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Consumer Trends in the European Tyre Market

Consumer Trends in the European Tyre Market

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Executive Summary

Consumer reaction to economic pressures has shaped the tyre market for the past six years, with motorist austerity becoming widespread, deferral of replacement becoming more prominent and price becoming the greatest influencer when choosing a tyre for many. This report draws on Verdict's unique aftermarket and survey data to explore the factors shaping consumer trends in the European tyre market.


Brand loyalty in Europe is low, with typically less than 10% of motorists placing high importance on brand loyalty when purchasing tyres. In the UK, only 7% of motorists placed any importance on brand loyalty, while of the leading five markets, France is the only market where more than 10% of motorists place any major emphasis here.

In Lithuania, only 35% of motorists replaced their tyres based on their dealership's recommendation, and in Poland only 44% did so, compared to 62% in the UK and 59% in Germany. This suggests that, when it comes to choosing a particular brand, motorists in these countries will be more interested in cost savings.

Many motorists in mature European markets did not actually know how often their tyres were replaced in terms of accumulated mileage or years. This figure was highest in the UK, where 61% of motorists did not know, while in most of the other mature European markets, this figure was typically over 40%; only Italy, with 39%, had a lower proportion.

Reasons To Buy

Understand how consumer trends influence how and where motorists get their tyres replaced.

Target which markets are most and least likely to use particular types of tyres, and see their growth potential.

See how the value and volume of the European tyres market will change over time by region and by channel.

Your key questions answered

Which markets demonstrate the greatest growth potential for tyres and which channels will benefit?

How do motorists decide which brand of tyres to buy, what influences the decision and what opportunities does this present for retailers?

What opportunities exist for all channels to maximise their potential share of the tyre market?

How can manufacturers and retailers encourage uptake of winter tyres?

1 Overview

2 New Tyre Labelling

2.1 Impacts and opportunities

2.2 Tyre labelling system presents different opportunities across the aftermarket

2.3 Mid-range brands stand to gain the most from the tyre labelling system

2.4 Consumer education the key for online pureplays

2.5 Retailers should focus on budget and mid-range brands in Eastern Europe

3 Distribution Channels

3.1 Low levels of motorist awareness present opportunities for the aftermarket

3.2 Budget and mid-range brands should be the focus for independent garages

3.3 Online presents opportunities across the tyre aftermarket

3.4 Partnerships with hypermarkets can help pure online tyre retailers to grow

3.5 Dealerships must adapt quickly to remain competitive in the online tyre market

4 Motorist Uptake of Tyre Technology

4.1 Potential for the winter tyre market to expand, not just driven by legislation

4.2 Highlighting safety and performance the key to success in markets without legislation

4.3 Low levels of uptake by motorists ensure run-flat tyres remain a small segment of the market

4.4 'Green' tyres are not yet a priority for the majority of motorists

5 Recommendations and Conclusions

5.1 Mid-range brands should emphasise product life and price competitiveness

5.2 Online retailers set to become major players in the European tyre market

5.3 Independent garages should focus on budget and mid-range tyres to win market share

5.4 Tyre labelling should be used as a sales tool, not just as legislation

6 Appendix

6.1 About Verdict Retail

6.2 Disclaimer

Figure 1: The new European tyre labelling system

Figure 2: Percentage of respondents who replace their tyres based on a mechanic's recommendation

Figure 3: Percentage of respondents who place high importance on brand loyalty when purchasing tyres

Figure 4: Tyre labelling legislation - education example from

Figure 5: Tyre labelling legislation - education example from Pneus Online

Figure 6: Tyre replacement rates (%), 2009, 2013e and 2017e

Figure 7: Percentage of respondents who did not know how often they replaced their tyres

Figure 8: Number of respondents influenced by price competitiveness and product performance

Figure 9: Other services offered by Halfords Autocentres

Figure 10: Budget and mid-range tyres offered by independent tyre specialist National Tyres

Figure 11: Percentage of total tyre market volume sold through online channel, 2013 and 2017

Figure 12: An example of a mobile fitting website from

Figure 13: Example of different services offered by mobile fitting websites from

Figure 14:'s partnership with Tesco

Figure 15: Percentage of respondents who replace tyres themselves

Figure 16: BMW's eBay store

Figure 17: Winter tyre legislation in Europe

Figure 18: An example of winter tyre promotions from ATS Euromaster

Figure 19: An example of winter tyre promotions online from

Figure 20: Number of respondents influenced by product life and eco-friendliness when purchasing tyres

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