“Sustainability is not a slogan, but a system”: Innovando’s speech at the Autopromotec conference on RFID in tyres

Innovando’s Sustainability Director, Cveta Majtanovic, spoke at the conference on the RFID ecosystem in tires at Autopromotec. Innovando was present at the RFID Ecosystem Village in collaboration with leading industry partners to showcase the Digital Tyre Platform.

26 May 2025 | 2 min reading time

“Environmental responsibility is no longer a slogan, but a system. And systems need data. In the tyre industry, digitalisation is no longer an option: it is the foundation of sustainability, regulatory compliance, and smart decision-making. Digital transformation provides us with the vision and tools to close the loop responsibly,” said Cveta Majtanovic, Sustainability Director at Innovando, during the panel “The RFID Ecosystem in Tyres” held at Autopromotec in Bologna on May 21, 2025.

During his presentation, Majtanovic introduced an innovative solution for the digital management of end-of-life tires (ELTs), aligned with European goals for circular economy and sustainability. He explained how the digital platform developed by Innovando enables full traceability of tires—whether new, used, retreaded, or at end-of-life—through unique identification via RFID and integration with the Digital Product Passport. Finally, he demonstrated how this interoperability between tire dealers, collectors, recyclers, and authorities makes processes more efficient, transparent, and compliant with environmental regulations.

Innovando participated in Autopromotec within the collaborative space of the RFID Ecosystem Village, alongside seven other exhibitors—industry leaders who presented practical demonstrations of various use cases throughout the event. The companies involved, in addition to Innovando, were Ateq, Corghi, Devel, Fasep, GDSO, Michelin, and Regom.

Innovando’s Digital Tyre Platform is a smart and interoperable solution for the management and traceability of End-of-Life Tires (ELTs). Based on RFID technology and integrated with the GDSO system, it is designed to become a daily tool for the tire replacement sector and all players in the value chain. The platform enables the reading and storage of data throughout the entire lifecycle of the tire, making each phase of the process more efficient and transparent.