The tyre retreading business has stagnated in many European markets for years. Imports of new tyres from the Far East and the major tyre brands’ own, large-scale retreading plants place small and mid-sized retreaders across Europe under substantial competitive pressure. Although consolidation has become the rule in recent times, a remarkable exception to this rule – one characterised by entrepreneurship and persuasiveness – can be found in Germany’s retreading market: Owner-operated Reifen Quirmback in Zweibruchen, Rhineland-Palatinate has invested a seven-figure sum to develop its own truck tyre retreading, and by doing so enters a completely new business area. When we visited the site, we discovered a very good reason for entering this line of work.