Retreading is a concept that not only deserves to succeed, but should also be praised for reducing raw material consumption without compromising on the end product’s performance. Yet European retreaders can vouch that nobody is pinning medals to their chests; their ‘reward’ for giving valuable truck tyre casings a second or third life has instead been declining sales at the hands of low-cost and possibly subsidised imported new tyres, products that more often than not are used until the original tread is worn and then simply discarded. But has Europe’s retreading sector arrived at a place where it is ready to stage a fightback? Machinery manufacturer VMI believes it has.