Innovative Tire Technology: the Key to Sustainable Agriculture

The subject of sustainability is ever-present, and its importance has long been recognized within agriculture. However, it also poses complex challenges, particularly when it comes to its implementation in practice. It is pleasing to note that there is already a pronounced awareness of sustainable principles among farmers. This has been confirmed by the "Agriculture in Transition" study, which Continental conducted in collaboration with market research institute Innofact AG in the fall of 2023. The results illustrate the willingness of farmers to transform their sector in a way that makes it sustainable.

Farmers, however, are coming under increasing pressure. Rising operating costs, particularly due to the trend in prices for agricultural chemicals and fuels, are placing a considerable burden on their budgets. At the same time, consumers and food retailers are demanding higher standards in terms of product quality, sustainability and traceability, which requires additional investment in technologies and processes. The need to cultivate large areas of land within increasingly short periods of time is also leading to efficiency pressure, which makes the use of modern machinery and precision farming absolutely essential. Farmers are dependent on and expressly want support here: around one in three farmers would like to see their existing machinery upgraded to use more environmentally friendly technologies to avoid the need for making expensive new purchases. In other words, the support of technology companies such as Continental is in demand. 

The challenges described above show that farmers need to be as flexible as possible in their work, since soil conditions, weather and natural events often make their daily lives unpredictable. To enable them to carry out their work as efficiently as possible and with consistent quality, machines and technologies must function flawlessly and also overcome unforeseen challenges. 

Reliable and efficient equipment is therefore important, especially with regard to sustainability. According to the Continental study, longevity – such as the long durability or cut resistance of agricultural tires – is considered the most important aspect by almost two thirds of farmers (62 percent). In addition, around 68 percent of the farmers surveyed rate product quality and availability as particularly or at least somewhat important in their day-to-day work. A further 64 percent pay particular attention to the quality of technologies when making a purchase. 

This is where Continental comes in: the renowned technology manufacturer’s agricultural tires are characterized by their high durability and robustness. In addition to a higher load capacity even at low air pressures, they also ensure greater stability. As a result, they provide farmers with reliable support in all weathers and on all surfaces, to make farming as sustainable and efficient as possible.

While Continental’s agricultural tires promote efficient farming, farmers still face the challenge of reconciling quality and sustainability with high price pressure: on the one hand, they want to implement sustainable solutions, on the other hand, however, these are often seen as costly. This is also reflected in the Continental study. For 72 percent of farmers, price pressure is their biggest challenge. While the revenues for their products on the global markets are falling, the costs for energy, fertilizers and personnel are rising. The total costs for the machinery and technologies used are therefore a key criterion when making investment decisions. 64 percent of the farmers surveyed emphasized that they expect their technology partners to offer affordable prices for new machinery and equipment.

But it is not only acquisition costs that are a decisive factor here. When assessing prices, it is important to take a long-term view and consider the total cost of ownership (TCO). In addition to the acquisition costs, these also include operating and maintenance costs. Although the premium agricultural tires from Continental are often more expensive to purchase than competitor products, farmers can make considerable savings long-term. Robust construction, optimized bead and belt designs and a more flexible casing material ensure durability, increase service life and thereby increase the efficiency of agricultural tires. 

One example of this is N.flex technology, which gives the bead area and sidewall their flexibility thanks to the nylon material and therefore offers improved deflection and optimal force distribution. Lower repair costs, less downtime and a reduced need for replacements help to ensure that the higher initial investment pays for itself. This makes sustainability particularly attractive for farmers from a financial perspective as well.