Modernising North American Distribution for a High-Performance Tyre Manufacturer

In the world of premium tyre manufacturing, precision isn’t just a product requirement—it’s a competitive necessity. As a leading producer of high-performance tyres, this global manufacturer maintains a reputation for quality engineering and reliability across North America.

However, as their North American footprint expanded, they faced an increasingly complex network involving eight active distribution centres and a diverse fleet of over 70 carriers spanning truckload, less than truckload (LTL), ocean and intermodal transport. To maintain its market-leading position, the company needed a supply chain that moved as fast as its products.

The friction of decentralised, manual processes

The tyre manufacturer relied on a decentralised execution model, which as they expanded quickly became a fragmented environment. Logistics execution was handled site-by-site, relying on manual, spreadsheet-based workflows that created significant operational silos. As the organisation grew, this decentralisation made it nearly impossible to gain a clear, real-time view of delivery timing, load planning or realised savings.

As volumes climbed toward 43,000 orders annually, the administrative burden of reporting and managing carriers became a bottleneck. Leaders recognised that internal manual processes could no longer support their growth trajectory. They needed more than just a software vendor; they required a partner with the engineering depth to integrate complex data streams. They chose C.H. Robinson.

Engineering a unified supply chain ecosystem

After a comprehensive discovery phase, C.H. Robinson developed a tailored solution for the tyre manufacturer focused on total connectivity. Through C.H. Robinson Managed Solutions™ the team integrated all active sites—including warehouses and distribution centres—into a single customer technology platform.

The C.H. Robinson customer platform feeds directly into the manufacturer’s enterprise resource planning (ERP) tool and internal data mart, enabling all delivery and carrier information from every site is available in a single location.

This level of connectivity and visibility supports automated reporting and the creation of accurate carrier scorecards. By standardising the optimisation process across all sites, the company can now build dedicated, efficient routes for its major retail customers, enabling every mile driven is a mile utilised.

Beyond the standard technology integration, C.H. Robinson also introduced advanced automation and exception management using the Always-on Logistics Planner™. This AI-driven digital teammate executes 24/7, learns as it goes and handles delivery tasks end-to-end—faster, smarter, everywhere.

The tyre manufacturer’s system now handles delivery date changes and order triggers with minimal human intervention. The platform’s flexibility was a critical factor, as it was configured to support the manufacturer's specific LTL load-building processes. The use of Lean AI—our proprietary blend of powerful AI, with world-class logisticians, together with our proven lean operating model—turned a rigid, manual system into a fluid, responsive supply chain engine that continuously improves.

Transforming logistics from a cost centre into a strategic asset

The transition to C.H. Robinson Managed Solutions has delivered immediate, measurable results for the tyre manufacturer that extend across the entire organisation. So far, the company has realised approximately $1,000,000 in annualised cost savings through improved optimisation and efficiency. Savings are expected to grow as five more distribution sites and 30 additional carriers will be added to the programme within the year.

The company has also gained the agility to scale quickly. Despite a projected increase in volume from 43,000 to 100,000 annual orders, the company is successfully managing this growth with their current headcount, proving that digital transformation is a force multiplier for their workforce.

This centralised foundation does more than just save money; it enables the company’s long-term vision. With real-time data connectivity now live across their carriers and sites, they are moving toward dynamic routeing and have the data infrastructure required to support their goal of net-zero carbon emissions by 2050.

As the global leader in tyre manufacturing continues to expand its footprint and evolve its service model, the relationship with C.H. Robinson remains a cornerstone of its operational strategy. Together, we are committed to a roadmap of continuous innovation—leveraging data, expertise and advanced technology to ensure the supply chain remains as high-performing and reliable as the products they bring to market.