Consumer Trends in the European Tyre Market
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.
Synopsis
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.