Rockwell Automation champions integrated digital systems at Tire Technology Expo 2026

Rockwell Automation will use its stand at Tire Technology Expo 2026 to press the case that tyre makers must move beyond isolated machine upgrades to integrated, data‑driven production systems if they are to meet tightening performance, sustainability and regulatory demands. According to Rockwell Automation’s press release, the company will exhibit its smart manufacturing portfolio at the Hannover show, which runs from 3–5 March at Deutsche Messe and attracts engineers, OEMs and supply‑chain specialists from across the globe. The company said it will appear at Booth #7096 in Hall 21.

The business case for deeper digitisation is straightforward for the tyre sector. Production mixes advanced materials with high‑volume processes, so small process deviations can quickly cause scrap, reduced service life or warranty exposure. Industry conference programming and research highlighted in the expo’s preliminary programme show digitisation, materials innovation and sustainability among the event’s core themes, reinforcing that traceability and energy efficiency are now strategic priorities for manufacturers supplying global markets.

Rockwell positions its offering as a bridge from conventional automation to factory autonomy, layering industrial internet‑of‑things infrastructure with analytics, machine learning and closed‑loop optimisation. Industry data shows integrated platforms and model‑based optimisation can raise asset utilisation and reduce downtime; Rockwell’s materials describe systems that continuously analyse process variables to improve uniformity, yield and energy performance. The company’s messaging at the show will stress that these capabilities create a “digital thread” linking design, material data, machine settings and quality records so that production can hit “right first time” targets and feed reliable information into compliance dossiers.

Preparing for regulatory change is a major driver. The expo programme underlines how rules and product transparency are shaping strategy: European requirements for standardised product data will increase demands on provenance and lifecycle reporting. According to the company announcement, Rockwell’s Digital Tire Passport concept is designed to capture material origin, production conditions and quality metrics in a structured, auditable form, a capability that could support both compliance and new service models such as lifecycle monitoring or circular‑economy initiatives.

Rockwell’s executives cast the challenge as organisational as well as technical. Dan Paul, director of global industry sales for tyre at Rockwell Automation, said: “Tire manufacturers are facing unprecedented challenges and opportunities as the industry evolves toward greater sustainability, digitalization and operational excellence. We combine deep domain expertise with innovative technology to help our customers expand what’s possible in their operations. By connecting people, processes and technology, we empower tire producers to achieve higher quality, greater efficiency, and a more sustainable future.” The company will offer consultations at its stand on manufacturing execution, maintenance and quality platforms, emphasising integration over point solutions.

The expo itself will provide context for these claims. Organisers expect more than 165 expert speakers across sessions covering Euro 7 standards, materials and chemicals, digitisation across the value chain and the sustainability transition. Fraunhofer ITWM, among other research institutions, is scheduled to present simulation and digital‑twin tools, signalling strong engagement from the research community in solving production and design challenges. Conference registration and the free expo pass are available through the event website; the exhibition is open Tuesday 10:00–18:30, Wednesday 10:00–17:00 and Thursday 10:00–15:00.

For manufacturers, the practical value of integrated systems rests on measurable returns: fewer defects, lower energy per tyre, and faster root‑cause resolution when new compounds or EV‑optimised designs are introduced. Rockwell’s planned presentation by Steven Nguyen, sales executive for secure digital operations, will explore how production data can be turned into downstream value for OEMs, fleets and recycling partners, extending the relevance of factory data into the wider mobility ecosystem.

Despite technology advances, Rockwell and other participants stress that human expertise remains central to successful transformation. The company’s materials and planned on‑site activity frame digital tools as enablers that must be matched with process discipline, workforce capability and a clear business case; technology alone, they argue, will not deliver sustained improvement.

Rockwell Automation’s visible role at Tire Technology Expo underlines a broader shift in heavy manufacturing: competitiveness increasingly depends on embedding intelligence and traceability into operations rather than on isolated throughput gains. For those in the tyre supply chain and the infrastructure sectors that depend on tyre performance, the choices made in Hannover will have implications for product reliability, regulatory compliance and the environmental footprint of mobility assets for years to come.