Disrupting the EV tyre status quo with Dominic Clark

Electric vehicles have changed the car industry. Now Enso Tyres wants to change how we think about the rubber they ride on. “We’re 100% focused on electric vehicles,” says Dominic Clark, Managing Director of Enso Tyres. “From the bottom up, our DNA is electric.”

Unlike traditional tyre manufacturers retrofitting internal combustion engine (ICE) designs for EVs, Enso claims to be the first tyre company founded with an entirely electric-first philosophy, product, business model and sustainability credentials included.

“Once you remove tailpipe emissions, tyres and brakes become the biggest polluters on a vehicle,” Clark says. “EV drivers want their whole car to be clean, not just the motor. We’re here to make that happen.”

Founded in the UK and now growing rapidly in Europe and North America, Enso is preparing to make 2025 its year of letting more EV drivers know about the company.

“We've developed some great products over the last few years, mostly in R&D,” Clark explains. “Now it's about taking those lab products and bringing them into the real world.”

The first models that can be fitted with Enso Tyres include the Tesla Model Y and Model 3, as well as the Jaguar I-Pace and then commercial electric vehicles like the Mercedes-Benz eSprinter, Ford E-Transit and LEVC taxi.

Why EV tyres matter more than you might think

Tyres might not be the first thing you associate with EV innovation. For Clark, who spent 12 years at Michelin and later founded online tyre retailer Tyres on the Drive, it’s the next big frontier.

EVs bring new challenges.

Once you remove tailpipe emissions, tyres and brakes become the biggest polluters on a vehicle.

EV drivers want their whole car to be clean, not just the motor. This is what Enso is working on to solve.

“EVs are heavier, with huge amounts of on-demand torque. That’s a performance and weight combination we couldn’t have imagined when I started in the tyre industry,” Clark says. “The demands they place on tyres are game-changing.”

In other words, tyre wear becomes a real issue. Early EV adopters may remember needing replacements sooner than expected.

“Yes, EV tyres wear out quicker, but only if you're comparing them to traditional tyres not designed for the job,” Clark clarifies. “We’ve designed ours to last longer.”

ENSO tyres have been validated during multiple independent trials which have shown them to decrease particulate pollution by up to 35% while also extending electric range by up to 10% versus equivalent alternatives.

Built to last and extend EV driving range

The key to longevity? Smarter design and chemistry. “Heat is the biggest killer of tyres,” Clark says. “So we use compounds that generate less heat and vulcanisation processes that make them more durable.”

Enso’s launch products, 18-inch and 19-inch tyres targeting Tesla Model 3 and Y drivers, are EU double-A rated for both energy efficiency and wet braking.

“We’ve made a tyre that not only lasts longer but improves range and safety too,” Clark adds. “It’s a tough balance, but we’ve pulled it off.”

That balance is crucial.

Enso targets three performance metrics that matter most to EV owners: longevity, wet grip for safety and range.

Uber and everyday drivers

Clark describes Enso’s market strategy as targeting “hybrid fleets,” a blend of individual ownership and corporate oversight.

“We’re working closely with Uber. The cars are individually owned, but Uber’s vision is to electrify their fleet by 2030 in London. So it’s a sweet spot for us.”

The same goes for Enso’s work in the “final mile” delivery segment, supplying tyres for electric van fleets that are looking for something more tailored to their electric vans.

“These aren’t traditional national fleets,” Clark explains. “They’re smaller logistics companies under a wider umbrella, perfect for us to make an impact.”

While large-scale fleet penetration is still a future goal, Enso is already available to consumers through retail channels including Halfords, RAC Tyres, eTyres, and a growing number of regional independents like Merityre and In’n’Out service centres.

“Distribution is king,” Clark admits. “We’re expanding rapidly to make Enso widely available in the UK.”

Premium performance, challenger price

Despite its performance credentials, Enso is entering the market priced at the bottom end of the premium range. Clark believes that’s where the business needs to be as it looks to build its reputation with customers.

“There are very few double-A rated tyres out there,” he points out. “Our product could easily justify a higher price, but we’re new. People don’t know us yet, so we’re pricing it slightly lower and we’ll focus on people trying the product.”

Tackling tyre pollution

As EVs eliminate tailpipe emissions, tyres are increasingly under scrutiny for their environmental impact, from CO₂ emitted during production to microplastic pollution during use.

Enso is the first tyre manufacturer to be B-Corporation certified.

B-Corporation certified companies have to demonstrate high social and environmental performance by achieving a B Impact Assessment score of 80 or above.

There are plans for carbon neutral tyre manufacturing facilities in the future.

It’s an indication of how Enso is looking to lead the tyre industry on sustainability.

“The easiest way to make a tyre more sustainable is to make it last longer,” Clark says. “That’s what we’ve done with our first generation.”

Their second generation, currently in development, will include higher proportions of recycled materials, from rubber and petrochemicals to steel components. More importantly, Enso wants to take responsibility for what happens after the tyre’s life on the road.

“Tyres leach microplastics and chemicals even after disposal. Right now, that’s the retailer’s job. We’re looking to take control of that process,” Clark says. “We’re working with partners to ensure tyres are responsibly recycled at the end of their life. It’s about owning the full lifecycle.”

The remainder of 2025 for Enso will be about getting the brand in front of more consumers. Rapid expansion is not the goal.

“We’re not chasing every segment. We’re going deep into the ones we know well,” says Clark.

That includes more EV-compatible sizes, stronger partnerships with Uber-style hybrid fleets, and widening distribution access across the UK.

Meanwhile, across the Atlantic, Enso is preparing for a major push. “We’re piloting our Uber model in North America and working with large US retailers. It’s early, but we’re optimistic,” Clark says.