News | September 8, 2021

Avery Dennison Smartrac Launches AD Maxdura Tire Tag

Ultra-robust embedded UHF RFID tag to enable key environmental and safety features for the multi billion tires manufactured each year.

Avery Dennison Corporation today announces the launch of the AD Maxdura Tire Tag, one of the most advanced embedded UHF RFID tags for the tire industry. Every year some 3 billion units are manufactured globally and RFID is increasingly being adopted by all leading tire manufacturers, Michelin for instance has announced it is fitting RFID sensor tags to all its tires by 2023 and countries such as China are looking to make its use mandatory.

AD Maxdura Tire Tag leverages Avery Dennison’s material science and RF design expertise, to provide unprecedented information into the lifecycle of the tire, enabling a range of environmental and safety features. The tag is attached to the tires directly during vulcanization and becomes fully connected from day one. This means the tag enables track and trace through the logistic chain, and also makes it much easier to identify tires at warehouses and dealerships. Stock counts can be performed almost instantly, tire assembly and fitting errors can be reduced, and it becomes a powerful defense against counterfeiting. The AD Maxdura Tire Tag will also detail the exact materials used to manufacture the tire, making their reuse easier and providing valuable information to recycling centres.

AD Maxdura Tire Tag features stable performance over a wide frequency area with long distance read range of up to 11 meters, depending on mounting place and tire type. Measuring just 43 mm x 2.0 mm x 2.00 mm it has one of the smallest form factors of any embedded tire tags and is compliant with the GS1 Class 1 Gen 2 and ISO 18000-6C protocol.

Lauri Hyytinen, market development manager, automotive at Avery Dennison Smartrac, comments: “The automotive industry is in the biggest upheaval in its more than 130-year history. Avery Dennison is working with all the leading tire manufacturers as they turn to RFID. The benefits are clear, not least in terms of safety and the ability to fully track the lifecycle of the 3 billion manufactured each year. However, we have designed the AD Maxdura Tire Tag to be future proof for a wide range of forthcoming uses which Avery Dennison Smartrac is already working on with OEM partners in the automotive industry, this includes logistics solutions and brand protection applications.”

Samples of the AD Maxdura Tire Tag are available from today. High volume orders are possible from mid Q4 2021.

About Avery Dennison
Avery Dennison is a global materials science company specializing in the design and manufacture of a wide variety of labeling and functional materials. The company’s products, which are used in nearly every major industry, include pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical, and retail applications; tags, labels and embellishments for apparel; and radio frequency identification (RFID) solutions serving retail apparel and other markets. Headquartered in Glendale, California, the company employs more than 32,000 employees in more than 50 countries. Reported sales in 2020 were $7.0B. For more information, visit

Source: Avery Dennison