Dunlop CEO warns California tire efficiency rules lack real-world testing

Dunlop Tires North America president and CEO Darren Thomas said California’s newly approved replacement-tire efficiency rules should be proven effective before they are imposed on consumers. He compared the regulations to the state’s high-speed rail project, which he described as an over-budget initiative that failed to demonstrate lower fuel consumption or emissions.

Thomas told the California Post, "We’re asking California to prove that the regulation produces a better overall outcome for Californians," and added that the state had not done so with the rail project. The tire rules, set by the California Energy Commission, target a tire’s rolling resistance and are slated to ban high-resistance replacement tires beginning in 2029. Proponents say lower resistance improves mileage and reduces emissions.

Industry groups warn the ban could raise average tire prices from about $81 to as much as $157, potentially adding over $300 to the cost of a full set for a vehicle. Thomas said meeting the rolling-resistance targets is technically feasible, but the regulations do not adequately consider other performance factors such as traction, weather handling, or tread life. "The issue isn’t the technology. It’s the blanket application of one tire-design objective across an extraordinarily diverse replacement market without sufficient real-world validation of the complete consequences," he said.

Thomas said Dunlop supports energy efficiency and lower emissions but believes the current approach is flawed. He urged the commission to demonstrate that consumers receive a net benefit, not just a lower rolling-resistance figure. The company is seeking further study of the rules and suggests alternatives such as tire-pressure management to achieve efficiency goals at no cost. "Our strongest levers are expertise, evidence, reason and ultimately the voice of the California public," Thomas said.