While it sounds too dramatic to talk about seismic activity in the tyre market, the ongoing long-term effects of the various financial crises are continuing to be felt. At a continental level this has meant continued queries about how the largest tyre makers can better balance supply and demand in Europe. However it is also difficult to say how much of this conjecture is actually manifesting into any kind of practical reality. Indeed, at times like these people can get over-creative in their analyses, along with any legitimate market observations. That said, and without wanting to sound like a seventies pop song, it is as if we can feel the slow undulations of the terra firma under our feet.