2026 sees the legendary DUNLOP tyre brand back at the heart of automotive culture.
With the rights for Europe now back in SRI’s hands, the revitalised and refreshed brand kicked off its campaign this month with its first driving event – held at Circuit Sevilla on the Iberian Peninsula with Elan on hand to support this exciting launch.
The 4.1km-long circuit is a mere 15 minutes from Sevilla airport, making it an ideal and crucially convenient location to welcome over 30 media and influencers from across Europe to experience Dunlop Tyre Europe GmbH’s brand-new Blue Response TG pattern.
Trade and consumer media hailing from as far afield as Finland, UK and Greece, plus influencers from Spain, France, Italy and Germany, joined the one-day event that blended seat time, ample space for content creation as well as opportunities to speak with executives and engineers to get under the skin of this new tyre.
Guests relished the chance to drive vehicles on track, such as the Toyota GR Yaris, as well as hot laps in an R35 Nissan GT-R. Others enjoyed pushing the limits of the tyre during a series of spectacular stopping and braking tests, while those keen on mixing culture and content took advantage of the opportunity to drive on the quiet local roads close by, stopping off at an olive grove to sample the multiple products derived from the beautiful trees.
Photographers and videographers were on hand to capture the content with material shared during the event to keep social channels topped up ahead of print and online coverage dropping. Soon, everyone will be able to read how DUNLOP produced an award-winning tyre in under nine months in titles such as Tire Technology International, What Car? and Journal de la Pneumatique.