Nestled in the serene town of Ski, Norway, reTyre’s innovative factory is transforming the tyre industry with its sustainable and highly automated production process. Former professional cyclist and renowned TV personality Dag Otto Lauritzen recently visited the facility, sharing his enthusiasm and optimism about the company’s future.
Dag Otto Lauritzen, a celebrated figure in Norwegian cycling and television, has been a long-standing ambassador and investor in reTyre. His journey with the company has granted him a front-row seat to its evolution from an ambitious startup to a leader in sustainable tyre production. During his visit, he expressed his admiration for the team’s progress: “reTyre is a Norwegian tyre company where I have been an ambassador and investor for many years. An incredibly innovative and exciting company, and now it’s said that they have big things in the works. They have built a sustainable tyre factory in Ski, Norway.”
Inside the Sustainable Factory
From the outside, the factory resembles a warehouse, highlighting reTyre’s ability to operate with significantly less space than conventional tyre manufacturing.
“Behind me here is actually a factory. It might look like a warehouse from the outside, but on the inside, you will find some amazing machinery. And this is going to revolutionise tyre production,” Lauritzen remarked. The facility, which utilises advanced manufacturing technology, is the first of many micro-factories that reTyre plans to establish worldwide.
A Conversation with the CEO
Paul Magne Amundsen, CEO and founder of reTyre, accompanied Lauritzen on the tour, explaining the significant advantages of the new technology. “This technology is highly automated and requires far less space, energy, and manpower than conventional tyre manufacturing. This allows us to scale quickly. We plan to be present where the customers are, and our business model enables us to offer locally produced products efficiently and with minimal environmental impact,” Amundsen explained.
He further emphasised the economic and ecological benefits: “We have developed a technology that not only reduces environmental impact but also significantly lowers production costs. This allows us to compete globally with a green profile, without compromising on performance or price.”
Expanding Market Reach
Initially focusing on the non-motorised market, reTyre has already attracted major players in the micromobility sector, including brands like Thule. “Many brands are now making sustainability a key part of their strategy,” Amundsen noted, highlighting the industry’s growing commitment to greener solutions.
A Day of Discovery and Pride
Reflecting on his visit, Lauritzen shared, “This has been an incredibly fun day, and I’ve seen some truly impressive machines. The technology is cutting-edge, and being part of this journey – seeing the innovation up close – is really exciting. As an investor, that’s just fantastic. At the heart of it all is a group of incredible people, and they truly deserve this success. The sky is the limit for them.”
Lauritzen’s visit reinforces the excitement and confidence surrounding reTyre’s innovations. As the company continues to grow and expand its global reach, it remains dedicated to its vision of a sustainable future, driven by technology that not only protects the environment but also enhances the efficiency and effectiveness of tyre manufacturing worldwide.