In recent months we have heard much about the decline of retread demand and production at the same time that Chinese truck tyre prices have plumbed to new depths. Of course this paints a very negative picture for the retreading business in the UK – where low-costs imports have historically been more popular than the average European state – and also across the European tyre markets. The premium new tyre makers have suggested they will weather the storm by pointing out their uniquely strong position with regard to large fleet customers. Because they also produce their own retreads, these firms pointed out that their businesses will remain relatively sheltered by the low quality, oversupply problems facing other independent retreaders. However, such a reading of recent history relies on two premises: 1) that the market remains in undeniable decline and 2) that premium manufacturers with their own retreading options are best positioned to get over this particular bump in the road.