAT continues to expand its VF range of radial tires and deliver other advanced tire technologies to farmers of all sizes.

Hawthorne grew up in Conroe, TX, and currently resides with this wife, twin sons and labrador retriever in Edmond, OK.

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide. The brand came to India in 1958, and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3 billion. The CEAT Specialty Tires office in Charlotte was opened in 2017.

In an effort to support rodeo, which is a significant part of American culture, CEAT Specialty has partnered with WCRA (World Champions Rodeo Alliance) for a period of three years.

The tire company, which entered the North American market five years ago, is the official Ag tire sponsor of the WCRA (wcrarodeo.com), a professional sport and entertainment entity that produces major rodeo events across America.

CEAT is also sponsoring the WRWC (Women’s Rodeo World Championship), a first-of-its-kind event open to any female athlete in the world competing in breakaway roping, barrel racing and team roping. This year’s competition, organized by the WCRA and PBR (Professional Bull Riders), will be held Nov. 1-6 in Las Vegas in conjunction with the PBR World Finals.

In addition, CEAT is sponsoring the National High School Rodeo Association, the world’s largest youth western equine association founded in 1949, and the INFR, an organization devoted to enhancing and keeping Indian professional rodeo alive.

“Rodeo is such a natural fit for CEAT,” said Amit Tolani, Chief Executive- CEAT Specialty. “A large percentage of rodeo fans are farmers and ranchers. We were also drawn to the competitors themselves- young men and women who compete in rodeo at all levels.”

Tolani added, “We are especially pleased to sponsor women’s rodeo which is coming on very strong, as well as the junior high/high school competitors and Native American rodeo events.”

CEAT sponsored events include: the NHSRA Jr. High Finals in Des Moines, IA; NHSRA High Finals in Lincoln, NE, July 18-24; WCRA in Salt Lake City July 20-24; NHSRA in Bowman, ND, Oct. 8-10; WCRA in Greensboro, NC, Oct. 9-10; INFR in Las Vegas, Oct. 19-23; WRWC in Las Vegas Nov. 1-6; and NHSRA in Perry, GA, Nov. 4-7.

The tire company will have representatives at all the events so that they can interact with rodeo fans and competitors. In addition, CEAT will utilize its own social media platforms to engage with rodeo fans.

Amit Tolani has been named Chief Executive of CEAT Specialty.  CEAT Specialty has a US office which has been servicing the Ag and OTR tire requirements of North American customers since 2017.

Tolani has been with CEAT since 2004 and has served in various roles across sales, marketing and supply chain functions. Prior to this, he was the Chief Marketing Officer of CEAT.

“This is an exciting time for CEAT Specialty as we increase our distribution footprint across North America and provide products that meet the needs of farming operations of all sizes,” Tolani said.

Tolani noted that the movement towards higher HP tractors and sprayers with larger capacities has led to the need for increased loadability from tires. Therefore, CEAT has expanded its VF range of radial tires in the tractor and sprayer space. “CEAT is delivering VF technology at an affordable price to all our North American customers,” he said.

Tolani added, “We are on track to complete the first phase of capacity expansion of our Ag radial plant in Ambernath. Further, we have committed capital expenditure to increase the capacity to three times of current in the next 18 months. This will further reduce our lead times. We have a great team in place headed by CEAT Specialty Tires president Ryan Loethen, and I look forward to visiting our North American dealers and customers.”

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide. The brand came to India in 1958, and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3.3 billion.

In the specialty segment, CEAT manufactures farm, mining and earthmover, industrial, and construction equipment tires, as well as special application off road tires.

The CEAT Specialty Tires office in Charlotte was opened in 2017, and the company has been steadily increasing distribution across North America.