Consumer Trends in the European Tyre Market

Consumer Trends in the European Tyre Market

  • Products Id :- VR0034TR
  • |
  • Pages: 33
  • |
  • |
  • |
  Request for Sample Report
  Request A Quote

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?

Read More

Contact Us:
Ken Research
Ankur Gupta, Head Marketing & Communications


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

Single User License:
Report can be used by individual purchaser only

Site License:
Report can be shared by unlimited users within one corporate location, e.g. a regional office

Corporate User License:
Report can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

To know more information on Purchase by Section, please send a mail to sales [@]

Insight Report,Retail,Automotive,Verdict Retail

select a license
Single User License
USD 1895 INR 135455
Site License
USD 3790 INR 270909
Corporate User License
USD 5685 INR 406364



An excellent provider. Thorough, precise and outstanding insight. They drill down to what we need and their reports are effective at integrating text with supporting graphics and charts. Their reports are a great resource to go back too. ...

Coherent, high-quality, thoroughly-researched reports. We received a very quick response to all our queries which eventually expedited the entire process....

Well structured, the insights they shared with us were very helpful and reliable. Their timely assistance make their services invaluable to us. I would highly recommend them and would definitely use them again in the future if needed...

The report sent to us was on the point, and its information was quite extensive, well structured, and well researched. More importantly what we valued was your response time and professionalism. As a leading global consulting firm, our clients expect high quality deliverables in short periods of time, so a reliable research partner is essential. For the price that you have charged the quality of your services were exceptional. We look forward to continue our relationship with your team on future engagements....

This is with regards to your report on India PVC pipes and fitting market outlook industry outlook to 2019. This is a very well written report and accept my compliments on the same.... ...

Ken Research Private Limited, Unit 14, Tower B3, Spaze I Tech Business Park, Sohna Road, sector 49
     Gurgaon, Haryana - 122001, India


Company Brochure

Engage with Us

sales [@]