Alterever is a successful family‑owned manufacturer specialising in tyre retreading for heavy‑duty specialist vehicles working in the industrial, commercial and agricultural sectors. Serving blue‑chip clients across major UK and European ports, the business combines traditional engineering expertise with a growing focus on sustainability, performance and data‑driven services.
As a long‑established manufacturer, Alterever described itself as “a very traditional British 1980s business with heavy machinery and a lot of manual work.” While the core production expertise remained strong, the business recognised that its systems and processes needed to evolve to meet modern customer expectations.
As a new generation became more involved in the company, there was increasing pressure to improve efficiency, transparency and data capture across operations. This was particularly important given Alterever’s blue‑chip customer base, who required better insight into product performance, traceability and cost.
Without accurate, real‑time data, it was difficult to track individual tyres through production, analyse performance in use, or provide customers with the information they increasingly demanded. Addressing these limitations was essential to maintaining competitiveness, improving safety and unlocking future growth.
Alterever engaged with Made Smarter Yorkshire, accessed via the Hull and East Yorkshire (HEY) Growth Hub, to support a programme of digital investment and development.
The first project focused on strengthening data capture and traceability across the factory. Existing software was linked to a new barcoding system, allowing every tyre to be tracked through each stage of the retreading process - from initial inspection of the casing through to final manufacture.
This created a complete digital record of how every tyre was produced, improving quality control, accountability and traceability.
Neil Rosenthal, a consultant to Alterever Ltd, said: “We can trace the product right the way through, so when a casing/second-hand tyre lands in our yard we can inspect it and take it through half a dozen stages before it gets cooked into the right tread pattern and size.
“You have a record of how that tyre has been manufactured so in the future if there’s an issue, good or bad, you can see who was responsible.”
A second project focused on Alterever’s specialist tyres for port applications. Vehicles operating in ports are subject to heavier loads, higher torque and increased braking forces, placing significantly greater stress on tyres which means they must be substantially stronger. To design a future‑proof product capable of meeting these demands, Alterever needed deep insight into real‑world operating conditions.
With Made Smarter support, the company developed a solution to embed radio frequency identification (RFID) chips into tyres. These chips collect performance data while the tyres are in use, providing valuable insight into tyre wear, vehicle use and driver behaviour.
Neil said: “We needed a system that would help clients find out how much they are spending on tyres and why they are spending - how the tyres in their vehicles are performing and how the driver is performing. How one driver might be getting 800 hours from a tyre when others are getting more.
“The insights gained will directly inform the development of a new generation of specialist port tyres. We are also developing our range of services to include custom manufacturing, major tyre repairs, tyre management, consultancy, and tyre monitoring.”
The digital transformation programme is delivering wide‑ranging benefits for the business and its customers:
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End‑to‑end traceability, allowing Alterever to follow every tyre throughout production and identify issues or improvements quickly
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Improved customer insight, helping clients understand tyre performance, usage patterns and overall spend
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Enhanced product development, using real‑world performance data to inform the next generation of specialist port tyres
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Expanded service offering, including custom manufacturing, major tyre repairs, tyre management, consultancy and tyre monitoring
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Increased reliability and safety, particularly for vehicles operating in demanding port environments
The new systems also support more consistent processes, improved accountability and better decision‑making across the business.
Beyond operational efficiency, the partnership with Made Smarter has reinforced Alterever’s commitment to sustainability and the circular economy. Tyre retreading - once undervalued - is increasingly recognised as a practical way to reduce waste and carbon emissions.
The business has successfully expanded its product range, a move that would not have been possible without the digital insight and confidence gained through the Made Smarter programme.
Neil said: “People say they would never put retreads on their car, but it’s becoming attractive now because you are reducing your carbon footprint and using an eco‑product - exactly what chief sustainability officers want to hear. That’s why there’s a big future in this business.”
With stronger data, smarter products and a modernised operation, Alterever is well placed to continue growing its reputation as a reliable, innovative and sustainable manufacturer.
