U.K. startup partners with Algeria's Iris Tyres

SETIF, Algeria—Enso Tyres Ltd., a British engineering startup that has developed what it claims to be an ultra-low rolling-resistance tire optimized for electric-vehicle applications, has struck an off-take production deal with Algerian tire maker Iris Tyres.

Founded in 2016 by Icelandic entrepreneur Gunnlaugur Erlendsson, Enso Tyres has generated substantial publicity in the past 18 months in the United Kingdom with a series of demonstration tests with various entities that purport to show the Enso tire's claimed rolling-resistance advantages.

London-based Enso has yet to disclose publicly detailed results of the tests or comparative performance data of its tires versus products from established tire makers, but in a company statement, Enso said its arrangement with Iris will enable it to "strengthen its position as an environmentally friendly brand [supplying] energy-efficient and low-emission tires dedicated to EVs."

Designed in partnership with Iris engineers, Enso claims its tires will increase "autonomy in electric vehicles, while reducing pollution emitted by tires."

Enso has worked with Iris Tyres—which commissioned its sole factory, in Setif, Algieria, in March 2019—since early 2020, according to information posted on Iris Tyres' Facebook page. Designed in partnership with Iris engineers, Enso claims its tires will increase "autonomy in electric vehicles, while reducing pollution emitted by tires."

Adding the Enso products, Iris said, will complement its existing range tires, sold under the brand names Aures, Sefar, Ecoris and Stormy.

The agreement follows months of cooperation, including the production of prototypes by Iris engineers in early 2020, for recent testing on London taxis and Royal Mail electric vehicles

Erlendsson described the partnership with IRIS as "an essential step" in delivering "advanced and high-quality" tire technology specifically for EVs.

"Together, we are navigating our way to the forefront of the innovation race, optimizing the tire technology for electric vehicles, working towards a more sustainable future," Erlendsson said.

Iris CEO Yacine Guidoum added: "We are pleased to see our strategic development plan coming to fruition as and as; because after the success of our experience in the local market."

Erlendsson and Guiduom signed their partnership contract on Feb. 27 at Iris' factory in Setif. Sharon Wardle, the U.K.'s ambassador to Algeria, was in attendance as well at the signing.

Enso has published little on its operations, including Erlendsson's background or credentials for starting a tire technology company. The company's headquarters address is in a residential area in north-central London near Regent's Park.

In a corporate video posted on the company's site, Erlendsson outlines his vision for the company, with a strong emphasis on finding solutions for the microplastics pollution dilemma.

One report lists Helmut Kreuser, a one-time Continental A.G. and Black Donuts technician, as its chief technology officer, and James Goodwin, a former U.K. defense industry and information technology executive, as chief of staff.

European Rubber Journal contributed to this report.