Winter Tyres Business – A Hope And A Worry

Last year’s miserable winter tyre business has had a marked effect on many market players. Only a small number of dealers in very few regions of Germany could report a normal winter tyre business. In most parts of the country the snow came too late.

If it does not snow until the beginning of November it becomes increasingly harder day by day to convince the end users to fit their cars with winter tyres. November is absolutely the most important month for retailer‘s winter tyre business. In late summer and early autumn of 2000 the tyre manufacturers were very happy about their sales to the dealers, which reached record levels.

But of course the managers of the tyre industry are not so naive as to regard the lack of sales to the end users later on in the season as a problem only for the dealerships. This problem comes back to the manufacturers in two ways. First of all dealers experienced a lack of financial liquidity and there were problems in paying invoices.

Secondly, having tyres in stock affects the willingness to order for next year – in this case 2001 – at the same level as before. Because merely listing the troubles would be pointless and unproductive, we tried another approach: we spoke to a lot of market players in order to form an overview of opinion and compared this with some hard figures..